Tourism Academy 2025
Full Conference Agenda
The tourism conference for professionals who are transforming the landscape of travel through technology and marketing.
Agenda subject to change, including special events, sessions and speakers.
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
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. Click here to register in advance.
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.
Featuring:
Brent Foerster
Executive Director
Tempest
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.
Featuring:
Nate Davis
Client Support Manager
Tempest
Game Plan for Success: Tools & Tactics for Sports Events
Tuesday, June 24th (Day 1)
Zephyr
From lead generation to event fulfillment, this session explores how destination organizations can level up their sports event strategy using iDSS and the Sports Tourism Index™. Learn how to showcase your destination’s strengths, streamline communication with partners, and connect with the right event opportunities.
Designing for Discovery: How Creative Choices Shape Destination Websites
Tuesday, June 24th (Day 1)
Southern Pacific
Step inside the creative process behind recent destination website redesigns, where brand storytelling, visual identity, and user experience come together to create compelling digital spaces. This session explores how destinations tackled unique design challenges, refined their aesthetics, and transformed their online presence to better engage visitors.
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.
From Bids to Big Wins: Hosting Successful Sporting Events
Tuesday, June 24th (Day 1)
Zephyr
Join destination professionals as they share insights on the evolving world of sporting events and their impact on tourism. This panel discussion will explore strategies for attracting and hosting successful events, building partnerships, and maximizing economic benefits for communities.
Featuring:
Jon Schmieder
Founder & CEO
Huddle Up Group
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.
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.
From Insight to Impact: Elevating Marketing Performance Through Impactful Data-Driven Strategies
Tuesday, June 24th (Day 1)
Southern Pacific
In today’s high-stakes environment, DMOs must clearly demonstrate the value of their marketing efforts. Join industry experts as they explore practical strategies for measuring impact, refining media spend, and aligning marketing outcomes with leadership expectations. Through real-world examples and expert insights, you'll learn how to turn data into advocacy and make every dollar count.
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.
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) 5:15 PM - 6:15 PM
5:15 PM - 6:15 PM
SWWGSD Happy Hour
Tuesday, June 24th (Day 1)
Milwaukee Road Bar
Join us for the Smart Women Who Get S*** Done 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)
Mill City Museum | 704 S 2nd St
Presented by Meet Minneapolis, unwind and network at a unique downtown Minneapolis venue: the Mill City Museum. Located within walking distance of the host hotel, the museum occupies the grounds of what was once the largest flour mill in the world, and overlooks the mighty Mississippi River. Enjoy great company, local Twin Cities 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 - 7:45 AM
7:00 AM - 7:45 AM
Morning Wellness Activity
Wednesday, June 25th (Day 2)
Hotel Lobby
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! Click here to register in advance.
Wednesday, June 25th (Day 2) 7:45 AM - 8:45 AM
7:45 AM - 8:45 AM
Networking Breakfast
Wednesday, June 25th (Day 2)
The Conservatory
Wednesday, June 25th (Day 2) 8:45 AM - 9:30 AM
8:45 AM - 9:30 AM
Keynote: Living The Destination Effect: Gaining Support Through Actionable Advocacy
Wednesday, June 25th (Day 2)
Great Northern Ballroom
How well we tell our industry’s story and advocate for our organizations is not only essential, it is critical. Are you viewed as indispensable in your destination? Follow the NY Sherpa beyond just the language models of advocacy to real life destination examples of becoming a “Community Shared Value.” Taken from the innovative Destination Effect project, a collaborative campaign between Destinations International and Tempest, the Sherpa will walk through case studies and correlating pillars of advocacy that you can apply to have the same Destination Effect in your community.
Wednesday, June 25th (Day 2) 9:45 AM - 10:30 AM
9:45 AM - 10:30 AM
Session Information Coming Soon
Wednesday, June 25th (Day 2)
Rock Island
More session details coming soon.
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.
Wednesday, June 25th (Day 2) 10:30 AM - 11:00 AM
10:30 AM - 11:00 AM
Networking Break
Wednesday, June 25th (Day 2)
Wednesday, June 25th (Day 2) 11:00 AM - 11:45 AM
11:00 AM - 11:45 AM
Crisis Toolkit: Leveraging iDSS CRM and Tempest Websites for Effective Response
Wednesday, June 25th (Day 2)
Rock Island
When a crisis hits, your ability to respond quickly and effectively is critical. This session will explore best practices and strategies for using the iDSS CRM, Tempest websites built on Craft CMS, and targeted website content to manage crises in your destination. Learn how to streamline communication, keep stakeholders informed, and ensure your messaging is accurate and impactful.
Sales & Services Panel Discussion: 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.
