2026 Winter Conference
SEE YOU AT THE
Winter Conference in Boerne!
VIEW THE KNOW BEFORE YOU GO
The Bevy Hotel - January 28 - 30, 2026
Please note: To receive the DISCOUNTED member rate for Winter Conference, make sure your dues RENEWAL IS paid FOR THE 2025-26 MEMBERSHIP YEAR!
Masterclass tracks in Sales, Marketing, and Leadership will be led by industry experts who are shaping the future of destination development in Texas and beyond. Along with engaging sessions and hands-on learning, you’ll have plenty of opportunities to connect with peers, share ideas, and strengthen the relationships that make our tourism community so remarkable.
CONFERENCE SCHEDULE
Wednesday, January 28 (optional Pre-Conference sessions)
8 a.m. – 5 p.m. Emerging Leaders Workshop (DMS elective)
12:30 p.m. – 4 p.m. Destination Tour (DMS requirement)
1 p.m. – 4 p.m. Destination Marketing Principles (DMS requirement)
6 p.m. - 8 p.m. Opening Reception at Tusculum Brewing Co.
Thursday, January 29
8 a.m. – 5 p.m. Leadership Master Class
8 a.m. – 5 p.m. Marketing Master Class
8 a.m. – 5 p.m. Sales Master Class
Friday, January 30
8 a.m. – NOON Leadership Master Class
8 a.m. – NOON Marketing Master Class
8 a.m. – NOON Sales Master Class
CONFERENCE CANCELLATION DATE: DECEMBER 31, 2025
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.
REGISTER HERE
| Credits | Price | |
|---|---|---|
|
Member Registration
Registration Ends 1/29/26 at 11:59 PM CST
|
1.00 (DMS Core Track) | $650.00 |
| Credits | Price | |
|---|---|---|
|
Emerging Leaders Workshop - ADD ON
|
1.00 (DMS Elective) | $150.00 |
|
Emerging Leaders Workshop ONLY
Please only purchase this ticket if you ARE NOT ATTENDING the Winter Conference. |
1.00 (DMS Elective) | $300.00 |
|
Destination Marketing Principles
|
1.00 (DMP Destination Marketing Principles Class) | $60.00 |
|
Boerne Destination Tour
|
1.00 (DMS Destination Tour) | $60.00 |
| Credits | Price | |
|---|---|---|
|
Non Member Registration
Registration Ends 1/29/26 at 11:59 PM CST
|
$850.00 |
The Bevy Hotel
101 Herff Road
Boerne, TX 78006
(830) 816-5606
PLEASE NOTE: OUR HOTEL ROOM BLOCK IS NOW SOLD OUT.
Leadership Track: Lead with Clarity, Culture, and Confidence
This year’s Leadership Track is built around today’s most pressing leadership needs - culture, communication, and planning. Facilitated by Larry Woods (Visit Boerne) and Craig Davis (Visit Dallas) the track will feature three strong content blocks designed to be practical, timely, and immediately useful.
Whether you’re a seasoned CEO, an emerging leader, or somewhere in between, the Leadership Track is designed to provide practical tools, peer learning, and ideas you can take home and use right away.
DOWNLOAD THE AGENDA NOW!
A Marketing Track Built for What DMOs Face Now
Guided by two of the strongest strategic marketing minds in our industry, Jennifer Walker (CMO, Visit Dallas) and Mitch Whitten (COO, Visit Fort Worth), this track is structured as a true working session: focused, relevant, and immediately usable for destinations of every size.
You’ll start by sharing your priorities and opportunities, then move through four sessions that build on each other:
- Foundations & Frameworks: understand your destination product, perceptions, setting SMART goals, and defining KPIs that matter.
- Channels & Communication: strengthen your communications approach, elevate social media strategy, integrate paid/earned/owned efforts, and improve stakeholder and resident engagement.
- Crisis, Disruption & Real-World Learning: prepare for risk management, media response, adapting to rapid evolving challenges and crisis communications—while demonstrating value and protecting funding.
- Dare to Lead: develop leadership skills, improve cross-department teamwork, market your wins, and sharpen productivity with deep-work habits.
If you want a marketing track that is Strategic (not scattered), Practical (not theoretical), relevant to Texas destinations (not generic), and led by experienced practitioners who understand the pressures of the work, then you’ll get real value from this experience.
Come for the learning. Leave with clarity, confidence, and a stronger plan—plus connections with peers who are navigating the same challenges across the state.
EMERGING LEADERS WORKSHOP: A new opportunity for rising professionals
Optional Pre-Conference Class
Wednesday, January 28th
8:00am - 5:00pm
The Bevy Hotel
DMS Candidates: This course counts as an elective towards your DMS certification!
Destinations Texas is excited to launch the first-ever Emerging Leaders Workshop on January 28, a full-day program designed for young professionals looking to strengthen their leadership skills before the Winter Conference begins.
The Workshop opens with guided table discussions to help participants connect, followed by a series of focused sessions on Emotional Intelligence, Going from Colleague to Supervisor, Acting Decisively, Understanding the Numbers, and a Candid CEO Panel offering real-world insight into leadership.
The Emerging Leaders Workshop is just $150 when added to your Winter Conference registration, or $300 as a standalone program. Sign up today to secure your spot!
2026 Winter Conference Opening Reception presented by Visit Boerne and AJR Media
Wednesday, January 28th
6:00pm - 8:00pm
Tusculum Brewing Company
236 S. Main Street
Boerne, TX 78006
Set in the beautifully restored historic H.O. Adler Building, Tusculum Brewing Company offers the perfect blend of Texas charm, craft brews, and community spirit — the ideal place to connect with colleagues and make new friends.
Adding to the magic of the evening is live music by Texas country favorite Thomas Michael Riley, whose authentic sound and storytelling capture the heart of the Lone Star State.
Join us for great music, local flavor, and a warm Hill Country welcome as we kick off another unforgettable Destinations Texas Winter Conference!
DESTINATION MARKETING PRINCIPLES (DMP)
Wednesday, January 28th
1:00pm - 4:00pm
The DMO 101 Course for our industry that provides the best overview of the Destination Organization space in one class. This interactive session covers:
- Destination Organization structures
- Occupancy tax uses and guidelines
- Strategic planning
- Stakeholder engagement
- Budgeting,
- Measuring success
...and more!
This year we’re exploring Boerne, Texas. We’ll set out to discover Boerne’s rich history and unique attractions. Highlights include guided tours of the Historic Kendall County Courthouse, the Old Jail Museum, and the breathtaking Cave Without a Name. Register for the Winter Conference today and claim your spot!
Wednesday, January 28, 2026
12:30pm **New Time** Meet in Lobby at the Bevy Hotel for Transportation
1:00pm Historic Kendall County Courthouse Tour
1:35pm Walk next door to the Old Jail Museum
1:40pm The Old Jail Museum Tour
2:20pm Travel to Cave Without a Name
3:00pm Cave Without a Name Tour
4:00pm Return to town/The Bevy (Hotel arrival by 4:30pm)
Opening Reception to follow:
5:30 – 5:50pm Buses available for transport from The Bevy to Tusculum Brewing Co.
6:00-8:00pm The reception will be held at Tusculum Brewing Company located in the historic H.O. Adler building (236 South Main Street)
8:00-8:20pm Buses available for the return trip to The Bevy Hotel
