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.
Session details are currently being finalized, with additional information to be shared soon.
FRIDAY, AUGUST 21 | 3:30 PM – 4:30 PM
FROM STEEL TO SUSTAINABLE: EXPLORING THE IMPACT LEVY AND DLCC ARE MAKING IN PITTSBURGH
Information coming soon!
SOCIAL MEDIA TRENDS 2026: WHAT TO START, STOP, & KEEP
Cut through the noise and build a social strategy that actually works in 2026. This session will focus on helping you navigate what’s truly changing in social media, and what isn’t. Platforms evolve, algorithms shift, and new features launch constantly, but your purpose and strategy should remain grounded in clarity and outcomes.
Together, we’ll examine the trends shaping 2026, the audience behaviors gaining momentum, and the tactics quietly losing impact. You’ll learn how to align your content, time, and budget with what drives engagement and action, not just visibility.
Whether you manage social media daily or guide strategy at a leadership level, this session will help you prioritize confidently and act intentionally.
SATURDAY, AUGUST 22 | 10:00 AM – 11:00 AM
A YEAR IN REVIEW: HEALTH & SAFETY LESSONS FROM THE STUDENT TRAVEL INDUSTRY
Hosted by SYTA’s Health & Safety Committee, this panel will reflect on key health, safety, and operational challenges that shaped the past year in student travel. Facilitated by the Committee Chair, join SYTA tour operators as we share brief case studies and lessons learned from real situations faced by tour operators both domestically and internationally.
Discussion will explore how organizations navigated evolving regional political dynamics, immigration and border complexities, global events, and other emerging risks while supporting participant well-being and maintaining program continuity. Panelists will highlight practical strategies, decision-making frameworks, and policy adjustments resulting from these experiences.
This session aims to foster open industry dialogue and provide attendees with actionable insights that strengthen preparedness, collaboration, and resilience across student travel programs.
THE HUMAN FUTURE OF TOURISM: EVERYTHING IS MARKETING, EVERYTHING IS TECHNOLOGY
The travel, tourism, and hospitality industries are entering a new era. One where technology shapes everything we do, yet human connection matters more than ever.
In this inspiring keynote, explore how marketing, technology, storytelling, and education have become part of every role in tourism. As AI and digital tools evolve, professionals across the industry are being called to lead with curiosity, empathy, and values while guiding technology rather than being guided by it.
Together, we’ll explore how authentic human stories shape the identity of places, why emotional intelligence will become a critical leadership skill in the age of AI, and how building a culture of learning will help our communities adapt and thrive.
Through reflection and conversation, attendees will examine how tourism can remain deeply human-centered while embracing innovation and change.
SATURDAY, AUGUST 22 | 11:15 AM – 12:15 PM
INSURANCE & RISK MANAGEMENT – EXAMINING SCHOOL, PARENT AND SUPPLIER AGREEMENT CONCERNS
What kind of things can go wrong based on your signed agreements? How can they be changed to protect your business? We will also open the floor up for current insurance and risk management trends or concerns.
BETWEEN EXPECTATIONS & OPERATIONS: DESIGNING THE PERFECT STUDENT ITINERARY
The best student trips feel spontaneous, but they’re deliberately designed. Every operator wants tours that produce powerful, transformational moments, but too often ops departments leave that to chance — focusing on pricing and availability but not pacing, theme, sensory contrast, and other psychological principles.
This session breaks down the architecture of a great student itinerary: not just what to book, but how to shape attention, energy, and emotion across a full day and a full trip. We’ll look at why most itineraries lose students by mid-afternoon and how to build in moments of surprise without blowing your logistics. But we’ll also tackle real constraints: how to do this within existing budgets, how to elevate a trip without adding stops or stretching an already packed schedule, and how to make the case to teachers in a way that sets your company apart. You’ll leave with a practical framework that unites sales, marketing, ops and guides for a powerful guest experience.
