Southeast Tourism Society Unveils the "Shooting Stars Awards," Elevating its Premier Recognition Program
ARLINGTON, Va. — July 20, 2026 — The Southeast Tourism Society (STS) has officially rebranded its "40 for the Future" initiative as the “Shooting Stars Awards.” The new name anchors a broader brand refresh currently underway at STS, signaling a re-energized vision for the region's hospitality and travel sectors.
While the name is changing, the program's core mission remains the same. The selection process, standards, and purpose are entirely unchanged, focusing on honoring exceptional professionals whose leadership, dedication, and innovation leave a lasting footprint on the tourism industry. The new "Shooting Stars" moniker simply elevates the prestige of the accolade, matching the caliber of the individuals who receive it.
"This award honors the people who don’t just work in tourism, they elevate it," said Nan Marchand, President & CEO of Southeast Tourism Society. "Our 'Shooting Stars' represent the absolute best of our industry. Professionals who exude creativity, drive and leadership, who are actively shaping the future of travel in the Southeast. Updating the name reflects the impact and momentum they bring to our communities."
As STS continues to evolve, members can expect programs and initiatives that reflect a modern vision while staying rooted in the organization's longstanding mission of strengthening tourism throughout the Southeast.
The inaugural class of Shooting Stars will take center stage at the annual STS Connections conference in Richmond, Virginia, from September 9–11, 2026. These honorees will receive the distinguished recognition originally planned under the "40 for the Future" banner, now backed by a new identity built to inspire excellence for years to come.
About Southeast Tourism Society
The Southeast Tourism Society is a member-based organization dedicated to strengthening and supporting the tourism industry across the Southeast through education, advocacy, networking, and professional development. By connecting tourism professionals and championing innovative ideas, STS works to elevate destinations and inspire the future of travel throughout the region.
Media Contact:
Southeast Tourism Society
Adrienne Gadling
Director of Marketing & Communications
adrienne@southeasttourism.org
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