Tourism Academy 2026
Full Conference Agenda
The tourism conference for professionals who are transforming the landscape of travel through technology and marketing.
Agenda subject to change, including special events, sessions and speakers.
Tuesday, May 12th (Pre-Conference)
Tuesday, May 12th (Pre-Conference) 7:30 AM - 2:30 PM
7:30 AM - 2:30 PM
Tourism Academy Golf Outing
Tuesday, May 12th (Pre-Conference)
Golf Course TBA
Kick off Tourism Academy week with a round of golf alongside your peers at a Jacksonville-area golf course. Advanced reservation with tee time fee is required. Limited rental equipment available. Transportation provided. Stay tuned for additional information coming soon!
Tuesday, May 12th (Pre-Conference) 12:00 PM - 5:00 PM
12:00 PM - 5:00 PM
Registration
Tuesday, May 12th (Pre-Conference)
Grand Foyer
Tuesday, May 12th (Pre-Conference) 1:00 PM - 3:00 PM
1:00 PM - 3:00 PM
Pre-Conference: Downtown Jacksonville Walking Tour
Tuesday, May 12th (Pre-Conference)
Hotel Lobby
Discover a side of Jacksonville most never see. This behind-the-scenes walking tour takes you through historic buildings, a 1909 bank vault, and the city’s secret underground tunnels. Hosted by AdLib Luxury Tours, it’s the perfect mix of architecture, history, and fun — just steps from the conference hotel. Advanced registration required. Click here to register now!
Tuesday, May 12th (Pre-Conference) 5:00 PM - 6:00 PM
5:00 PM - 6:00 PM
First Timers' Networking Happy Hour
Tuesday, May 12th (Pre-Conference)
TAVERN at Hyatt Regency Jacksonville Riverfront
Kick off your Tourism Academy experience with a casual happy hour designed for first-time attendees. Meet fellow newcomers, connect with the Tempest team, and ease into the week with drinks, light bites, and new friends.
Tuesday, May 12th (Pre-Conference) 6:00 PM - 8:30 PM
6:00 PM - 8:30 PM
Opening Night Welcome
Tuesday, May 12th (Pre-Conference)
Location TBA
Join fellow Tourism Academy attendees for a relaxed and festive kickoff to the conference. This welcome event is your chance to connect, unwind, and experience a taste of what Northeast Florida has to offer — with a few surprises along the way.
Wednesday, May 13th (Day 1)
Wednesday, May 13th (Day 1) 6:00 AM - 4:45 PM
6:00 AM - 4:45 PM
Registration
Wednesday, May 13th (Day 1)
Grand Foyer
Wednesday, May 13th (Day 1) 6:30 AM - 7:30 AM
6:30 AM - 7:30 AM
Morning Fun Run
Wednesday, May 13th (Day 1)
Hotel Lobby
Meet in the lobby for a dynamic warm up and group photo before heading out on a 3-mile easy run led by Jacksonville-based running group, JTC Running. The run featuring planned stops at Jacksonville landmarks and will end back at the hotel for a bit of stretching and cool down. Click here to register in advance.
Wednesday, May 13th (Day 1) 7:30 AM - 8:30 AM
7:30 AM - 8:30 AM
Networking Breakfast
Wednesday, May 13th (Day 1)
Grand Foyer & Grand Ballroom
Wednesday, May 13th (Day 1) 8:30 AM - 9:30 AM
8:30 AM - 9:30 AM
Welcome & Opening Remarks
Wednesday, May 13th (Day 1)
Grand Ballroom
Welcome to Jacksonville! Join us as we kick off Tourism Academy 2026 with insights on industry trends and updates on the latest strategies and solutions Tempest is deploying to support destinations across North America.
Featuring:
Alex Heimann
CEO
Tempest
Wednesday, May 13th (Day 1) 9:45 AM - 10:30 AM
9:45 AM - 10:30 AM
Roundtable: Small But Mighty (<$1M Budget)
Wednesday, May 13th (Day 1)
Grand 6
Connect with fellow destination marketers from smaller-budget organizations to share nimble strategies, creative problem-solving, and resourceful wins. This fast-paced session is all about idea exchange, peer learning, and building relationships with those navigating similar challenges.
