The tourism industry is changing faster than ever — and those who stay ahead of the curve will shape its future. From evolving traveler expectations to groundbreaking technology and purpose-driven leadership, the next few years will redefine what it means to create meaningful, sustainable visitor experiences.

That’s exactly what the 2026 Learn Tourism Conference is all about. This one-of-a-kind event — hosted by Learn Tourism the nonprofit academy — unites destination leaders, marketers, and educators who are ready to level up their impact. Here are the three themes that will define the future of tourism and guide this year’s learning tracks.

1. DIY Tourism Marketing & Tech: Creativity Meets Strategy

Artificial intelligence, data-driven storytelling, and user-generated content are reshaping the way destinations connect with visitors. No longer reserved for big-budget brands, digital tools now empower even the smallest communities to stand out globally.

The DIY Tourism Marketing & Tech track at the conference focuses on using creativity, analytics, and technology to amplify visibility and attract the right visitors — sustainably. You’ll learn how to:

• Turn everyday community stories into powerful marketing assets

• Harness the potential of AI, social platforms, and automation tools

• Measure impact through data and digital analytics

As one recent tourism training graduate said, “I discovered new places, learned how to showcase local gems, and now feel equipped to share our story with the world.” That spirit of empowerment is what DIY tourism marketing is all about.

2. Visitor Services & Experience: Designing for Human Connection

The traveler of tomorrow isn’t just buying a ticket — they’re seeking belonging, meaning, and authenticity. The future of tourism depends on creating experiences that feel human first.

The Visitor Services & Experience track dives deep into designing emotional, accessible, and inclusive visitor journeys. From frontline interactions to community engagement, participants will explore how to:

• Build unforgettable, human-centered visitor experiences

• Empower local residents to become welcoming hosts

• Create environments where every guest feels valued and understood

One learner shared, “I feel much more confident about welcoming visitors after taking this course. It made me see my community through new eyes.” That kind of confidence creates loyalty — and loyal guests become lifelong ambassadors for your destination.

3. Leadership & Local Impact: Guiding the Future of Destinations

The next generation of destination leadership isn’t about hierarchy — it’s about influence, empathy, and collaboration. Leaders must not only drive economic outcomes but also foster community well-being and environmental stewardship.

The Leadership & Local Impact track equips professionals with the tools to lead with purpose and strategy. You’ll learn how to:

• Strengthen community partnerships and destination governance

• Inspire your teams through inclusive, values-driven leadership

• Deliver measurable impact — for both people and place

Strong leadership fuels vibrant destinations. As one tourism professional put it, “I learned how much tourism contributes to our region — not just in revenue, but in pride.”

The Future Starts Here

The 2026 Learn Tourism Conference isn’t just an event — it’s a movement toward a smarter, kinder, and more connected industry. Whether you’re a marketer, a community leader, or a frontline champion, this is where ideas become action.

Join us at learntourismconference.com and be part of shaping the future of tourism.

About Learn Tourism the nonprofit academy...
Learn Tourism is a 501c3 nonprofit organization dedicated to advancing the tourism industry through innovative educational practices and professional development initiatives. Our mission is to harness the power of science, business psychology, and adult education to build sustainable economies and enrich the tourism landscape. Visit us at learntourism.org.