The 2026 Governor’s Conference on Tourism promises to be an action-packed multi-day event, full of exciting learning and networking opportunities in West Virginia’s Metro Valley.
Explore The Program
Take a look at what we have in store for this year’s conference! Please note the schedule is subject to change.
View Sunday, September 20 Schedule
✍️ 3:00 p.m. – Registration Opens
⏰ 3:00 p.m. – 7:00 p.m.
📍Upper Main Lobby, Charleston Coliseum & Convention Center
Get ready to connect, innovate and elevate your impact in the tourism industry!
☕️ 3:00 p.m. – Afternoon Pick-Me-Up with the Agencies
⏰ 3:00 p.m. – 5:00 p.m.
📍 Upper Lobby, Charleston Coliseum & Convention Center
Beat the mid-day slump with a quick caffeine boost and high-value connection! Join us for a casual, energizing break designed to fuel both your afternoon and your marketing strategy. Grab a specialty cup of coffee and drop in for informal face time with the expert teams behind our state marketing, PR, digital and media campaigns.
🍻 5:00 p.m. – Charleston CVB Welcome Reception
⏰ 5:00 p.m. – 7:00 p.m.
📍Brewer’s Row, 180 Summers St, Charleston, WV 25301
Welcome to Charleston! Let’s kick things off at Brewer’s Row and Slack Plaza with great music, cold drinks and warm local vibes. Hosted by the Charleston CVB, this reception is your ticket to unwinding after travel—literally, as complimentary drink tickets are included. Come for the craft brews, stay for the live music and get ready for a fantastic conference ahead.
🍴 7:00 p.m. – Dinner On Your Own
Check out these local dining options!
View Monday, September 21 Schedule
✍️ 8:00 a.m. – Registration Opens
⏰ 8:00 a.m. – 5:00 p.m.
📍Upper Main Lobby, Charleston Coliseum & Convention Center
🍽️ 8:00 a.m. – Breakfast, Artisan Market & Media Marketplace
📍Ballroom C, Elk River Atrium & Terrace Hallway
Kick off your morning with a delicious breakfast while shopping at our Artisan Market and exploring the Media Marketplace and Community Resource Exchange. Grab a fresh cup of coffee, fuel up for the day’s sessions and browse a curated collection of local makers, our conference sponsors and community resources.
- Breakfast & Coffee Bar: Enjoy a fresh spread of morning favorites, regional specialties and plenty of coffee to power your morning.
- Curated Local Artisans: Meet regional makers and shop unique, handcrafted goods. It’s the perfect place to grab unique gifts or get inspired for your own destination merchandise.
- Media Marketplace: Connect face-to-face with our generous conference sponsors who help elevate our tourism industry.
- Community Resource Exchange: Explore high-value tools, grants, state assistance programs and community partnerships designed to support your local tourism initiatives.
📸 8:00 a.m. – Headshot Photo Booth with Digital Relativity
⏰ 8:00 a.m. – 9:00 a.m.
📍Room 215
Smile big! Courtesy of our partners at Digital Relativity, book an appointment to get a complimentary photo headshot.
📣 9:00 a.m. – Keynote | State of the State
📍Ballroom C, Charleston Coliseum & Convention Center
Join us for the flagship opening session of the Governor’s Conference on Tourism as state leadership and tourism officials present the annual State of the State Tourism Address. This premier keynote sets the stage for the entire conference, celebrating major industry milestones, sharing essential economic data, and unveiling the strategic roadmap for tourism and community development across the state.
📣 9:30 a.m. – Keynote | Tourism by the Numbers: Turning Data into Actionable Strategy
📍Ballroom C, Charleston Coliseum & Convention Center
Speakers: Zeek Coleman, Ad+Genuity | Jay Salyers, Miles Partnership | Amir Eylon, Longwoods International | Chuck Davison, Tourism Economics
In today’s fast-changing travel landscape, data is no longer just for researchers; it’s the cornerstone of effective destination marketing, product development and budget allocation. Join top tourism analysts and research experts for an interactive look into the numbers, trends and visitor behaviors shaping travel across our state.
