Georgia Governor’s Tourism Conference
Agenda
The 2026 Georgia Governor’s Tourism Conference will be held September 28-30, 2026, on Jekyll Island. All sessions will take place at the Jekyll Island Convention Center unless otherwise noted.
The 2026 Georgia Governor’s Tourism Conference will be held September 28-30, 2026, on Jekyll Island. All sessions will take place at the Jekyll Island Convention Center unless otherwise noted.
1 – 4 p.m. | Exhibitor Load In
1 – 4 p.m. | Registration Open
Location: Oceanside Registration
3 – 5 p.m. | Pre-Conference Event – Tees & Tiles: Golf or Mahjong
Sponsored by:
- Jekyll Island Authority
- Golden Isles Convention and Visitors Bureau
Location: Jekyll Island Golf Club – 2nd Floor Clubhouse (322 Captain Wylly Road)
Tee off your conference with an all-new networking experience! Attendees of the golf event will get the chance to see Jekyll Island Golf Club and the newly restored Great Dunes golf course by way of driving range activities with guidance from a professional golfer. Or, spend time with industry friends enjoying the popular game of Mahjong with assistance from “expert” players in the Clubhouse. Refreshments, light bites, and scenic island views provide the perfect setting to connect with colleagues before conference programming begins.
Registration required: You can sign up for these events via your online registration. Each activity is $50, and proceeds support the Georgia Tourism Foundation.
8:30 – 10 a.m. | Pre-Conference Event – Island 5K Fun Run/Walk
Sponsored by: Okefenokee Swamp Park
Location: Great Dunes Beach Pavilion, adjacent to the Jekyll Island Convention Center
Start the day with a refreshing 3.1-mile fun run or walk along the island, led by Explore Georgia team members. Participants will gather at the Great Dunes Beach Pavilion for a brief warm-up before enjoying a scenic route and returning to the starting point. Refuel with a light breakfast, fruit, coffee or hot tea, and infused water for wellness.
Registration required: You can sign up for this event via your online registration. This activity is $50, and proceeds support the Georgia Tourism Foundation.
9 a.m. – Noon | Exhibitor Load In
10 a.m. – 6 p.m. | Registration Open
Location: Oceanside Registration
1 – 1:10 p.m. | Conference Welcome
Location: Ballroom ABCD
Speakers:
- Jay Markwalter, Deputy Commissioner of Tourism, Georgia Department of Economic Development
- Alexa Hawkins, Director of Marketing & Communications, Jekyll Island Authority
1:10 – 2 p.m. | General Session – Unshakeable Resilience: Turning Obstacles into Opportunities and Burnout into Breakthroughs
Sponsored by: Miles Partnership
Location: Ballroom ABCD
Speaker: Rory Gardiner, Comedian & TEDx Speaker
In this energizing keynote, comedian and TEDx speaker Rory Gardiner shows leaders and teams how to transform everyday stress into sustainable performance and develop the mindset needed to thrive in an ever-changing world. Drawing from his own journey of repeated reinvention, from corporate IT consultant to touring musician, award-winning comedian, and keynote speaker, Rory demonstrates that resilience is no longer just about bouncing back from adversity. It’s about reframing uncertainty as opportunity, staying effective under pressure, and becoming comfortable in the uncomfortable. His relatable approach creates shared moments, engagement, and leaves audiences with tools they can immediately apply both professionally and personally.
Audiences will learn how to reframe change and uncertainty into opportunity, adapt more effectively in times of disruption and transition, perform under pressure without sacrificing well-being, and build the resilient mindset needed to thrive amid change and setbacks.
2 – 2:30 p.m. | Refreshment Break & Exhibitor Exploration
Sponsored by: Carrollton Area CVB
Location: Prefunction / Lobby
2:30 – 3:30 p.m. | Afternoon Breakout Sessions – choose one:
Hidden in Plain Sight: Transforming Everyday Assets into Must-Do Experiences
Sponsored by: AJC Ads x Access Atlanta Travel
Location: Hall G
Moderator:
Panelists:
- Danielle Ackerman, Director of Marketing & Communications, VisitColumbusGA
- Aaron Buzza, Senior Vice President & COO, Visit Macon
- Jacqueline McKoon, President/CEO, Butts County Chamber of Commerce
Many beloved and fan-favorite movies and shows, musicians, and books have been filmed in, originated from, or inspired by Georgia, placing destinations in a unique position to capitalize on everyday assets in their communities. Hear from towns across the state that have responded to various pop culture phenomena by creating tourism products, tours, and bucket list itineraries that drive visitation and provide a significant impact on their local economy. Learn from your fellow Peach State peers and uncover applicable ideas to apply in your local communities through strategic curation, storytelling, and design. Even if your destination has not yet taken center stage, attendees will understand how to identify assets that are “hidden in plain sight” and package familiar places as new experiences, all with the end goal of increasing visitor engagement and content creation as well as local pride and a clearer understanding of a DMO’s role.
