Session Descriptions
Wednesday Opening Session
Sponsored by M&M Productions
Welcome Remarks from TNHTA Chair Chris Massie & CEO Sara Beth Urban; Visit Kingsport President Frank Lett; TN Dept. of Tourist Development Commissioner Mark Ezell
Fireside Chat: Mitch Patel - Founder, Vision Hospitality Group, TN Dept. of Tourist Development Commissioner Mark Ezell, and TNHTA President & CEO Sara Beth Urban
Thursday Breakfast Session
Sponsored by Gray Media
Q&A: Commissioner Deniece Thomas, Tennessee Department of Labor and Workforce Development; Commissioner Mark Ezell, Tennessee Department of Tourist Development; Chelsa Lourie, Director of Workforce Development, TNHTA
The Tennessee Department of Labor & Workforce will highlight partnership with TN Hospitality Association, Department of Tourism, and employers in building a strong and viable workforce across the state. Building on lesson learned from industry leaders, the department can better implement strategies to advance and strengthen a steady pipeline of trained and qualified workers.
Thursday Governor's Luncheon
The Honorable Governor Bill Lee
Mark Ezell, Commissioner of Tourism
Friday Closing Session
Sponsored by the Gatlinburg Convention and Visitor's Bureau
Josh Collins, Founder & CEO, Main Street Mentor
"The future of human connection isn't threatened by AI—it's powered by it. In this keynote, Josh will explore how artificial intelligence is becoming the invisible force that helps tourism leaders create deeper, more meaningful relationships with their communities and visitors. You'll discover how AI handles the mundane so you can focus on the magical moments that make people fall in love with your destination, with practical strategies that save hours each week and work for any budget or team size.”
Cultural Belonging in Tennessee
Sponsored by Sir Speedy Music City
Sharanda Smith, Founder & CEO, Nashville Black Hospitality Group
This workshop will educate participants on how Tennessee's cultural diversity fosters inclusivity for tourists, supports sustainable practices, and drives economic benefits. The focus will emphasize how engaging with diverse cultures enriches the tourist experience for everyone, fostering understanding and economic growth
“Taking Bacon” aka Stealing Market Share
Sponsored by Advance Travel & Tourism
Dennis Tumlin, Chief Customer Officer, TDTD
Alicia Phelps, Executive Director, Northeast Tennessee Tourism Association
Tourism is competitive. Stealing market share – or “taking bacon from another man’s hog” – is the primary goal. This session will focus on marketing tactics around ways to entice visitors away from competing states with a review of TDTD’s recent OOH Border campaign and other best practice ideas. Relevant information for all marketers with specific tips for communities experiencing flattening or normalizing growth.
From Stadium Seats to City Streets: The Sports Tourism Surge
Sponsored by Expedia Group
John David, President & CEO Sports Events & Tourism Association
From youth tournaments to pro championships, sports tourism is more than just a visitor driver—it’s a destination strategy. In this session, Sports ETA President & CEO John David will explore how the entire spectrum of sports tourism—participatory and spectator—can power economic impact, elevate destination branding, and build stronger communities.
Hospitality is Leadership: Re-imagining Guest Experience from the Inside Out
Darius McDonald, Founder, CEO - Vanguard Strategy Partners
The ever-changing hospitality industry thrives on service, but world-class service doesn’t begin at the check-in counter or the front-of-house. It begins behind the scenes. In the way we develop people, lead with empathy, and model integrity. True hospitality starts with internal leadership and how the way we lead teams and invest in culture directly shapes guest experiences. This session boldly reframes hospitality as innovative leadership in motion; a culture-first, emotionally & socially intelligent, people-powered, purpose-driven strategy for elevating not just guest experiences, but team potential, organizational performance, and long-term economic impact.
The Lasting Power of (PR) Impressions- PR Workshop & Panel Discussion
Amanda Murphy, Director of CommunicationsJoin the Tennessee Department of Tourist Development’s PR team for a hands-on workshop produced to help you channel the power of making lasting impressions through storytelling. Designed to increase visitation to destinations statewide where topics include effective media pitching, best practices for media familiarization and itinerary building, crisis communications, and what's trending for the 2026 media landscape.
