Wednesday, October 29
9:15 a.m. – 10:00 a.m.

LIVE! with Fred Dixon, CEO and President, Brand USA

Fred Dixon is president and chief executive officer of Brand USA, the nation’s public-private partnership dedicated to increasing international visitation to the United States through marketing and promotional efforts. In this role, Fred is responsible for accelerating the organization’s efforts to build and execute effective marketing strategies to increase U.S. travel exports, create jobs, strengthen the economy, and help enhance the image of the United States with people all over the world.

Fred Dixon began his tenure as Brand USA’s President and CEO on July 15, 2024. He brings with him more than 30 years of experience in the travel and tourism industry.

Immediately prior to joining Brand USA, he served as President and CEO of NYC Tourism + Conventions for 10 years where he developed and implemented New York City’s tourism, meetings, and events strategy and programming to grow business and leisure travel from across the USA and from around the world.

Under his leadership of NYC Tourism + Conventions, international visitation more than doubled to more than 13 million travelers; the result of a long-term strategy to create a global network of outposts comprising sales, marketing, and press professionals in diverse feeder markets including Australia, China, Mexico, Brazil and the UK.

Wednesday, October 29
1:30 p.m. – 2:00 p.m.

Think Global, Thrive Local: Unlocking International Opportunities in Indigenous Tourism
Presented by Florian Herrmann, Founder and CEO of Herrmann Global

As global demand grows for authentic, culturally rich travel experiences, Indigenous tourism is uniquely positioned to lead. This keynote will explore how Indigenous communities and entrepreneurs can expand their reach into international markets while staying true to their cultural values and community priorities. With global insights, real-world success stories, and a practical roadmap for export readiness, this address offers both inspiration and strategic guidance for those ready to grow their presence on the world stage. It’s a call to action for Indigenous tourism leaders to think globally, thrive locally, and shape the future of tourism on their own terms.

Thursday, October 30
12:30 p.m. – 1:15 p.m.

Open Doors, Open Hearts: Rethinking Accessibility in Every Step of the Journey
Presented by Kristy Durso, Founder, Accessible Travel Network

What if every traveler—regardless of ability, background, or identity—felt like your destination was made just for them? In this inspiring and practical keynote, we’ll explore how to transform accessibility and inclusion from checkboxes into powerful design principles that enhance the entire visitor experience. From the first click on your website to the final memory made on-site, you’ll discover how small shifts can open big doors. Using real-world examples, site demos, and fresh industry insights, this session will spark new ways of thinking—and give you the tools to build a more welcoming, more successful destination for all.

Thursday, October 30
2:15 p.m. – 3:00 p.m.

The Heart Speaks Keynote: I Wrote a Musical for Tourists and Found the Courage to Build, Lead, and Dream Big
Presented by Colleen Echohawk (Kithehaki Band of the Pawnee Nation; Upper Athabascan people of Mentasta Lake), President, Headwater People Consulting, LLC

At 18 years old, living in Valdez, Alaska, Colleen Echohawk and a friend decided to take a chance. They responded to a city RFP to create entertainment for tourists — and ended up writing a musical about the history of Valdez. The show was performed, sold to the city, and even had one of its songs purchased by the state of Alaska.

That experience became more than a creative project — it planted the belief that she could do big things she’d never done before. Years later, when Colleen was leading Chief Seattle Club, she found herself facing the daunting idea of building housing for Native people experiencing homelessness. Sitting across from an experienced housing developer, she heard words that stuck: “Building housing isn’t rocket science.” And she thought, “I can do this.”

She did.

That same confidence has fueled every chapter since — including her leadership at Eighth Generation, where she helped redefine what Native entrepreneurship can look like: designing products by Native artists, marketing them with integrity, and selling them to a global audience, including tourists hungry for authentic stories and culture.

In this closing “Heart Speaks” session, Colleen will share how one bold leap at 18 set the stage for a life of innovation, risk-taking, and entrepreneurship. Her story is an invitation to step into the unknown, dream bigger, and lead fearlessly. By doing so, we can shape a future where Native voices guide tourism, our stories are celebrated, and our communities thrive.