Destination Champions: Turning Hospitality Professionals into Community Ambassadors
Location: Hall H
Moderator:
- Ontaria Finch, Visitor Services Manager, Georgia Department of Economic Development
Panelists:
- Anya Turpin, Executive Director, Visit Perry
- Caitlin Neal, Marketing Director, Pick Ellijay
- Maurice Odoms, Director of Leisure Sales & Training, Explore Gwinnett
This highly interactive session will focus on best practices for creating destination champions through education and professional development programs, including Certified Travel Counselor programs, local hospitality training initiatives, and familiarization (FAM) tours. By empowering frontline staff and community members to become knowledgeable ambassadors for their communities, destinations can enhance the visitor experience and encourage repeat visitation. Attendees will gain ideas and inspiration from what’s working in various destinations and engage in roundtable discussions.
From Data to Decisions: Using Visitor Intelligence for Smarter Marketing & Stakeholder Insights
Location: Meeting Room 7-9
Moderators:
- Bryan Berger, Senior Marketing & Research Analyst, Georgia Department of Economic Development
- Katie Stadius, Senior Director of Client Experience, Zartico
Panelists:
- Adam Berrios, Executive Director, Visit Sandy Springs
- Dan Cook, Vice President of Marketing & Sales, Golden Isles Convention and Visitors Bureau
- Heather Daniel, President & CEO, Explore Newnan-Coweta
As visitors travel through Georgia, they leave a tangible economic footprint. Explore how visitor spending data across every Georgia county can help you better understand your visitors, make smarter marketing decisions, and demonstrate tourism’s value to community stakeholders. Learn how your destination can gain access to this same visitor intelligence through monthly county-level reports, benchmarking it against your region and the state. Hear from three Georgia destinations driving results with visitor intelligence. They’ll share real-world examples of how they are using the data to identify opportunities, shape strategies, and communicate tourism’s economic impact. Attendees will leave with practical ideas for using visitor data to educate local partners and make strategic marketing decisions that drive tourism.
3:45 – 4:45 p.m. | General Session – If You Don’t Show Up, You Don’t Get Chosen: Harnessing AI to Power Your Tourism Messaging
Location: Ballroom ABCD
Speakers:
- Craig Lucie, Founder and CEO, Lucie Content
- Aaron Diamant, Senior Vice President, Lucie Content
- Prajwal Mohan Kumar, AI Engineer, Lucie Content
Travelers aren’t just Googling anymore. They’re asking ChatGPT, Gemini, and other AI tools where to go, stay, and play, and if your destination isn’t part of the answer, you’re invisible at the exact moment decisions get made. In this session, the storytellers at Lucie Content share how Georgia’s tourism community can harness AI to complement, not replace, an authentic messaging strategy. Learn how to audit your AI visibility, structure and distribute content AI systems trust, and pair Generative Engine Optimization (GEO) with storytelling that makes people feel something. Because in an AI-driven world, one rule holds: if you don’t show up, you don’t get chosen.
4:45 – 5 p.m. | Closing Remarks
5 – 8 p.m. | A Coastal Social: Dinner & Networking Reception
Sponsored by:
- Jekyll Island Authority
- Cartersville Museum City x Giant Peach Games
Location: Jekyll Island Convention Center – Oceanside Lawn
Celebrate the start of the conference with an evening of networking, refreshments, and hospitality from our gracious hosts and sponsors. Enjoy this “Coastal Social” on the convention center lawn overlooking the seaside, featuring a full dinner with Southern and coastal favorites, bar offerings, and spirited giant lawn games, all set to live upbeat music from local favorites Mason Waters and the Groove Allstars.
7:30 a.m. – 4:30 p.m. | Registration Open
Location: Oceanside Registration
8 – 9 a.m. | Breakfast & General Session – Your Explore Georgia Playbook: Resources & Opportunities to Support Your Success
Location: Ballroom ABCD
Speakers:
- Lori Hennesy, Regional Tourism Manager, Georgia Department of Economic Development
- Carly Stedman Norosky, Director of Destination Partner Development, Miles Partnership
Learn how to make the most of Explore Georgia’s resources to strengthen your marketing efforts and achieve your destination’s goals. Discover the tools and offerings made available to your organization through the state at no cost to you, and get a preview of the optimized paid opportunities to amplify your reach. Walk away with actionable ideas to maximize your partnership with Explore Georgia and connect with more travelers in 2027.