Roundtable: Making It Work ($1–5M Budget)
Wednesday, May 13th (Day 1)
Grand 7
For mid-sized DMOs, this roundtable offers a space to swap ideas, tackle shared obstacles, and explore scalable solutions. Join your peers for an open conversation on balancing growth, innovation, and day-to-day execution.
Roundtable: Leading at Scale (>$5M Budget)
Wednesday, May 13th (Day 1)
Grand 8
Join other high-budget DMOs to exchange insights on advanced strategies, cross-department collaboration, and driving impact at scale. This session fosters candid dialogue around leadership, investment, and future-focused destination planning.
Wednesday, May 13th (Day 1) 10:30 AM - 11:00 AM
10:30 AM - 11:00 AM
Networking Break: Connect & Contribute (feat. Hubbard House)
Wednesday, May 13th (Day 1)
Grand Foyer
Take a break and give back — join fellow attendees in assembling wellness kits for survivors of domestic violence. This activation helps support Hubbard House’s mission of compassion and care while you reconnect, refresh, and network with peers.
Wednesday, May 13th (Day 1) 11:00 AM - 11:45 AM
11:00 AM - 11:45 AM
Roundtable: iDSS Admins & CRM Power Users Unite
Wednesday, May 13th (Day 1)
Grand 6
This session is your chance to connect with fellow iDSS administrators and CRM power users to swap best practices, solve common challenges, and share tips that take your workflows to the next level. Whether you're managing a complex configuration or just starting to refine your setup, this roundtable is packed with practical, real-world advice from people who live and breathe the system every day.
Roundtable: Partnership Pros
Wednesday, May 13th (Day 1)
Grand 7
This roundtable brings together partnership professionals to trade ideas on engaging local businesses, managing partner data in iDSS, and improving visibility on your destination website. Come ready to share what’s working, learn how other DMOs structure their programs, and leave with new ideas for deepening partner value and streamlining operations.
Roundtable: AI in Action
Wednesday, May 13th (Day 1)
Grand 8
From marketing to sales to visitor services, AI is reshaping how destination teams operate. This session is a collaborative space to explore emerging tools, swap go-to prompts and GPT hacks, and learn how your peers are incorporating AI into daily workflows. If you're experimenting with AI — or ready to start — this roundtable will leave you with fresh ideas and practical use cases.
Wednesday, May 13th (Day 1) 11:45 AM - 12:30 PM
11:45 AM - 12:30 PM
Networking Lunch
Wednesday, May 13th (Day 1)
Grand Foyer & Grand Ballroom
Wednesday, May 13th (Day 1) 12:30 PM - 1:30 PM
12:30 PM - 1:30 PM
Lunch Keynote
Wednesday, May 13th (Day 1)
Grand Ballroom
Session information coming soon!
Wednesday, May 13th (Day 1) 1:45 PM - 2:30 PM
1:45 PM - 2:30 PM
iDSS Release Notes: Year in Review
Wednesday, May 13th (Day 1)
Grand 6
Catch up on everything new in iDSS. This session recaps the most impactful product updates and enhancements released over the past year — and how to make the most of them.
iDSS API: A Case Study
Wednesday, May 13th (Day 1)
Grand 7
See how destination organizations are using the iDSS API to integrate third-party tools, automate workflows, and centralize data for more efficient operations.
Deprecated, Not Dead: The Future of SEO & GEO for Destination Websites
Wednesday, May 13th (Day 1)
Grand 8
AI has already upended how travelers find information — and if your website hasn’t kept pace, you’re already behind. This session cuts through the noise and outdated checklists to show what still works, what doesn’t, and how to build a future-proof strategy rooted in helpful, original content. No gimmicks. No fluff. Just what it takes to stay visible and relevant in the age of AI and zero-click search.
Featuring:
Kyle Huff
Director, Growth Marketing
Tempest
Wednesday, May 13th (Day 1) 2:30 PM - 3:00 PM
2:30 PM - 3:00 PM
Networking Break
Wednesday, May 13th (Day 1)
Grand Foyer
Grab a coffee, connect with fellow attendees, and take time to visit with event sponsors to explore helpful tools and ideas for your organization. Don’t forget to stop by the Hubbard House table to write an uplifting message or contribute to a wellness kit supporting survivors of domestic violence.
