General Session Descriptions

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Legislative Panel: A Look at the State of Michigan and the Travel and Tourism Industry as We Move Forward to 2027

Moderated by Matt Sowash, MI Legislative Consultants; Panelists include Representative Will Snyder (Muskegon) and Representative David Martin (Davison). Additional panelists to be announced soon.  There will be time for Q & A from the audience so plan to bring your questions!

 

AI and the Future of Tourism: Opportunity, Disruption, and the Road Ahead

Presented by Lu Zhang, Ph.D., Michigan State University, The School of Hospitality Business

Artificial intelligence is transforming how travelers discover, plan, and experience destinations, creating new opportunities across the tourism ecosystem. As adoption accelerates, organizations that move beyond experimentation and embrace strategic implementation will help shape the industry's future. This session examines where AI is delivering measurable value today, explores the challenges it presents, and offers a practical framework for distinguishing meaningful innovation from passing trends. Through practical examples and strategic insights, attendees will gain a roadmap for leveraging AI as a tool for innovation, resilience, and sustainable growth. 

 

Lightening Round: Best Ideas from 2026

Presented by TICOM Tourism Conference Attendees

The best ideas are often built on other ideas. Share your best of 2026. What worked for your business or organization? What breakthrough did you make? Or maybe it was a simple tweak that had a bigger impact than you expected. Take the mic for 90 seconds and share what worked for you in this fast-paced, lightning-round general session.

Supporting Tourism that Is Good for People and the Planet

Presented by Missy Stults, Ph.D., Ann Arbor Office of Sustainability and Innovations

Join us for this session to explore techniques that can immediately be integrated into meetings and events to help advance sustainability and differentiate our communities as THE destinations to visit. Presented by the Director of Ann Arbor's Office of Sustainability and Innovations, this session will highlight activities that exist or can be put in motion to help ensure that every person - resident or visitor - in Michigan, is part of the State's sustainability initiative. Learn about fun, engaging, interactive, low-and-no-cost, and dynamic ways to integrate sustainability into tourism here in the mitten. 

 

Breakout Session Descriptions

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How to Get Your Tourism Story on Television: What Producers Look For

Presented by Jill Halpin, Halpin Media Group

Jill Halpin appears regularly as a travel expert on WDIV Local 4, FOX 2 Detroit, FOX 17 West Michigan, FOX 32 Chicago and WGN. In this hands-on session she shows how a Michigan destination, attraction or event ends up on a morning show, and how to make it happen for you.

You’ll learn:

• How producers choose segments and how far ahead they plan

• How to see your destination the way a producer does

• How to write a pitch that gets a reply, and why most don’t

• How supplying your own B-roll, graphics and talking points moves you to the top of the pile

Bring a notepad. You’ll leave with three segment ideas for your own destination, live feedback, and a one-page producer pitch checklist. Q&A included, so bring your questions.

Group Markets Panel: How Collaboration Drives Business to Michigan - Goals and Challenges for 2027

Presented by Kim Corcoran, Meetings Michigan; Lisa Kukulski, Circle Michigan and Mike Price, MI Sports Commission

Success in Michigan’s group markets takes collaboration. Join the leaders of Circle Michigan, Meetings Michigan, and the Michigan Sports Commission to explore how destinations, hotels, venues and industry partners can work together to attract motorcoach tours, meetings, and sports groups. Hear their plans for 2027, understand the opportunities and challenges ahead, and discover practical ways to support these initiatives. As budgets tighten, learn how aligning our efforts and resources can strengthen Michigan’s position and bring more group business to our state.

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