Record-Breaking Attendance at Destinations International’s First Virtual Annual Convention

July 21, 2020

Event and tourism industry professionals aren’t about to sit out this pandemic, as evidenced by the number of meetings, webinars and conventions taking place virtually these past few months. Among these key industry events is Destinations International’s Annual Convention, which was held virtually for the first time July 14-15. 

With a record attendance of 3,024 attendees from 14 countries, the global destinations industry gathering featured a packed agenda offering more than 20 educational sessions designed to inform and inspire. Keynote presentations were made by Author Mitch Albom, U.S. Navy F-14 Tomcat Fighter Pilot Carey Lohrenz and the Global All-Stars Innovators Showcase, during which a panel of five tourism industry executives reimagined the future of travel post-COVID-19.

Attendees also had a chance to choose from a wide array of virtual programming, including Industry and Executive Roundtables; “Shirtsleeve” sessions for industry members to talk through challenges and ideas; the Marketplace of Ideas trade show complete with virtual exhibits, company resource downloads and 1:1 chats; and 15-minute Evolve and Elevate Microsessions covering a range of relevant, top-of-mind topics. 

The event also provided a range of interactive activities to promote attendee engagement and enthusiasm, including gamification and networking opportunities, health and wellness activities such as yoga and meditation, social media engagement, Zoom happy hours, cocktail-making classes and a live performance by the Destinations International House Band.

On July 14, the convention also addressed the timely issue of systemic racism by premiering the video, 5 Questions About Race,” featuring seven Black destination organization executives who partnered on the video following the death of George Floyd and the overwhelming nationwide response. The video shares the executives’ experiences about race and racism, encourages an open dialogue and calls upon the tourism industry to do its part to eradicate racism and promote equity. Watch the video here. 

“A lot of conversations centered around race may be uncomfortable by many, but in order to grow, we must break out of our comfort zones and have an open dialogue with one another,” said Don Welsh, president and CEO of Destinations International, in a statement.

He continued, “We are excited to debut this impactful video on race with our convention attendees and we are thankful for the travel and tourism leaders who opened up to shed a light on their experiences. Hopefully, we can all learn and start to make real change and put words into actions.”

As it would have done during its face-to-face Annual Conventions, DI recognized and celebrated the educational and professional achievements of its members. These included 36 industry leaders receiving their Certified Destination Management Executive (CDME) designation; 15 destination organizations receiving their Destination Marketing Accreditation Program (DMAP) accreditation; the young professionals of the 2020 30 Under 30 Class; the 2020 Hall of Fame inductees; and the 2020 Destination Organization Leadership Award recipient, Joe D’Alessandro, president and CEO of San Francisco Travel Association.   

In addition, the association announced its new 2020-2021 board members, which included Butch Spyridon, president and CEO of the Nashville Convention and Visitors Corporation, assuming the role of chair of Destinations International; and Civitas President and CEO John Lambeth, the new chair of the Destinations International Foundation.

“Although nothing will ever replace face-to-face meetings, we were excited to host our first-ever virtual annual convention,” Welsh said. “We have heard feedback from our attendees that although they missed seeing colleagues in person this year, they were happy to have the opportunity for some professional development and networking – at a time when our industry needs it the most.”

Destination International’s 2021 Annual Convention is set to take place July 26-29 at the Hyatt Regency in Chicago.

 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.