Wednesday, May 13th (Day 1) 3:00 PM - 3:45 PM
3:00 PM - 3:45 PM
Training Session: iDSS Fundamentals
Wednesday, May 13th (Day 1)
Grand 6
Master the essentials of iDSS in this entry-level training. Learn how to manage Accounts and Contacts, track Activities, and use Dashboard widgets to transform CRM data into smarter workflows and better decisions.
Session Information Coming Soon
Wednesday, May 13th (Day 1)
Grand 7
Session details coming soon!
Session Information Coming Soon
Wednesday, May 13th (Day 1)
Grand 8
Session details coming soon!
Wednesday, May 13th (Day 1) 4:00 PM - 4:45 PM
4:00 PM - 4:45 PM
Partner Engagement & Retention
Wednesday, May 13th (Day 1)
Grand 6
Explore how to track partner engagement, manage dues, and tie itineraries to ROI. Includes practical exercises to map partner touchpoints and reviews of key reports that strengthen relationships.
CRM Adoption & Change Management
Wednesday, May 13th (Day 1)
Grand 7
Learn how to drive internal adoption of iDSS with onboarding strategies, training best practices, and workflow standardization. May include peer discussion or real-world case studies.
Session Information Coming Soon
Wednesday, May 13th (Day 1)
Grand 8
Session details coming soon!
Wednesday, May 13th (Day 1) 5:00 PM - 6:00 PM
5:00 PM - 6:00 PM
SWWGSD Happy Hour (Smart Women Who Get Sh*t Done)
Wednesday, May 13th (Day 1)
Mathews (Fourth Floor; access via Sky Bridge)
All are welcome at this energizing happy hour celebrating the brilliant, bold women shaping the future of the destination industry. Join us for great conversations, networking, and a little well-earned fun among peers who get it done.
Wednesday, May 13th (Day 1) 6:30 PM - 8:30 PM
6:30 PM - 8:30 PM
Evening Reception: A Night Out in Jacksonville
Wednesday, May 13th (Day 1)
Location TBA
Unwind and connect with fellow attendees as we head into one of Jacksonville’s vibrant neighborhoods for an evening of great food, rooftop views, and local flavor. This offsite gathering is the perfect opportunity to mingle, recharge, and experience the city beyond the conference. Transportation will be provided. Full details to be announced soon.
Thursday, May 14th (Day 2)
Thursday, May 14th (Day 2) 6:00 AM - 4:45 PM
6:00 AM - 4:45 PM
Registration
Thursday, May 14th (Day 2)
Grand Foyer
Thursday, May 14th (Day 2) 7:00 AM - 7:45 AM
7:00 AM - 7:45 AM
Morning Sound Healing Session
Thursday, May 14th (Day 2)
Mathews (Fourth Floor; access via Sky Bridge)
Start your day with a tranquil, immersive sound bath and meditation session led by local wellness studio, Soundbath Jax. All participants will receive complimentary eye masks to keep. Space is limited. Click here to register in advance.
Thursday, May 14th (Day 2) 7:45 AM - 8:45 AM
7:45 AM - 8:45 AM
Networking Breakfast
Thursday, May 14th (Day 2)
Grand Foyer & Grand Ballroom
Thursday, May 14th (Day 2) 8:45 AM - 9:30 AM
8:45 AM - 9:30 AM
Morning Keynote
Thursday, May 14th (Day 2)
Grand Ballroom
Start the second day of Tourism Academy with an engaging keynote.
Thursday, May 14th (Day 2) 9:45 AM - 10:30 AM
9:45 AM - 10:30 AM
Mastering Events & Leads in iDSS
Thursday, May 14th (Day 2)
Grand 6
Get hands-on with lead management from start to finish. Learn how to enter data, track follow-ups, and convert leads in iDSS through guided practice and real-world workflows.
The AI-Ready CRM: Preparing iDSS for Smarter Insights
Thursday, May 14th (Day 2)
Grand 7
Get your CRM ready for what’s next. This session explores how to structure data, clean records, and set up workflows that unlock AI-driven insights, automation, and predictive intelligence.
The Paid Media Playbook for Destination Marketers: Smarter Spending, Stronger Results
Thursday, May 14th (Day 2)
Grand 8
What’s the right balance between search, programmatic, and that shiny new ad platform everyone’s buzzing about? Join Tempest’s media experts for a practical, no-fluff breakdown of paid media strategies that actually work — and those that waste your budget. We’ll explore smarter ways to segment spend, build landing pages that convert, and use first-party data to power retargeting and reinforce your message across the full travel planning journey.
