June 24, 2026 - June 26, 2026
Join a global network of research-driven tourism leaders translating insight into real-world destination impact. Registration is now open.
Early Bird Deadline Ends March 31
Register by March 31, 2026 to secure Early Bird pricing for the 56th Annual TTRA International Conference.
56th Annual TTRA International Conference
June 24 – 26, 2026 – Greenville, South Carolina
Shaping the Future of Tourism: Collaborative Horizons in Research, Education, and Practice.
Where global tourism leaders align strategy for the decade ahead.
The 56th Annual TTRA International Conference brings together the global tourism research and destination leadership community to turn insight into action. This June in Greenville, senior destination marketers, academics, consultants, and industry innovators will explore how collaboration can drive smarter strategy, stronger performance, and long-term tourism resilience.
Designed for destination leaders, researchers, and tourism strategists seeking actionable insight.
Guided by the theme Shaping the Future of Tourism, the conference delivers practical learning, forward-looking dialogue, and high-value professional connections. At a time of rapid change across technology, workforce dynamics, sustainability, and traveler expectations, TTRA provides a trusted environment to share evidence-based insight and shape the next era of tourism growth.
With program announcements and hotel inventory moving quickly, early commitment is strongly advised.
REGISTRATION IS NOW OPEN!
Early registration savings are available for a limited time. Secure your place now while preferred rates remain.
Full Conference Registration
Early Bird
January 5 to March 31, 2026
| TTRA Member | $1,048 |
|---|---|
| Non-Member | $1,449 |
Regular
April 1 to June 5, 2026
| TTRA Member | $1,299 |
|---|---|
| Non-Member | $1,699 |
Late and Onsite
Beginning June 6, 2026
| TTRA Member | $1,499 |
|---|---|
| Non-Member | $1,899 |
Additional Options
Alternative participation options
| One-Day Pass | $600 |
|---|---|
| Guest Pass | $75 |
Student Registration
Early Bird
| TTRA Student Member | $399 |
|---|---|
| Student Non-Member | $499 |
Regular and Onsite
| TTRA Student Member | $499 |
|---|---|
| Student Non-Member | $599 |
Global South Registration
Global South Member
| TTRA Member Early | $399 |
|---|---|
| TTRA Member Regular | $449 |
Global South Student Member
| TTRA Student Member Early | $199 |
|---|---|
| TTRA Student Member Regular | $225 |
Important Notes
- Most attendees register before the regular deadline to secure preferred rates and hotel availability.
- TTRA Member rates require an active membership at the time of registration.
- Onsite rates begin June 6, 2026.
Cancellation Policy
Registration fees are 50 percent refundable up to Friday, May 22, 2026. No refunds will be issued after May 22, 2026. After purchasing conference registration, attendees may transfer registration to another person at the same rate status and membership type. Please contact in**@**ra.com for additional information.
Why Attend the 56th Annual TTRA International Conference?
The global tourism sector is entering a period of accelerated transformation. Data innovation, shifting traveler expectations, workforce pressures, and destination competitiveness are redefining how strategy is developed and executed.
At the 56th Annual TTRA International Conference, you will gain
- practical insight you can apply immediately
- direct access to global thought leaders
- new partnerships that extend beyond the event
- perspective that strengthens your professional credibility
- clarity on strategic investments that will shape destination competitiveness through 2030
Through dynamic discussion, applied research sessions, and structured networking, the conference creates an environment where ideas translate into measurable destination impact.
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.
Get a preview of the people, place, and program shaping this year’s conference:
TTRA 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.
Explore forward-looking topics shaping tourism strategy today and over the next decade.
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
Conference Leadership
The conference program is guided by internationally recognized researchers and senior destination practitioners.
Conference Chairs
Committee and Track Leadership
- Frida Bajha, Experience Kissimmee
- Jen Chun, State of Hawaii
- Steve Cohen, Travel Portland
- Lynne Coxwell, Louisiana Office of Tourism
- Jeff Dalley, Tourism InSight Limited
- Sarah Ferguson, SMARInsights
- Dudley Jackson, South Carolina Parks, Recreation and Tourism
- Tracey Ann Logan, Visit Jamaica
- Michael Rudowski, Visit Dallas
- Jonathan Smith, VisitGreenvilleSC (Host City)
- James Tsismanakis, Discover Dekalb
- Kim Vince-Cruz, Future Partners
- Dr. Nicholas Wise, Arizona State University
- Dr. Shaniel Bernard, Virginia Tech
- Dr. Sungwoo Choi, The Chinese University of Hong Kong
- 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
Rates are $189 per night, plus tax.
Cut-off date is 6/5/2026.
Located in the heart of vibrant downtown Greenville, the conference venue places attendees within easy walking distance of award-winning public spaces, distinctive restaurants, and cultural experiences. Greenville’s compact downtown makes spontaneous networking and evening meetups easy and natural, extending the value of the conference beyond scheduled sessions.
Attendees will enjoy convenient access to local dining, live music, boutique shopping, and Falls Park on the Reedy, creating an environment that supports both focused learning and meaningful connection.
The Hyatt Regency Greenville provides a comfortable conference base, combining modern amenities with a welcoming sense of Southern hospitality. Its central location allows participants to move seamlessly between professional engagement and the authentic energy of the destination.
Start Planning Your TTRA Conference Experience
Key program elements are now being announced, including keynote speakers, breakout sessions, and professional development workshops. Registration is open and hotel availability is limited. Early action is strongly recommended.
Conference registration is now open, and we strongly encourage early action. Hotel rooms at the exclusive TTRA group rate at the Hyatt Regency Greenville are limited and expected to fill as program announcements continue.
If tourism research, strategy, or destination leadership shapes your work, this is the global forum designed for you.
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