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2026 Oklahoma Conference on Tourism Sessions & Speakers
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Oklahoma Tourism and Recreation Department Presentation on Dean Runyan Preliminary DataAmy Blackburn, Executive Director, Oklahoma Tourism and Recreation Department
10:30 am - 11: 00 AM |
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Small Town Marketing That Works: Turning Local Assets into Tourism GrowthAlison Abbott, Chief Operating Officer, Freestyle
Lauren Szmutko, Director of Marketing Strategy, Freestyle 11:00 AM - 12:00 PM |
Rural communities don’t need multi-million dollar advertising budgets or a constant stream of new attractions to draw visitors. This marketing-focused keynote shows how small towns can unlock hidden tourism potential and turn local assets into compelling visitor experiences that drive sustainable economic growth. With an emphasis on branding, advertising, and strategic promotion, attendees will gain practical, real-world tactics to define their story, reach the right audiences, and build lasting momentum—regardless of size or budget.
Key Takeaways (A Simple Tourism Marketing & Advertising Framework):
Key Takeaways (A Simple Tourism Marketing & Advertising Framework):
- Identify Your Assets – Pinpoint what makes your community unique and marketable
- Define Your Audience – Focus your messaging on the right visitors
- Tell Your Story – Craft a clear, compelling brand narrative
- Package Experiences – Turn assets into visitor-ready offerings
- Promote Strategically – Use cost-effective marketing and advertising channels
- Drive Visitation – Convert awareness into actual trips
- Sustain Growth – Build long-term impact through consistent promotion and community support
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Breakout #1 – "Who’s Coming to Oklahoma? Decoding 2025 Trends for a Record-Breaking 2026"
Erin Stiehler, Senior Client Experience Director- Datafy
Erin Acuff, Executive Vice President- ICG-ADV 1:00 PM - 1:45 PM |
Erin Stiehler is a native Nevadan with over nine years of experience in the travel and tourism industry, working across digital marketing and advertising agencies. Prior to joining Datafy, Erin led digital marketing and advertising strategies for some of the West Coast’s most iconic destinations, including Yosemite National Park, Lake Tahoe, and Travel Nevada.
At Datafy, Erin helps clients uncover and understand visitation insights to inform marketing strategy and drive actionable, data-driven decisions. She is passionate about supporting destination organizations as they grow, refine their marketing approach, and pursue measurable results.
When she’s not spending time virtually with the incredible Datafy team and her clients, you can find Erin adventuring with her family, gardening, camping, or enjoying a great cocktail.
Erin Acuff brings the best of big-city experience and Oklahoma roots to her role as Executive Vice President at ICG-ADV. She launched her career in Chicago, spending ten years honing her skills in media buying and strategy for national brand names like MillerCoors and BMO Bank. When she returned home to Oklahoma, she joined ICG and rose through the ranks, leading media before stepping into a broader strategic role. These days, Erin's hands are in just about everything: audience development, market research, creative and media strategy, and helping run the business itself. One of her most rewarding long-term partnerships has been with Beavers Bend Cabin Country: a client ICG has proudly worked with - and helped grow - for the past seven years.
At Datafy, Erin helps clients uncover and understand visitation insights to inform marketing strategy and drive actionable, data-driven decisions. She is passionate about supporting destination organizations as they grow, refine their marketing approach, and pursue measurable results.
When she’s not spending time virtually with the incredible Datafy team and her clients, you can find Erin adventuring with her family, gardening, camping, or enjoying a great cocktail.
Erin Acuff brings the best of big-city experience and Oklahoma roots to her role as Executive Vice President at ICG-ADV. She launched her career in Chicago, spending ten years honing her skills in media buying and strategy for national brand names like MillerCoors and BMO Bank. When she returned home to Oklahoma, she joined ICG and rose through the ranks, leading media before stepping into a broader strategic role. These days, Erin's hands are in just about everything: audience development, market research, creative and media strategy, and helping run the business itself. One of her most rewarding long-term partnerships has been with Beavers Bend Cabin Country: a client ICG has proudly worked with - and helped grow - for the past seven years.
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Breakout #2 – The Oklahoma Advantage: Data That Defines Your Competitive Edge
Katie Cook, Vice President of Client Success- Zartico
Kelly Fitzpatrick, Client Success Manager- Zartico 2:00 PM - 2:45 PM |
This session reveals Oklahoma’s tourism performance through a comprehensive national dataset of geolocation and spend data. We'll equip you with actionable intelligence that is used by destinations to assist strategic planning, optimize marketing decisions, and strengthen advocacy efforts.
