2026 Greater Western TTRA Annual Chapter Conference
Rooted in Research: Cultivating Stronger Destinations Across the Greater West
Registration is now open.
Register Now »Conference Information
About the Conference
Join the Greater Western Chapter of the Travel and Tourism Research Association for the 2026 GWTTRA Conference in Reno, Nevada, bringing together tourism researchers, destination professionals, industry partners, students, and educators from across the West and beyond.
This year’s conference explores the changing forces shaping tourism and how research can help destinations make more informed decisions. Sessions will examine economic trends and travel demand, consumer behavior, resident sentiment, evolving tourism data, sports tourism, and the impacts of major events such as FIFA and the Route 66 Centennial. Through research, case studies, and peer discussions, attendees will gain practical insights, exchange ideas, and build connections with colleagues across the tourism community.
Registration
| Registration Type | Registration Rate |
|---|---|
| Academic Member | $395 |
| Academic Non-Member | $495 |
| Member | $495 |
| Non-Member | $595 |
Conference registration includes the Tuesday Welcome Reception, the conference program, breakfast and lunch on Wednesday, and breakfast on Thursday.
Schedule
Tuesday, October 20
- Optional afternoon excursions
- Welcome Reception
Wednesday, October 21
- Keynote: Beneath the Surface: The Economic Signals Every Tourism Leader Should Know
- Decoding the Western American Traveler: Why Travelers Choose, Spend, and Go
- Geolocation, Lodging, Survey Panels: Finding Clarity in the Evolving Data Landscape
- Game On: Sports, Data, and the Value to Destinations
Thursday, October 22
- Winning Resident Support: Insights from Oregon and Bend’s Success Story
- From Promise to Impact: Insights and Lessons from Route 66 Centennial and FIFA World Cup
Hotel
Whitney Peak Hotel, Tapestry Collection by Hilton
- Smoke-free, non-gaming hotel
- Downtown Reno location
- Less than five miles from Reno Tahoe International Airport
Learn more about Whitney Peak Hotel
Special Conference Rate: $159 per night
Hotel Booking Link: The booking link with the conference rate will be provided in the registration confirmation email.
The conference rate is available for three days before and three days after the conference dates, subject to availability.
Hotel Reservation Cut-Off: October 2, 2026
Parking: Self-parking in the hotel garage is waived for all conference attendees. Discounted valet parking is available for $20.
Sponsorship
Conference sponsorship opportunities are available for destinations, organizations, universities, research firms, and industry partners interested in connecting with tourism researchers and destination professionals.
Conference Planning Committee
- Cindy Lee, Visit Pasadena, Conference Co-Chair
- Denise Jordan, Utah Office of Tourism, Conference Co-Chair
- Matthew Stone, California State University, Chico
- Wendy Kheel, Tourism Economics
- Kyle Shulz, Travel Nevada
- Javier Parada Torres, Travel Oregon
- Graham Gee, Visit California
- Brittany Augustine, Arizona Office of Tourism
- Nate Kelley, San Diego Tourism Authority
- Sarah Kahl, Chapter Administrator
Contact Information
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.