EDUCATION - SYTA Conference 2025

THOUGHT LEADER SESSIONS

Thought Leader Sessions are one of the highlights of SYTA’s Annual Conference. These sessions will help you grow, learn and improve your business. With over 20 education sessions expected, there is something for everyone. All sessions are open to all attendees and each session qualifies for CSTP credit.

SATURDAY

Saturday, August 23 | 10:00 AM – 11:00 AM

Exit Readiness: Build Enterprise Value, Gain Freedom, and Plan for the Future

Speaker: Andrea Ross & Jovan Land

Did you know that nearly 50% of all business exits are involuntary, often forced by dramatic external factors? Yet, 79% of business owners have no exit plan (Exit Planning Institute). Whether you’re considering stepping back from the day-to-day or thinking about your long-term exit strategy, preparing your business now is key to future success.
Join Andrea Ross, Senior Business Advisor from Cultivate Advisors, and Jovan Land, student researcher in travel business exits, as they discuss how to increase your business’s enterprise value, build a sustainable team, and transition smoothly—on your terms.
Key Takeaways:
Understanding Enterprise Value – Why your business is your greatest asset and how to maximize its worth.
Stepping Back Without Losing Control – Strategies to replace yourself in daily operations and empower your team.
Building a Business That Works for You – Practical steps to improve your business health, profitability, and scalability.
Planning for an Exit—Now or Later – Why exit readiness is a long-term strategy, not a last-minute decision.
Why This Matters:
Many travel business owners find themselves caught in the day-to-day, putting out fires instead of focusing on long-term strategy. By building a business that thrives without you in every role, you can create more freedom, more profit, and a smoother transition—whether you plan to exit in 1 year or 10.
Who Should Attend?
• Business owners looking to increase the value of their company
• Entrepreneurs wanting to step back from daily operations
• Anyone considering selling, transitioning, or restructuring their travel business in the future
This session will provide actionable insights, expert advice, and real-world strategies to take control of your business’s future.

Saturday, August 23 | 10:00 AM – 11:00 AM

Bill’s Big Beautiful Presentation

Speaker: Bill Caldwell

By the time of our Annual Conference, a new U.S. Tax Bill is expected to be approved.

Join us to explore how the upcoming tax law changes could impact your business.

Don’t miss “Bill’s Big Beautiful Presentation” – an engaging and informative session that covers:

The key implications of the new tax legislation
7 essential documents and plans everyone should have in place for their Next of Kin
The critical importance of Business Continuity Planning, brought to life through a compelling real-life experience that underscores why every business needs a plan in place

This is more than just a tax update — it’s a must-attend session for anyone serious about protecting their business and legacy.

Saturday, August 23 | 11:15 AM – 12:15 PM

The Power of Voice: Advancing Tourism Through Effective Advocacy

Speaker: Carylann Assante and Brent Imrie

Saturday, August 23 | 11:15 AM – 12:15 PM

AI & Marketing in Tourism – Enhancing the Traveler Experience!

Saturday, August 23 | 11:15 AM – 12:15 PM

How the Law Impacts Student Travel

Speaker: Jeff Ment

Saturday, August 23 | 3:00 PM – 4:00 PM

Uniting DMOs and Tour Operators for Success

Speaker: Noelle Piche with Tourism Kingston

Noelle Piche, Travel Trade and Tourism Development Specialist for Tourism Kingston, along with a panel of DMO’s and Tour Operators, will answer questions that will enhance the relationship between these two entities while outlining the resources and opportunities available from DMO’s to Tour Operators in the travel planning process.

Saturday, August 23 | 3:00 PM – 4:00 PM

Mindful Muscle Method, “Learn How To Move Again, Pain Free” – Seated Version

Speaker: Karyn Hendricksen

Tired of feeling stiff, sore, or achy after sitting for hours?