Featuring:
Brent Foerster
Executive Director
Tempest
Picture This: How DMOs Draw the World In
Wednesday, June 25th (Day 2)
Southern Pacific
Discover how Destination Marketing Organizations are turning maps into masterpieces, videos into virtual escapes, and images into irresistible invitations. This session dives into the most innovative visual storytelling strategies that spark wanderlust, foster local pride, and build global communities.
Wednesday, June 25th (Day 2) 11:45 AM - 12:30 PM
11:45 AM - 12:30 PM
Networking Lunch
Wednesday, June 25th (Day 2)
The Conservatory
Wednesday, June 25th (Day 2) 12:30 PM - 1:30 PM
12:30 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
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.
Immersive Tech Meets AI: Powering the Future of Your Destination
Wednesday, June 25th (Day 2)
Zephyr
Discover how AI and immersive technologies are transforming destination marketing. From hyper-personalized trip planning to virtual previews and smart storytelling, we’ll explore cutting-edge tools that elevate visitor engagement and keep your destination ahead of the curve.
Featuring:
Ty Downing
Co-Founder, COO
SKYNAV
Sustainable Synergies: Building Stronger Communities Through Tourism
Wednesday, June 25th (Day 2)
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.
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.
Unlocking Potential with iDSS API: A Case Study in Seamless Integration
Wednesday, June 25th (Day 2)
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.
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) 4:00 PM - 4:45 PM
4:00 PM - 4:45 PM
Optimizing Team Collaboration & Itinerary Builder in iDSS
Wednesday, June 25th (Day 2)
Rock Island
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.
Session Information Coming Soon
Wednesday, June 25th (Day 2)
Zephyr
More session details coming soon.
Welcoming Minneapolis: Embracing Diversity, History, and Community
Wednesday, June 25th (Day 2)
Southern Pacific
Minneapolis is a city that embraces equity, diversity and inclusivity. Join Meet Minneapolis for a look at how the city honors its history, uplifts Indigenous and Native communities, and celebrates its vibrant LGBTQ+ culture. Through focused discussions, hear how these efforts shape a more welcoming destination and how destination marketing can support authentic, inclusive storytelling.
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)
Fillmore Minneapolis | 525 N 5th St
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) 8:45 AM - 9:00 AM
8:45 AM - 9:00 AM
Closing Remarks & Thank You!
Thursday, June 26th (Day 3)
Great Northern
Thank you for an amazing Tourism Academy 2025! Join us for a quick reflection on the week that was and a look ahead to what is in store for Tempest and Tourism Academy in 2026.
Thursday, June 26th (Day 3) 9:15 AM - 10:00 AM
9:15 AM - 10:00 AM
Interactive Workshop: Configuring iDSS Admin Settings for Success
Thursday, June 26th (Day 3)
Rock Island
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.
Marketing Roundtable: Campaigns, Communication & What’s Working Now
Thursday, June 26th (Day 3)
Zephyr
Join fellow destination marketers for an open and collaborative roundtable discussion focused on the real-world challenges and wins of today’s marketing landscape. From paid campaign strategies to effectively communicating digital performance to stakeholders and board members, this session is all about sharing insights, asking questions, and learning from your peers.
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
Marketing with iDSS: Tools, Templates & Email Campaign Strategies
Thursday, June 26th (Day 3)
Rock Island
Discover how your marketing team can fully leverage iDSS to create impactful, efficient, and brand-aligned communications. This session combines an overview of key marketing tools — including email templates, proposals, itineraries, and automated messages — with a focused walkthrough of the latest iDSS Send updates. Learn best practices for managing campaigns, streamlining workflows, and enhancing the visitor experience through dynamic content and improved navigation.
Connecting the Dots: Leveraging iDSS for Advocacy & Collaboration
Thursday, June 26th (Day 3)
Zephyr
Discover how your destination can leverage iDSS to improve communication, foster collaboration, and strengthen advocacy with key stakeholders. This session will cover best practices for engaging board members and partners using the CRM, while showcasing how iDSS can drive transparency, track impact, and support community-aligned efforts.
AI in Action: Strategy, Ethics, and Innovation for Destination Organizations
Thursday, June 26th (Day 3)
Southern Pacific
Explore the evolving role of AI in destination marketing and operations — from tactical tools that boost efficiency to broader strategic considerations shaping the future of our industry. This session will offer insights into developing internal AI policies, navigating ethical and environmental concerns, and identifying practical applications that align with your organization’s values and goals.
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.
Membership Roundtable: Engaging Partners Through the iDSS Extranet
Thursday, June 26th (Day 3)
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.
SEO Workshop: Creating Content That Connects in the Age of AI
Thursday, June 26th (Day 3)
Southern Pacific
As search evolves, success is no longer just about rankings — it’s about visibility, relevance, and meeting your audience where they are. This hands-on workshop will guide you through modern SEO best practices, including how to identify content opportunities, structure content for AI-driven search experiences, and craft entries that drive engagement and organic traffic.
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