Ascend Conference 2025
Hey y’all!
Last week, I packed my laptop, my sunscreen, and a desire for knowledge to attend my first-ever ASCEND Conference in Cancún, Mexico. Although “conference in Mexico” may sound fabulous, this event was WAY more “work” than “play”. The 700+ agents in attendance were there to learn, connect with partners in the industry, and take away new information to better serve our clients.
The ASCEND conference took place from Wednesday October 15 through Friday October 17. Thursday and Friday were both jam-packed with workshops and sessions focused on all things travel, including AI, social media, building your business, and resort updates.
It was equal parts inspiring and informative — I came home with tons of new info, a few “aha” moments, and a list of resources that I can’t wait to share with my clients.
Seriously…these events aren’t just about poolside selfies and resort tours (though there was a little of that too).
Each day featured a massive trade show with over 250 suppliers — resorts, destination management companies, tourism boards, and travel partners from across the globe.
I was basically traveling the world in one room: one minute you’re talking to a rep from Jamaica, then you’re transported to St. Kitts, and from there you’re hearing about a brand-new luxury opening in Mexico. And I don’t know what it is about the travel industry, because every booth seemed to be giving away cocktails. They really think we like to drink. They may not be wrong.
As mentioned, there was a little bit of play sprinkled between all that work. Because what’s a travel industry event without a little celebration?
The Welcome Party was hosted at the not-yet-open Secrets Mirabel Cancun, and it was a vibe. The property was full of creative food stations (those barbacoa tacos! OMG), bartenders making custom cocktails, room tours, musical performances and fireworks lighting up the sky to close out the night.
Friday night was the Farewell Party at Hard Rock Hotel Cancun, which was a three part event – rooftop dinner party, a rock concert and the afterparty. AIC is always going to throw a good party.
Between the sessions, trade show, and evening events, what really stuck with me was the energy of the agents in attendance. It’s one thing to learn about new resorts and tools, but it’s another to be surrounded by people who genuinely get what you do — the long hours, the passion, and the joy of helping others see the world.
I left Cancun with my brain completely full and my love for travel further invigorated. I was also VERY much done “people-ing” for awhile.
If you’ve ever thought these conferences are all play and no work, you’d be incorrect! We actually work hard… we just happen to do it somewhere beautiful. 🌺 And it’s all to better serve you, our clients.
ASCEND 2025 was an awesome reminder of why after 13 years, I still do what I love.