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Keynote
Beneath the Surface: The Economic Signals Every Tourism Leader Should Know
As the economic landscape continues to shift, understanding the signals influencing consumer behavior and travel patterns is more important than ever.
In this keynote session, leading economic and tourism research experts will examine where the economy is heading and how emerging trends may shape travel and tourism demand. The discussion will help attendees interpret the economic signals that matter most and consider what they mean for destinations, organizations, and future planning.
Featured Speakers
Dr. Frederick Steinmann
Director, University Center for Economic Development
University of Nevada, Reno
Dr. Frederick Steinmann is Director of the University Center for Economic Development in the College of Business at the University of Nevada, Reno. He is also Principal Investigator for the Nevada Tech Hub and brings extensive expertise in economic development, policy, and planning.
Andrew Woods
Director, Center for Business and Economic Research
University of Nevada, Las Vegas
Andrew brings more than 15 years of experience in business, economic analysis, and public affairs. His work focuses on applying data and research to strengthen organizations, communities, and public policy.
Nate Kelley, Moderator
Director of Research
San Diego Tourism Authority
Nate is an economist and financial analyst with more than 15 years of experience. His background includes research and financial stress-testing roles with Moody’s, JPMorgan, and UBS.
Session
Decoding the Western American Traveler: Why Travelers Choose, Spend, and Go
Economic indicators tell part of the story. Data from travelers tell the rest. Drawing on insights from thousands of travelers across the United States, this session explores the attitudes, motivations, and spending decisions shaping travel demand today. As consumers navigate a shifting economic landscape, what experiences are they prioritizing? Where are they willing to splurge, where are they pulling back, and what ultimately drives the decision to book a trip?
Following the economic keynote, we’ll turn our attention to the consumer, uncovering emerging behaviors, changing expectations, and hidden signals. Some findings will confirm what you already suspect. Others may challenge conventional wisdom. Join us for an engaging look inside the mind of today’s traveler and discover what it could mean for the future of tourism.
Featured Speaker
Alex Molin, Ph.D.
Director of Research
Future Partners
Alexandra Molin brings more than 15 years of market research experience spanning technology, media and entertainment, education, and consumer brands. Her work has included global consumer insight and brand tracking programs for organizations including Amazon, Netflix, Levi’s, and Patagonia. Alex earned her Ph.D. in social psychology from the University of Nevada, Reno.
Session
Geolocation, Lodging, Survey Panels: Finding Clarity in the Evolving Data Landscape
The data landscape that DMOs have relied on for years is rapidly evolving.
Expanding privacy protections, platform transformations, and shifting survey methodologies are reshaping the foundation of destination analytics. Join industry experts for an engaging dialogue on the changes themselves, and how DMOs can maximize their data intelligence in a world where access, measurement, and consumer privacy are being redefined in real time.
The rules are changing. How will your destination adapt?
Featured Speakers
Henry Sams
Senior Client Success Partner
STR / CoStar
Henry Sams works with destination marketing organizations and tourism clients across the United States, helping them maximize the value of STR’s lodging data and insights. Before joining STR, he spent more than 16 years in hotel management with IHG and Marriott International, giving him a strong operational perspective on the lodging industry and the data needs of destinations.
Jay Kinghorn
Co-Founder & Chief Innovation Officer
Zartico
Jay Kinghorn is Co-Founder and Chief Innovation Officer at Zartico, where he develops solutions that help destinations understand visitor behavior through AI, analytics, and research. Previously, he served as Associate Director at the Utah Office of Tourism, leading digital marketing, analytics, content, and research initiatives designed to demonstrate tourism’s impact across communities.
Nick Falkenstein
Vice President of Analytics
SMARInsights
Nick Falkenstein is Vice President of Analytics at SMARInsights, where he specializes in advanced research methods including segmentation, perceptual mapping, key driver analysis, and benchmarking. With experience on both the client and research-provider sides of the industry, Nick focuses on translating sophisticated analytics into practical insights that help organizations understand changing brands, audiences, and market conditions.
Steve Halasz, Moderator
Founder & CEO
Blue Room Research
Steve Halasz is Founder and CEO of Blue Room Research, helping destinations make better use of their existing data and strengthen data-driven decision making. He has more than 20 years of experience in tourism, hospitality, and market research, including research leadership roles at Brand USA and Travel Portland. He also serves as Associate Director of the Oregon Destination Association.
Session
Winning Resident Support: Insights from Oregon and Bend’s Success Story
Oregon includes everything from established tourism destinations to smaller communities where the visitor economy is still developing. To understand how residents across the state feel about tourism, Travel Oregon conducts a biannual resident sentiment study.
Javier Parada Torres will share key statewide findings and explore how perceptions of tourism differ across Oregon’s diverse communities.
Nate Wyeth will then take a closer look at Bend, a destination that has experienced one of the most significant positive shifts in resident sentiment toward tourism over the past three years. Attendees will learn about the community-focused strategies behind that change and the role Visit Bend played in building a more positive relationship between residents and tourism.
Featured Speakers
Javier Parada Torres
Research Manager
Travel Oregon
Javier brings a statewide research perspective to the discussion, drawing on Travel Oregon’s resident sentiment findings and the different ways tourism is experienced across Oregon communities.
Nate Wyeth
Chief of Staff
Visit Bend
Nate brings more than 20 years of marketing experience to Visit Bend’s community-first approach. His work encompasses destination strategy, sustainability, inclusion, and the evolving role of destination organizations within their communities.
More Program Highlights Coming Soon
Additional session information is coming soon. Topics include:
- Sports: What are the destination impacts and how do you track them?
- Large events: What have destinations experienced during this year of major events, including hosting FIFA and celebrating 100 years of Route 66?
The conference will also include an open forum where attendees can share current projects, research questions, and ideas with colleagues from across the region.
Sponsors
Join Us in Reno
Register for the 2026 GWTTRA Annual Chapter Conference, October 20–22 in Reno, Nevada.
Get In Touch
TTRA is a highly respected and established organization dedicated to advancing the standards of travel and tourism research and analysis. With its focus on excellence, professionalism, quality, and inclusivity, TTRA is the go-to source for professionals in the industry seeking to stay ahead in their field.