Packaging is the hottest trend in the tourism industry today. And shopping is the number one tourism activity in America. Savvy shopping centers and retailers have embraced the packaging boom with new ways to attract high spending tourists seeking unique shopping experiences. "Packaging For Profit" is the theme of the 7th annual Shop America Tourism Conference to be held January 14-16, 2004 at the San Diego Marriott. The program features forty-four executive level tourism and retail presenters. Caroline Beteta, Executive Director of California Travel & Tourism Commission, will provide the welcome keynote address with an overview of the golden state's marketing program. Keri Kapich, VP with San Diego CVB will share San Diego's WOW tourism branding campaign. A case study on the successful Renaissance of downtown San Diego's GasLamp quarter, packaging retail, dining, residential and entertainment will be presented by local business owners. Highlights include a keynote address on the US Tourism Marketing $50 million campaign from Linda M. Conlin, Assistant Secretary International Trade with the US Department of Commerce and Manuel Cortez, CEO of Las Vegas Convention & Visitors Authority. Helen Marano, Director of the US Department of Commerce/Tourism Industries will present the shopping tourism international outlook. Packaging gurus including Brad Weber, CEO of Gray Line Worldwide, Melissa Maher with Expedia.com, Mike Daly with Collette Vacations, Jennifer Barbee with usdm.net/greatpackages.com, Kasie Bomer with Packaged Travel Insider, Art Jimenez with Las Vegas CVA and Chris Szalay with Las Vegas Fashion Outlets will share their packaging trends and successful case studies.

Retail industry marketing leaders including Todd Putnam, Sr. VP Westfield, Susan Valentine, Sr. VP MaceRich and Chip Harding, VP Development Simon Brand Ventures will share views on the future of the shopping industry. Westfield WOW, branding for service, will showcase how exceptional service makes all the difference at leading attractions including Westfield Shoppingtown Horton Plaza in San Diego.

Strategies on developing win/win shopping partnerships will be presented by Partnership Marketing, Very Special Events and Westcor. United Airlines presents new partnership opportunities for shopping tourism. Workshops on how to negotiate, how to develop and market tourism packages and how to maximize tourism media with Sandy Dhuyvetter, Executive Producer, Travel Talk Radio provide in-depth training opportunities.

The SASI Awards luncheon (Shop America Salutes Innovation) and annual Shopping Tourism Person of the Year announcement showcase excellence in shopping and tourism and kick off the first annual Shop America Silent Auction to benefit the Shop America TIA Scholarship fund.

Special events include a Luau Reception presented by the Hawaii VCB and preview of the 2005 Shop America Tourism Conference in Honolulu as well as an optional Shop San Diego Tour of the leading shopping centers and outlets. The popular Tourism Boot Camp pre-conference program has been expanded to offer "intense" tourism training for all delegates.

Sponsors of the 2004 Shop America Tourism Conference include: San Diego CVB, Shop San Diego, Hawaii VCB, United Airlines, Packaged Travel Insider, Mall Marketing Media, Center Oak Properties, Shopping Center Business, B&H Photo Video, Macy's, Meredith Travel Media, USDM.net and Westfield Shoppingtowns