Forecasting Forward: Navigating Transformation in Hospitality & Tourism
Sponsored by Asure
Vail Ross, VP of Business Development, Quore
Adam Zappia, Regional Sales Manager, Zartico
Brannan Doyle, Senior Data Analyst, STR
As shifts in consumer behavior, economic forces, and travel trends continue to reshape the landscape, how can hospitality and tourism leaders stay ahead of the curve? This breakout session brings together data-driven insights, on-the-ground perspectives, and strategic viewpoints from tourism professionals to explore what's next for Tennessee’s visitor economy. Discover how industry players are adapting, innovating, and building resilience—and leave with actionable strategies to guide your own organization through change.
Culinary Tourism & Influencer Strategy – Insider Secrets from the Pros
Sponsored by Journal Communications
Nancy Wall Hopkins, Founder Eat with Nancy, Executive Director, IACP (International Association of Culinary Professionals)Amanda Rodriguez, Content Creator and Social Media Strategist
In the increasingly competitive world of destination marketing, culinary tourism stands out as one of the most authentic and irresistible ways to attract travelers—and media attention. But what does it really take to get on the radar of food-focused influencers, travel and culinary editors, and national and regional publications? This behind-the-scenes conversation brings together three seasoned pros with firsthand knowledge of what makes a culinary destination pop. Whether you’re trying to craft the perfect media junket, pitch your city’s food scene, or simply understand what stories actually get covered, this session delivers the do’s, dont's, and must-haves straight from the source.
The Importance of Accessibility in Travel
Josh Loebner, Global Head of Inclusive Design, VML
Discover how Tennessee Tourism is making travel more inclusive through its “Sound Sites” campaign and other accessibility initiatives. Learn how thoughtful design and creative storytelling
can welcome visitors of all abilities—whether facing visual, mobility, hearing, or other limitations—ensuring everyone feels invited to experience Tennessee.
Beyond the Session: Legislative Insights & Local Advocacy for Tennessee Hospitality
Sara Beth Urban, President & CEO, TNHTA
Dustin Goforth, Founding Partner, Capitol & 5th
Brad Lampley, Partner, Adams & Reese
Ashley Harbin, Partner, Adams & Reese
Join TNHTA CEO Sara Beth Urban and the Government Affairs Team for a comprehensive look at the legislative landscape shaping Tennessee’s hospitality industry. This discussion will cover key policy trends, long-term advocacy priorities, and the association’s strategic approach to government relations. Attendees will also gain practical tools for engaging with lawmakers year-round and learn how to effectively advocate within their own communities. Whether you're a seasoned policy pro or just beginning your advocacy journey, this session will empower you to be a stronger voice for hospitality across Tennessee.
Unlocking Global Gateways – Strengthening International Tourism for Your Community
Sponsored by Accenture
Margaret Fuqua, Director of Sales, Tennessee Department of Tourist DevelopmentAlfredo Gonzalez – Founder & CEO, AG Hospitality Group
Explore how international tourism drives economic growth for large cities and small communities. Travel trade experts and destination leaders share insights on visitor trends, new air connectivity for Tennessee and how current marketing strategies are reaping positive results. Learn actionable ways to understand the needs of international travelers and how to attract and retain these high-value visitors.
Flawless Hospitality: Boosting Retention, Revenue, and Reputation in Tennessee Tourism
Dr. Ryan Cate Gibson, Holistic PerformanceThea Harvey-Barratt, Holistic Performance
This session introduces Flawless Delivery™, a neuroscience-based hospitality certification that’s driving measurable gains in guest satisfaction, staff retention, and team performance. Participants will learn the experiential strategies and practices that form the basis of the Flawless program. Our proven success helps destinations build emotionally intelligent, service-ready teams, strengthening local economies while enhancing the visitor experience.
The NEW tnvacation.com – A Guided Tour
Sponsored by VML
Patrick Green, Marketing Specialist, TDTD
Get an inside look at Tennessee’s redesigned tourism website—built to inspire travel, boost engagement, and drive visitors to industry partner sites faster through improved navigation, rich content, and smart technology. The marketing team will provide a guided tour through the updated site with Tennessee Sounds Perfect branding, multiple new features, and enhanced partner visibility. Hear how visitors will find their way to you more efficiently, regardless of the path they took that landed them on tnvacation.com