The world’s biggest travel creator conference is in Richmond this week

Richmond is getting its close-up. From June 23 through 26, hundreds of travel content creators and tourism professionals from around the world are gathering at the Greater Richmond Convention Center for TBEX North America 2026, the largest conference and networking event for travel content creators anywhere.

The pitch is simple. Get a few hundred influential storytellers into a region, show them the food, the history, the neighborhoods, and the people, and let them do what they do best. The conference is expected to generate thousands of social media posts, videos, photographs, and articles, all aimed at audiences who may never have given Richmond a second thought.

Why creators matter more than ever

Tourism marketing has shifted, and TBEX is a clear sign of where it’s headed. According to Hotel Agio, 83% of travelers used social media for trip inspiration in 2025, and the global travel content creation market hit $10.4 billion in 2024. That’s a lot of money riding on people who post about where they go.

The attendees themselves are a serious bunch. Event data shows 97% maintain active blogs and publish at least twice a week, 91% use Facebook and Instagram, and 52% are active on TikTok. Nearly three-quarters call themselves intermediate or expert creators, and 71% have more than three years producing travel content. They cover everything from arts and culture and culinary tourism to luxury travel, outdoor recreation, and family trips, which lines up neatly with what the Richmond Region already offers visitors.

“Hosting TBEX gives us an opportunity to put the Richmond Region in front of some of the most influential voices in travel,” said Katherine O’Donnell, President and CEO of Richmond Region Tourism. “The stories, images and videos created here will help inspire future visitors and elevate awareness of the destination well beyond the conference itself.”

Years in the making

This didn’t come together overnight. Richmond Region Tourism spent several years building the relationship that brought TBEX to town. The organization first connected with conference leadership at Connect Marketplace in 2022, then kept the conversation going through the Virginia Tourism Corporation in 2023 after receiving a formal request for proposal.

Organizers were looking for a destination with a compelling story, and Richmond had one. The region’s role in the nation’s America 250 commemoration helped set it apart, and both sides eventually agreed that 2026 was the year to make it happen.

Money matters too. Events like this are funded in part through the Richmond Region Tourism Improvement District, a partnership among participating lodging properties that pays for the sales and marketing work needed to compete for conventions, sporting events, and other visitor draws. Without that kind of investment, high-profile bids tend to go elsewhere.

A familiar face in the lobby

One moment from the selection process stands out. During a site visit with TBEX organizers at the Quirk Richmond hotel, Bill Martin, the longtime Executive Director of The Valentine, happened to walk into the lobby. He passed away in December 2025, but on that day he simply joined the conversation and started making the case for why Richmond should host, in the warm, direct way he was known for.

“Bill was one of Richmond’s greatest ambassadors, and we’re honored that his passion for this region helped play a role in bringing TBEX here,” said Matt Robinette, Vice President of Visitor Experience at Richmond Region Tourism. “His authenticity, warmth and deep belief in this community reflected exactly the kind of welcome we want TBEX attendees to experience.”

What the week looks like

Attendees aren’t spending four days in a windowless ballroom. The week runs through several of the region’s signature venues, with a VIP Reception at The Jefferson Hotel, an Opening Reception at Richmond Raceway, and a Closing Reception at The Hippodrome Theater in historic Jackson Ward.

In between, the schedule covers keynote presentations from voices in travel, media, and digital storytelling, plus breakout sessions on content creation, content marketing, influencer marketing, social media, and search engine optimization. Networking mixers and meetups fill the evenings, and local experiences send creators out into the region’s attractions, neighborhoods, restaurants, and cultural sites across all seven localities: the City of Richmond, Chesterfield County, Hanover County, Henrico County, New Kent County, the City of Colonial Heights, and the Town of Ashland.

TBEX has set up in places like Quebec City, San Juan, and Eau Claire in past years. This time it’s Richmond’s turn, and the real return on the event won’t show up in convention center foot traffic. It’ll show up later, in the posts and videos and stories that send a new wave of travelers looking up flights to Virginia. Registration details are at www.tbexcon.com.