Tuesday, January 27

10 AM to 5 PM

ONE Travel Conference Arrivals and Check-In, Hilton McLean Tysons Corner.
Collect your Tysons Corner Center welcome bag, then enjoy world class shopping and dining nearby!

12 to 2 PM

Shop America Alliance and US Cultural & Heritage Tourism Marketing Council Executive Advisory Committees Meetings & Luncheon, by invitation.

2:15 to 3:30 PM

Tourism Issues & Answers: Peer-To-Peer (select one)

A.  Cultural & Heritage Marketing Roundtable

B.  Shopping Tourism Marketing Roundtable  

Bring your ideas, challenges and questions to either of these hands-on sessions. Discuss what works, what doesn't, what's new and what's hot.  Each session leads off with several mini-case studies to get the ideas flowing, then we'll open up the floor for exchange with your peers. Just one good idea from this session will pay for your ONE Travel Conference investment.

3:45 to 4:45 PM

LUXURY NYC: Panel of luxury retail and tourism leaders including the new World Trade Center Westfield development and Madison Avenue BID share innovations and opportunities for growing the luxury tourism segment.

5 to 7 PM

WELCOME RECEPTION presented by Macerich/Tysons Corner Center!
Connect with old friends and meet new business partners.  Enjoy a fabuous evening event at the fifth most successful shopping center in the USA.  Tysons Corner Center, located on the Metro's Silver Line, is home to over 300 specialty and department stores, celebrated restaurants and entertainment. Take the Shuttle from Hilton to Tysons Corner Center or 10 minute power walk to the center.Host:  Bob Maurer, Tysons Corner Center

Silent Auction Bidding Open:
Check out all the great fashion and travel items!  All proceeds benefit hospitality education scholarships and local area cultural heritage partner.  Silent Auction Chair: Peggy Ziglin, Craig Realty Group


Enjoy dinner on your own at one of Tysons Corner Center's many exciting restaurants or casual dining options.

Wednesday, January 28

8 AM to 5 PM

ONE Travel Conference Registration & Check In open, Hilton McLean Tysons Corner

 8 to 9 AM

Meet The Experts Roundtables Breakfast
Enjoy a Buffet Breakfast while you table hop and meet ONE-to-ONE with travel leaders, media and tour operators including TravMedia, Essentially America, Mandala Research/Women In Travel & Tourism International (witti),,, Travel Payments Direct, My Shopping Pass and more.

9 to 9:15 AM

STRATEGIES FOR SUCCESS:  Official Welcome and ONE Travel Conference Overview. Rosemary McCormick, President, Shop America Alliance, Sheila Armstrong, President, US Cultural & Heritage Tourism Marketing Council and Barry Biggar, CEO/President Visit Fairfax.

9:15 to 9:45 AM

A WORLD OF OPPORTUNITIES for SHOPPING, DINING AND CULTURAL TOURISM. Helen Marano, Vice President, Government & Industry Affairs, World Travel & Tourism Council, presents "The BIG PICTURE" WTTC's overview with data on the global growth of tourism and many opportunities in the top travel activities segments.

9:45 to 10 AM

Networking Break sponsored by Louisiana Tax Free Shopping

10 to 11:30 AM

BE CHINA READY!  China market experts discuss the latest inbound tourism trends and new tools to enhance your success. Discuss the shift from Group to FIT, Incentive Challenges, Cultural Training, Who's in Charge-- Tour Operator/Tour Guide/Receptive Operator?; Influence of the China student market, spend levels, brand preferences and more key info on the #1 inbound growth market and top spending shoppers.  Presenters Daniel Shen, CEO, East West Marketing/Lion Tours; Alfred Chang, VP, Kuoni Group Travel Expert; Jason Pacheco, Partner, My Shopping Pass;  Kristen Esposito, VP/Tourism, Macy's: Carolyn Petty, CEO, TaxFree Texas Shopping; and Denise Hummel, Universal Consensus.

11:30 to 12:30 PM

CREATIVE COLLABORATION: Culture + Commerce + Shopping + Tourism = Strategies For Success.  Take away ideas  you will use.  Panel with Barry Biggar, CEO, Visit Fairfax, Tysons Corner Center/Macerich, Hotel and Cultural Partners.

12:30 to 2 PM


Luncheon with Keynote Presenter TBC  



2:15 to 3:15 PM

TOURISM IS AMERICA'S GREATEST EXPORT, US DOC Award Winning Case Study on the Economic Benefits of Louisiana Tax Free Shopping presented by Steve Windham, CEO and Denise Thevenot, Executive Director, Louisiana Tax Free Shopping.

2:15 to 3:15 PM

CUTTING EDGE AIRPORT RETAIL, DINING AND CULTURAL TRENDS. "Check-in" early and learn what travelers want "on the fly".  A panel of airport retail, cultural and dining experts will share the latest in indsutry trends that are changing the face of airports and the personal experience of passengers. Moderated by Richard Peterson, Executive Vice President, Santa Monica CVB.

