October 30, 2024 - Predator Ridge Resort Ballroom

8:00 - 8:30 am

Opening Remarks & Welcome

8:30 - 9:30 am

Opening Keynote Presentation

What Just Happened? Understanding 2024

Speakers Include: Chase Gray with Skift

9:30 - 10:30 am

Interactive Workshop with Peter Pilarski

Intro to Generative AI for Tourism Professionals

Unlock the potential of artificial intelligence in your tourism business with our 60-minute course, "Intro to Generative AI for Tourism Professionals." This session is designed to demystify AI and provide you with a clear understanding of how generative AI is transforming knowledge work. Specifically tailored to tourism professionals, you will gain insights into the history and rapid evolution of AI, with a focus on the groundbreaking "ChatGPT Moment" and its impact on tourism.


Discover practical examples and use cases that you can immediately integrate into your daily operations. Learn how to navigate the AI Adoption Hierarchy, guiding both individuals and organizations through the stages of AI utilization, from basic to advanced applications. Our hands-on approach will equip you with a 5-step framework for getting started with AI and ensuring you leave with actionable strategies tailored to your business needs.

10:30 - 10:45 am

Break

10:45 - 11:50 am

Research Presentation & Panel 

From Data to Decisions: Harnessing Research for Sustainable Tourism Growth

This insightful panel will delve into the practical applications of research tools and resources in the tourism industry. From harnessing the power of big data to using research for measuring the economic impact of tourism to using insights for driving strategic planning, our experts will explore how to transform research into information that affords impactful decisions.

Speakers: Peter Larose with Larose Research & Strategy, James Anderson with Destination Canada, Cassandra Zerebeski with Destination Silver Star, and Ryan Staley with Destination British Columbia.

11:50 - 12:00 pm

Okanagan College & Thompson Okanagan Tourism Association Announcement

12:00 pm - 1:00 pm

Lunch

1:00 - 2:15 pm

Indigenous Panel
Embracing Authentic Partnerships, Beyond Land Acknowledgements


This panel invites attendees to explore the next steps in fostering genuine, long-term partnerships with Indigenous & First Nations communities, going beyond symbolic gestures toward meaningful, actionable collaboration. Through engaging discussions and real-life examples, participants will learn how to integrate Indigenous knowledge, values, and leadership into the tourism industry in ways that promote progress, cultural preservation, and economic empowerment. The session will highlight how authentic partnerships can enrich tourism experiences, strengthen community relationships, and create shared benefits for all stakeholders. Attendees will leave with practical strategies for advancing Indigenous collaboration and contributing to a more inclusive and respectful tourism landscape.

Speakers: Chatman Shaw with Indigenous Tourism British Columbia, Rhys Laug with Quaoout Lodge, Janelle Brewer with Janelle Brewer Consulting, Justen Peters with Okanagan Indian Band, and Jamie Bourne with Indigenous Tourism British Columbia as moderator.

2:15 - 2:30 pm

Break

2:30 - 3:45 pm

Sustainability Panel

The Tourism Shakeup 

This panel will dig into the current landscape of tourism, how the industry is rapidly evolving through large industry and consumer shifts and answer questions that address global and local solutions for sustaining a tourism business into the future. How are businesses shaking things up? What are future trends? How are businesses adjusting to industry changes? Discover practical strategies and innovative approaches that are making a real difference in the industry. We implore the audience to leave with a sense of action, and how they can change their own practices to better adapt to a rapidly changing business and industry environment.

Speakers: Dr. Donna Senese with the University of British Columbia Okanagan, Rodney Payne with Destination Think, Alison MacKay with DBC, and Angela Nagy with Greenstep.

3:45 - 4:15 pm

Closing Panel | State of the Industry

What Happens Next and Where Do We Go From Here?

Speakers Include: Walt Judas with Tourism Industry Association of British Columbia (TIABC), Alison MacKay with Destination British Columbia & Ellen Walker-Matthews from the Thompson Okanagan Tourism Association moderating the panel.

4:15 - 4:45 pm

Closing Keynote 

The Value of Tourism 

Speaker: Peter La Rose

4:45 - 5:00 pm

Wrap Up Remarks