What you will discover:
- How Oklahoma performs against national and regional benchmarks
- Oklahoma’s unique differentiators - uncovering unique market positions and key audiences that drive tourism growth
- Seasonal patterns that influence audiences, visitation, and spend behaviors
- International visitor impact - understanding the trends, visitation drivers, and differences between international and domestic visitors
- Regional breakdowns revealing localized opportunities for DMOs and tourism professionals across Oklahoma’s diverse regions
Key Takeaways:
- Competitive Context - Understand Oklahoma's strengths, opportunities, and differentiators compared to national and competitive destinations
- Actionable Marketing Intelligence - Identify audiences, visitation drivers, and opportunities at state and regional levels to enhance marketing strategies
With 25 years in the tourism industry, Katie has extensive experience in destination marketing, especially in the areas of strategy, integrated campaigns, social media, digital marketing, attribution, and analytics.
Prior to joining Zartico, Katie was a Digital Strategist at Simpleview where she advised destination marketing organizations clients of all sizes on their digital marketing as well as built and managed integrated campaigns. Prior to Simpleview, Katie Cook was on the marketing team at Visit Austin for more than 18 years.
Katie holds a BA in Mass Communications - Public Relations from Texas State University and is currently pursuing her MBA from Texas State University. She serves on the Board of Directors of the Texas Travel Alliance, Destinations International Professional Development Committee and the planning committee for TTRA’s Marketing Outlook Forum.
Kelly is a Client Success Manager at Zartico. Prior to joining Zartico, Kelly built her tourism industry foundation at Visit Syracuse and Simpleview, where she developed a deep understanding of destination marketing and the needs of DMO clients. At Zartico, she focuses on creating a positive client experience and helping clients achieve their goals and make informed decisions using Zartico's product and insights. When she's not cheering on the Buffalo Bills, you might find her practicing the bagpipes.
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Breakout #3 - Tap the World: Practical Tactics for International Market GrowthMaya Hua, Senior Manager, Partner Engagement- Brand USA
3:00 PM - 3:45 PM |
Join us for a comprehensive global market update, offering valuable insights into current trends, challenges, and opportunities shaping the travel industry. Stay to learn about actionable strategies to effectively enter the international marketplace. Attendees will leave equipped with a fresh perspective on navigating the evolving global travel ecosystem.
Maya Hua works as a senior manager, partner engagement for Brand USA and serves as a main point of contact for Brand USA’s partners. She strives to cultivate and foster relationships between the organization and its affiliates. Maya’s previous experiences and involvements have well prepared her to work in partner engagement in the tourism industry for Brand USA. She attended the University of Illinois Champagne Urbana, concentrating in Hospitality Management. Maya has worked for Discover Los Angeles in International Tourism and at the famous Mall of America in Minnesota.
Maya Hua works as a senior manager, partner engagement for Brand USA and serves as a main point of contact for Brand USA’s partners. She strives to cultivate and foster relationships between the organization and its affiliates. Maya’s previous experiences and involvements have well prepared her to work in partner engagement in the tourism industry for Brand USA. She attended the University of Illinois Champagne Urbana, concentrating in Hospitality Management. Maya has worked for Discover Los Angeles in International Tourism and at the famous Mall of America in Minnesota.
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Legislative Panel: Policy Shaping Oklahoma TourismModerated by James Leewright
4:00 PM - 5 PM |
Join key policymakers and industry advocates for a timely discussion on the legislative issues impacting Oklahoma’s tourism industry. This panel will provide updates on current priorities at the Capitol, insights into how policy decisions affect tourism at the state and local level, and practical ways industry professionals can stay engaged and advocate effectively. Attendees will leave with a clearer understanding of the policy landscape and how it connects to their work and communities.
Representative Jim Grego
District 17 |
Representative Mark Lawson
District 30 |
Representative Tammy Townley
District 48 |
Sports Tourism PanelWednesday, May 6, 2026 10:00 AM - 11:00 AM
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The Sports Tourism Panel at the Oklahoma Conference on Tourism will explore the growing impact of sports travel on communities of all sizes. From local tournaments and youth competitions to global events like the Olympics, sports continue to drive visitation, economic development, and community visibility. Panelists will share insights on how destinations can capitalize on these opportunities, highlighting the mutually beneficial relationship between sports and tourism and offering practical takeaways for communities looking to grow through this dynamic sector.
Rob Houston, TMP
Director Visit Enid |
Cristy Morrison, CDME
President & CEO Visit Stillwater |
Trent Brown
Sports Commissioner Norman Sports |
Jason Suitt
Director of Sports Sales Tulsa Sports Commission |
Blake Ruggs
Sports Sales Manager Visit OKC |
