Your TMAC National Professional Development Committee has prepared a great line-up of sessions based on survey feedback and ongoing input. Please note that some sessions suggest they are for Media or Industry, however delegates are welcome to attend the session(s) of their preference, subject to space availability.

Note: These are subject to change.

Friday June 14, 2024 from 2:30-3:15pm | Opening Keynote

Opening Keynote Speaker: Lori McCarthy
About Lori: Lori McCarthy identifies fiercely as a Newfoundlander, which means more than just geographical location of birth to her. Her passion for the land is matched only by her passion for food culture. Deeply rooted here, the skilled chef and outdoorswoman is guided by a sense of responsibility to place. The ethics of conservation and sustainability inform her every move, and she is as serious about protecting Newfoundland culture, resources and foodways as she is about sharing them.

Friday, June 14 2024 from 7:45am-8:30am | Session 1

This session has limited capacity.

What’s Your Story?

Speaker: To be announced
Description:  How can you share that incredible travel experience with others? Join us as seasoned storytellers, travel writers, and media experts come together to unravel the secrets behind creating travel narratives that not only captivate but inspire.

In this engaging workshop, our speaker will share their wealth of experience, offering invaluable insights into the strategies, techniques, and innovations that can elevate travel media storytelling to new heights. Discover how to weave a narrative that resonates with audiences, transcending the conventional and stirring the wanderlust within.
From the allure of immersive storytelling techniques to leveraging photography and multimedia platforms for maximum impact, our expert will delve into the multifaceted world of travel narratives. Learn how to harness the power of language, visuals, and emotions to craft stories that fosters a connection that lingers long after the journey ends.

The discussion will also explore the role of technology in enhancing storytelling, with a focus on leveraging emerging tools and platforms to create interactive and unforgettable experiences. Uncover the nuances of connecting with diverse audiences, understanding their aspirations, and tailoring narratives that inspire them to embark on their own adventures.

Whether you're a travel writer, media professional, or simply passionate about the art of storytelling, this workshop promises to be an enriching experience. Gain practical tips, creative strategies, and a renewed perspective on how to infuse your travel narratives with the magic that sparks inspiration.

Friday, June 14, 2024 from 3:30pm-5pm | Session 2

AI: The Good, Bad & The Possibilities

Moderator: To be announced
Speaker: Dr. Nadine Robinson

This workshop promises to be an engaging 1.5-hour session to introduce media and industry to Generative Artificial Intelligence (GenAI), with a specific focus on ChatGPT. We will explore AI's transformative influence on the writing landscape, addressing both its benefits and potential drawbacks.

Participants will delve into practical demonstrations of ChatGPT (bring your laptop), witnessing its capacity to increase writers’ productivity, including brainstorming ideas, and alleviating writer's block. Through hands-on exercises attendees will experience the advantages and limitations of AI integration in writing workflows (from a writer’s and editor’s standpoint). Ethical considerations, potential biases, and the need for human oversight in content creation will be discussed.

Guided by Dr. Nadine Robinson, participants will laugh and learn their way to an appreciation for AI's creative assistance but will gain a thoughtful understanding of its challenges and the importance of responsible use in the profession. Nadine has been on the forefront of GenAI conversations through her work as a post secondary professor and as a member of her College’s AI taskforce. She has delivered multiple sessions on ChatGPT basics to the members of the Canadian Freelance Guild and looks forward to the best practices that TMAC members' experience with AI can bring to the session.

The first 2.5 paragraphs were written by ChatGPT, with human oversight

Saturday, June 15, 2024 from 9:30-11am | Session 3

This session is for media only.

Monetizing Your Travel Media Business

Moderator: To be announced
Panelists: To be announced

Unlock the secrets to turning your passion for travel into a thriving business with this panel session. Join notable industry experts and monetization mavens as they share their insights on transforming your travel storytelling endeavors into a lucrative venture.
 
In this dynamic discussion, we will explore diverse avenues for monetizing travel media, ranging from traditional methods to cutting-edge strategies. Learn how to navigate the evolving landscape of content creation and distribution, with a focus on generating revenue while maintaining the authenticity and integrity of your work.
 
Delve into successful case studies and practical tips for forging mutually beneficial relationships with brands, tourism boards, and other stakeholders. Explore the potential of affiliate marketing, subscription models, and innovative revenue streams that align with the unique nature of travel content.
 
The conversation will extend to the digital realm, exploring the role of social media, e-commerce, and emerging technologies in amplifying your monetization efforts. From building a loyal community to leveraging data analytics, gain actionable insights that can propel your travel media business forward.
 
Whether you're a seasoned travel content creator or a budding entrepreneur in the field, this session promises to be a goldmine of information and inspiration. Join us to unravel the strategies, tactics, and success stories that will empower you to monetize your passion into a sustainable and profitable reality. Don't miss out on this opportunity to take your business to new heights!
 

Saturday, June 15, 2024 from 9:30am-11am | Session 4

This session is for Industry only.

ROI: Investing in Travel Media

Moderator: To be announced
Panelists: To be announced

Sent out a pitch (multiple times) with no reply? Chasing down an editor to land a story in that notable newspaper? Has that relationship with that journalist changed since the pandemic – aka – they’re ghosting you? Then this workshop is for you. Designed specifically for publicists, DMOs and brands, this workshop unravels the secrets of what travel media need in this post-COVID era. Led by top travel media professionals, this session will offer firsthand insights by top media into the intricacies of their storytelling process, understanding what they truly desire from us, the DMO, to be interested in your pitch and have it turn it into a compelling, published narrative.

From understanding the needs of media for press trips, timely information requests, the differences between more traditional media versus social media deliverables and more, this intimate conversation shows how our travel media are different in Canada and the USA and what you need to do to have these top media truly interested in your destination.
 

Saturday, June 15, 2024 from 11:30am-12:30pm | Session 5

Industry & Media: Perspectives & Partnerships

Moderator: To be announced
Panelists: To be announced

How can we work together in today’s travel landscape? What’s changed and what hasn’t? Participate in a frank discussion amongst media, tourism boards and publicists eager to enhance their collaboration. In this panel discussion, industry experts and seasoned media professionals will share practical insights and strategies to maximize the impact of partnerships in the world of travel.
 
With this collaborative panel discussion, participants will gain a deeper understanding of the evolved symbiotic relationship between tourism boards/publicists and travel media today. To maximize your working relationship, we will discuss what the needs are today for both industry and media to create compelling narratives that resonate with diverse audiences, while aligning with the objectives and messaging of tourism boards.
 
What does this look like? This is an interactive session that will share case studies and collaborative exercises so that workshop attendees will leave armed with practical tools to foster more impactful and mutually beneficial relationships. Discover how to tailor media engagement campaigns, look at different measures of success, and adapt to the ever-evolving landscape of travel promotion.
 
Whether you're a representative from a tourism board, a publicist, or a professional in the travel industry, this workshop promises to be a valuable investment in optimizing your collaborative efforts with travel media. Join us as we navigate the nuances of these strategic alliances, providing you with the tools and insights needed to forge lasting and successful partnerships.
 

Saturday June 15, 2024 from 2pm-3pm | Closing Keynote

Closing Keynote Speaker: To be announced in February