☕️ 10:30 a.m. – Mid-Morning Intermission: Sip, Snack & Connect
📍Elk River Atrium, Charleston Coliseum & Convention Center
Take a break between morning sessions to recharge with coffee & snacks. Explore the Media Marketplace, shop at the Artisan Market and stop by the Community Resource Exchange!
📣 11:00 a.m. – Keynote | Ready for Anything: Real-Time Crisis Messaging & Reputation Management
📍Ballroom C, Charleston Coliseum & Convention Center
Speakers: Kent Landers, Hilton | Sarah Jantz, American Airlines | Gina Stouffer, Lou Hammond Group
Moderator: Lindsey Funk, West Virginia Department of Tourism
When the unexpected happens, how you communicate can make or break your destination’s reputation. Whether facing natural disasters, public health emergencies, sudden safety concerns, or PR crises, tourism leaders must act fast to provide accurate information while protecting their brand and community. Join this panel of seasoned communications experts, PR professionals and industry peers who have weathered real-world crises.
🍽️ 12:30 p.m. – Keynote Lunch
⏰ 12:30 p.m. – 2:00 p.m.
📍Ballroom C, Charleston Coliseum & Convention Center
A Seat at the Table: West Virginia Fairs & Festivals
Moderated by Amber Miller Belcher – City of Logan/WV Freedom Festival
One of the largest economic drivers of West Virginia, our fairs and festivals attract thousands of visitors to the Mountain State every year. Join this session to learn practical knowledge from industry experts on how to elevate your events, overcome common challenges and strengthen your local community.
After the keynote session, step out into the main hall for an interactive midday experience designed to help you connect, shop and discover new tools for your destination.
- Lunch Buffet: Enjoy a full spread of fresh dishes and dietary-friendly options at your own pace.
- Artisan Market: Browse and shop handcrafted goods, art and custom regional products directly from local makers and craftspeople.
- Media Marketplace: Connect face-to-face with our generous conference sponsors who help elevate our tourism industry.
- Community Resource Exchange: Explore high-value tools, grants, state assistance programs and community partnerships designed to support your local tourism initiatives.
👥 1:00 p.m. – Individual Appointments *Required to be booked in advance.
⏰ 1:00 p.m. – 4:00 p.m.
📍Terrace Level Meeting Rooms
Take advantage of dedicated, personalized guidance to grow your business, stretch your marketing budget and secure funding. Space is limited, and advance booking is required. Secure your time slot prior to the event to guarantee a consultation.
📸 1:30 p.m. – Headshot Photo Booth with Digital Relativity
⏰ 1:30 p.m. – 5:00 p.m.
📍Room 215
Smile big! Courtesy of our partners at Digital Relativity, book an appointment to get a complimentary photo headshot.
💡 2:00 p.m. – Choose Your Track: Afternoon Breakout Sessions (Round 1)
During this breakout block, select one of three concurrent sessions below to attend:
Be the Answer: Lessons From 15 West Virginia Destinations on Digital Visibility
(Ballroom A) — Travelers are getting recommendations from more places than ever, and being visible now depends on far more than your website. Join Kim Palmer, Destination Optimization Program Director at Miles Partnership, for a closer look at what actually helps tourism businesses get discovered and chosen in today’s changing travel-planning landscape. Drawing on results from 15 West Virginia destinations that audited more than 2,400 local business listings through the state’s Destination Optimization program, this session will reveal where businesses are getting digital visibility right and where common gaps remain. You’ll learn why the fundamentals matter even more in the age of AI and leave with practical actions to make your business easier for AI tools to understand and for travelers to find, trust and choose.
The Art of the Scroll: Crafting Destination Content That Captivates
(Ballroom B) — Join Deepa Lakshmin, Head of Social Media & Video at Lonely Planet, for a deep dive into the artistic and creative heart of social media. Drawing from world-class editorial standards and social-first strategies, this session pulls back the curtain on how to conceive, design and produce high-impact visual narratives that evoke emotion, spark curiosity and authentically showcase your destination’s unique soul.