9 – 10 a.m. | General Session – Culture Can’t Be Outsourced: 6 Storytelling Strategies Every DMO Can Use
Sponsored by: Pick Ellijay
Location: Ballroom ABCD
Speaker: Evita Robinson, Founder, Nomadness Travel Tribe
Travelers are looking for stories that feel real, rooted, and unforgettable. In this general session, Emmy Award-winning storyteller and cultural strategist Evita Robinson shares six actionable strategies that destinations of any size can use to uncover, elevate, and market authentic narratives that set them apart. From deepening community connections and amplifying local voices to navigating cultural heritage and historical storytelling with care, attendees will explore how DMOs can build trust and give visitors a deeper understanding of the people, stories, and cultures that shape their destination. Attendees will leave with a practical roadmap for marketing their destination in a way that is authentic, community-informed, culturally respectful, and resonant with today’s travelers.
10 – 10:30 a.m. | Refreshment Break & Exhibitor Exploration
Sponsored by: Georgia World Congress Center Authority
Location: Prefunction / Lobby
10:30 – 11:30 a.m. | Morning Breakout Sessions – choose one:
Check-In to What’s Next: Trends Shaping Georgia’s Hotel & Lodging Industry
Location: Hall H
Moderator:
- Chantal Wu, Senior Director of Hospitality Market Analytics – Southeast U.S., CoStar
Panelists:
- Shane Pappas, Area Managing Director, Jekyll Island Club Resort | Noble House Hotels & Resorts
- Pritpal Singh, Chief Operating Officer & Partner, Left Lane Development
- Greg Winey, President/Principal, NorthPointe Hospitality
The hotel industry is evolving, and Georgia’s hoteliers are responding with creativity and innovation. CoStar will set the stage with a national industry outlook, presenting the latest projections and economic indicators for the year ahead. Then, leaders from three premier hotel groups will share the on-the-ground trends, strategies, and recent developments driving their businesses forward. The panel will unpack how guest expectations are evolving, why experiential programming is vital to driving revenue, and how they are successfully personalizing hospitality at scale. They will also discuss the power of hotel-DMO partnerships and the critical role hotels play in shaping how visitors experience – and ultimately remember – a destination. Because for today’s traveler, the hotel isn’t just where they sleep – it’s a defining part of the destination experience itself.
When the Story Breaks: Building Your Reactive Communications Plan Before You Need It
Location: Meeting Room 7-9
Speakers:
When news breaks, the first hour tells the story, with or without you. A viral post, a weather emergency, a safety incident: every destination and attraction will eventually face a moment it didn’t plan for. Led by former journalists who spent decades on the other side of the camera, this session walks through building a reactive communications plan before you need one, including rapid-response protocols, pre-approved holding statements, spokesperson preparation, and knowing when to engage (and when not to). You’ll leave with a practical framework your team can put on paper now, so you’re ready to protect your brand when it matters most.
The Art of Adaptability: Elevating Experiences for Teams & Visitors
Location: Hall G
Speaker: Vincent Phipps, Founder & CEO, Communication VIP Training and Coaching
In tourism, the visitor experience is shaped not only by destinations, attractions, and amenities; it is shaped by people. Every interaction with a guest, visitor, coworker, or leader creates an opportunity to enhance the experience.
In this highly interactive session, communication expert Vincent Phipps will help tourism professionals recognize different behavioral styles and adapt their approach to connect more effectively with the people they serve and work alongside. Participants will explore how attitude, emotional intelligence, behavioral awareness, and adaptability can strengthen internal teamwork and create more engaging experiences for Georgia’s visitors.
Through tourism-focused examples and interactive exercises, attendees will learn how to recognize behavioral cues, adjust their approach without compromising authenticity, and create interactions that feel welcoming, responsive, and personalized.
11:30 a.m. – 12:45 p.m. | Lunch & General Session – Explore Georgia Update
Lunch sponsored by:
- Visit East Point
- Friends of Georgia State Parks
Location: Ballroom ABCD
Speaker: Jay Markwalter, Deputy Commissioner of Tourism, Georgia Department of Economic Development
1 – 2 p.m. | Afternoon Breakout Sessions – choose one:
Practical PR Magic: 4 Tools to Turn Your Destination Stories Into Travel-Worthy Headlines
Sponsored by: Lou Hammond Group
Location: Hall H
Speaker: Ashley Svarney, Georgia President, Lou Hammond Group
PR can look like magic: a media pitch turns into a headline, and coverage drives visitation. The reality is that the most impactful PR results don’t appear out of thin air; they’re earned through intentional strategy, authentic storytelling, thoughtful research, and tools designed to help you succeed in today’s evolving media landscape. Bring your laptop to this working session, where you’ll build practical materials including a press release optimized for AI search, a well-researched media list, a compelling story angle pulled from a routine update, and a free tool to track how your brand appears across AI search platforms. You’ll leave with four ready-to-use assets to help turn your destination stories into media coverage that inspires travel.
