Tourism Academy 2025
Full Conference Agenda
The tourism conference for professionals who are transforming the landscape of travel through technology and marketing.
Monday, June 23rd (Pre-Conference)
Monday, June 23rd (Pre-Conference) 12:00 PM - 6:00 PM
12:00 PM - 6:00 PM
Registration
Monday, June 23rd (Pre-Conference)
Outside of Great Northern Ballroom
Monday, June 23rd (Pre-Conference) 1:00 PM - 3:00 PM
1:00 PM - 3:00 PM
Twin Cities Exploration
Monday, June 23rd (Pre-Conference)
Hotel Lobby
Arriving early? Join us on a special excursion in the Twin Cities. More information coming soon!
Monday, June 23rd (Pre-Conference) 4:30 PM - 6:30 PM
4:30 PM - 6:30 PM
Networking Tailgate
Monday, June 23rd (Pre-Conference)
North Loop Green | 350 N 5th Street
Kick off Tourism Academy with a casual tailgate at one of Minneapolis' newest outdoor spaces. Network with conference first timers and veterans while enjoying lite bites, drinks, and lawn games prior to heading to neighboring Target Field for an evening of baseball.
Monday, June 23rd (Pre-Conference) 6:30 PM - 9:30 PM
6:30 PM - 9:30 PM
Minnesota Twins Baseball
Monday, June 23rd (Pre-Conference)
Target Field | 1 Twins Way
Root, root, root for the home team as you watch the Minnesota Twins battle the Seattle Mariners at Target Field. Tickets included with your Tourism Academy registration.
Tuesday, June 24th (Day 1)
Tuesday, June 24th (Day 1) 6:00 AM - 4:45 PM
6:00 AM - 4:45 PM
Registration
Tuesday, June 24th (Day 1)
Outside of Great Northern Ballroom
Tuesday, June 24th (Day 1) 6:30 AM - 7:30 AM
6:30 AM - 7:30 AM
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Morning Fun Run
Tuesday, June 24th (Day 1)
Hotel Lobby
Meet in the lobby for a dynamic warm up and group photo before heading out on a 3-mile easy run with planned stops at Minneapolis landmarks and end up back at the hotel for a bit of stretching and cool down. Registration form coming soon!
Tuesday, June 24th (Day 1) 7:30 AM - 8:30 AM
7:30 AM - 8:30 AM
Networking Breakfast
Tuesday, June 24th (Day 1)
The Conservatory
Tuesday, June 24th (Day 1) 8:30 AM - 9:15 AM
8:30 AM - 9:15 AM
Welcome & Opening Remarks
Tuesday, June 24th (Day 1)
Great Northern Ballroom
Welcome to Minneapolis! Join us as we kick off Tourism Academy 2025 with insights on industry trends and updates on the latest strategies and solutions Tempest is deploying to support destinations across North America.
Featuring:
Alex Heimann
CEO
Tempest
Tuesday, June 24th (Day 1) 9:15 AM - 10:00 AM
9:15 AM - 10:00 AM
Destination Connections: Minneapolis Mingle
Tuesday, June 24th (Day 1)
Great Northern Ballroom
Kick off the conference with this energetic ice-breaker! Network with fellow destination marketing pros, exchange ideas, and forge new connections in a fun, casual atmosphere. Get ready to engage, collaborate, and set the tone for an inspiring event.
Tuesday, June 24th (Day 1) 10:15 AM - 11:00 AM
10:15 AM - 11:00 AM
iDSS 101: Mastering the Basics
Tuesday, June 24th (Day 1)
Rock Island
Get up to speed with iDSS in this comprehensive overview session. Whether you're a newbie or a veteran looking for a refresher, this session's got you covered. Learn about key features and their real-world applications, discover tips for creating efficient workflows, and uncover time-saving strategies. Bring your laptop and login credentials for a hands-on experience.
iDSS GroupPace: Turbocharge Your Sales Performance
Tuesday, June 24th (Day 1)
Zephyr
Dive deep into the powerhouse of iDSS reporting with this advanced session on GroupPace. Learn how to leverage real-time data to supercharge your sales strategy and hit those year-end goals out of the park. We'll show you how to compare current performance against targets, forecast up to seven years ahead, and drill down into sales leads for actionable insights.