Art vs. AI: Why Authentic Creativity Builds Tourism Brands That Convert
(Room 216+217) — Join Digital Relativity’s Chief Creative Officer, Abbey Reifsnyder, as she explores the era where AI-generated marketing is flooding digital spaces. With this, tourism destinations face an unprecedented challenge: How do you make your brand stand out? This session reveals why AI-designed campaigns are costing tourism businesses visibility, trust and revenue, and why human creativity is now your most valuable competitive advantage. This session doesn’t reject AI entirely — it explores where AI genuinely belongs in your marketing strategy and where it absolutely doesn’t.
‼️ Don’t Worry About Missing Out!
Torn between two sessions? You don’t have to choose! All three breakout sessions will repeat in full during the next breakout block. Pick your top choice now, and catch your second pick in the next round.
3:00 p.m. – Afternoon Recharge: Market, Media & Refreshments
📍Elk River Atrium, Charleston Coliseum & Convention Center
- Drinks & Afternoon Snacks: Refuel with fresh coffee, iced beverages and afternoon snacks to keep your energy high.
- Artisan Market: Browse unique handcrafted goods, artwork and regional gifts directly from talented local state makers.
- Media Marketplace: Connect face-to-face with our generous conference sponsors who help elevate our tourism industry.
- Community Resource Exchange: Explore state programs, grants and strategic tools designed to help elevate your local tourism initiatives.
💡 3:15 p.m. – Choose Your Track: Afternoon Breakout Sessions (Round 2)
During this breakout block, select one of three concurrent sessions below to attend:
Be the Answer: Lessons From 15 West Virginia Destinations on Digital Visibility
(Ballroom A) — Travelers are getting recommendations from more places than ever, and being visible now depends on far more than your website. Join Kim Palmer, Destination Optimization Program Director at Miles Partnership, for a closer look at what actually helps tourism businesses get discovered and chosen in today’s changing travel-planning landscape. Drawing on results from 15 West Virginia destinations that audited more than 2,400 local business listings through the state’s Destination Optimization program, this session will reveal where businesses are getting digital visibility right and where common gaps remain. You’ll learn why the fundamentals matter even more in the age of AI and leave with practical actions to make your business easier for AI tools to understand and for travelers to find, trust and choose.
The Art of the Scroll: Crafting Destination Content That Captivates
(Ballroom B) — Join Deepa Lakshmin, Head of Social Media & Video at Lonely Planet, for a deep dive into the artistic and creative heart of social media. Drawing from world-class editorial standards and social-first strategies, this session pulls back the curtain on how to conceive, design and produce high-impact visual narratives that evoke emotion, spark curiosity and authentically showcase your destination’s unique soul.
Art vs. AI: Why Authentic Creativity Builds Tourism Brands That Convert
(Room 216+217) — Join Digital Relativity’s Chief Creative Officer, Abbey Reifsnyder, as she explores the era where AI-generated marketing is flooding digital spaces. With this, tourism destinations face an unprecedented challenge: How do you make your brand stand out? This session reveals why AI-designed campaigns are costing tourism businesses visibility, trust and revenue, and why human creativity is now your most valuable competitive advantage. This session doesn’t reject AI entirely — it explores where AI genuinely belongs in your marketing strategy and where it absolutely doesn’t.
🍻 5:00 p.m. – West Virginia Tourism Welcome Reception
More details coming soon!
🍴 6:30 p.m. – Dinner On Your Own
Check out these local dining options!
View Tuesday, September 22 Schedule
✍️ 8:00 a.m. – Registration Opens
⏰ 8:00 a.m. – 2:00 p.m.
📍Upper Main Lobby, Charleston Coliseum & Convention Center
🍽️ 8:00 a.m. – Breakfast, Artisan Market & Media Marketplace
📍Ballroom C, Elk River Atrium & Terrace Hallway
Kick off your morning with a delicious breakfast while shopping at our Artisan Market and exploring the Media Marketplace and Community Resource Exchange. Grab a fresh cup of coffee, fuel up for the day’s sessions and browse a curated collection of local makers, our conference sponsors and community resources.
- Breakfast & Coffee Bar: Enjoy a fresh spread of morning favorites, regional specialties and plenty of coffee to power your morning.
- Curated Local Artisans: Meet regional makers and shop unique, handcrafted goods. It’s the perfect place to grab unique gifts or get inspired for your own destination merchandise.
- Media Marketplace: Connect face-to-face with our generous conference sponsors who help elevate our tourism industry.
