2026 TTRA Marketing Outlook Forum (Meet Us There)

We’re thrilled to be attending the Travel and Tourism Research Association’s Marketing Outlook Forum (MOF) Event in Charlotte, North Carolina, February 1-4!

Hosted by Visit NC and Visit Charlotte, this year’s theme, In the Driver’s Seat: Gaining the Competitive Edge in Marketing with Research and Data, reflects the reality many teams face today. Budgets are scrutinized, expectations are higher, and data must translate into strategy. MOF helps you lead with insight rather than react to change.

Be sure to check out W5 and Visit Orlando’s session on Tuesday where we’ll explore how passion-driven segmentation and niche interest targeting can unlock new opportunities for more efficient and effective marketing. Through real-world case studies – including Visit Orlando’s approach to identifying high-potential traveler segments – we’ll examine how DMOs are using research to uncover traveler motivations, prioritize niche activities, and align messaging with consumer intent. 

Over three days, you’ll gain the insights, strategies, and connections you need to drive your marketing efforts forward.

Learn: Gain actionable insights, hear from thought leaders, explore AI/data trends.

Network: Connect with peers from DMOs, academia, private sector.

Apply: Take home tools, strategies, and case studies you can implement.

Highlights Include:

• Networking receptions & local experiences (including the opening reception at the NASCAR Hall of Fame)

• Keynotes from global leaders

• Expert-led breakout sessions

• Real-world case study panels

• Hands-on skill-building workshops

MOF is designed for destination marketers, researchers, and industry leaders who need clarity, not noise. Be part of the conversation shaping the future of travel and tourism research!

Interested in seeing our recap from MOF 2024? Check it out here: How Data is Shaping Tourism’s Future: Event Recap