June 24, 2026 - June 26, 2026
56th Annual TTRA International Conference
June 24 – 26, 2026 | Greenville, South Carolina
Shaping the Future of Tourism: Collaborative Horizons in Research, Education, and Practice.
Why Attend the 56th Annual TTRA International Conference?
The travel and tourism industry is undergoing a transformative shift—driven by innovation, disruption, and evolving traveler expectations. At the 56th Annual TTRA International Conference, we bring together industry leaders, academics, destination practitioners, and vendors to explore how research, education, and cross-sector strategy fuel smarter decision-making and strengthen communities.
Join us in Greenville as we reimagine tourism’s role in a rapidly changing world and elevate the image and reputation of the travel and tourism industry. With dynamic dialogue and in-depth sessions, we’ll spotlight not only challenges and opportunities but also practical skills and career pathways for the next generation of tourism professionals.
From policy and product development to destination strategy and professional growth—this is where ideas spark action—and where the future of tourism begins to take shape.
Conference Sub-Themes
Each year, TTRA’s Annual International Conference explores the ideas shaping the future of travel and tourism. In 2026, we’ll focus on three dynamic areas—Data & Tech, Workforce & Talent, and Brand & Strategy—that together define how our industry learns, innovates, and leads. Expect forward-thinking sessions, global perspectives, and real-world examples that spark conversation and connection.
1. Data & Tech (AI, Big Data, Forecasting, ROI, Market Research)
- Experience Engineering in the Age of AI
- Harnessing AI for Destination Marketing and Research
- Ethical and Practical Implications of AI in Tourism Strategy and Experience Design
- Forecasting the Next Era of Tourism Demand
- Attribution, ROI, and the Future of Destination Marketing Investment
- Geolocation and Movement Analytics for Smarter Planning
- The Future of Lodging Data and Visitor Accommodation Trends
- Bridging Research, Marketing, and Technology for Destination Growth
- The tourism platform ecosystem and digital governance
2. Workforce & Talent (Attraction, Development, Career Pathways)
- Enhancing Tourism Industry’s Image to Attract Talent
- Compensation Levels and Professional Development Pathways in the Tourism Industry
- Age-Friendly Tourism Initiatives
- Cultivating Tomorrow’s Tourism Workforce with Research and Insights
3. Brand & Strategy (Storytelling, Alignment, Collaboration)
- Strengthening Collaboration Among Industry & Academia
- Reglobalization and the Impact of Geopolitical Tension on Tourism
- Expanding Tourism to the Experience Economy
- Tourism’s Role in Promoting Mental Health
- Data-Driven Storytelling and Destination Strategy
- Building Community Alignment Through Evidence-Based Strategies
- Reimagining Brand Identity in a Changing Travel Landscape
- ESG in tourism
How to Register & Participate
- Early registration will open soon — check back for member & non-member rates, and lodging information.
- Attendees will include destination marketing professionals, researchers, educators, students vendors, and tourism industry leaders from around the globe.
2026 Academic Call For Papers is now open – CLICK HERE
2026 Practitioner Call For Presentations is now open – CLICK HERE
Conference Leadership
Conference Chair
Dr. Robert Li
The Chinese University of Hong Kong
Practitioner Chair
Anna Blount
Datafy
TTRA Academic Program Chairs:
Dr. Lu Lu
Temple University
Dr. Zeya He
Shandong University
Chapter Chair
Ashton English
Visit North Carolina
Committee Members
Frida Bajha – Experience Kissimmee
Jen Chun – State of Hawaii
Steve Cohen – Travel Portland
Lynne Coxwell – Louisiana Office of Tourism
Jeff Dalley – Tourism InSight Limited
Dudley Jackson – South Carolina Parks, Recreation & Tourism
Nate Kelley – San Diego Tourism Authority
Tracey Ann Logan – Visit Jamaica
Michael Rudowski – Visit Dallas
Jonathan Smith – VisitGreenvilleSC (Host City)
James Tsismanakis – Discover Dekalb
Kim Vince-Cruz – Future Partners
Academic Track chairs:
Dr. Nicholas Wise – Arizona State University
Dr. Shaniel Bernard – Virginia Tech
Dr. Sungwoo Choi – The Chinese University of Hong Kong University
Dr. Sarah Gardiner – Griffith University
Dr. Crystal Shi – The Hong Kong Polytechnic University
Dr. Bora Kim – University of Surrey
Dr. Joelle Soulard – University of Illinois Urbana-Champaign
Dr. Liselle Milazzo – Pennsylvania State University – Abington
Dr. Charis Tucker – University of Illinois Urbana-Champaign
Venue & Location
Hyatt Regency Greenville
220 N. Main Street, Greenville, South Carolina 29601, USA
The 56th Annual TTRA International Conference will take place in the heart of downtown Greenville, one of the most vibrant and walkable cities in the Southeast. The Hyatt Regency Greenville offers modern comfort and Southern charm, with restaurants, galleries, and Falls Park on the Reedy just steps away.
Attendees will enjoy easy access to local dining, live music, and boutique shopping—plus plenty of opportunities to connect, collaborate, and explore the beauty and innovation that make Greenville a model for destination growth.
Stay tuned for room block details and travel information when registration opens in early 2026.
Stay Tuned
The full agenda, keynote speakers, breakout sessions, networking receptions, and local experience details will be announced in the coming months. We encourage you to plan early, register once registration opens, and secure your hotel room at the special TTRA group rate.
QUESTIONS?
Please contact us at the TTRA International office:
Email: in**@**ra.com
Phone: 1-248-708-8872
About TTRA:
The Travel and Tourism Research Association (TTRA) is a global non-profit organization dedicated to enhancing the travel and tourism industry through impactful research, education, and collaboration. Comprised of a diverse community of professionals, academics, and industry leaders, TTRA provides a platform for networking, knowledge sharing, and fostering innovation. With a commitment to driving sustainable growth and excellence in travel and tourism, TTRA continually strives to advance insights and best practices, shaping the industry’s future. TTRA members collaborate to advance the strategic use of research to provide leading-edge travel and tourism solutions that create a positive impact on people, places, and society. For more information, visit www.ttra.com