Embracing the Future of Discovery: Successful Content Strategies for 2025 and Beyond
Tuesday, June 24th (Day 1)
Southern Pacific
Prepare your content for the evolving search landscape with strategies designed to enhance discoverability by AI-driven tools and capture organic traffic. This session covers essential steps to future-proof your content, optimize for advanced search algorithms, and align with the latest trends to keep your destination top-of-mind in the modern search ecosystem.
Featuring:
Kyle Huff
Director, Growth Marketing
Tempest
Tuesday, June 24th (Day 1) 11:15 AM - 12:00 PM
11:15 AM - 12:00 PM
iDSS Partner Management: Streamlining Your Destination's Relationships
Tuesday, June 24th (Day 1)
Rock Island
Dive into the world of efficient partner and member management with iDSS. This session covers the essentials of handling terms, dues, and leveraging the Extranet for seamless invoice payments and business information updates. Perfect for those looking to enhance their organization's partner relationships through iDSS. Bring your laptop and iDSS credentials for a hands-on experience.
Elevating Your Game: Sports Tourism Index
Tuesday, June 24th (Day 1)
Zephyr
Gain a competitive edge in sports tourism by harnessing the Sports Tourism Index™. This session will guide you in benchmarking your destination, identifying strengths, and making data-driven decisions that captivate sponsors and attract top events. Plus, discover Scout™—the ultimate platform for matching destinations with event organizers.
Brand Evolution in Action: Discover Lancaster’s Digital Transformation
Tuesday, June 24th (Day 1)
Southern Pacific
Discover how a strategic rebranding approach led to a dynamic new website for Discover Lancaster. This session showcases the steps taken to refine the brand identity, align it with audience needs, and translate it into an engaging, user-friendly digital experience. Learn how thoughtful rebranding can enhance a destination’s online presence and drive meaningful engagement.
Tuesday, June 24th (Day 1) 12:00 PM - 12:45 PM
12:00 PM - 12:45 PM
Networking Lunch
Tuesday, June 24th (Day 1)
The Conservatory
Tuesday, June 24th (Day 1) 12:45 PM - 1:30 PM
12:45 PM - 1:30 PM
CSI: CRM (an iDSS Murder Mystery)
Tuesday, June 24th (Day 1)
Great Northern Ballroom
Put on your detective hat and join our savvy detectives in this high-stakes, interactive session. Your mission: uncover and solve common malpractices plaguing our iDSS system. Work with fellow destination marketing sleuths to analyze digital evidence, identify red flags, and develop foolproof strategies to optimize CRM usage.
Tuesday, June 24th (Day 1) 1:45 PM - 2:30 PM
1:45 PM - 2:30 PM
iDSS Sales & Services Essentials
Tuesday, June 24th (Day 1)
Rock Island
Boost your iDSS prowess in this hands-on training session. We'll walk you through creating, managing, and distributing leads efficiently. Pick up time-saving tricks and best practices to fine-tune your workflow and ramp up your business acquisition. Remember to bring your laptop and iDSS login for a fully interactive experience.
Empowering Destinations with iDSS + Cvent: Real Success Stories
Tuesday, June 24th (Day 1)
Zephyr
Discover how destinations are transforming their event sales process through the iDSS and Cvent integration. This session highlights case studies showcasing how direct RFP data flow into iDSS is helping teams streamline lead management, boost collaboration, and drive new business opportunities.
Building Bridges: Engaging Your Community and Showcasing Your Impact
Tuesday, June 24th (Day 1)
Southern Pacific
Discover effective strategies for connecting with local communities and fostering positive perceptions of tourism. This session explores real-world case studies highlighting how DMOs have successfully engaged residents, demonstrated their value, and built community support. Gain insights on advocacy techniques and learn how to showcase the significance of your DMO’s work in ways that resonate with locals.
Tuesday, June 24th (Day 1) 2:30 PM - 3:00 PM
2:30 PM - 3:00 PM
Networking Break
Tuesday, June 24th (Day 1)
Tuesday, June 24th (Day 1) 3:00 PM - 3:45 PM
3:00 PM - 3:45 PM
Visitor Centers & Inquiries: Optimizing Engagement with iDSS
Tuesday, June 24th (Day 1)
Rock Island
Unlock the full potential of iDSS for your visitor centers and inquiry management. Learn how to leverage your CRM to track foot traffic, handle inquiries efficiently, and streamline RFP distribution. Discover practical strategies to boost traveler engagement and make your destination shine. Bring your laptop and iDSS login for a hands-on experience that'll revolutionize your visitor services.