- Community Resource Exchange: Explore high-value tools, grants, state assistance programs and community partnerships designed to support your local tourism initiatives.
📸 8:00 a.m. – Headshot Photo Booth with Digital Relativity
⏰ 8:00 a.m. – 9:00 a.m.
📍Room 215
Smile big! Courtesy of our partners at Digital Relativity, book an appointment to get a complimentary photo headshot.
📣 9:00 a.m. – Keynote | AI and Tourism: How It’s Changing Travel and How It’s Changing Our Work
📍Ballroom C, Charleston Coliseum & Convention Center
Speaker: Janette Roush, SVP of Innovation and Chief AI Officer at Brand USA
Cut through the AI hype and take a clear-eyed look at artificial intelligence’s dual impact on tourism. First, understand how AI is transforming traveler behavior—reshaping destination discovery, reading your photos and reviews, and influencing where people choose to go. Then, explore how AI is changing the way we work, with practical applications that tourism professionals can use immediately. Whether you’re already experimenting with AI or just getting curious, you’ll leave with actionable insights for both sides of this shift. No tech background required—just bring your questions and leave ready to work smarter.
☕️ 10:30 a.m. – Mid-Morning Intermission: Sip, Snack & Connect
📍Elk River Atrium, Charleston Coliseum & Convention Center
Take a pause between morning sessions to recharge your battery, explore the media marketplace and shop at the artisan market. Grab a fresh cup of coffee and a snack, then take a stroll to meet the makers, media and sponsors!
📣 11:00 a.m. – Keynote | Marketing to the Modern Traveler: What Four Traveler Types Reveal About Discovery and Decision-Making
📍Ballroom C, Charleston Coliseum & Convention Center
Speaker: Pat Strader, Chief Innovation Officer and President of Digital Relativity
Join us to discuss how most destination marketing focuses on demographics, like age, income and location. But this approach misses a critical insight: travelers with nearly identical demographics often want completely different things from the same trip. This session translates Digital Relativity’s proprietary traveler motivation research into practical strategies for the entire West Virginia tourism ecosystem. Based on survey data from thousands of Appalachian and regional travelers, we’ve identified four distinct personality types and share how those findings shape travel decisions, from picking a destination to booking a room to choosing where to eat dinner. Each personality type discovers and chooses experiences differently, using distinct search behaviors, digital tools and decision-making processes. Understanding these differences helps every stakeholder in the tourism economy, from CVBs and DMOs to attractions, lodging, restaurants, retail and economic development partners, work together more effectively to reach travelers throughout their decision journey.
🍴 12:00 p.m. to 2:00 p.m. – Lunch On Your Own
Check out these local dining options!
👥 1:00 p.m. – Individual Appointments *Required to be booked in advance.
⏰ 1:00 p.m. – 4:00 p.m.
📍Terrace Level Meeting Rooms
Take advantage of dedicated, personalized guidance to grow your business, stretch your marketing budget and secure funding. Space is limited, and advance booking is required. Secure your time slot prior to the event to guarantee a consultation.
📸 2:00 p.m. – Headshot Photo Booth with Digital Relativity
⏰ 2:00 p.m. – 5:00 p.m.
📍Room 215
Smile big! Courtesy of our partners at Digital Relativity, book an appointment to get a complimentary photo headshot.
💡 2:00 p.m. – Choose Your Track: Afternoon Breakout Sessions (Round 1)
During this breakout block, select one of three concurrent sessions below to attend:
Funding Your Vision: State Arts Grants 101
(Ballroom A) — Join Jenna Green, Director of Arts and Elizabeth Yeager, Deputy Director of Arts at the State Arts Office, for a session on available grant opportunities for artists, nonprofit organizations and local governments such as the Creative Aging for Lifelong Learning Grant! This session will cover eligible project types, funding categories, application requirements, deadlines and tips for writing a competitive proposal. Time will be reserved for audience Q&A with program staff.
Mobilizing the Fanbase: How Sports Partnerships Fuel Economic Impact
(Ballroom B) — Join Travis Misner of PlayFly for an inside look at how the NFL and NHL franchises build high-impact brand activations, engage diverse fanbases, and drive regional economic impact. Discover how sports organizations and tourism destinations can collaborate to create unforgettable fan experiences that turn game-day visitors into lifelong brand advocates.
