10 – 10:45 A.M. (PRE-CONFERENCE)

First-Time Attendee Session 
Amber Rich | Director of Engagement, Visit California

Visit California's industry relations team will help you make the most of a packed conference and provide background on the organization's industry-led marketing initiatives. Also learn how to stay connected after the conference through Visit California’s year-round partner programs.

11 – 11:45 A.M. (PRE-CONFERENCE)

How to Get Involved: Leveraged Media Co-op
Beth Shaini | Moderator | Media Director, The Shipyard
Ashley Abney | Manager, Brand Advertising and Promotion, Visit California
Nick Cheetany | Senior Vice President of National Sales, AdTheorent
Pepe Avila | Senior Director of Tourism Development, Visit Anaheim

Learn how you can amplify your spring marketing investment with discounts, matching dollars and co-branding opportunities. Visit California works with ad distribution partners such as Expedia, TripAdvisor and SpotX to deliver flexible, high-value marketing solutions to California’s tourism industry.

11 – 11:45 A.M. (PRE-CONFERENCE)

How to Get Involved: Owned Network
Gwynne Spann | Director of Consumer Content, Visit California
John Godfrey | Vice President, Editorial Director, Dotdash Meredith

Millions of travel enthusiasts consume Visit California’s website content, email newsletters, social media channels and print publications. The owned content team shares opportunities and best practices to spotlight your business or destination to the organization's high-opportunity consumer audiences.

11 – 11:45 A.M. (PRE-CONFERENCE)

How to Get Involved: Public Relations
Angie Pappas | Director of Public Relations, Visit California
Birgitt Vaughan  | Director of Public Relations, Sonoma County Tourism
Dan Smith | Sustainability & Public Affairs Manager, Visit California
Kristen Bonilla | Domestic Public Relations Manager, Visit California
Nick Leonti | Public Relations Manager, Visit California

Hear from Visit California’s public relations team and partners on how to generate buzz and grow your media footprint with support from Visit California’s global earned media program.

11 – 11:45 A.M. (PRE-CONFERENCE)

How to Get Involved: Research
Heather Huckeba | Director of Research and Strategic Insights, Visit California
Denise Miller | Executive Vice President, SMARInsights

Navigating the data resources available to the travel industry today can be daunting. The research team will break down the many data sets and consumer insights available to all industry partners from Visit California as well as data sets available in the larger data eco-system. This discussion and Q&A session will help you identify which resources can best answer your strategic questions.  

11 – 11:45 A.M. (PRE-CONFERENCE)

How to Get Involved: International and Travel Trade
Jennifer Montero | Director of International Marketing, Visit California
Gary Orfield | Director of Tourism Development, Visit Greater Palm Springs

Tap into Visit California’s globally focused co-op and research programs as you re-enter the international travel marketplace. You will also learn how to reach more — and more valuable — visitors through luxury and travel trade programs.

Noon - 12:30 P.M.

Welcome Lunch

12:30 – 12:45 P.M.

Coffee with Caroline: Board Chair Gene Zanger
Caroline Beteta | President & CEO, Visit California
Gene Zanger | Partner, Casa De Fruta Parkway, LLC | Chair, Visit California Board

This conversation between Visit California’s CEO and board chair will shed light on the board’s priorities for supporting California tourism heading into 2022 and their vision for Visit California.

12:45 – 2 P.M.

Around the World
Caroline Beteta | Moderator | President & CEO, Visit California
Alex Pace | Managing Director, Visit California Mexico
Andrew Levine | Managing Director, Visit California Canada
Eric Otto | President & CEO, Connect Worldwide, Visit California Japan
Guy Chambers| Managing Director, Visit California United Kingdom
Irene Lee | Managing Director, Visit California South Korea
Jo Palmer | Managing Director, Visit California Australia
Karin Gert Nielsen | Managing Director, Visit California Scandinavia & Finland
Martin Walter | Managing Director, Visit California Germany, Austria & Switzerland
Mia Hezi | Managing Director, Visit California Italy
Michael Merner | Managing Director, Visit California China
Murielle Nouchy | Managing Director, Visit California France
Sheema Vohra | Managing Director, Visit California India

One of the most popular sessions at Outlook Forum returns to provide insights on the evolving global landscape to uncover which international markets to prioritize. Don't miss this dynamic discussion with leadership from Visit California’s international offices.

