Press release from Explore Asheville:
ASHEVILLE TO HOST 8TH ANNUAL DIY TOURISM MARKETING CONFERENCE MARCH 17-18 FOR TOURISM INDUSTRY MARKETING COMMUNICATIONS PROFESSIONALS
Rescheduled event due to hurricane to take place at the
Renaissance Hotel in stunning city named by New York Times
among top 52 places to visit in 2025Explore Asheville President and CEO Victoria Isley Attends Panel on Tourism Stewardship
ASHEVILLE, NC (Mar. 3, 2025) — The JB Media Institute, now part of Learn Tourism, is pleased to announce that the 8th annual DIY Tourism Marketing Conference will take place on March 17-18, 2025 at the Renaissance Hotel in Downtown Asheville. Initially slated for November 2024, the conference was rescheduled due to the significant devastation caused by Hurricane Helene in Asheville and its surrounding communities. Now more than ever, marketing resources and skilled marketing communications professionals are critical for the resilience and tourism growth of hotels, restaurants, attractions, retailers, venues, events, and convention and visitors bureaus.
The Annual Conference began in Asheville and has continued to bring attendees from around the country to visit this beautiful city and Western North Carolina every year. Known for its outdoor adventures, food scene, music, arts, and focus on local business, Asheville is an easy drive or flight from cities like Charlotte, Greenville, Atlanta, Savannah, Charleston, Myrtle Beach, Raleigh, Durham, Columbia, Nashville, Knoxville, and even Jacksonville, Florida.
“I’m in awe at what this beautiful, strong, and kind community has been able to do and that we can, in fact, hold this conference after all,” said Stephen Ekstrom, CEO of Learn Tourism and producer of the event. “We’re incredibly grateful for The Renaissance Hotel’s support and flexibility during this challenging time. Their immediate responsiveness and willingness to collaborate have allowed us to keep the event alive. We also extend our heartfelt thanks to all our current and past attendees who’ve supported us, as well as the tourism industry as a whole.”
To mark the occasion, President and CEO of Explore Asheville and the Buncombe County Tourism Development Authority, Victoria “Vic” Isley, will attend and participate in a special panel on tourism stewardship. She will be joined by other local tourism leaders to discuss the challenges they have faced and what the future of destination marketing looks like going forward.
“We recognize JB Media Institute, now part of Learn Tourism, for its steadfast commitment to Asheville. The DIY Tourism Marketing Conference was born in Asheville, and despite the challenges posed by Helene, it will remain in Asheville during this essential time for our community’s recovery,” said Isley. “This conference and other business groups meeting in Asheville this year symbolize the resilience of our travel & hospitality community, helping restore confidence that Asheville remains a leading destination for meetings and leisure travel.”
Wit Tuttell, Director of Visit North Carolina stated, “There has never been a more important time to visit Western North Carolina or a more valuable time to grow your skills as a tourism marketer. By visiting the mountains and showcasing that visit on your social media outlets you’re helping us prove that our best way to get back, is for you to come back to North Carolina.”
CEO of Learn Tourism, Stephen Ekstrom, will kick off Day 1 with a break-out session about “The Empathy Upgrade: Rethinking the Golden Rule in Tourism Marketing.” In this unique training, attendees will challenge the age-old wisdom we learned in kindergarten: “Treat others as you’d like to be treated.” While well-intentioned, this rule can lead to a one-size-fits-all approach in tourism marketing. Instead, we will explore how true empathy requires a shift in perspective —”Treat others as they’d like to be treated.” Discover how this mindset can transform your marketing strategies, leading to more meaningful connections and authentic experiences for your visitors.
Learn Tourism, a 501(c)(3) nonprofit organization dedicated to advancing the tourism industry through innovative education, recently acquired the JB Media Institute. The enhanced partnership offers expanded educational resources and opportunities to support the growth and success of tourism professionals, destination marketing organizations (DMOs), and industry leaders with the latest tools, insights, and connections to help tourism professionals thrive in an ever-changing landscape.
For any marketing, communications, or sales professional in the tourism industry, this conference is their opportunity to gain the skills, tools, and connections they need to thrive. This conference is designed to empower them with the tools and confidence to grow their business, manage the unexpected, advocate for their communities, and thrive in today’s competitive tourism landscape.
Key speakers include Conference Co-founder Chris Cavanaugh, Founder of Magellan Strategy Group. Chris is the former vice president of marketing for The Biltmore Company in Asheville (owner of Biltmore Estate, America’s largest home), a past chairman of North Carolina’s travel and tourism board, and past chairman of the Buncombe County Tourism Development Authority (overseeing the work of the Asheville CVB) and Blue Ridge Mountain Host (a regional marketing association.) Sarah Benoit, Conference Co-founder and Lead Instructor of Learn Tourism, will provide the event keynote as well as a variety of interactive sessions, and Conference Co-founder Justin Belleme, Director of SEO at Big Sea, will also be teaching at the event.
Tickets for the DIY Tourism Marketing Conference are available at individual and group rates. Find out more about why people return to the conference year after year and register here today.
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About Learn Tourism
Learn Tourism is a nonprofit organization dedicated to advancing the tourism industry through innovative education and professional development initiatives. By harnessing the power of science, business psychology, and adult education, Learn Tourism builds sustainable economies and enriches the tourism landscape. Learn more at LearnTourism.org
About DIY Tourism
The DIY Tourism brand was started in Asheville, NC by JB Media Institute, a leader in digital marketing education for travel and tourism, health and wellness, higher education, and artists and makers. Through custom workshops, online courses, and hands-on training, the Institute has empowered thousands of professionals to effectively share their stories and reach their audiences. Learn more at JBMediaInstitute.com. The JB Media Institute and DIY Tourism brands were acquired by Learn Tourism in December of 2024.
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