2027 Winter Conference
Please note: to receive the member rate for the winter conference, your 2026-2027 dues must be paid in full.
Save the Date: 2027 Winter Master Class Conference
Join us February 2–4, 2027, at The Westin Oaks Houston at the Galleria for a conference built to make you better at your job the moment you get home.
Destinations Texas is the only association bringing the Master Class format to Texas tourism professionals. Instead of hopping between sessions, you’ll choose one track (Communications, Sales or Advocacy) and learn from experts who have done the work and can show you how.
Advocacy attendees will stand up in a mock council meeting and field the hard questions. Sales attendees will practice negotiating before it counts. Communications attendees will sharpen the pitch they give every week to council members, hoteliers and board members. Whichever track you choose, you’ll leave with skills you’ve already put to use, and new friends from across the state who understand what you do.
**save $100 on your registration BY REGISTERING AT THE MEMBER Early Bird RATE THROUGH December 18th.
New This Year: DMO 101
DMO 101 is a full-day training program on how destination organizations operate, taught by DMO leaders from across Texas. It debuts Tuesday, February 2, 2027, from 8 a.m. to 5 p.m. at the Winter Conference in Houston.
Most of us learn this business one department at a time, often on the job. DMO 101 brings it all into one day, covering six core areas of destination management with the practical detail you need to do your job well and speak confidently about your organization. It’s a strong start for professionals new to the industry and a valuable refresher for anyone ready to grow into a broader leadership role.
What you’ll cover:
- Finance: Hotel Occupancy Tax (HOT), Tourism Public Improvement Districts (TPIDs) and other funding sources
- Marketing, PR and Research: Tools, strategies and working with agencies
- Sales and Sports: CRM options, trade shows and industry organizations
- Operations: Visitor services, visitor centers, travel trade and leisure sales, including international
- External Affairs: City and community engagement, advocacy and event support
- Governance and Administration: Leadership, HR, real-world ethics, Public Information Act requests and Open Meetings Act compliance
Save your seat when you register for the Winter Conference!
CONFERENCE CANCELLATION DATE: Tuesday, January 12th for cancellation.
Our cancellation policy is as follows:
- Before the cancellation date, you can cancel for a full refund minus a $80 administrative fee.
- After the cancellation date, no transfers or refunds for cancellations.
- To view our Registration and Cancellation Policy please click here
Optional Pre-Conference Session
8:00 a.m. – 5:00 p.m. DMO 101
Whether you’re new to the destination industry or want to strengthen your understanding of how a destination organization operates, DMO 101 will help you build a strong foundation across six essential areas: Finance, Marketing/Public Relations and Research, Sales and Sports, Operations, External Affairs, and Governance and Administration.
8:00 a.m. – 5:00 p.m. Registration
6:00 p.m. – 8:00 p.m. Opening Reception sponsored by Visit Houston (place will be announced soon!)
8:00 a.m. – 10:00 a.m. Registration
7:30 a.m. – 8:30 a.m. Breakfast
8:30 a.m. – 12:00 p.m. Master Class Tracks – Pick one at registration and remain
in that track for the duration of the conference: Communications, Advocacy, or Sales.
12:00 p.m. – 1:00 p.m. Lunch
1:00 p.m. – 5:00 p.m. Master Class Tracks
7:30 a.m. – 8:30 a.m. Breakfast
8:30 a.m. – 12:00 p.m. Master Class Tracks
1:00 p.m. – 4:00 p.m. Discover Houston: A Cultural & Destination Experience Tour
Explore Houston through a guided three-hour experience highlighting the city's rich history, diverse culture, unique attractions, and evolving neighborhoods. Participants will discover some of the people, places, and experiences that make Houston a vibrant destination to explore.
