Heritage Tourism Conversations
Explore the ideas, partnerships, and strategies shaping heritage tourism today.
A Free Four-Part Virtual Series
Visitors don't experience destinations one organization at a time. They follow stories, landscapes, trails, museums, downtowns, parks, and communities, often in the same trip.
Heritage Tourism Conversations brings together leading practitioners from tourism, heritage, recreation, and community development to explore how collaboration can create stronger visitor experiences and stronger communities.
Who Should Attend?
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Destination marketing organizations
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Museums and historic sites
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Heritage areas and scenic byways
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Main Street and downtown organizations
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Parks and recreation professionals
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Community and economic development leaders
Format
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Free virtual conversations
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30-minute discussion with the featured guest
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Live audience Q&A
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One hour maximum
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Recording provided to all registrants
Hosted by Heidi Schlag
Registration opens soon!
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Why Heritage Matters: The Foundation of Great Visitor Experiences
Monday, June 22, 2026, 1 p.m. ET, 10 a.m. PT
Featuring Jake Wynn, senior marketing manager at Visit Frederick, MD
and public historian at Wynning History
History, culture, and authentic local stories are among the most powerful assets a community possesses. They shape a sense of place, create memorable visitor experiences, and help destinations stand out in an increasingly competitive tourism landscape. Join us for a conversation with Jake Wynn, a destination marketing professional and lifelong history enthusiast who has worked on both sides of the tourism and museum worlds. Together, we'll explore why heritage matters, how it shapes visitor experiences, and why collaboration among museums, tourism organizations, and community partners is essential to telling stronger stories and building stronger destinations.
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The Visitor Doesn't See Boundaries: How Routes, Trails, Byways,
and Communities Create Connected Visitor Experiences
Thursday, July 16, 2026, 1 p.m. ET, 10 a.m. PT
Featuring Wanda Maloney, principal of Corridor Solutions
Visitors don't experience destinations according to organizational boundaries. They don't know where a scenic byway ends, a heritage area begins, or which attractions belong to which tourism office. Instead, they follow stories, routes, interests, and experiences. Drawing on nearly 30 years of work with scenic byways, communities, and tourism partners across the country, Wanda Maloney will share insights into how visitors move through destinations and what communities can do to create more seamless, connected experiences. We'll explore how scenic byways, trails, heritage areas, downtowns, attractions, and communities can work together to better serve visitors, strengthen tourism economies, and create journeys that travelers remember long after they return home.
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The Power of Place: Heritage Tourism in Small Communities
Wednesday, August 5, 2026, 1 p.m. ET, 10 a.m. PT
Featuring Heidi Kerr-Schlaefer, founder of HeidiTown Consulting
What makes one small town memorable while another is simply a place travelers pass through? More often than not, the answer lies in the stories, culture, history, and character that make a community unique. Through her work helping communities embrace and promote their identities, Heidi Kerr-Schlaefer encourages residents and leaders to recognize the value of the places they call home and the assets visitors find most compelling. We'll explore how heritage tourism can help small communities strengthen local pride, attract visitors, support local businesses, and create authentic experiences rooted in a true sense of place.
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Where Heritage Tourism and Outdoor Recreation Meet
Wednesday, September 2, 2026, 1 p.m. ET, 10 a.m. PT
Featuring Laura Scharle, owner and founder
Outdoor recreation and heritage tourism are often viewed as separate markets, but visitors frequently seek both. A paddling trail may tell the story of a region's maritime heritage, while a hiking trail may connect visitors to historic landscapes, communities, and cultural traditions. Drawing on experience in environmental education, historical interpretation, public land management, tourism promotion, and trail development, Laura Scharle helps communities connect people with places through planning, storytelling, and recreation. We'll explore how destinations can bridge the gap between heritage tourism and outdoor recreation, creating richer visitor experiences while supporting local economies, stewardship, and community identity.