The Power of Active Listening: Listen Better, Respond Smarter, Serve Stronger
Location: Hall G
Speaker: Vincent Phipps, Founder & CEO, Communication VIP Training and Coaching
Visitors want to feel heard, understood, and valued. Yet, effective listening is one of the most frequently overlooked skills in delivering exceptional visitor service.
In this engaging and practical session, Vincent Phipps will help tourism professionals evaluate how well they actually listen and how their responses can strengthen – or unintentionally weaken – an interaction. Participants will complete a Listening Aptitude Assessment and a self-scoring Listening Test, providing them with immediate insight into their individual listening strengths and opportunities for improvement.
Vincent will then introduce five distinct ways people respond during conversations: Ask, Annoy, Align, Assign, and Acknowledge. Choose how the appropriate response can improve interactions with visitors, guests, staff, and management.
Participants will leave with practical techniques for listening more intentionally, responding more effectively, reducing misunderstandings, and creating visitor interactions that build trust, connection, and positive memories.
Mastering Your Mission Statement
Location: Meeting Room 7-9
Speaker: Mary Czarnecki, Instructor, Association of National Advertisers
When a company’s mission statement and guiding principles are simple and memorable, they are more likely to be acted on, and the mission is more likely to be achieved. Yet, many organizations fill their mission statements with so much jargon and inside language that any impact is lost and the mission is forgotten by their teams, resulting in misaligned or lackluster messaging and performance.
This interactive workshop provides teams and team leaders with an easy-to-understand framework to create or improve their mission statement, key characteristics, and critical actions – with the end goal of increasing team alignment and engagement, and inspiring productivity. Participants will learn to hone their mission statement for impact through teaching, brainstorming, and creation. They will leave with an effective mission statement and implementation plan that they can bring back to their organizations and implement immediately.
2:15 – 3:15 p.m. | General Session – Tripadvisor’s Trendcast: Emerging Travel Trends & Practical Ways to Turn Insights into Visitation
Location: Ballroom ABCD
Speaker: Scott Caufield, Senior Principal Client Partner, Tripadvisor
Tripadvisor’s annual Trendcast report identifies 10 global travel trends shaping traveler behavior over the coming three years, drawn from millions of bookings, reviews, and forum conversations. This session breaks down each trend and the data behind them – from “Sweat Jetting,” the surge in active and sports-driven travel, to “Investigative Drinking,” travelers’ growing appetite for hyper-regional spirits and off-the-beaten-path tasting experiences. Attendees will learn how these trends are already playing out on the ground in Georgia and gain practical takeaways to align marketing, product development, and visitor experiences with where traveler demand is headed.
3:15 – 3:30 p.m. | Closing Remarks
3:30 – 5 p.m. | Explore & Enjoy Jekyll Island
Choose your own adventure with these Jekyll Island activities.
5 – 6:30 p.m. | Happy Hour & A Half
Sponsored by:
- Jekyll Island Authority
- Golden Isles Convention and Visitors Bureau
Location: Founder's Social & Pier Road Shops
Enjoy a lively block party-style happy hour and a half at the reimagined District Shops at Historic Pier Road. Meet at Founder's Social, show your conference badge to get your drink tickets and grab a beverage, enjoy complimentary light bites, and explore the National Historic Landmark District’s unique shops and offerings to the background of live music. Courtesy hotel shuttles make it easy to explore and enjoy the evening with peers. Stay for dinner, available for purchase at Founder’s Social, where ‘80s and Yacht Rock favorites will continue throughout the evening. Don’t miss your free live-drawn Gilded Age caricature, along with special conference-only discounts at these participating retailers:
- 31•81, a Jekyll Island Lifestyle Shop, inspired by the island’s coastal coordinates – approximately 31.0735° N, 81.4114° W – offering a curated collection inspired by the barrier island itself and featuring brands such as Southern Tide, Comfort Colors, Smathers & Branson, Lilly Pulitzer, and Dune Jewelry.
