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Jason Pacheco

Jason Pacheco is a veteran of the travel and tourism industry for over 25 years. He has held assignments in sales and marketing for various hotel companies and destination marketing organizations.

Since 2002, he has worked with Visit California in a variety of positions mostly working in international marketing and tourism development and managed a variety of international markets. In 2009, shortly after China allowed travel to the U.S., Pacheco was commissioned by the Visit California to open and direct the first California Tourism office in Shanghai and Beijing. Subsequently, he opened the California Tourism office in India a year later.

Pacheco co-authored, Visit California’s China Ready program, also known as “Sunny California, Warm Hospitality,” which is a three-pronged educational platform devised to prepare the state’s tourism industry to better serve Chinese travelers and develop better service standards. This program is now in its fourth year of operation where Pacheco is a speaker and lecturer.

In 2011, Pacheco started the BMG (BRIC Marketing Group), a sales and marketing agency, which specializes in working with tourism related businesses to build relationships with key travel professionals in the lucrative growth markets of Brazil, China and India.

He has created a “China Ready Seminars” educational program, and “China Ready News”, an on-line website that aggregates travel news and technology from China.   He is co-founder of “My Shopping Pass”, which is a membership rewards program that directly connects participating U.S. retailers to Chinese tour operators and other global clientele.

In 2014, Pacheco returned to work with Visit California as an Industry Relations liaison doing outreach to assessed businesses in the retail sector. Visit California’s Industry Relations Liaison Program aims to help unify California’s travel industry and effectively reinforce the state’s global position as the premier travel destination around the world.

Pacheco’s focus is targeted on increasing the number of leisure travelers, length of stay and expenditure in the U.S. travel market. Through targeted marketing and promotional efforts, he develops programs that are aimed at tour operators, travel media, digital and on-line travel agencies and airlines.

Sam Wang

Sam Wang, Senior Regional Manager of China UnionPay (Canada) with over 10 years industry experience, has been working for UnionPay Canada for more than 5 years, taking care of key merchant development and marketing of UnionPay in Canada.

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! International Foyer 2

12 to 2 PM

Shop America Alliance Executive Advisory Committee Meeting & Luncheon, by invitation. Beverly Room

2:15 to 3:30 PM

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

A.  Cultural & Heritage Marketing Roundtable. Case studies presented by Carolyn Feimster, CJF Marketing International; Andy Witt, St. Johns Cultural Council; Catherine Brooks, Vermont Tourism and Patricia Washington, Visit Alexandria. Moderator: Sheila Armstrong, US Cultural & Heritage Tourism Marketing Council. Beverly Room

B.  Shopping Tourism Marketing Roundtable. Case studies presented by Rose Hapanowich, Destiny USA; Werner Escher, South Coast Plaza; Keri Hanson, Macy's and ZJ Tong, Kay Jewelers.  Moderator: Rosemary McCormick, Shop America Alliance. Continental B/C

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. 

3:45 to 4:45 PM

LUXURY NYC: Luxury retail and tourism leaders Stacie Henderson, VP Westfield World Trade Center; Melanie Rudin, Tourism Director, Tourneau and Matthew Bauer, President, Madison Avenue BID share innovations and opportunities for growing the luxury tourism segment. Moderator: Kathy Anderson, President, Anderson Retail Tourism Marketing. Continental B/C

5 to 7 PM

WELCOME RECEPTION presented by Macerich/Tysons Corner Center!
Pack warm attire for this cool event! Kick off the evening with an ice performance at the ice skating rink in the newly opened Tysons Corner Center Plaza.  Then it's your turn to enjoy a spin on the ice with complimentary ice skating. Enjoy HOT and COLD beverages and plenty of light bites indoors. There will be lots of time for shopping or dining -- Tysons Corner Center is open until 9 PM.  

Connect with old friends and meet new business partners.  Enjoy this 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.  Host: Bob Maurer, AVP Marketing, Tysons Corner Center

WOW Silent Auction in memory of Anthony McCormick (1992-2014)
Check out all the great fashion, media and travel items!  All proceeds benefit hospitality education scholarships for deserving students.  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  International Foyer 2

 8 to 9 AM

Meet The Experts Roundtables Breakfast
Enjoy a Buffet Continental 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 (Union Pay), China Ready Seminars, Midwest Living, American Bus Association (ABA) and Attract China. International Ballroom C

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. International Ballroom C

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. International Ballroom C

9:45 to 10 AM

Networking Break sponsored by Louisiana Tax Free Shopping 

10 to 11:30 AM

GET CHINA READY!  China market experts address the latest inbound tourism trends and new tools to enhance your success. Discuss the impact of the new visa, shift from Group to FIT, Incentive Challenges, Who's in Charge-- Tour Operator/Tour Guide/Receptive Operator; Chinese student market, how to work with Union Pay, 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; Jason Pacheco, Partner, China Ready Seminars and President, BRIC Marketing Group; Evan Saunders, CEO, Attract China; Carolyn Petty, President, TaxFree Texas Shopping; Scott Johnson, Principal, Travel Market Insights; Steve Gent, CEO, Travel Payments Direct and Sage Brennan, Co-Founder, China Luxury Advisors.  Moderator: Rosemary McCormick, Shop America Alliance. International Ballroom C