| Credits | Price | |
|---|---|---|
|
Communications Track - Member Early Bird
Please note that sessions cannot be combined with other Master Class tracks. |
1.00 (DMS Core Track) | $550.00 |
|
Sales Track - Member Early Bird
Please note that sessions cannot be combined with other Master Class tracks. |
1.00 (DMS Core Track) | $550.00 |
|
Advocacy Track - Member Early Bird
Please note that sessions cannot be combined with other Master Class tracks. |
1.00 (DMS Core Track) | $550.00 |
| Credits | Price | |
|---|---|---|
|
Communications Track - Non Member
Please note that sessions cannot be combined with other Master Class tracks. |
1.00 (DMS Core Track) | $850.00 |
|
Sales Track - Non Member
Please note that sessions cannot be combined with other Master Class tracks. |
1.00 (DMS Core Track) | $850.00 |
|
Advocacy Track - Non Member
Please note that sessions cannot be combined with other Master Class tracks. |
1.00 (DMS Core Track) | $850.00 |
| Credits | Price | |
|---|---|---|
|
Pre Conference: DMO 101- ADD ON
This ticket is for DMO 101 add-on with a $150 discounted rate |
1.00 (DMO 101) | $150.00 |
|
Post-Conference: Discover Houston Tour
Date: Thursday, February 4, 2027 Time: 1:00-4:00 PM |
1.00 (DMS Destination Tour) | $60.00 |
|
Pre-Conference: DMO 101 ONLY
IMPORTANT: This ticket is for DMO 101 ONLY. Please purchase this ticket only if you are NOT attending the Winter Conference. |
1.00 (DMO 101) | $300.00 |
The Westin Oaks Houston at the Galleria
5086 Westheimer Rd, Greater Uptown, TX
Cut-Off Date / Last Day to Book: All reservations must be received on or before Monday, January 11, 2027 at 11:59PM (local Hotel time) to receive the contracted group rate. The group rate is available until the Cut-Off Date or until room block sells out.
Room Rates: Our discounted group room rate is $229 single/double.
Please Note: The hotel reservation link will be provided after you complete your conference registration.
Ready for the Room: Communication Skills Track
Led by Lori Robertson
So much of our work happens in conversation. We explain the value of tourism to city council, pitch partners, answer tough questions from community leaders, and speak to residents about why visitors matter to their community. This track gives you a full day to get better at it all.
Many of you heard Lori Robertson’s general session on personal brand at our Annual Conference this year. She’s coming back to lead a hands-on day built around the conversations and presentations our members face every week. Lori keeps the teaching short and the practice long. Each block covers one practical, research-based skill, and then you’ll try it out right away through role-play, small-group presentations, and feedback from Lori and your peers. You’re encouraged to bring real situations from your own work, since those will shape the practice.
The morning starts with delivery basics like pace, eye contact, pausing, and cutting filler words. Each participant gets a simple feedback card based on those basics, and you’ll use it in every practice round the rest of the day, so the habits stick.
Throughout the day, you’ll work on:
- Reading people and adjusting as you go
- Explaining what your organization does and why it matters in about a minute
- Starting and keeping conversations going with new contacts and stakeholders
- Presenting to city leadership and boards in a way that makes your data meaningful
- Staying composed when you get a hard question or a skeptical audience
You’ll leave with a 60-second case you’ve already delivered, a presentation framework you’ve already used, ideas for handling difficult moments, and a practice plan to share with your team.
Sharpen the skills that turn leads into business. This track brings together seasoned sales leaders for candid conversation, proven strategies, and time to put new skills into practice.
- Interactive opening discussion shaped by live attendee polling
- Strategies for attracting tourism business
- Planning site visits that win the booking
- The elements of the sales funnel
- Negotiating, with dedicated practice time
Advocacy Track
Texas DMOs Asked for Advocacy Training. We Brought in the Best in the Business.
Texas destination organizations are increasingly being forced to prove their value, protect their funding, and build community support. This Master Class is designed to help them do exactly that.
Over a day and a half, attendees will gain the knowledge, strategies, and tools they need to navigate these challenges, strengthen relationships with elected officials and community leaders, and make a compelling case for tourism.
As hotel occupancy tax (HOT) revenues grow, so does the competition for those dollars. The challenge is compounded as property tax revenues and other funding sources for local governments are increasingly constrained. DMOs must show that tourism funding matters and how it benefits their communities.
This Master Class will prepare participants for those conversations, with guidance from two of the most respected voices in Texas tourism advocacy: Scott Joslove, President & CEO of Texas Hotel & Lodging Association (THLA), and Justin Bragiel, THLA General Counsel & Legislative Director.
They'll be joined by Texas DMO CEOs who have faced these challenges firsthand and will share practical insights, lessons learned, and strategies that have worked in their own communities.
Day 1: Advocacy and Community Engagement
- Know the Rules. Gain a clear understanding of what hotel occupancy tax (HOT) revenue can and cannot fund under state law. This session will cover eligible uses, reporting requirements, governance, local budget processes, and the legal boundaries of advocacy and lobbying.
- Why DMOs Are Targets. The more your destination brings in, the more requests you’ll field. Find out where the pressure comes from and how to earn your seat at the table.
- Your Stakeholder Map. Figure out who you need to talk to, how often, and how. You’ll leave this working session with a draft engagement calendar.
- Being Intentional with Your Metrics. Economic impact, jobs, visitor profiles, and your competitive set all tell a story. Learn which numbers matter to which audience.