2:15 – 3 P.M.

International Insights: Europe
Dennis Quinn | Moderator |Senior Vice President of Sales, Universal Studios Hollywood
Guy Chambers | Managing Director, Visit California United Kingdom
Karin Gert Nielsen | Managing Director, Visit California Scandinavia & Finland
Martin Walter | Managing Director, Visit California Germany, Austria & Switzerland
Mia Hezi | Managing Director, Visit California Italy
Murielle Nouchy | Managing Director, Visit California France 

Visit California’s European marketing directors report on France, Germany, Italy, Scandinavia and the U.K. Each director will present a recovery update, travel trends and additional insights into their respective market.

2:15 – 3 P.M.

The Future of Advertising in a Post-Cookie World
Susie Vowinkel | Moderator | Director of Global Partnerships / Site Director, Google
Dave Goulden | Vice President of Product, Sojern
Justin Orkin | Vice President of Sales, West, Viant Technology
Nick Cheetany | Senior Vice President of National Sales, AdTheorent

Join leaders in the media industry to hear about the future of advertising as the shift away from cookie-based tracking nears. Learn how to prepare and evolve your advertising approach to collect meaningful consumer data from an internet without cookies.

2:15 – 3 P.M.

Creating Community Alliances That Work
Derek Kirk | Moderator | Community Based Solutions Supervisor, GO-Biz
Joe D’Alessandro | President & CEO, San Francisco Travel Association | Chief Fiscal Officer, Visit California Board
Tonya Dowse | Executive Director, Siskiyou Economic Development Council

Alliances between tourism organizations and civic organizations can be the driving force behind improving your destination for residents and visitors — and ensure tourism has a voice. Learn to partner with local leadership and your community to create tourism-friendly solutions to increasingly complex problems stemming from issues such as wildfires, overcrowding and the pandemic.

3:15 – 4 P.M.

Europe: Navigating Recovery
Adam Burke | Moderator | President & CEO, Los Angeles Tourism & Convention Board
Alison Metcalfe | Head of North America & Australia, Tourism Ireland, Chair, European Travel Commission USA Chapter
Chris Pomeroy | Owner & CEO, Travellyze
Petra Stušek | CEO, Ljubljana Tourism, President of the Board, European Cities Marketing

The pandemic has spurred European destinations to make massive investments in their tourism recovery and infrastructure, ramping up overseas competition for California’s tourism industry. European travel experts will share details on the region’s recovery, plans to future-proof their destinations and market to travelers, and insights on European traveler preferences.

3:15 – 4 P.M.

Taking Your Email Program from Good to Great
Anna Hrach | Moderator | Content Strategist, Convince & Convert
Caroline Droessler | Senior Director, Strategy Consulting, Zeta Global
Lulu Phongmany | Principal, Lulu Phongmany Consulting Inc.

Email marketing is an affordable opportunity to build ongoing, direct relationships with your customers and is one of the best remaining options to capture reliable first-party data. Take away actionable insights to optimize emails, personalize content by user and stand out in a crowded inbox. 

3:15 – 4 P.M.

Let's Get Sustainable: Who's Doing It Right? 
Joe Diaz | Moderator | Co-founder, AFAR Media
Colleen Dalton | CEO, Visit Truckee-Tahoe
Laura Smith | Executive Vice President of Global Sales, Marketing & Customer Experience,  Hertz Corp.
Mike Higgins | Vice President of Operations and Development, Passport Resorts
Paul Baribault | President & CEO, San Diego Zoo Wildlife Alliance

California is joining tourism companies and marketing organizations around the world to make travel more sustainable. Hear case studies from industry partners who have shifted their operations and marketing to embrace sustainability, providing greener experiences for consumers who are increasingly demanding them.

