Educational Seminars
In addition to the Tourism Marketing Super Seminar on Wednesday, October 5,
and the Keynote Speakers on Thursday, October 6 and Friday, October 7,
the following Educational Seminars will be offered on Thursday, October 6:
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Taking Care of Business Through New Market Development
Introduction to Adventure Tourism
Elaine H. Wilson
Executive Director, Office of Adventure Tourism
Kentucky Tourism, Arts, and Heritage Cabinet
Click here for biographical information on Elaine Wilson.
Adventure tourism is an important and fast growing part of the leisure travel industry, generating $89 billion in travel expenditures in the United States in 2010. Tennessee is rich with potential adventure tourism assets, and recent state legislation is encouraging the development and growth of this market segment. This seminar will help define the elements of adventure tourism, ways to develop and market adventure tourism activities, and how adventure tourism can successfully assist in the preservation and protection of the state's natural resources.
Taking Care of Business Through Strategic Thinking
Navigating the Perfect Storm
Steven Keith
Senior Editor, Miles Media
Click here for biographical information on Steven Keith.
The marketing landscape continues to be increasingly fragmented. Marketing budgets are shrinking. With so many opportunities and so few dollars to take advantage of them, this is a “Perfect Storm” for marketers. (And we all know how that story ended.) And it’s just as challenging for consumers. They are overwhelmed with information, flooded with choices and searching for who they can trust when planning their travel. During this presentation, we’ll explore this challenging landscape and discuss how smart marketers are making their budgets go further by integrating multiple channels to reach more qualified consumers.
Taking Care of Business Through New Initiatives
Partnering Tourism with Tennessee's New
Four Point Economic Development Plan
Dr. Steve Morse, Economist
Dept. of Retail, Hospitality and Tourism Management, University of Tennessee - Knoxville
Click here for biographical information on Steve Morse.
Governor Haslam recently announced the new statewide "JOBS4TN Economic Development" plan that outlines four key strategies to be used in local areas and regions across the state with the goal of Tennessee becoming the No. 1 state in the Southeast for high-quality jobs. In this breakout session, you will be given strategies and suggestions about how your local tourism organization can partner with these new economic development plans. You will also receive specific suggestions of ways to show how your local tourism product plays a vital role to play in improving the quality of life in your community and in attracting the next generation of new businesses and workers called "the creative class" that places high value on the positive social, environmental and economic characteristics tourism brings to a community.
Taking Care of Business In the Connected World
Developing an Effective Social Media Marketing Plan:
Tips, Tactics, and Best Practices
Rich Benjamin
Rich Benjamin & Associates
Click here for biographical information on Rich Benjamin.
Facebook, Twitter, blogs, microblogs, podcasts, and more: social networking now accounts for 22% of all time spent online in the United States! Obviously, social media holds huge potential for destinations and tourism businesses to build awareness and drive travel decisions. But to effective, it has to be part of a good plan. This seminar will outline the basics of developing such a plan and will look at the most successful methods in use in the travel industry.
Taking Care of Business By Being Creative
Tourism Turn-Arounds:
Being Successful by Thinking Outside the Box
Teddy Jones, CTTP
General Manager, Cumberland Caverns
Joe Waggoner, CTTP
General Manager, Christ in the Smokies
Click here for biographical information on Teddy Jones and Joe Waggoner.
Yes, the current economic times are challenging for all businesses -- and travel-related businesses are no exception. Doing the same things the same way they've always been done doesn't necessarily work anymore. But by being creative, trying new approaches, and introducing innovate products and services, some tourism businesses have actually grown and prospered. You will be inspired and challenged by this seminar that will feature two Tennessee tourism businesses that have been successful by "doing new things in new ways" --and in most cases, without a lot of money!
Taking Care of Business With Your Peers
Industry Discussion Forums
These open discussion forums will provide you with the opportunity to dialogue with your industry peers on current issues and trends, common problems and solutions, and to share successful ideas and best practices by industry segment: Destination Management/Marketing Organizations, Attractions, and Lodging & Dining.
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