Unlocking Potential with iDSS API: A Case Study in Seamless Integration
Tuesday, June 24th (Day 1)
Zephyr
Dive into the power of the iDSS API through a featured case study, highlighting its flexibility and compatibility across systems. Learn how destinations like Detroit are leveraging iDSS to integrate with platforms like Netsuite, streamlining processes and maximizing operational efficiency.
So, I Have a New Website… Now What?
Tuesday, June 24th (Day 1)
Southern Pacific
Launching a new website is just the beginning! In this session, hear directly from destinations who have leveraged their Tempest website to power unique campaigns and community initiatives. Through real-world examples, you’ll see how creative ideas were brought to life online, showcasing ways to maximize your site’s potential to engage audiences and support impactful projects.
Tuesday, June 24th (Day 1) 4:00 PM - 4:45 PM
4:00 PM - 4:45 PM
Getting Started with the iDSS Extranet: Essential Training
Tuesday, June 24th (Day 1)
Rock Island
This hands-on training will guide you through the core features of the iDSS Extranet, from managing partner information to fostering engagement. Whether you’re new to the platform or seeking a refresher, this session provides practical tools to help you make the most of Extranet’s collaborative capabilities.
Advanced iDSS Workshop: CRM Refresh
Tuesday, June 24th (Day 1)
Zephyr
Join Meet Minneapolis as they share their journey through the CRM Refresh process, detailing how they implemented the project and the significant improvements it brought to their team’s productivity and performance. Discover actionable insights and best practices to help you maximize the impact of your own CRM system.
Sustainable Synergies: Building Stronger Communities Through Tourism
Tuesday, June 24th (Day 1)
Southern Pacific
Discover how destination organizations can partner with local nonprofits to attract visitors and foster sustainable communities. This panel will highlight best practices for leveraging arts, history, nature, and cultural programming to create meaningful, community-driven tourism experiences.
Tuesday, June 24th (Day 1) 5:45 PM - 6:30 PM
5:45 PM - 6:30 PM
SWWGSD Happy Hour
Tuesday, June 24th (Day 1)
Milwaukee Road Bar
Join us for the SWWGSD Happy Hour—a gathering of dynamic women dedicated to making impactful changes. Connect, share experiences, and build relationships in a relaxed setting that celebrates our collective achievements and fosters future collaborations.
Tuesday, June 24th (Day 1) 6:30 PM - 8:30 PM
6:30 PM - 8:30 PM
Evening Reception
Tuesday, June 24th (Day 1)
Location Info Coming Soon
Unwind and network at a unique downtown Minneapolis venue. Enjoy great company, local flavors, and an unforgettable atmosphere as we come together to celebrate and connect in the heart of the city.
Wednesday, June 25th (Day 2)
Wednesday, June 25th (Day 2) 6:00 AM - 4:45 PM
6:00 AM - 4:45 PM
Registration
Wednesday, June 25th (Day 2)
Outside of Great Northern Ballroom
Wednesday, June 25th (Day 2) 7:00 AM - 8:00 AM
7:00 AM - 8:00 AM
Morning Wellness Activity
Wednesday, June 25th (Day 2)
Renaissance Minneapolis Hotel, The Depot
Start your day with a refreshing wellness activity led by a local instructor. All levels are welcome—just bring your enthusiasm and enjoy a moment of mindfulness! More information coming soon!
Wednesday, June 25th (Day 2) 8:00 AM - 9:00 AM
8:00 AM - 9:00 AM
Networking Breakfast
Wednesday, June 25th (Day 2)
The Conservatory
Wednesday, June 25th (Day 2) 9:00 AM - 9:45 AM
9:00 AM - 9:45 AM
Morning Keynote
Wednesday, June 25th (Day 2)
Great Northern Ballroom
Session information coming soon!
Wednesday, June 25th (Day 2) 10:00 AM - 10:45 AM
10:00 AM - 10:45 AM
Maximizing Marketing Impact with iDSS
Wednesday, June 25th (Day 2)
Rock Island
Explore the full spectrum of marketing tools within iDSS, from crafting dynamic email templates and proposals to managing itineraries and leveraging automated emails. This session will showcase how marketing teams can utilize iDSS to streamline communications, enhance the visitor experience, and drive engagement through the Extranet and beyond.
Creating Your iDSS CRM Handbook: A Step-by-Step Guide
Wednesday, June 25th (Day 2)
Zephyr
Learn how to build a comprehensive iDSS CRM Handbook, complete with standard operating procedures, maintenance tips, and best practices. This session will guide you through each stage of handbook creation, equipping you with the tools to maintain a well-organized, effective CRM system.
