Tourism researchers, destination leaders, policymakers, and industry practitioners from around the world will convene in Greenville, South Carolina, from June 24–26, 2026, for the 56th Annual International Conference of the Travel and Tourism Research Association (TTRA), one of the most respected research-focused events in the global tourism industry.

Held under the theme “Shaping the Future of Tourism: Collaborative Horizons in Research, Education, and Practice,” the conference aims to strengthen collaboration between academia and industry while addressing the rapidly changing dynamics of the tourism sector. Organizers describe the event as a platform where research-driven insights are translated into practical strategies that can help destinations and tourism businesses navigate future challenges.

The conference program will focus on three major pillars: Data & Technology, Workforce & Talent, and Brand & Strategy. Sessions will explore topics such as artificial intelligence, big data analytics, tourism forecasting, destination marketing effectiveness, workforce development, career pathways, sustainability, and evidence-based tourism planning. Experts will also discuss how destinations can respond to shifting traveler expectations and increasing global competition.

A distinctive feature of the TTRA conference is its emphasis on bridging the gap between academic research and industry practice. Through presentations, panel discussions, workshops, and interactive sessions, participants will exchange ideas on how tourism research can contribute to stronger communities, more resilient destinations, and improved decision-making.

The event will also include the popular Ideas Fair, where researchers showcase innovative projects through interactive visual presentations, encouraging direct engagement and collaboration among participants.

As tourism continues to evolve in response to technological innovation, workforce transformation, and changing consumer behavior, TTRA 2026 is expected to provide valuable insights into the future direction of the industry. Organizers anticipate that the conference will foster new partnerships and generate research-based solutions that support sustainable tourism development worldwide.