Travel & Adventure Show 2026
Travel & Adventure Show
Stepping into the bustling halls of the Travel & Adventure Show in Phoenix, Arizona, students from the BYU–Hawaii Hospitality and Tourism Management program found themselves surrounded by a living classroom of cultures, creativity, and connection. The event, one of the largest travel expos in the country, brought together tourism boards, travel brands, and professionals from around the world, offering students a firsthand glimpse into what drives the global travel industry.
“The energy in the room was vibrant and dynamic,” recalled Sebastian Delemose. “Each booth displayed unique cultural elements, creative designs, and engaging presentations that made the entire experience both exciting and educational.” For him, the most striking insight was how destinations use these events not just to sell trips but to build relationships and create emotional connections. “Face-to-face interaction remains irreplaceable,” Sebastian explained. “AI can provide information and itineraries, but it cannot replicate passion, cultural pride, and real human storytelling.”
For Jadd Pacia, the show turned into a rare opportunity to experience the industry through the eyes of a traveler. “Attending the Arizona Travel & Adventure Show was a unique opportunity to step out of the classroom and be in a ‘living classroom,’” he said. “It was fascinating to see which marketing strategies actually drew people in and how destinations and brands build trust with their audience.” What stood out most to him was the power of authentic storytelling: “Our industry thrives on personal touch and the ability to inspire others, something technology can support but never truly replace.”
Mia Ebert described the trip as “incredible from the moment we left BYUH.” For her, every step, from airports to exhibitions, felt like an exercise in observation and discovery. “We evaluated marketing strategies, identified destinations’ value wedges, and considered tourism from the consumer’s perspective,” she explained. “The most impactful tourism marketing is emotional and cultural. People are not simply buying trips; they’re seeking memorable experiences.” Mia also reflected on the deeper meaning of tourism’s human side: “Each day I understood this trip was not just to shape my future, but has the potential to benefit and influence entire island nations.”
As the students explored the show floor, stopping to talk with representatives from destinations like Taiwan, the Cook Islands, and Papua New Guinea, they began to see what truly fuels successful tourism: human connection, shared stories, and the desire to explore.
More than a professional trip, the experience reminded the group why they chose to study hospitality in the first place. Beyond digital tools and modern marketing tactics, tourism remains, at its core, about people: the stories they tell, the emotions they share, and the connections they create across borders.