Countdown to 250: How Destinations are Preparing for the Semiquincentennial
Wednesday, June 25th (Day 2)
Southern Pacific
As the U.S. approaches its 250th anniversary, destinations nationwide are gearing up for once-in-a-generation celebrations. Join this panel to hear from destination leaders about their plans for commemorating the semiquincentennial, from creating unique visitor experiences to engaging local communities and promoting heritage tourism. Gain insights into the strategies, partnerships, and creative approaches shaping this historic milestone.
Featuring:
Christy Lavin
Account Manager
Tempest
Wednesday, June 25th (Day 2) 10:45 AM - 11:15 AM
10:45 AM - 11:15 AM
Networking Break
Wednesday, June 25th (Day 2)
Wednesday, June 25th (Day 2) 11:15 AM - 12:00 PM
11:15 AM - 12:00 PM
iDSS Reporting Deep Dive: Unlocking Insights
Wednesday, June 25th (Day 2)
Rock Island
Explore iDSS's robust reporting capabilities in this comprehensive tour. Learn to create custom reports, set up dashboards, and leverage analytics for data-driven decisions. Perfect for all skill levels, this hands-on session will revolutionize how you use your destination's data. Bring your laptop and iDSS login to get the most out of this experience.
Sales & Services Roundtable: Optimizing Success and Support
Wednesday, June 25th (Day 2)
Zephyr
Join fellow DMO professionals in an interactive discussion focused on enhancing sales reporting and client support. This session combines insights from both sales and services experts, sharing best practices, iDSS solutions, and strategies to streamline reporting, showcase success, and elevate client and visitor support. Collaborate, learn, and leave with actionable ideas to strengthen your team’s impact.
Session Information Coming Soon
Wednesday, June 25th (Day 2)
Southern Pacific
More session details coming soon.
Wednesday, June 25th (Day 2) 12:00 PM - 12:45 PM
12:00 PM - 12:45 PM
Networking Lunch
Wednesday, June 25th (Day 2)
The Conservatory
Wednesday, June 25th (Day 2) 12:45 PM - 1:30 PM
12:45 PM - 1:30 PM
Lunch Keynote
Wednesday, June 25th (Day 2)
Great Northern Ballroom
Session information coming soon!
Wednesday, June 25th (Day 2) 1:45 PM - 2:30 PM
1:45 PM - 2:30 PM
Session Information Coming Soon
Wednesday, June 25th (Day 2)
Rock Island
More session details coming soon.
Membership Roundtable: Engaging Partners Through the iDSS Extranet
Wednesday, June 25th (Day 2)
Zephyr
Connect with DMO peers to discuss strategies for boosting partner and member engagement using the iDSS Extranet. Share what’s worked for your team, explore solutions to common challenges, and gain fresh insights from others on overcoming engagement barriers and driving meaningful collaboration.
Who Wants to Be a Destination Marketer?
Wednesday, June 25th (Day 2)
Southern Pacific
Get ready for an entertaining twist on destination marketing education with this lively, game show-style session! Join the fun as contestants tackle topics like marketing strategies, community engagement, website workflows, content creation, SEO, and more—providing laughs, insights, and actionable takeaways for everyone in the audience.
Wednesday, June 25th (Day 2) 2:30 PM - 3:00 PM
2:30 PM - 3:00 PM
Networking Break
Wednesday, June 25th (Day 2)
Wednesday, June 25th (Day 2) 3:00 PM - 3:45 PM
3:00 PM - 3:45 PM
Session Information Coming Soon
Wednesday, June 25th (Day 2)
Rock Island
More session details coming soon.
Sports Roundtable: Elevate Your Event Procurement
Wednesday, June 25th (Day 2)
Zephyr
Join a lineup of sports event experts and DMO professionals in a dynamic roundtable focused on enhancing sports event procurement strategies. Discover how iDSS can streamline your approach and help your destination secure top sporting events.
Session Information Coming Soon
Wednesday, June 25th (Day 2)
Southern Pacific
More session details coming soon.
Wednesday, June 25th (Day 2) 4:00 PM - 4:45 PM
4:00 PM - 4:45 PM
Session Information Coming Soon
Wednesday, June 25th (Day 2)
Rock Island
More session details coming soon.
Session Information Coming Soon
Wednesday, June 25th (Day 2)
Zephyr
More session details coming soon.
