USA Industry Leaders 2023

USA Industry Leaders

USA TRAVEL SHOW March 23-24, 2023

Insights from USA Industry leaders

Hear from USA industry leaders about travel trends, how to work with the destinations, and assess the critical travel supply chains. Real-time relevant insights to developing travel products for 2023/2024 within DMO structures and frameworks. Planning for Co-Ops and their required budgets/spending commitments. Moderated by: Richard W. Peterson, President & CEO. U.S Cultural & Heritage Marketing Council.


Richard Peterson

President & CEO, U.S. Cultural & Heritage Marketing Council

Twenty-five-year industry veteran, providing the unique perspectives connecting the critical global tourism intersections of culture, commerce, and communities. Career achievements include leadership roles with the Los Angeles Tourism Board, Hilton Hotels, Santa Monica Travel & Tourism, and the California Academy of Sciences.

The Panel

Jonathan Farrington

CEO/Executive Director, Yosemite Mariposa County Tourism Bureau

Holds a 35-year career in hospitality, primarily in positions as General Manager in renowned luxury hotels and in various corporate leadership roles. Serves on many boards, including YARTS AAC, Visit California’s Rural Tourism Committee and is currently the president of Yosemite Gateway Partners.

Thu Tran

Senior Account Executive, New Orleans & Company

Thu Tran has over 20 years of experience in the tourism industry, prior to joining New Orleans & Company, Thu held sales management positions for InterContinental Hotels Group and Wyndham Hotels Group.

Tracy Vaughan

Senior Vice President, Greater Fort Lauderdale Convention and Visitors Bureau

Tracy Vaughan brings more than 30 years tourism-related experience including destination marketing and tour operator experience. Responsible for the strategic leadership of the bureau’s global transient sales initiatives.

Lisa Catron

Global Travel Trade Director, Memphis Tourism

37 years of experience in the hospitality industry business. Oversee all incoming travel globally for groups tours, student groups, foreign independent travelers (FITs), receptive operators and has knowledge of conventions sales, revenue management and overseeing operations.

Shelby Sim

President & CEO, Visit the Santa Ynez Valley

Has a background in sales and project management across much of the country. Accepted the position of executive director for Visit the Santa Ynez Valley, the destination marketing organization (DMO) for the region in August of 2014. He was promoted to President/CEO in January of 2018.