SATURDAY, AUGUST 22 | 3:00 PM – 4:00 PM
WHEN COST IS THE BARRIER: HOW THE SYTA YOUTH FOUNDATION HELPS GROUPS TRAVEL
The SYTA Youth Foundation is the philanthropic arm of SYTA, helping remove financial barriers so more students can experience educational travel.
Join us to learn how scholarships and programs can help your schools and youth organizations overcome funding challenges and turn “we can’t go” into “we’re going.” Hear stories of impact and discover how SYF works alongside tour operators, educators, and suppliers to expand access to student travel.
BEYOND THE ROOM NIGHT: MEASURING AND COMMUNICATING THE TRUE IMPACT OF GROUP TRAVEL
Destinations have long relied on traditional metrics; room nights, attendance, and economic impact, to measure the value of group travel. But today’s stakeholders, communities, and decision-makers are asking for a more complete story.
This session explores how destinations can move beyond standard reporting to more effectively measure and communicate the full economic and community impact of group and student travel. Through real-world examples and practical frameworks, attendees will learn how to leverage visitation data; such as origin, movement patterns, and behavioral insights—to uncover where visitors go, how they engage, and how their presence supports local businesses and communities.
Designed with the student and youth travel segment in mind, this session will provide actionable strategies for translating data into clear, compelling narratives that resonate with partners, policymakers, and the broader community—ultimately strengthening the case for investment and support.
Attendees will leave with a clearer understanding of how to not only measure the value of group travel—but how to communicate it in a way that drives alignment, support, and long-term investment.
SATURDAY, AUGUST 22 | 4:15 PM – 5:15 PM
WORKING WITH INTERNATIONAL OPERATORS
A candid conversation with tour operators on what it really takes to launch and sell a new international destination. Designed for DMCs, DMOs, and receptive operators, this session will offer practical insights into how operators evaluate new partners, common barriers to entry, and what suppliers can do to position their destinations for long-term success.
WELCOMING STUDENT PERFORMANCE GROUPS: BEST PRACTICES FOR VENUES
Hosting student performance groups can be a powerful way to enhance your attraction while creating unforgettable moments for young performers. In this session, discover how venues can successfully welcome student ensembles by understanding the needs of educators, students, and tour operators. Learn best practices for performance logistics, communication, and partnership that lead to smooth, successful experiences for everyone involved. Hear from venues that excel at hosting performance groups as well as what tour operators are looking for in choosing attractions for their performance group needs.
SUNDAY, AUGUST 23 | 10:00 AM – 11:00 AM
THE LEGAL REALITIES OF MANAGING YOUR PEOPLE, CUSTOMERS, AND TRAVEL PARTNERS
Running a successful travel business demands that you fully understand the legal complexities of dealing with your people, customers and travel partners. This interactive, exciting session will help you be better prepared for all three!
ANTI-HUMAN TRAFFICKING AND HOW OUR INDUSTRY CAN MAKE A DIFFERENCE
Information coming soon!
SUNDAY, AUGUST 23 | 11:15 AM – 12:15 PM
TRAVELING WITH ASIA
The International Committee will host a panel of member experts who will answer questions regarding operating in the region. Panelists will consist of suppliers, DMC’s, and our receptive tour operators.
FIND YOUR VITAL SIGNS: TAKING OWNERSHIP OF YOUR DATA & YOUR STORY
Research and data have become table stakes for Travel Industry professionals, but many organizations still struggle to turn information into actionable insights. One of the many reasons this occurs is misalignment between the strategic objectives of the organization and the data they use to tell that story.
In this session, Mike Robertson, Director of Tourism Solutions at Arrivalist, will explore how destinations, attractions, and tour operators can cut through the ever growing array of choices and tools to find the right solutions to support what makes their destination or organization unique: their vital signs.
Attendees will leave with practical strategies and real-world examples they can apply to make smarter marketing, partnership, and strategic decisions.
