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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 - 8/7

Member $440
Non-member $540
General
Registration

8/8 - 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 - 5Pm

Registration Office Open - Mills Registration 1 & 2

8am - 5pm

Regional Directors Meeting & Breakfast (Invite Only) - Mills Room 2

8:30am-2pm
Tennessee Dept. of Tourist Development - Rural Tourism Sessions - Mills Auditorium
Separate Registration Required
A pre-conference educational session designed specifically for Tennessee's rural tourism professionals, destination marketing organizations, and community leaders. Join industry experts and state agency partners for practical discussions on tourism product development, trail planning, funding opportunities, TDTD program updates, and proven strategies to grow visitation and strengthen local economies.
9:00AM-1:00PM

Exhibitor Load-In

9:00AM-10:00AM

Stakeholder Engagement: Connecting Students, Alumni & Industry Partners - Mills Room 1

An Interactive Networking Session for Hospitality & Tourism Educators

Pre-Registration Required - Register Here - COMING SOON

11:30Am-2:00pm

Early Arrival Experiences

  • Gatlinburg Golf Course
  • Ole Smoky Behind the Scenes Tour
  • Gatlinburg VIP Guest Card
  • Arrowmont Tours

Please see our FAQ for more information on early arrival experiences. 

12pm-2:30pm

Tennessee Tourism Committee (Invite Only) - Ogle Room

2pm-3pm

Conference Kick-Off Presented by Ripley's Tennessee Attractions - Mills Foyer

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.

3PM-4:30PM

Opening Session

Sponsored by M&M Productions

Welcome Remarks

TNHTA Chair Joel Dahlhauser & CEO Sara Beth Urban; Gatlinburg CVB President & Chief Tourism Officer Chad Netherland; Tennessee Department of Tourist Development Commissioner Mark Ezell

Behind the Welcome: Your Association at Work

Sara Beth Urban, CEO & President, TNHTA

Just as a great guest experience starts long before someone checks in, a strong hospitality industry is built long before success shows up in the numbers. Behind every legislative win, workforce initiative, educational program, industry partnership, and member service effort is a network of people working together to move Tennessee hospitality forward. Join TNHTA President & CEO Sara Beth Urban for an inside look at how your association has been working "behind the welcome" to advocate for our industry, support our members, and help create opportunities across the state. 

Keynote Address

Matt Graifer, Chief Potassium Officer of the Savannah Bananas

5:30pm-8:00pm
Welcome Reception at Anakeesta
Sponsored by the Gatlinburg Convention and Visitor's Bureau
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.
5:30 PM Check In
6:00 PM Welcome
6:00 - 7:45 PM Thank you & Explore Park
8:15 PM Astra Lumina Experience
9:00 PM Firefly Experience
*Please note you must present your Gov Con Badge and a valid driver's license to enter the park.
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.


Adding to the excitement, enjoy a special live set from DJ Smoke (Jon “Smoke” Lucas), a Grammy Award-winning contributor and multi-instrumentalist whose talent has taken him from the vibrant streets of Nashville to the global stage. Known for his dynamic sound and unparalleled ability to energize a crowd, DJ Smoke will provide the perfect soundtrack for an unforgettable evening of celebration and connection.


Guests will 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 ideal atmosphere for networking, meaningful conversations, and recognizing the achievements of industry leaders and peers.


Whether you're reconnecting with colleagues, building new relationships, dancing to the sounds of DJ Smoke, 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