Throughout the week we post dozens of original stories, connecting the dots across the travel industry, and every weekend we sum it all up. This weekend roundup examines tourism trends.

For all of our weekend roundups, go here.

>>There is something happening at the newly named American Society of Travel Advisors. It not only has a new name, but has a new energy and confidence about where it is headed as it reaches out directly to a new generation of travelers: Travel Agency Association Remakes Itself in New Consumer Marketing Campaign

>>In its rebrand to the American Society of Travel Advisors, ASTA wanted to keep the acronym as is. But is “Society” really a gateway to the future? The success or failure of the move may hinge on the effectiveness of the organization’s new marketing campaign. We can’t wait to give it a look: 7 Issues Confronting the American Society of Travel Agents

>>The D.C. swamp is a little less swampy because Jake Tapper is there. Sometimes the interests of great journalism and the travel industry’s desire to break down cultural barriers find themselves in harmony: CNN’s Jake Tapper Talks Trump, Marriott and Family Travel

>>Levitz uses her weaknesses as strengths and has remained a humble leader, despite the outsize impact she has had on Philadelphia’s booming tourism industry during the past four decades. Every destination can learn something from her leadership: Retiring Visit Philadelphia CEO Reflects on 4 Decades on Tourism’s Front Lines

>>Many destinations or small towns aren’t prepared for waves of tourism after a box office hit makes travelers want to visit, but not Singapore. The island nation has been expanding its airport, hotels, stopover program, and luxury offerings for years as it waited for its turn in the spotlight with U.S. travelers: ‘Crazy Rich Asians’ Is Potential Bonanza for Singapore Tourism

>>We’re eager to see what happens when two well-known brands join forces next year. Could we see a National Geographic Expeditions–Adventures by Disney mashup? National Geographic’s Travel Arm Expands Ahead of Disney Takeover

>>Six Flags’ new loyalty program is as much about collecting visitor data as it is about rewarding visitors for their habits: Six Flags Takes Travel Counterparts’ Cue, Launches Rewards Program

>>Is it tough to keep it cool and relevant? You bet. But the South by Southwest festival in Austin has found some secrets to packing ’em in every year. SXSW is one of the subjects in Skift’s recent sixth anniversary book, For the Long Haul, Lessons on Business Longevity, whose chapters we are excerpting for you here: South by Southwest’s Formula for How to Keep Them Coming Back to Austin

>>You know the Skift Global Forum speaker lineup is stacked, but have you seen the list of companies attending? Now you can check who’s coming and make sure to join them by registering today! Check Out the Companies Attending Skift Global Forum

Photo Credit: A travel agency. ASTA will rebrand and change its name to the American Society of Travel Advisors. Liberty Travel