- Georgia Grown Signature Shoppe, developed in partnership with the Georgia Department of Agriculture, highlights locally sourced products that showcase the state's agricultural legacy, craftspeople, and tradition.
- North Pole South specializes in Christmas ornaments and gifts, offering coastal-inspired keepsakes for year-round holiday shopping.
- Pier Road Outfitters is stocked with essentials for outdoor exploration while on Jekyll Island, from biking along its 24-miles of paths to sunbathing along its pristine shores.
The shops noted above will provide a 15% discount when you show your badge on Tuesday, September 29, from 5-8 p.m.
Explore more shopping and dining options in the heart of the Jekyll Island National Historic Landmark District.
Evening | Dinner on Your Own
Enjoy networking, entertaining clients, or exploring our host city’s culinary scene with industry peers. Check out these Jekyll Island and Golden Isles restaurants to make your dinner plans.
7:30 a.m. – Noon | Registration Open
Location: Oceanside Registration
8:30 – 9:30 a.m. | Breakfast & General Session – Georgia Tourism’s Rising Stars Panel Discussion
Location: Ballroom ABCD
Moderator:
Panelists:
- Lauren Buie, Marketing Communications Manager, Jekyll Island Authority
- Arilyn Erickson, Project Manager, Visit Dublin GA
- Kayla Jefferson, Group Experience Manager, Destination Augusta
- Clara Rooks, Senior Marketing and Communications Manager, Explore Gwinnett
Back by popular demand! This high-energy panel will feature the impressive work of early-career professionals leading and inspiring the future of Georgia’s tourism industry. This year’s rising star panelists were nominated by their industry peers to discuss what brought them into the DMO world, what keeps them passionate, and how they are elevating the state’s tourism landscape. Discover what’s driving the next generation of tourism leaders and gain valuable insights from their creative approaches to hospitality, marketing, sales, and visitor services across Georgia.
9:30 – 10:30 a.m. | General Session – Joint House & Senate Committee on Economic Development & Tourism
Location: Ballroom ABCD
Moderators:
- Representative Ron Stephens, Chairman, House Economic Development & Tourism Committee
- Senator Drew Echols, Chairman, Senate Economic Development & Tourism Committee
10:30 – 11 a.m. | Refreshment Break & Exhibitor Exploration
Location: Prefunction Area
11 a.m. – Noon | Morning Breakout Sessions – choose one:
Think Outside the Ballpark: Unique & Actionable Ideas for Supporting & Servicing Sports Groups
Location: Hall G
Moderator:
Speakers:
- Mike Vescio, Director of Sales, Discover DeKalb & Sports DeKalb
- Miriam Lewis, Executive Director, Visit Dublin
- Amanda Hoch, Group Sales Manager, Wild Adventures
Georgia’s sports tourism industry continues to grow, and there’s a place for you to get in the game. This insightful panel will feature leaders from across the state who are finding creative ways to attract, support, and service sports groups – proving that you don’t need a major facility or dedicated sports sales team to get in on the action. Learn how important Georgia is to the sports ecosystem and take away clever, actionable ideas you can put to work in your own community or organization, from reimagining spaces and building partnerships to creating sponsorship opportunities and delivering the kind of service that keeps sports teams and visitors coming back. Discover how organizations at every stage of sports development can drive visitation outside of the tournament, capture more visitor spending, and make sports groups feel happy and at home in your community.
Less Scroll, More Goal: Scroll-Stopping Social Strategies to Turn Views Into Visitation
Location: Hall H
Speaker: Stacie King, Founder, Stacie Social
In a crowded social landscape, getting someone to stop scrolling is only half the battle. The most effective destination content influences people to share, save, send to a friend, or use to plan their next trip. Learn from the dynamic Georgia-based team behind the screens of some of the South’s most popular spring sporting events (think green jackets and mint juleps) as they divulge some of their best-kept secrets and take-home knowledge. This session will explore how destination marketers can move beyond “show and tell” and start creating social content that captures what it feels like to actually be there. Attendees will learn how to identify experiences their destination can uniquely own, bring them to life through people, moments, and authentic storytelling, and turn them into actionable content ideas.
Noon – 1:30 p.m. | Governor’s Luncheon
Sponsored by:
- IHG Hotels & Resorts
- 365 Degree Total Marketing
- VisitColumbusGA
Location: Ballroom ABCD
Speaker: Georgia Governor Brian P. Kemp
1:30 p.m. | Closing Remarks
2 – 3 p.m. | Exhibitor Breakdown
2 – 3 p.m. | Georgia Tourism Foundation Board of Directors Meeting
Location: Meeting Room 1-2
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