Recap: STS Connections Conference
By Maddy May
This past week, the Southeast Tourism Society hosted its annual Connections Conference in Richmond, Virginia!
Over two packed days, tourism professionals from across the Southeast came together to share ideas, tackle challenges, and explore the trends shaping the future of the industry. Sessions covered everything from building stronger partnerships between academia and DMOs to the evolving role of AI in tourism, with plenty of fresh perspectives and practical takeaways along the way.
One of the strongest themes throughout the conference was the growing importance of research in tourism. Destinations can use research not only to measure performance, but also to support advocacy efforts, guide strategic planning, and demonstrate tourism's value to stakeholders.
Maddy May - Building Tourism Resilience
In an industry where destinations are constantly competing for funding, visitors, and community support, having reliable data has become more important than ever. What stood out to me most was the idea that research should not simply be collected and filed away. Instead, it should be embedded into decision-making processes and used to tell a story about a destination's impact. Research provides destinations with the information they need to make informed decisions and build stronger communities.
This conference was extra special because I presented my research in partnership with NC State Tourism Extension. I did a poster presentation on visitor perception and disaster resilience! My main takeaways from my research were how important communication is before, during and after a disaster and how essential cross sector collaboration is. This was an amazing opportunity to share something personal with me. I am from western North Carolina and seeing Hurricane Helene strike my hometown in September of 2024 was unimaginable. For more information and to check out the NC State Tourism Extension.
Having a platform to spread awareness about disaster resilience is something I am so grateful for! It was beneficial to get insights and advice from tourism professionals as well regarding my research and my public speaking.
Beyond the conference content itself, the Southeast Tourism Society did a great job making Richmond part of the experience. The opening night reception at The Hippodrome Theater, located in historic Jackson Ward and once known as the “Harlem of the South,” gave attendees a chance to experience some of the city’s rich history and culture firsthand. The conference also created an opportunity to give back, inviting attendees to assemble hygiene kits for individuals experiencing homelessness in Downtown Richmond through Venture Richmond’s Social Service Outreach efforts. It was a thoughtful reminder that a great conference isn’t just about what happens in the sessions. It’s also about connecting with and contributing to the community hosting you.
Amy Castelda (W5), Maria Henson (Visit Orlando), Frida Bahja, Ph.D. (Experience Kissimmee), Laurie Degon (Visit Jacksonville), Emily Broker (Experience Kissimmee), Ece Zivrali (UCF – Rosen College of Hospitality Management)
Interesting in learning more about Southeast Tourism Society or Southeast Chapter of the Travel and Tourism Research Association (SETTRA)? Feel free to explore their websites for more information on future events and membership.