4 - 5:30 P.M.

International Networking

9 – 10 A.M.

Visit California Keynote
Caroline Beteta | President & CEO, Visit California

Visit California President & CEO Caroline Beteta will highlight the organization’s industry-led marketing strategy to restore travel spending, the latest recovery outlook and a vision for a sustainable future for California’s tourism industry.

10:15 – 11:10 A.M.

The Future of Professional Meetings and Events
Julie Coker | Moderator | President & CEO, San Diego Tourism Authority | Commissioner, Visit California Board
Michelle Mason | President & CEO, American Society of Association Executives (ASAE)
Paul Van Deventer | President & CEO, Meeting Professionals International (MPI)
Sherrif Karamat, CAE | President & CEO, Professional Convention Management Association (PCMA)  
Tom Kemp | Chairman & CEO, Northstar Travel Media

Recovery of California’s tourism economy depends on the return of meetings and conferences. Learn how event planners evaluate destinations, trends in meetings and events — and how California destinations can increase their appeal.

11:10 - 11:15 a.m.

Premier Sponsor Remarks: Near
Evan Saunders | Vice President of Global Tourism & Hospitality, Near

11:15 A.M. – Noon

Gen Z Crash Course
Ziad Ahmed | Co-Founder & CEO, JUV Consulting | Founder, Redefy

Gen Z is disrupting everything about the marketplace and workforce — and leaders that don't adapt accordingly will almost certainly be left behind as the next generation continues to transform the economy. Ziad Ahmed, Gen Z entrepreneur and consultant, will talk through how this trend-setting cohort of emerging professionals are challenging the status quo with innovation, ingenuity and imagination.

Noon - 1 P.M.

Lunch and Networking

1 – 1:45 P.M.

The Culture Advantage: Rebuilding the Tourism Workforce
Craig Forman | Lead People Scientist | Culture Amp

As Culture Amp’s Lead People Scientist, Craig Forman has developed work culture strategies used by more than 5,000 organizations worldwide to hire and retain a passionate workforce. He will share workforce data, work culture insights and explore solutions to the staffing challenges facing California’s tourism industry.

2 – 2:45 P.M.

International Insights: Canada and Mexico
Pepe Avila | Moderator | Senior Director of Tourism Development, Visit Anaheim
Alex Pace | Managing Director, Visit California Mexico
Andrew Levine | Managing Director, Visit California Canada 
Daniella Middleton | Strategy, Visit California Canada

Visit California’s marketing directors for Canada and Mexico will report on California’s neighbors — and two of its most valuable international markets. The directors will present a recovery update, travel trends and additional insights into their respective market.

2 – 2:45 P.M.

Feed the Beast: Harness the Power of Content Creators
Lauren Thomas | Moderator | Senior Manager, Communications & Social, Intuit
Dan Holowack | Co-founder & CEO, CrowdRiff
Jazmin Griffith | Director of Social Strategy and Insights, ICUC
Ross Borden | Founder & CEO, Matador Network

Creators hired from outside your organization can help small teams keep target audiences engaged with an always-on feed of compelling social and web content. Learn from experts in this space about how to curate your content program by contracting directly with third-party content creators.

2 – 2:45 P.M.

Changes in the Earned Media Landscape
Juliet Williams | Moderator | Acting Deputy Director, The Associated Press 
John Bartell | Travel Reporter, ABC 10 News
Maya Kachroo-Levine | Luxury and Experiences Editor, Travel + Leisure
Sarah Stocking| Digital Editor, Lonely Planet 

Top journalists across broadcast, print and digital mediums will address how the pandemic has changed the way they produce, promote and place content. Walk away with insights on how to make an effective pitch, what makes a good feature, opportunities beyond “pay for play” and more.