Thursday, May 14th (Day 2) 10:30 AM - 11:00 AM
10:30 AM - 11:00 AM
Networking Break
Thursday, May 14th (Day 2)
Grand Foyer
Grab a coffee, connect with fellow attendees, and take time to visit with event sponsors to explore helpful tools and ideas for your organization. Don’t forget to stop by the Hubbard House table to write an uplifting message or contribute to a wellness kit supporting survivors of domestic violence.
Thursday, May 14th (Day 2) 11:00 AM - 11:45 AM
11:00 AM - 11:45 AM
Visitor Experience Excellence with iDSS
Thursday, May 14th (Day 2)
Grand 6
See how visitor services teams use iDSS to deliver seamless guest experiences. This interactive session covers managing requests, coordinating services, and tracking follow-ups — all in real time.
Partner Onboarding & Engagement Playbook
Thursday, May 14th (Day 2)
Grand 7
Explore a step-by-step partner engagement strategy using the Partner Portal, structured onboarding, and automated outreach. Includes templates, tools, and lessons learned from real DMOs.
Session Information Coming Soon
Thursday, May 14th (Day 2)
Grand 8
Session details coming soon!
Thursday, May 14th (Day 2) 11:45 AM - 12:30 PM
11:45 AM - 12:30 PM
Networking Lunch
Thursday, May 14th (Day 2)
Grand Foyer & Grand Ballroom
Thursday, May 14th (Day 2) 12:30 PM - 1:30 PM
12:30 PM - 1:30 PM
The Final Click: A Website Redesign Murder Mystery
Thursday, May 14th (Day 2)
Grand Ballroom
When a high-stakes website redesign ends in failure, it’s up to Tourism Academy’s sharpest sleuths to uncover the truth behind the digital disaster. In this final installment of the beloved Tourism Academy mystery series, you'll interrogate a colorful cast of suspects — from the overambitious CMO to the timeline-twisting COO — and uncover the subtle but deadly mistakes that can derail even the most promising redesign. Along the way, we’ll spotlight best practices, red flags, and the essential planning steps that lead to websites built to last.
Thursday, May 14th (Day 2) 1:45 PM - 2:30 PM
1:45 PM - 2:30 PM
Mastering Team Activities & Itinerary Management
Thursday, May 14th (Day 2)
Grand 6
Discover how to build and manage collaborative itineraries and activities in iDSS. You’ll learn how to schedule tasks, assign responsibilities, and monitor team progress for smooth execution across departments.
Session Information Coming Soon
Thursday, May 14th (Day 2)
Grand 7
Session details coming soon!
Panel: What I Wish I Knew Before My Website Redesign
Thursday, May 14th (Day 2)
Grand 8
Three destination marketers share their biggest lessons learned from recent website redesigns — from managing branding updates and building a strong content foundation to navigating assets, DNS, and internal stakeholder expectations. This candid conversation will surface common pitfalls, creative solutions, and tactical tips you can use to prepare for your next redesign.
Thursday, May 14th (Day 2) 2:30 PM - 3:00 PM
2:30 PM - 3:00 PM
Networking Break
Thursday, May 14th (Day 2)
Grand Foyer
Grab a coffee, connect with fellow attendees, and take time to visit with event sponsors to explore helpful tools and ideas for your organization. Don’t forget to stop by the Hubbard House table to write an uplifting message or contribute to a wellness kit supporting survivors of domestic violence.
Thursday, May 14th (Day 2) 3:00 PM - 3:45 PM
3:00 PM - 3:45 PM
Session Information Coming Soon
Thursday, May 14th (Day 2)
Grand 6
Session details coming soon!
Data to Decisions: Reporting & Analytics with iDSS
Thursday, May 14th (Day 2)
Grand 7
See how destinations are combining iDSS with tools like Power BI to create actionable dashboards. This case study explores how multi-source data visualization improves sales, partnerships, and visitor services.
Clicks That Count: Optimizing Sponsored Placements on Your DMO Website
Thursday, May 14th (Day 2)
Grand 8
Not all sponsored placements are created equal. Drawing on insights from thousands of campaigns across DMO websites, this session highlights what actually drives clicks from travel-minded audiences. From images and headlines to subtle creative tweaks, you’ll learn what works, when it's time to refresh, and how to help partners get more out of their placements.