Website Accessibility Demystified
(Ballroom 216+217) — Join Digital Relativity’s Technical Director, Justin Ferrell for a session that gives tourism and hospitality marketers a plain language look at what website accessibility really means, why the quick fix overlay widgets you may have been pitched don’t actually solve the problem, and what a genuinely accessible website looks like in practice. Attendees will leave with a short list of bare minimum accessibility checks they can act on immediately like making sure images have real alt text, forms and buttons work with a keyboard alone, text has enough color contrast to actually read and more.
‼️ Don’t Worry About Missing Out!
Torn between two sessions? You don’t have to choose! All three breakout sessions will repeat in full during the next breakout block. Pick your top choice now, and catch your second pick in the next round.
🥤 3:00 p.m. – Afternoon Recharge: Market, Media & Refreshments
📍Elk River Atrium, Charleston Coliseum & Convention Center
- Drinks & Afternoon Snacks: Refuel with fresh coffee, iced beverages and afternoon snacks to keep your energy high.
- Artisan Market: Browse unique handcrafted goods, artwork and regional gifts directly from talented local state makers.
- Media Marketplace: Connect face-to-face with our generous conference sponsors who help elevate our tourism industry.
- Community Resource Exchange: Explore state programs, grants and strategic tools designed to help elevate your local tourism initiatives.
💡 3:15 p.m. – Choose Your Track: Afternoon Breakout Sessions (Round 2)
During this breakout block, select one of three concurrent sessions below to attend!
Funding Your Vision: State Arts Grants 101
(Ballroom A) — Join Jenna Green, Director of Arts and Elizabeth Yeager, Deputy Director of Arts at the State Arts Office, for a session on available grant opportunities for artists, nonprofit organizations and local governments such as the Creative Aging for Lifelong Learning Grant! This session will cover eligible project types, funding categories, application requirements, deadlines and tips for writing a competitive proposal. Time will be reserved for audience Q&A with program staff.
Mobilizing the Fanbase: How Sports Partnerships Fuel Economic Impact
(Ballroom B) — Join Travis Misner of PlayFly for an inside look at how the NFL and NHL franchises build high-impact brand activations, engage diverse fanbases, and drive regional economic impact. Discover how sports organizations and tourism destinations can collaborate to create unforgettable fan experiences that turn game-day visitors into lifelong brand advocates.
Website Accessibility Demystified
(Ballroom 216+217) — Join Digital Relativity’s Technical Director, Justin Ferrell for a session that gives tourism and hospitality marketers a plain language look at what website accessibility really means, why the quick fix overlay widgets you may have been pitched don’t actually solve the problem, and what a genuinely accessible website looks like in practice. Attendees will leave with a short list of bare minimum accessibility checks they can act on immediately like making sure images have real alt text, forms and buttons work with a keyboard alone, text has enough color contrast to actually read and more.
🌻 5:00 p.m. – Flower Hour with Gritts Farm
📍Elk River Atrium, Charleston Coliseum & Convention Center
Step into a floral daydream for a cozy, hands-on crafting experience where you get to play florist. Mix, match, and arrange your own bespoke dried bouquet to take home!
⭐️ 6:00 p.m. – Stars of Almost Heaven Awards Dinner | Mums and Music in the Metro Valley
📍Ballroom C, Charleston Coliseum & Convention Center
Drinks sponsored by Ad+Genuity
Decorations sponsored by Gritt‘s Farm
🎶 The Mountain Stage Band
Crisp autumn breezes, golden afternoon sunlight and live local tunes—welcome to the ultimate fall celebration!
What to Wear: Keep it comfortable, stylish and layered up for a fun evening.
The Color Palette: Rich autumn hues like deep burgundy, rust, mustard yellow and forest green.
The Look: Oversized cardigans, classic flannels, suede shackets, denim jackets or flowy midi dresses.
View Wednesday, September 23 Schedule
👋🏼 Check Out
Thank you for joining us!
Thank you to our Sponsors
Diamond Sponsors
Platinum Sponsors
Silver Sponsors
Host Sponsors
Bronze Sponsors