Join expert Kinesiologist Karyn Hendricksen, MS—bringing 25 years of experience—for a strength and mobility program that’s designed to increase strength and flexibility, reduce pain, and prevent injury. These gentle, science-based movements are ideal for anyone spending long hours at a desk or in front of a screen. Each session blends movement, breathwork, and meditation to relieve muscle pain, reduce stress, and invigorate your entire body. Whether you’re just starting out or looking for a smarter, more holistic approach to fitness, you’ll walk away feeling stronger, more mobile, and deeply renewed.

Saturday, August 23 | 4:15 PM – 5:15 PM

Traveling within Latin/South America- Panel of SYTA Latin/South American Members

Speaker: Dave Henley

Saturday, August 23 | 4:15 PM – 5:15 PM

Pricing Power: Dynamic vs. Static Strategies in the Evolving Tourism Economy

SUNDAY

Sunday, August 24 | 10:00 AM – 11:00 AM

Step Into the World of Healing Scents and Natural Wellness!

Speaker: Karyn Hendricksen

Join Aromatherapy Specialist Karyn Hendricksen, MS, for a hands-on, immersive experience exploring the powerful benefits of essential oils. In this feel-good class, you’ll discover how these plant-based wonders can support your emotional balance, deeper sleep, immune health, stress relief, and more. You won’t just learn—you’ll experience. Throughout the session, you’ll get to smell, sample, and connect with a variety of essential oil blends designed to elevate your mood and wellbeing. Whether you’re brand new to aromatherapy or already a fan, you’ll leave feeling relaxed, uplifted, and inspired to bring these natural tools into your daily life.

Sunday, August 24 | 10:00 AM – 11:00 AM

Courageous Leadership: Trauma-Informed Strategies To Build Resilient Teams

Speaker: Dave Dennis

Sunday, August 24 | 11:15 AM – 12:15 PM

Traveling within Europe – Panel of European SYTA Members

Speaker: Dave Henley

Sunday, August 24 | 11:15 AM – 12:15 PM

Sustainable Tourism: Building a Greener Future for Travel

Sunday, August 24 | 3:00 PM – 4:00 PM

From Narrative to Numbers: Turning Your Story into Enterprise Value

Speaker: Andrea Ross with Cultivate Advisors

Join business advisor Andrea Ross for an engaging, hands-on workshop designed to help you harness the power of storytelling for your brand while ensuring a strong return on investment.

In this session, you’ll learn how to craft a compelling brand narrative that sets you apart, resonates with your audience, and fuels business growth. But just having an amazing story isn’t enough, we’ll discuss practical strategies to make sure that your business is ready to manage the customers your story attracts and how to track that!

Through real-world examples, interactive exercises, and expert insights, you’ll walk away with:

A clear, authentic brand story that connects with your audience
Actionable steps to stand out in a crowded marketplace
Tactical strategies to make sure your storytelling equals business growth
Tracking strategies to ensure your story translates into tangible ROI

Sunday, August 24 | 3:00 PM – 4:00 PM

From Customers to SuperFans: How to Turn Engagement into Obsession

Speaker: Sheri Jacobs

Sunday, August 24 | 3:00 PM – 4:00 PM

Strategic Insights and Leadership Perspectives on the Year Behind and the Road Ahead

Speaker: Carylann Assante and Brent Imrie

Sunday, August 24 | 4:15 PM – 5:15 PM

Panel Discussion: Cultural Tours through the Eyes of Middle & High Schoolers!

Sunday, August 24 | 4:15 PM – 5:15 PM

Beyond The Screen: Connecting With Potential Visitors With Experiential Marketing

Speaker: Angela Westerfield with Visit Savannah

Explore how experiential marketing can elevate your brand and create lasting connections with audiences. This presentation will showcase Visit Savannah’s innovative journey, from piloting pop-up experiences in key markets to executing an eleven-city mobile tour. We’ll break down how the campaign leveraged paid media, earned media, and influencer partnerships to create a fully integrated marketing approach.