- Advocacy Communications. Turn your data into a message that ties tourism to jobs and quality of life. This includes leveraging stakeholders, allies, and community leaders.
- Advocating for Local DMO Value and Building Advocacy Partnerships. THLA leaders and experienced Texas DMO executives share what they've learned defending DMO funding across Texas.
- A Look Ahead to the 2027 Session. THLA leadership closes the day with an inside look at what’s coming in Austin, and when and how DMOs should engage with legislators.
Day 2: Putting Event Trust Fund Dollars to Work
On day two, we'll turn our attention to one of the most valuable tools available to Texas destinations: Event Trust Fund programs. These programs can help your destination attract and secure events that might otherwise go elsewhere. Learn how the programs work, which events qualify, and how to prepare a successful application.
We’re excited to launch DMO 101 at this year’s conference!
New Course: DMO 101
Whether you’re new to the destination industry or want to strengthen your understanding of how a destination organization operates, DMO 101 will help you build a strong foundation. A comprehensive, FULL-DAY program, designed to provide practical knowledge and a better understanding of how destination organizations operate.
Led by industry thought leaders from across Texas, DMO 101 will cover six key areas:
-
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Finance: Funding sources, including Hotel Occupancy Tax (HOT) and Tourism Public Improvement Districts (TPIDs).
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Marketing / PR / Research: Tools, strategies and agency management.
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Sales & Sports: CRM options, trade shows and industry organizations.
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Operations: Services, Visitor Centers, Travel Trade and Leisure Sales, including international.
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External Affairs: City and community engagement, advocacy and event support.
-
Governance & Administration: Leadership, HR, real-world ethics, Public Information Act (PIA) requests and Open Meetings Act compliance.
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This pre-conference session will take place on Tuesday, February 2, from 8:00 a.m. to 5:00 p.m., with lunch included.
Attendees who add this session to their Winter Conference registration will enjoy a discounted rate of $150. For those who wish to attend this session only, without registering for the Winter Conference, the registration fee is $300.
DMS candidates: Beginning in February 2027, our new DMO 101 program will replace Destination Marketing Principles (DMP) as one of the requirements for earning your DMS certification.
Earn Credits Toward Your DMS Certification at the 2027 Winter Conference!
Attending our Winter Conference in Houston? There are several opportunities to earn credits toward your Destination Management Specialist (DMS) Certification!
Explore the different ways you can fulfill your DMS requirements during the conference.
1. Master Class / Core Tracks
Attendees can earn credit toward their DMS certification by participating in one of the following three tracks:
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Sales Track
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Advocacy Track
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Communications Track
Please note: Attendees must remain in the same track throughout the conference to receive credit. Sessions within each track are designed to build upon one another, providing a more comprehensive learning experience.
2. Destination Experience Tour
Earn credit toward your Destination Experience Tour requirement by participating in:
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Discover Houston: A Cultural & Destination Experience
3. DMO 101 – Replacing the DMP Requirement
Beginning in February 2027, our new DMO 101 program will replace Destination Marketing Principles (DMP) as a requirement for earning your DMS certification.
What does this mean for your DMS certification?
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If you have NOT completed DMP: You will need to complete DMO 101 to fulfill this requirement moving forward.
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If you have ALREADY completed DMP: Your previously earned DMP credit will still count! You do not need to complete DMO 101 to satisfy this requirement.
Please note: If you have already completed DMP, you are still welcome to attend DMO 101 for additional professional development. However, participation will not count toward any additional DMS requirements, including core tracks or electives.
Not Sure Which DMS Credits You Still Need?
You can easily review your completed credits and remaining requirements by visiting the Continuing Education tab in your Member Compass.
For more information about the DMS certification program and its requirements, click here.
Discover Houston: A Cultural & Destination Experience Explore Houston through a guided three-hour experience highlighting the city's rich history, diverse culture, unique attractions, and evolving neighborhoods. Participants will discover some of the people, places, and experiences that make Houston a vibrant destination to explore.
Date: Thursday, February 4, 2027
Time: 1:00-4:00 PM
DMS Candidates: This counts as a credit for your Destination Experience Tour
6:00 p.m. – 8:00 p.m. | Opening Reception
Sponsored by Visit Houston
Houston, we're ready for you! Kick off the Winter Conference with an evening of fun, networking, and unforgettable connections. Visit Houston has a special evening in store, and we can't wait to share more details. Stay tuned for the location announcement!
Interested in becoming a sponsor for this event? Click here for more information.
Thank you to our host destination!
Interested in becoming a sponsor for this event? Click here for more information