January 6, 2025
The Travel and Tourism Research Association (TTRA) is thrilled to celebrate the outstanding achievements of this year’s Marketing Outlook Forum (MOF) award recipients. These prestigious awards recognize excellence in travel and tourism marketing, as well as significant contributions to shaping the future of our industry.
The 2025 MOF, held in vibrant Fort Worth, Texas, brought together leading researchers, industry professionals, and thought leaders to explore the theme From Data to Destination: Shaping Tourism’s Future. It was the perfect stage to honor this year’s winners, whose exceptional work is advancing the travel and tourism landscape.
Award Winners
Cheryl Schutz Award for Destination Marketing and Research Excellence
This award is sponsored by MMGY GLOBAL
🏆 Winner: Visit North Carolina
This award recognizes the impactful use of research-backed strategies to elevate travel and tourism. Congratulations to the Visit North Carolina team for their innovative and results-driven approach!
Visit North Carolina is a leading Destination Marketing Organization dedicated to promoting the state’s diverse travel offerings. Through innovative, research-driven strategies, it fosters tourism growth that enriches local communities while showcasing North Carolina’s natural beauty, cultural heritage, and vibrant destinations.
Emerging Leader Rising Star Award
This award is sponsored by LONGWOODS INTERNATIONAL
🏆 Winner: Tim Crouson, Destination Ann Arbor
Acknowledging the next generation of leaders, Tim Crouson of Destination Ann Arbor has demonstrated exemplary leadership and dedication early in his career. We look forward to seeing more of his inspiring contributions to the industry.
Tim Crouson, Director of Research at Destination Ann Arbor, brings over eight years of experience in business analysis, tourism management, and CRM optimization. A Destinations International 30 Under 30 honoree, Tim has made significant contributions to advancing data-driven decision-making and stakeholder engagement within the travel and tourism industry.
J. Desmond Slattery Professional Marketing Award
This award is sponsored by LIGHTHOUSE
🏆 Winner: Caroline Anderson, Hawai‘i Tourism Authority
This award celebrates groundbreaking work in travel marketing at national and state levels. Caroline Anderson’s exceptional initiatives at the Hawai‘i Tourism Authority have set new benchmarks for excellence.
Caroline Anderson, Director of Planning at the Hawai‘i Tourism Authority, brings over two decades of experience in shaping sustainable tourism strategies. She oversees state and county-specific destination management plans, workforce development, and program evaluation, ensuring Hawai‘i’s tourism remains impactful and community-focused.
John & Joan Markham Tourism Marketing Award
This award is sponsored by DOWNS & ST. GERMAIN
🏆 Winner: Emily Prickett, North Carolina State University
Awarded to an outstanding student for insightful research on tourism marketing trends, Emily Prickett’s work at North Carolina State University offers a glimpse into the future of destination marketing.
Emily Prickett, a senior at North Carolina State University studying Parks, Recreation, and Tourism Management, is passionate about tourism research and marketing. With experience in GIS projects, data organization, and marketing internships, she aspires to make a positive impact on communities through her work in the tourism industry.
A Celebration of Excellence
Each winner has earned a complimentary registration to the 2025 MOF, alongside additional prizes, including plaques, memberships, consulting sessions, and more. Awards will be presented on January 28th during the conference’s celebratory luncheon, where the industry’s best will gather to applaud their peers.
Want to learn more about TTRA and Marketing Outlook Forum? Visit TTRA.com for updates on our events, membership benefits, and how we support excellence in travel and tourism research.