Session Information Coming Soon
Wednesday, June 25th (Day 2)
Southern Pacific
More session details coming soon.
Wednesday, June 25th (Day 2) 5:00 PM - 7:00 PM
5:00 PM - 7:00 PM
Dinner on Your Own
Wednesday, June 25th (Day 2)
Experience Minneapolis' superb dining scene. Then join us for the big Tourism Academy party, concert and Lip Sync Battle beginning at 7:00 pm.
Wednesday, June 25th (Day 2) 7:00 PM - 11:00 PM
7:00 PM - 11:00 PM
Closing Party & Lip Sync Battle
Wednesday, June 25th (Day 2)
Location Info Coming Soon
Celebrate another successful Tourism Academy and close out the conference with live music, networking, drinks, and the return of Lip Sync Battle!
Thursday, June 26th (Day 3)
Thursday, June 26th (Day 3) 7:00 AM - 9:00 AM
7:00 AM - 9:00 AM
Registration
Thursday, June 26th (Day 3)
Outside of Great Northern Ballroom
Thursday, June 26th (Day 3) 8:00 AM - 8:45 AM
8:00 AM - 8:45 AM
Networking Breakfast
Thursday, June 26th (Day 3)
The Conservatory
Thursday, June 26th (Day 3) 9:15 AM - 10:00 AM
9:15 AM - 10:00 AM
Session Information Coming Soon
Thursday, June 26th (Day 3)
Rock Island
More session details coming soon.
Optimizing Team Collaboration & Itinerary Builder in iDSS
Thursday, June 26th (Day 3)
Zephyr
Learn how to make the most of iDSS’s Team Activity tracking and updated Itinerary Builder to streamline collaboration and create compelling, brand-aligned itineraries. This session will cover tools for tracking team activities and building customized itineraries that combine iDSS data with unique content and design elements.
Interactive Workshop: 10 Things You Didn't Know You Could Do in Craft CMS
Thursday, June 26th (Day 3)
Southern Pacific
Are you maximizing the potential of your Tempest website? Join this hands-on workshop to uncover powerful, lesser-known features of Craft CMS that destinations are using to enrich storytelling and engagement. Bring your laptops and CMS credentials for a hands-on learning experience.
Thursday, June 26th (Day 3) 10:15 AM - 11:00 AM
10:15 AM - 11:00 AM
Session Information Coming Soon
Thursday, June 26th (Day 3)
Rock Island
More session details coming soon.
Getting the Most from iDSS Send: Email Campaign Updates & Best Practices
Thursday, June 26th (Day 3)
Zephyr
Join us for an in-depth training on iDSS Send, where we’ll explore new navigation, design, and workflow updates that make managing email campaigns smoother and more efficient. This session will cover improved navigation features, the streamlined Send Home Page for quick access to campaigns and templates, and an enhanced campaign creation workflow with visual progress indicators. Get hands-on insights into creating and customizing templates, using dynamic content options, and the updated scheduling process, empowering you to create impactful, brand-aligned campaigns with ease.
Interactive Workshop: Tactical Applications of AI for Destination Organizations
Thursday, June 26th (Day 3)
Southern Pacific
Discover how AI tools can streamline operations and boost efficiency for destination organizations. This hands-on workshop will provide practical strategies for integrating AI into your workflows to enhance productivity and decision-making.
Featuring:
Kyle Huff
Director, Growth Marketing
Tempest
Thursday, June 26th (Day 3) 11:15 AM - 12:00 PM
11:15 AM - 12:00 PM
Session Information Coming Soon
Thursday, June 26th (Day 3)
Rock Island
More session details coming soon.
Interactive Workshop: Configuring iDSS Admin Settings for Success
Thursday, June 26th (Day 3)
Zephyr
This hands-on workshop will guide you through the essential iDSS Admin settings, helping you tailor configurations to best fit your organization’s needs. In this interactive session, you’ll learn how to adjust key settings, manage user permissions, and optimize platform features to streamline workflows and improve team collaboration. Perfect for admins looking to deepen their knowledge and ensure iDSS is fully aligned with their operational goals.
SEO Workshop: Crafting Content That Ranks
Thursday, June 26th (Day 3)
Southern Pacific
Master the art of content writing for SEO success in this hands-on workshop. Learn how to identify high-impact topics, structure content effectively, and optimize it for search engines. Gain actionable insights and best practices to create compelling, search-friendly content that drives traffic and engagement for your destination.
Agenda subject to change, including special events, sessions and speakers.
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