Current Keynote:

The Art & Alchemy of Visitor Experience Design

Overview:
What makes a place unforgettable? It’s not just strategy. It’s not just service. It’s the art and alchemy of experience—the invisible thread that connects emotion, memory, and meaning.

In this dynamic and heartfelt keynote, Kaitlin Eskelson—President & CEO of Visit Salt Lake and author of The VX Society—introduces a bold new vision for destination leadership. With a blend of real-world stories, hands-on tools, and a healthy dose of humor, Kaitlin demonstrates how Visitor Experience Design (VX) can become your destination’s most powerful differentiator.

Rooted in the six pillars of VX, this keynote offers a practical and inspiring roadmap for turning everyday touchpoints into extraordinary moments of connection. Whether you’re a tourism leader, hospitality team, or community builder, this session will reframe how you think about the guest journey—and the legacy you leave behind.

Key Takeaways:

• A fresh lens for designing with emotion—not just for it

• Scalable ways to turn small gestures into lasting impact

• The VX Design framework and a toolkit of “VX Sparks” to activate immediately

• Renewed clarity on why this work matters—and what happens when we get it right

Because the best visitor experiences aren’t manufactured.

They’re felt. Forged. And fiercely remembered.