2025 Governor’s Conference
Learn MoreMissouri Governor’s Conference on Tourism
About
The Missouri Governor’s Conference on Tourism is an annual conference that features a strong line-up of expert speakers, as well as exciting social events to enhance your networking opportunities with top leaders and innovators.
Join us at the 2025 Conference, held at The Resort at Lake of the Ozarks in Lake Ozark on October 7-9.
Conference Hotel: The conference rate ($149-179 + tax and $10.00 resort fee) is available Oct. 6-9 at The Resort at Lake of the Ozarks. Reservations can be made via the link or by calling 573-693-9988 and asking for the 2025 Governor’s Conference on Tourism discounted rate. The room block closes September 8, 2025.
Questions? Please contact Jadrien.Bopp@ded.mo.gov
Donate to our 2025 Governor’s Conference Giving Back Cause: The Dream Factory
Registration
Full Conference Pass (meals included) (October 7-9) | Early Bird $350 / Standard $400
One-Day Pass (meals included) (October 8) | Early Bird $300 / Standard $350
Awards Banquet Pass Only | $100
Lunch Pass Only (subject to Governor’s attendance) (October 8) | $50
Early Bird Registration closes September 5. Final Registration closes September 19.
Destination Experience
Sponsored by Lake of the Ozarks CVB
Choose your Experience:
Lake Experience
Join us for a boat ride on the Celebration Cruise to experience the Lake from the water. We will meet at The Encore Lakeside Grill at the host hotel and depart via shuttle at 11:30 AM. The Celebration Cruise will depart from land at noon for a 90-minute scenic cruise. During the cruise, drinks and appetizers will be provided. We will return to the hotel by approximately 2:00 p.m.
RSVP for this experience. (hyperlink RSVP to the form on industry portal)
Golf Experience
Enjoy a round of golf at one of the Lake’s premier golf destinations. Choose a complimentary round at The Cove or The Ridge course at The Lodge of Four Seasons. To book your tee time on Tuesday, October 7, please contact The Cove Pro Shop at 573-365-8532. When booking, be sure to mention that you are attending Missouri’s Governor’s Conference on Tourism to receive your complimentary round of golf. Transportation is on your own.
Agenda
Tuesday, October 7
Registration
Sponsored by Madden Media
Exhibitor Trade Show Set Up
Destination Experience
Sponsored by Lake of the Ozarks Convention & Visitor Bureau
*RSVP required
Marketplace Reception
Sponsored by Dotdash Meredith
Join us for a Marketplace Reception at The Encore Lakeside Grill & Sky Bar before the Welcome Reception. The event will provide valuable time to network with your peers and establish connections with vendors at the conference. Light refreshments will be served.
Welcome Reception
Sponsored by Lake of the Ozarks Convention & Visitor Bureau
Ease into lake life with an evening of fun, heavy appetizers and lively music. Mingle with fellow tourism professionals and meet new contacts as you enjoy sunset views from The Encore Grill & Sky Bar.
Wednesday, October 8
Exhibitor Trade Show
Visit with business professionals and service providers who help support the tourism industry.
Registration
Sponsored by Madden Media
Breakfast
General Session
Sponsored by Tripadvisor
Speaker: Janette Roush, Chief AI Officer and SVP of Innovation at Brand USA
10 Minute Break
Breakout Session
The Power of Being A Little Out There
Speaker: Jacquelyn Blackwell, Director of Tourism Brand Partnerships at Atlas Obscura
Our industry focuses a lot on beauty: magnificent sunsets, lush environments, happy people. But it can be challenging to compete in this space, especially with the vast wonders in the heartland. In this session, Atlas Obscura’s Jacquelyn Blackwell discusses embracing the quirky and unexpected to stand out – with the data to prove it. She’ll share case studies, best practices, and strategies that harness your community’s uniqueness to capture the attention of travelers’.
Breakout Session
Breakout Session
Break and Exhibitor Trade Show
Sponsored by Rural Missouri
Visit with business professionals and service providers who help support the tourism industry.
All Breakout Sessions Repeat
This is your chance to see another breakout session.
Luncheon
Sponsored by OBP Agency
General Session
Missouri Jeopardy
Host: Scott Caufield, Tripadvisor
Breakout Session
Stretching Tourism Dollars: Collaborating Through the Area Marketing Program (AMP)
Speaker: Heather Brown, Executive Director at Lake of the Ozarks Convention & Visitor Bureau
Learn how the Lake of the Ozarks Convention & Visitor Bureau’s Area Marketing Program (AMP) brings communities and tourism partners together to pool resources and expand marketing reach across the tri-county region of Lake of the Ozarks. This session will highlight how collaboration through AMP helps stretch limited budgets, strengthen regional visibility and support shared goals for promoting the Lake area. Whether you’re a local business, attraction or community leader, AMP offers a cooperative way to make your marketing efforts go further—together.
Breakout Session
Breakout Session
Break and Exhibitor Trade Show
Visit with business professionals and service providers who help support the tourism industry.
All Breakout Sessions Repeat
This is your chance to see another breakout session.