3:30 to 4:45 PM

TravMedia presents:  Meet the New Media. Learn from leading editors how successfully pitch and place your stories and content.  

3:30 to 4:45 PM

WINERY & CRAFT BREWERY TOURISM-- A TASTE FOR EXCELLENCE. Viniculture tourism experts from Virginia and New York State discuss inventive ways to partner and create exceptional tourism experiences. Includes new data on winery ad craft beer visitor demographics and behaviors. Moderators:  Barry Biggar and Laura Mandala

5 to 6:30 PM

NORTH vs. SOUTH WINE TASTING AND WINE DOWN RECEPTION co-hosted by Hilton McLean Tysons Corner. Selected delegates will taste and rate wines from New York State and Virginia in this historic battle for top honors! Sample regional wines and artisan cheeses while you network with delegates and partners.  Cheers!

Charity Silent Auction-- bidding concludes at 6:15 PM sharp!  All proceeds benefit Hospitality Education Scholarships and a local cultural heritage organization.  Silent Auction Chair: Peggy Ziglin, Craig Realty Group

Enjoy dinner on your own at one of Fairfax County's fine restaurants or casual cafes.

Thursday, January 29

8 AM to 2 PM

Registration Open

8 AM to 9:15 AM

SASI-ONE Awards Breakfast sponsored by CenterCal Properties
Exciting presentation of innovative tourism marketing with Special Awards presented by TravMedia, Shop Ameria Alliance and US Cultural & Heritage Tourism Marketing Council. Sponsor: Brandace Berger Bruning, CenterCal Properties

9:30 to 10:15 AM

GOOGLE PRESENTS: Google Travel Insights

10:15 to 10:45 AM

Networking Break sponsored by TaxFree Texas Shopping

10:45 to 11:45 AM

NEW RESEARCH ON INTERNATIONAL TRAVELERS TO THE USA and RETAIL TRENDS. Presented by Laura Mandala, Mandala Research, Ron Erdmann, US Department of Commerce, Office of Travel & Tourism Industries and David Lobaugh, August Partners

12 to 1:45 PM

Keynote Luncheon: Roger Dow, CEO, US Travel Association on The Power of Travel/Strategies For Success

Announcement of ONE Travel Conference 2016 Venue!

2 to 3 PM

Wine Down Reception presented by US Travel Association's Travel Experience Network, formerly the National Council of Attractions (NCA).  Open to all shopping and cultural attractions. Learn more about Travel Experience Network opportunities. 

2 to 4 PM

Outlet Marketing Alliance (OMA) meeting presented by OMA and  Lisa Wagner, Avison Young and OMA; Stephen Fine, OutletBound.  Update on 2015 initiatives incuding the USA Outlet Shopping Festival.  All outlet centers and retailers invited. Presenters include Chris Szaly, General Manager, The Outlets of Grand River and David Lobaugh, August Partners on Omni-Channel and outlet shopping trends.

4 to 5:30 PM

witti-- Women In Travel & Tourism International-- Annual Meeting, open to all women.

5:30 to 9 PM

witti Reception/Dinner, separate fee payable to witti. More information and registration for witti events visit

Friday, January 30 (Optional Program)

8 AM to 5 PM

DC INSIDERS DAY!  Presented in partnership with Destination DC.  Maximize your stay in the Washington DC area for the ONE Travel Conference. Join us for a VIP DC Insiders Day. Plans incude visits to the offices of key leaders in the travel industry, US Travel Association and Brand USA, plus lunch at one of DC's impessive cultural venues with a presenations by US Department of Commerce/Office of Travel & Tourism Industries and Destination DC. Book now to enjoy this unique opportunity to experience DC as an insider. Plenty of photo ops and bragging rights! The motor coach will depart the Hilton at 8 AM and return to the hotel by 5 PM.  Or you can hop off early to head for the airport or linger to enjoy an evening in the city.  You will want to be onboard!  Limited to 40 persons.  Lunch and admissions included.  Fee $100 per person.

Enter To Win a Prestigious SASI-ONE Award for Tourism Marketing Excellence. Entry Deadline: November 21.

Enter now to win a prestigious SASI-ONE Award

Download Entry Form

View last year's SASI-ONE Award honorees

What Travel Leaders say about ONE Travel Conference

Werner Escher

Executive Director, Domestic & International Markets
South Coast Plaza

Peggy Ziglin

Director of Tourism & Business Development
Craig Realty

Jan Kroells

Vice President of Marketing
Bloomington, MN CVB

Kate Birchler

AVP Tourism Marketing

Roger Dow

President & CEO
US Travel Association

Doug Killian

Director of Tourism
Mall of America

Art Jimenez

Senior Director of Leisure Sales
Las Vegas Convention & Visitors Authority

Lauren Volcheff

Vice President, Marketing
Tourico Holidays