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Governor's Conference 2026

September 16-18 | Gatlinburg, Tennessee

The annual Tennessee Governor's Conference on Hospitality and Tourism (Gov Con) brings together representatives of the state's travel and tourism industry for the year's premier event!

Conference registration includes access to early arrival experiences, meals, educational seminars, Stars of the Industry, and all receptions. Lodging is not included. Your name badge will be your ticket to early arrival experiences.


Early Bird
Registration

5/1 - 7/31

Member $440
Non-member $540
General
Registration

8/1 - 8/31

Member $490
Non-member $590
Late
Registration

9/1 - 9/15

Member $540
Non-member $640

Register Now

Take a Look at Our Speaker Lineup! 


Hear from industry leaders, innovators, and changemakers who are shaping the future. Our speaker lineup brings together diverse perspectives, real-world insights, and forward-thinking ideas you won’t want to miss.

View All Speakers

Conference Agenda

September 16-18 | Gatlinburg, Tennessee

Conference Floor Map
7:30AM – 4:00PM

Registration Office Open
Mystery Bottle Pull Opens – Sponsored by the Tennessee Distillers Guild

7:30AM – 8:30AM

Breakfast

8:30AM – 9:45AM

General Session

9:45AM – 10:00AM

Snack Break

10:00AM – 10:40AM

Breakout Sessions

  1. PR in the Age of Scroll, Share, and Story – Austin Martin, Anakeesta
  2. The Algorithm Ate My Tourists: Winning the Battle of AI Attention – Cassandra Razzi, Orange 142
  3. TNHTA Advocacy Update
  4. TN Whiskey Trail x Azira x Parli & Co. OR IITA – Steps to Success
10:40AM – 11:00AM

Snack Break

11:00AM – 11:40AM

Breakout Sessions

  1. Top 5 Compliance Mistakes – Fisher Phillips
  2. Play TN
  3. Great Companies Don’t Just Hire Leaders, They Build Them From Within – Graci Burnett, A. Marshall Hospitality
  4. Attracting the Affluent Traveler: Using Research, Data, and Marketing to Drive Results – James Harencher, Response Marketing Group
11:40AM – 12:00PM

Pre-Lunch Break

12:00PM – 1:30PM

Governor’s Luncheon General Session
Sponsored by AdCritter

1:30PM – 1:50PM

Break

1:50PM – 2:30PM

Breakout Sessions

  1. If You’re Not at the Table, You’re on the Menu: The Role of Political Action Committees (PAC) in Hospitality – Shawn Danko, Kooky Canuck
  2. From Clicks to Visitors: Turning Digital Campaign Data into Real Tourism Impact – Christy Betz, Advance Travel & Tourism
  3. Crafting Immersive Stories: Captivate Audiences with Experiences That Transport and Inspire – Jacquelyn Blackwell, Atlas Obscura
  4. Tennessee Department of Tourist Development
2:30PM – 2:50PM

Break

2:50PM – 3:30PM

Breakout Sessions

  1. The Tennessee Advantage: Data That Defines Your Competitive Edge – Katie Stadius, Zartico
  2. Beyond the Viral Moment: Why Long-Form Storytelling Still Wins in Tourism Marketing – Kristen Lodge, Gatlinburg SkyPark
  3. Building a Hospitality Brand from the Inside Out: Purpose, Culture, and Scalable Growth – Melissa Bletter, Ancient Lore Village
  4. State of Media Today – Smokies Live
3:30PM – 4:30PM

Exhibitor Reception

6:00PM

Stars of the Industry Cocktail Reception

Featured Distilleries:
TN Homemade Wines • Ole Smoky • TN Cider Company • Smoking Banjo Wine Company • Old Mountain Wine Company • Sugarlands Distillery • TN Stud Cider

7:00PM – 9:00PM

Stars of the Industry Awards Gala
Commissioner Thomas Welcome Address

9:30PM – 12:00AM

Stars of the Industry After Party at Hotel Indigo
Sponsored by Advance Travel & Tourism
8:00AM – 9:00AM

Registration Office Opens; Bottle Pick Up from Spirit Pull
Breakfast

9:00AM – 10:30AM

Closing General Session
Sponsored by Nashville CVC

10:30AM

Conference Concludes

Governor's Conference presented by TNHTA with partners

Tennessee Department of Tourist Development  
GAtlinburg welcomes you!

Nestled in the heart of the Great Smoky Mountains, Gatlinburg welcomes you to Gov Con 2026! Where mountain charm, scenic beauty, and warm hospitality set the stage for an unforgettable gathering of Tennessee’s tourism industry.