SUNDAY, AUGUST 23 | 3:00 PM – 4:00 PM
THEY DON’T BUY LIKE THEY USED TO: WHY IMPRESSIONS STILL MATTER
Consumers today don’t follow funnels—they follow curiosity. The path to purchase is more complex, self-directed, and filled with multiple touchpoints that shape perception along the way. If your strategy is built only around clicks and conversions, you may be missing the bigger picture.
This session explores how the modern customer journey has evolved and why impressions remain a critical driver of awareness, trust, and ultimately, decision-making. Attendees will gain practical insights into how to structure marketing strategies that balance reach, relevance, and repetition—ensuring their brand stays visible and influential in a crowded, nonlinear landscape.
Because in today’s world, it’s not just about the last click—it’s about every impression that gets you there.
UNLOCKING THE GLOBAL SPORTS TRAVEL OPPORTUNITY – THE NEXT GROWTH ENGINE FOR YOUTH TRAVEL
Sports travel is one of the fastest growing and most commercially valuable segments within youth travel, yet it remains underdeveloped across much of our industry.
At the same time, schools and organizations are increasingly seeking purpose-driven travel that combines performance, wellbeing, and global exposure, placing sport at the center of future program design.
This leadership session will provide a practical and forward-looking view of how SYTA members can successfully enter, grow, and scale within the sports travel market. Drawing on real-world delivery across Australasia, North America, and Europe, the session will explore how sports tours differ from traditional educational travel, and what is required to deliver them at a high standard.
The session draws on live program delivery across multiple sports, markets, and age groups, including partnerships with professional clubs, academies, and governing bodies.
SUNDAY, AUGUST 23 | 4:15 PM – 5:15 PM
INTRODUCTION: ACCESSIBLE TOURISM AND SERVING TRAVELERS WITH DISABILITIES
What role does accessible tourism play in creating welcoming, inclusive travel experiences? In this session, VisitAble, a company focused on disability inclusion training for tour operators, DMOs, and suppliers, will share practical tips, key insights, and simple best practices to help travel professionals better serve guests and colleagues with disabilities.
Whether you are ADA compliant or just beginning the conversation, you will leave with clear, actionable steps to strengthen your accessible tourism efforts and create more inclusive travel experiences.
STUDENT TRAVEL IN 2026: TRENDS, CHALLENGES, AND OPPORTUNITIES SHAPING THE INDUSTRY
Information coming soon!
Moday, August 24 | 10:00 AM – 11:00 AM
FROM VAGUE PROMPTS TO USEFUL RESULTS: PRACTICAL AI SKILLS FOR TRAVEL PROFESSIONALS
AI tools are becoming common in the workplace, but many professionals still struggle to get consistent, reliable results. This session focuses on practical techniques for using AI effectively in real work scenarios. Attendees will learn structured prompting methods that improve clarity, accuracy, and usefulness of AI outputs, along with strategies for reducing errors and improving reliability. Through real-world examples and hands-on exercises tailored to the travel industry, participants will leave with repeatable prompt frameworks they can use effectively within their organizations.
Part of this session will be a short workshop with guided exercises, and attendees are encouraged to bring a laptop to participate.
SAFEGUARDING THE TRAVEL EXPERIENCE: CYBERSECURITY STRATEGIES FOR TOURISM ORGANIZATIONS
Information coming soon!
Moday, August 24 | 3:00 PM – 4:00 PM
DESIGNING BETTER TRAVEL: PRACTICAL APPROACHES TO RESPONSIBLE TOURISM
This session introduces the core concepts of responsible and meaningful travel and how they apply across the tourism industry. Through facilitated table discussions, participants will explore how tour operators, suppliers, and destinations can incorporate these principles into product development, partnerships, and day-to-day decision-making. Drawing on diverse industry perspectives, each table will examine practical challenges and opportunities, share key insights with the group, and identify realistic actions that can be applied in their own work.
HR
Information coming soon!
