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. Case studies presented by Carol Kendra, The Henry Ford; Andy Witt, St. Johns Cultural Council; Catherine Brooks, Vermont Tourism and Patricia Washington, Visit Alexandria. Moderator: Sheila Armstrong, US Cultural & Heritage Tourism Marketing Council

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

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. One good idea from this session will pay for your ONE Travel Conference investment!

3:45 to 4:45 PM

LUXURY NYC: Luxury retail and tourism leaders including Stacie Henderson, VP Westfield with the new 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

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, Marketing Director, Tysons Corner Center

Silent Auction Bidding Open! 
Check out all the great fashion and travel items!  All proceeds benefit hospitality education scholarships.  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 (Union Pay), My Shopping Pass, Midwest Living, Panrotas and Attract China.

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

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, My Shopping Pass 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

11:30 to 12:30 PM

CREATIVE COLLABORATION: Culture + Commerce + Shopping + Tourism = Strategies For Success.  Panel with Barry Biggar, CEO, Visit Fairfax and Bob Mauer, Marketing Director, Tysons Corner Center/Macerich, and Cultural Partners.

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

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 Abrahamson, Travel Editor, USA Today; Norie Quintos, Acting Editor in Chief of National Geographic Traveler and Kit Bernardi, Editor, Midwest Living. Moderator: Nick Wayland, CEO, TravMedia

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 indsutry 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, HM Host. Moderated by Richard Peterson, Executive Vice President, Santa Monica CVB.

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.

5 to 6:30 PM

VIRGINIA WINE TASTING AND WINE DOWN RECEPTION co-hosted by Hilton McLean Tysons Corner. Enjoy 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.  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

WINERY & CRAFT BREW TOURISM-- A TASTE FOR EXCELLENCE. 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. Moderator:Barry Biggar

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

12 to 2 PM

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

New Marketing Opportunities, Karyn Gruenberg, Vice President, Brand USA

2 to 4 PM

Outlet Marketing Alliance (OMA) presented by  Lisa Wagner, Avison Young and OMA; Stephen Fine and Randy Marks, Partners, Update on marketing initiatives including the USA Outlet Shopping Festival. Presenters include Christine Szalay Strange, VP & General Manager, The Outlets of Grand River and David Lobaugh, August Partners on Omni-Channel and outlet shopping trends.

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.

5 to 6 PM

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

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