Learn More

Conference kick off presented by Ripley's
Kick off the Governor’s Conference 2026 in unforgettable style with Ripley’s Tennessee Attractions. This high-energy welcome experience blends the extraordinary with the unexpected, featuring photo opportunities with our penguin mascot Norman and a live mermaid, along with up-close encounters with our Animal Ambassadors—featuring penguins and Rumple the giant burmese python. Guests will also enjoy cutting-edge entertainment with humanoid robots and robo dogs, interactive moments with Oddy (our Cybertruck activation), and a variety of captivating sideshow performers throughout the space.
Education Foundation Fundraiser BOttle Pull

Thank you to our friends at the Tennessee Distillers Guild for bringing this exciting new event to life! Be sure to stop by our bottle pull for a chance to take home some unique spirits—all while supporting the TNHTA Education Foundation.

Opening Night Reception

Join us for an unforgettable evening at the Governor's Conference Welcome Party, set high above the Smokies at Anakeesta! Perched at the highest point in downtown Gatlinburg, this mountaintop venue offers the perfect backdrop for a night of connection and celebration. Guests will enjoy delicious food, refreshing beverages, and live music, all while soaking in breathtaking views of the surrounding Great Smoky Mountains. Whether you're catching up with old friends or making new ones, this welcome party is the ideal way to kick off the 2026 Governor's Conference in style. Come ready to relax, mingle, and take in the beauty of the Smokies as the sun sets over Gatlinburg.

Stars of the Industry Awards

A night to honor the best of Tennessee's hospitality & tourism industry...

These awards celebrate excellence across Tennessee’s hospitality and tourism industry, honoring outstanding individuals, organizations, and leaders for their service, innovation, and lasting impact.


Learn More & Submit a Nomination


Stars of the industry after party

Continue the celebration after the Stars of the Industry Awards at Hotel Indigo’s Altitude Restaurant & Rooftop Bar. This exclusive after-party offers attendees the opportunity to unwind, connect, and celebrate alongside fellow hospitality professionals in one of the region’s most scenic venues.

Enjoy complimentary light appetizers and specialty cocktails, with a full selection of beverages available for purchase at the bar. The open-air terraces, stylish rooftop setting, and breathtaking Smoky Mountain views create the perfect atmosphere for networking, meaningful conversations, and recognizing the achievements of industry leaders and peers.

Whether you're reconnecting with colleagues, building new relationships, or simply raising a glass to another successful year in hospitality, the Stars of the Industry After Party is the perfect way to conclude an unforgettable evening of celebration.

FAQ

WEDNESDAY, SEPTEMBER 16TH

Opening Session - Business Casual
(Wear light layers/bring a jacket in case session rooms are hot or cold)

Opening Reception at Anakeesta - Casual
Comfortable shoes encouraged

THURSDAY, SEPTEMBER 17TH

Conference Sessions - Business Casual
Wear light layers/bring a jacket in case session rooms are hot or cold
Comfortable shoes encouraged - Convention Center is large and requires lots of walking

Stars of the Industry Dinner - Dress to Impress (Cocktail/Black Tie Optional)
Wear purple to celebrate the state flower: Purple Iris

FRIDAY, SEPTEMBER 18TH

Friday Sessions - Business Casual
Rep your city or company swag!
(Wear light layers/bring a jacket in case session rooms are hot or cold)
Exhibitors should check in at the conference registration desk to get their booth assignment and information. 

EXHIBITOR MOVE-IN 
Wednesday, September 16 9:00 AM – 1:00 PM. 
Booths must be completely set up by 2:00 PM on the 16th. 
Exhibitors will not be allowed to move in after the allotted move in time. No exceptions will be made.

EXHIBITOR MOVE-OUT 
Friday, September 18 10:30 AM – 5:00 PM 
Booth dismantling may not begin until the conference officially closes at 10:30 AM on Friday, September 18. All exhibits and materials must be removed by 5:00 PM on Friday, September 18.

Get Full Exhibitor Information Here

Questions? Reach out to Wayne@tnhta.org
Conference registration includes access to early arrival experiences, meals, educational seminars, Stars of the Industry, and all receptions. Lodging is not included. Your name badge will be your ticket to early arrival experiences.
Attendee Registration and refund policies: All who attend the conference must be registered and paid in full prior to their entry into the event. If an attendee must cancel on or before August 31, a refund will be issued to the original form of payment. We regret that refunds cannot be made after August 31; however, substitutions are allowed within the same organization.
Register Here
The Tennessee Department of Tourist Development offers scholarships for industry partners to attend the Governor's Conference on Hospitality and Tourism. Please click HERE for grant overview and application.

Have More Questions? Reach out to Brittany Barragan at brittany@tnhta.org.

Event Location


Gatlinburg Convention Center

234 Aiport Road

Gatlinburg, TN 37738

Learn More