Thursday, May 14th (Day 2) 4:00 PM - 4:45 PM
4:00 PM - 4:45 PM
Session Information Coming Soon
Thursday, May 14th (Day 2)
Grand 6
Session details coming soon!
Session Information Coming Soon
Thursday, May 14th (Day 2)
Grand 7
Session details coming soon!
Session Information Coming Soon
Thursday, May 14th (Day 2)
Grand 8
Session details coming soon!
Thursday, May 14th (Day 2) 5:00 PM - 7:00 PM
5:00 PM - 7:00 PM
Dinner On Your Own
Thursday, May 14th (Day 2)
Embark on your own and bite into Jacksonville's eclectic dining scene, or sip your way through the Jax Ale Trail. Then join us for the big Tourism Academy party, featuring Travel Jam and our signature Lip Sync Battle, beginning at 7:00 pm at Decca Live.
Thursday, May 14th (Day 2) 7:00 PM - 11:00 PM
7:00 PM - 11:00 PM
Closing Party feat. Travel Jam & Lip Sync Battle
Thursday, May 14th (Day 2)
Decca Live | 323 E Bay St
Celebrate another successful Tourism Academy and close out the conference with networking, drinks, live music from Travel Jam, and the return of our signature Lip Sync Battle!
The venue is located a short, 5-minute walk away from the host hotel.
Friday, May 15th (Day 3)
Friday, May 15th (Day 3) 7:00 AM - 9:00 AM
7:00 AM - 9:00 AM
Registration
Friday, May 15th (Day 3)
Grand Foyer
Friday, May 15th (Day 3) 8:00 AM - 9:00 AM
8:00 AM - 9:00 AM
Networking Breakfast
Friday, May 15th (Day 3)
Grand Foyer & Grand Ballroom
Friday, May 15th (Day 3) 9:00 AM - 9:15 AM
9:00 AM - 9:15 AM
Closing Remarks & Thank You!
Friday, May 15th (Day 3)
Grand Ballroom
Thank you for an amazing Tourism Academy 2026! Join us for a quick reflection on the week that was and a look ahead to what is in store for Tempest and Tourism Academy in 2027.
Friday, May 15th (Day 3) 9:15 AM - 10:00 AM
9:15 AM - 10:00 AM
Who Wants to Be a Destination Marketer?
Friday, May 15th (Day 3)
Grand Ballroom
Put your conference takeaways to the test in this fast-paced, game show-style finale! Designed for marketers, CRM pros, and anyone in between, this interactive session covers topics like content strategy, SEO, partner engagement, website workflows, and more. Whether you’re in the hot seat or cheering from the audience, you’ll walk away with laughs, bragging rights, and fresh insights to take home.
Friday, May 15th (Day 3) 10:15 AM - 11:00 AM
10:15 AM - 11:00 AM
iDSS Reporting Lab
Friday, May 15th (Day 3)
Grand 6
Learn to build custom reports that surface insights across sales, partnerships, services, and events. Includes walkthroughs of GroupPace, STLY, and other key reports to support strategic decisions.
Marketing Impact in iDSS: Campaigns, Media Mentions & Brand Tracking
Friday, May 15th (Day 3)
Grand 7
Follow one destination’s approach to managing campaigns, tracking earned media, and monitoring brand visibility — all within iDSS. Learn how to tie marketing outputs to measurable impact.
The Content Clean-Up Lab: How to Audit, Optimize, and Act
Friday, May 15th (Day 3)
Grand 8
This hands-on session gives you the tools and techniques to conduct a meaningful content audit of your destination website. Learn how to export data from Craft CMS, evaluate blog and page effectiveness, and identify next steps — from pruning old content to planning new ideas. Ideal for anyone looking to make smarter decisions about what stays, what goes, and what gets reimagined.
Friday, May 15th (Day 3) 11:15 AM - 12:00 PM
11:15 AM - 12:00 PM
Session Information Coming Soon
Friday, May 15th (Day 3)
Grand 6
Session details coming soon!
Session Information Coming Soon
Friday, May 15th (Day 3)
Grand 7
Session details coming soon!
Session Information Coming Soon
Friday, May 15th (Day 3)
Grand 8
Session details coming soon!