11:30 to 12:30 PM

CREATIVE COLLABORATION: Culture + Commerce + Shopping + Tourism = Strategies For Success.  Panel with Barry Biggar, CEO, Visit Fairfax, Jackie Franchi, Marketing Director, Visit Fairfax and Bob Maurer, AVP Marketing, Tysons Corner Center/Macerich. International Ballroom C

12:30 to 2 PM


Luncheon with Keynote Presenter Kelly Craighead, Executive Director, National Travel & Tourism Office (NTTO), International Trade Administration, US Department of Commerce

Meet ONE 2014 Scholarship Winner Kelly Garofalo, student, George Washington University. International Ballroom C

2:15 to 3:15 PM 

TravMedia presents MEET THE NEW MEDIA. Learn from leading editors how to successfully pitch and place your stories and content.  Ben Abramson, Travel Editor, USA Today; Norie Quintos, Acting Editor in Chief of National Geographic Traveler; Kit Bernardi, Contributing Editor, Midwest Living. Moderator: Nick Wayland, CEO, TravMedia. International Ballroom C

3:15  to 4:15 PM

CUTTING EDGE AIRPORT RETAIL, DINING AND CULTURAL TRENDS. "Check-in" and learn what travelers want "on the fly." A panel of airport retail, cultural and dining experts will share the latest in industry trends that are changing the face of airports and the personal experience of passengers. John Hill, San Francisco International Airport; Eileen Hanson, Westfield and Atousa Ghoreichi, HMS Host. International Ballroom C

4:15 to 5 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. International Ballroom C

5 to 6:30 PM

WINE DOWN RECEPTION co-hosted by Hilton McLean Tysons Corner. Enjoy wine, beer and artisan cheeses while you network with delegates and partners.  Cheers!  Atrium

WOW CHARITY SILENT AUCTION in Memory of Anthony McCormick (1992-2014) Bidding concludes at 6:15 PM sharp!  All proceeds benefit Culinary Scholarships for deserving students.  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. International Foyer 2

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. International Ballroom C

9:30 to 10:15 AM

WINERY & CRAFT BREW TOURISM-- A TASTE FOR DISCOVERY. Viniculture tourism experts discuss inventive ways to partner and create exceptional tourism experiences. Includes new data on winery and craft beer visitor demographics and behaviors. Presenters include Beth Erickson, President/CEO, Visit Loudoun; Valerie Knoblaugh, President, Finger Lakes VC; Pat Lee, Pat Lee & Associates/Cherry Creek Center and Laura Mandala, Mandala Research. Moderator:Barry Biggar, Visit Fairfax. International Ballroom C

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. Presented by Laura Mandala, Mandala Research and Ron Erdmann, US Department of Commerce, Office of Travel & Tourism Industries. International Ballroom C

12 to 2 PM

Keynote Luncheon: Roger Dow, CEO, US Travel Association on The Power of Travel/Strategies For Success
videos:  Travel Effect 2013 Recap, Brand USA Whiteboard, Travel Effect Postcards, International Traveler Spending, China Cooperative Class Photo, IPW Overview

New Marketing Opportunities, Karyn Gruenberg, Vice President, Brand USA.    International Ballroom C

2 to 4 PM

Outlet Marketing Trends presented by Stephen Fine and Randy Marks, Partners, Update on marketing initiatives including the USA Outlet Shopping Festival. Presenters include Christine Szalay Strange, The Outlets of Grand River and David Lobaugh, August Partners on the lastest outlet shopping research and trends. International Ballroom C

4 to 5 PM

Reception presented by US Travel Association's Travel Experience Network, formerly the National Council of Attractions (NCA). Learn more about Travel Experience Network opportunities. Host: Doug Killian, Mall of America and Travel Experience Network Board Member. Harth Lounge

5 to 6 PM

witti-- Women In Travel & Tourism International-- Annual Meeting, open to all women. Continental Ballroom B/C

6 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 6:30 PM

DC INSIDERS DAY!  Presented in partnership with Destination DC and Big Bus Tours.  Maximize your stay in the Washington DC area for the ONE Travel Conference. Join us for a VIP DC Insiders Day on Friday. Visit the offices and meet with key leaders in the travel industry, US Travel Association and Brand USA, plus lunch at Carmine's with presentations by US Department of Commerce/Office of Travel & Tourism Industries and Elliott Ferguson, President and CEO of Destination DC. Book now to enjoy this unique opportunity to experience DC as a VIP insider. Plenty of photo ops and bragging rights! Includes tour of the Smithsonian American Art Museum and The Kennedy Center.

The Big Bus will depart the Hilton at 8 AM and return by 6:30 PM. Professional guide on board with informative commentary. Options: You can stay in DC for the evening for a Kennedy Center performance or dinner then return to the Hilton via metro. In a hurry to get home? Hop off early to head for the airport or Union Station.  You will want to be onboard this Big Bus!  Limited to first 40 persons to register. 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