Led By Jillian Dickens

Destination marketing organizations must evolve from promoting visitor volume to stewarding places—aligning their influence, relationships, and strategy to support communities, protect ecosystems, and attract travelers who contribute meaningfully.

What does it actually cost to design for transformation versus experience? What does it return? Bring your numbers, your assumptions, and your honest questions about pricing, margin, and value.

The starting point for anyone wanting to understand the Transformational Travel Council.

60 minutes of interactive introduction to our mission, methodology, and community.

Every experience changes the person who takes it and impacts the place where it happens. Most tourism designs for one and ignores the other. This session explores how transformative design and regenerative thinking work together to create value for both.

You cannot facilitate what you have not experienced. This session explores why internal culture is the prerequisite for everything we design for travelers, and what happens when organizations skip this step.

The competitive advantage of designing around the whole person and the whole place simultaneously. This session explores the Three Relationships through the lens of what makes transformative offerings genuinely different: not the amenities, not the location, but the depth of connection the experience creates.

In this session we will discuss how events are transformational experiences. We will look at the social power of events and their ability to connect, create a sense of community and generate a sense of pride.

A monthly gathering for honest conversation, collective sense-making, and peer learning. Each session opens with a short provocation on the month's theme, then moves into facilitated dialogue where practitioners from across sectors think through the topic together. This is not a lecture. It is a room where destination leaders, hospitality operators, guides, experience designers, and wellness providers bring their real questions and leave with perspectives they would not have found on their own.

The starting point for anyone wanting to understand the Transformational Travel Council.

60 minutes of interactive introduction to our mission, methodology, and community.

The first stage of the PATH framework in depth. Prepare is where the journey truly begins: long before the traveler departs. This workshop teaches you to design the preparation phase: how to prime travelers for openness, set intentions without prescribing outcomes, and create the internal readiness that allows the experience to land. Most offerings begin with logistics. This workshop teaches you to begin with the person.

Properties applying transformative experience design see 20-40% ADR premiums and guest return rates of 30-60%. This 2-hour peer session explores biophilic design, regenerative culture-building, and the staff-first methodology. Bring a real challenge from your property and leave with peer-tested approaches.

Date: Thursday, July 23, 2026 | 8:00-10:00 AM PT

Investment: $100 | Free for Members (code ALLYMEMBERTTC)

A monthly gathering for honest conversation, collective sense-making, and peer learning. Each session opens with a short provocation on the month's theme, then moves into facilitated dialogue where practitioners from across sectors think through the topic together. This is not a lecture. It is a room where destination leaders, hospitality operators, guides, experience designers, and wellness providers bring their real questions and leave with perspectives they would not have found on their own.

Connection is the through-line of transformative work. This session explores the Three Relationships through the lens of what makes connection genuine rather than performed. When do travelers cross from being observers to being participants?

What does it mean to think regeneratively? This session explores the Three Relationships through the lens of regeneration: how Self & Spirit connects to shifting from extractive to generative thinking, how Others & Bridging shows up in reciprocal community relationships, and how Systems & Stewardship grounds the work in living systems.

A monthly gathering for honest conversation, collective sense-making, and peer learning. Each session opens with a short provocation on the month's theme, then moves into facilitated dialogue where practitioners from across sectors think through the topic together. This is not a lecture. It is a room where destination leaders, hospitality operators, guides, experience designers, and wellness providers bring their real questions and leave with perspectives they would not have found on their own.

The starting point for anyone wanting to understand the Transformational Travel Council.

60 minutes of interactive introduction to our mission, methodology, and community.

Humble, Engaged, Awake, Resilient, Thankful: the five capacities foundational to both the transformative traveler and the transformative practitioner. This workshop moves HEART from concept to embodied practice. Through guided exercises, reflective dialogue, and real-time coaching, you will develop the capacity to model these qualities rather than teach them. Timed before conference season so practitioners carry this practice directly into ATTA and Skift.

Led By Jillian Dickens

Destination marketing organizations must evolve from promoting visitor volume to stewarding places—aligning their influence, relationships, and strategy to support communities, protect ecosystems, and attract travelers who contribute meaningfully.

The starting point for anyone wanting to understand the Transformational Travel Council.

60 minutes of interactive introduction to our mission, methodology, and community.

What does it mean to think regeneratively? This session explores the Three Relationships through the lens of regeneration: how Self & Spirit connects to shifting from extractive to generative thinking, how Others & Bridging shows up in reciprocal community relationships, and how Systems & Stewardship grounds the work in living systems.

The second stage of the PATH framework in depth. Adventure is where the traveler crosses the threshold into the greater world: encountering unfamiliar landscapes, cultures, and ways of being. This workshop teaches you to design the conditions for genuine encounter, the moments where travelers move from observer to participant, from comfortable to stretched. You will learn to calibrate challenge, create safety within discomfort, and design threshold crossings that open people to what the experience has to teach them.