Women In Business - Designing Unforgettable Moments in Business & Beyond

The Visitor Experience Advantage: Designing Unforgettable Moments in Business & Beyond
Often times in business your greatest competitive advantage isn’t your product, your pricing, or even your strategy but the experiences you create.

In this inspiring keynote based on Kaitlin Eskelson’s new book, The Visitor Experience Society: The Art & Alchemy of Unforgettable Experiences, attendees will discover why experience design is not a soft skill it’s a strategic power move.

Through real-world stories, surprising insights, and practical tools, this session reframes how leaders think about loyalty, growth, and long-term impact. You’ll learn how intentional design, empathy, and small human-centered decisions drive revenue, reputation, and resilience.

And as we look ahead to the 2034 Olympic Winter Games, the question becomes: Are we preparing our businesses and our communities to create world-class moments that leave a legacy?

You’ll leave with:

• A new lens on your business and leadership
• Practical actions you can implement immediately
• A renewed belief that moments, not metrics alone, truly move people

This is more than a keynote. It’s a call to lead differently.

Kaitlin Eskelson
President & CEO
Visit Salt Lake

Kaitlin Eskelson is a nationally recognized leader in destination development, visitor experience design, and economic impact
strategy. As President & CEO of Visit Salt Lake, she has redefined what it means to lead a modern destination- one rooted not
just in place, but in purpose.
 
Two decades deep in the visitor economy, Kaitlin has shaped policy, launched transformative partnerships, and guided destinations and businesses toward more intentional and immersive guest experiences. She is the creator of the VX Design framework and founder
of The VX Society, a movement helping teams turn everyday moments into emotional landmarks. Her work continues to push the boundaries of how communities design with purpose and create lasting impact. 
 
Kaitlin takes travel seriously on a personal level. With a goal of visiting 50 countries with her three children before they graduate high school, she believes that exploration- whether across the world or close to home- is the ultimate classroom for connection, creativity, and resilience.
 
Kaitlin lives in Utah with her husband, three children & fur babies.