3 – 3:45 P.M.

International Insights: Asia Pacific
Jeff van Langeveld | Moderator | Vice President, International Marketing & Sales, The Walt Disney Company
Eric Otto | President & CEO, Connect Worldwide, Visit California Japan
Irene Lee | Managing Director, Visit California South Korea
Jo Palmer | Managing Director, Visit California Australia
Michael Merner | Managing Director, Visit California China
Sheema Vohra | Managing Director, Visit California India 

Visit California’s marketing directors for Australia, China, India, Japan the Middle East and South Korea will report on these key international markets. Each director will present a recovery update, travel trends and additional insights into their respective markets.

3 – 3:45 P.M.

Making Influencer Campaigns Work
Jo Franco | Moderator | TV Host & Content Creator, @jo_franco
Amber Mamian | Founder & CEO, Global Munchkins, @global_munchkins
Emily Johnston | Founder & CEO, EmilyJaneJohnston.com, @emilyjanejohnston
Jacob Fu | Influencer, Co-founder, LocalAdventurer.com, @jacobthefu

How do you find the right influencers for your brand in today’s complex, highly segmented media and travel landscape? Hear from influencers with established audiences on the evolution of influencer marketing, costs and program measurement, and how to cultivate compelling influencer campaigns that resonate with potential visitors.

3 – 3:45 P.M.

What Is TV? Advertising in an Evolving Video Ecosystem
Michael Gambelli | Moderator | Vice President, Director of Video Investments, Havas Media International
Caitlin Collins | Vice President of Client Strategy, NBCUniversal
Kyle Benn | Vice President of Demand Facilitation, Magnite
TaraLynn Marinho | Senior Manager of Performance, Roku

To succeed in a rapidly evolving video advertising ecosystem, marketers need to stay on top of the latest technologies and consumer preferences. Join senior leaders from Havas Media, Magnite, NBCUniversal and Roku for a discussion of the sweeping changes to the video ecosystem and how you should adapt your strategy to stay competitive.

4 – 4:45 P.M.

The New Luxury Traveler
Gregory Reeves | Moderator | Managing Director, Connections 
Ignacio Maza | Executive Vice President, Signature Travel Network
Mike Gallinari | Travel & Leisure Analyst, Mintel
Norman Aynbinder | President & CEO, Excursionist  

Luxury travel was one of the strongest segments throughout the pandemic and is now booming thanks to high savings and pent-up demand. Industry experts will share insights into the luxury demographic and the trends that are shaping the future of luxury travel.

4 – 4:45 P.M.

Two Brands Are Better than One
Howard Pickett | Moderator | Executive Vice President & Chief Marketing Officer, San Francisco Travel Association
Kate Birchler | Assistant Vice President of Tourism Marketing, Macerich Shopping Centers and Fashion Outlets
Rose Ferraro | Head of West Coast Sales, Tastemade 
Taylor Micaela Davis | Senior Director of Marketing, AutoCamp

Partner alliances can stretch your marketing investments and greatly expand your audience. Learn how tourism organizations are collaborating now more than ever to reach more customers and deliver innovative services.

4 – 4:45 P.M.

Rebuilding Destination Airlift
Scott White | Moderator | President & CEO, Visit Greater Palm Springs | Commissioner, Visit California Board
Adam Decaire | Vice President of Network Planning, Southwest Airlines
Chuck Davison | President & CEO, Visit SLO CAL
Kevin Bumen | Chief Commercial Officer, San Francisco International Airport

Hear from destinations, airports and airlines that have successfully collaborated to boost visitation through airlift. Learn how to develop routes through partnerships and what’s changed throughout the pandemic landscape.

5:30 P.M.

Poppy Awards 

The Poppy Awards industry gala will cap two days of Outlook Forum conference programming. The awards honor the best and brightest of California tourism promotion.

Winter Board Meeting

Visit California's 2022 Winter Board Meeting will follow two days of conference programming.