10 Minute Break
Missouri Tourism Commission Meeting
Seating is limited.
Awards Reception
Wine compliments of the Missouri Wine and Grape Board.
Awards Banquet & Presentation
Wine compliments of the Missouri Wine and Grape Board.
Thursday, October 9
Exhibitor Trade Show
Visit with business professionals and service providers who help support the tourism industry.
Registration
Sponsored by Madden Media
Breakfast
Breakout Session
Crafting Immersive Stories
Speaker: Jacquelyn Blackwell, Director of Tourism Brand Partnerships at Atlas Obscura
In a world where audiences crave more than just information, immersive storytelling has become the key to engaging travelers on a deeper level. This session will teach you how to craft stories that not only inform but also transport your audience into the heart of your destination. Discover techniques for creating vivid, multi-sensory narratives that make visitors feel like they’re already there, sparking curiosity and driving engagement. Learn how to leverage new media, dynamic content, and emotional connection to create unforgettable stories that resonate with today’s travelers and leave a lasting impression.
Breakout Session
Breakout Session
10 Minute Break
All Breakout Sessions Repeat
This is your chance to see another breakout session.
Break and Exhibitor Trade Show
Visit with business professionals and service providers who help support the tourism industry.
Missouri Division of Tourism Update
Speaker: Stephen Foutes, Missouri Division of Tourism
During this session, you’ll see examples of MDT’s work to showcase Missouri as a travel destination, hear programmatic updates and get a sneak peek at the Division’s marketing plans for spring 2026 and beyond.
Giveaways & Closing Remarks
Conference Concludes
Speakers
Keynote Speaker
Janette Roush
As Chief AI Officer and SVP of Innovation at Brand USA, Janette spearheads AI-driven strategies to enhance tourism marketing, streamline internal operations, and foster innovation for the benefit of both Brand USA and the broader U.S. travel industry. She joined Brand USA from New York City Tourism + Conventions, where she oversaw the organization’s paid media strategy, programs and media insights to drive visitation across the five boroughs. Prior to joining NYC Tourism, she spent more than two decades marketing Broadway at organizations such as Broadway.com and AKA NYC.
Jacquelyn Blackwell
Jacquelyn is your strategic friend in the world of tourism. With a wealth of experience cultivated over 12 years in the tourism industry, she brings a unique blend of expertise in strategy development, innovation, and the art of storytelling.
Jacquelyn’s passion for travel marketing runs deep. From engaging with local community leaders to delivering impactful presentations at tourism conferences, her firsthand experiences have honed a keen understanding of what truly drives successful marketing for organizations.
Heather Brown
Heather Brown has served as the Executive Director of the Lake of the Ozarks Convention & Visitor Bureau since December 1, 2020. With a strong foundation in communication and business, Heather holds a Bachelor of Science in Communication with an emphasis in Public Relations and Marketing, along with a Master’s degree in Business Administration. A lifelong Lake of the Ozarks resident, Heather is dedicated to promoting the region not only as a top travel destination but also as a wonderful place to live and raise a family. She and her husband of 19 years, Travis Brown, are proud parents to two daughters, Coral and Chesney, and a son, Kastor.
Stephen Foutes
As director of the Missouri Division of Tourism, Stephen leads a dedicated team of marketers, communicators, researchers, program managers, legislative and financial specialists, and welcome center ambassadors focused on promoting Missouri as one of the country’s top travel destinations. A lifelong Missourian, he holds a bachelor’s degree in communications from Central Methodist College and has worked at the Division of Tourism in varying roles for more than 10 years.
Sponsorship
There are multiple opportunities to make your mark this year. Click below for sponsorship details.
Thank you to our 2025 Sponsors
McDaniels Marketing
Award Nominations
Nominations are closed.
The Governor’s Conference on Tourism Awards are open to DMOs, tourism attractions, lodging, restaurants, festivals/events, publications and other entities contributing to the tourism industry in Missouri. Entries should demonstrate exemplary customer service, initiative and have positively influenced the tourism industry.
Missouri Tourism Hall of Fame
Presented to an individual who has worked in the tourism industry for a minimum of 10 years and whose contributions have significantly and measurably impacted tourism in Missouri.
Sen. Emory Melton Legislative Award
Honors an individual who recognizes the value of tourism to the state and works through the legislative process to support Missouri’s tourism industry.
Marketing Campaign Award
Recognizes an effective integrated marketing campaign that results in increased tourism and economic benefit to a region.
Pathfinder Award
Recognizes an event or organization that successfully develops a niche tourism market.
Innovator Award
Honors a small tourism organization or individual who achieves significant results on a modest budget.
Navigator Media Award
Presented to a media outlet that promotes tourism in Missouri and its importance to the state’s economy.
Rising Star Award
Honors an individual who has worked for a tourism-related organization less than five years or who has transitioned to a new role and made significant advancements to the organization’s efforts.
Tracy Kimberlin Hospitality Award
Recognizes an individual, business or organization that has demonstrated excellent customer service.
Film Industry Champion Award
Presented to an individual who advocates for the film industry and works to expand its presence in Missouri.