There’s something deliciously old-fashioned about the term “TAP Dance,” but don’t be fooled—this was no ballroom nostalgia-fest. Instead, Myrtle Beach played host last week to a veritable waltz of commercial creativity and partnership as 110 of North America’s top travel professionals laced up their metaphorical shoes and did a spirited jig through one of the most collaborative conferences on the industry calendar: Travel Alliance Partnership’s annual TAP Dance.
Held from 18–20 May at the sunny Avista Resort in Myrtle Beach, South Carolina, this year’s gathering felt less like a business event and more like a family reunion—albeit one with sharper suits, strategic alliances, and many more brochures.
The concept is simple yet powerful: TAP Dance brings tour operators together with travel suppliers and destinations across the United States and Canada. This year, the attendees were a diverse blend of group travel experts, regional tourism boards, and attraction specialists, all primed to showcase, swap, and stir up new ideas for packaged group itineraries. If tourism had a version of speed dating, this would be it—with fewer awkward silences and far more exciting prospects.
“Every year, this feels like the heartbeat of what we do,” one returning supplier quipped between sessions. “We don’t just swap business cards; we swap vision.”
The event’s signature structure—regional supplier pods meeting one-on-one with 21 tour operators representing all corners of North America—offered an efficient and intimate environment to foster creativity. Attendees could delve into the quirks and charms of each locale, helping operators weave them into captivating group itineraries and ultimately enriching the travel experience for thousands.
But while deals and destinations took centre stage, there was room—plenty of it—for something much more human.
A Spirit That Moves the Industry
This year’s Spirit of TAP award was bestowed upon Amy Larsen, the ever-ebullient Destination Program Manager for Travel Wyoming. A stalwart supporter of the conference for four years and beloved by colleagues, Amy’s contribution to the industry was likened to the Rocky Mountains themselves—steadfast, generous, and impossible to overlook.
“Amy Larsen is always a great partner to work with on group travel,” said James Murphy of Art Henry Tours. “From crafting itineraries to connecting folks on the ground, she does it all—plus, she never forgets the goodies. Who doesn’t love a welcome box?”
The Spirit of TAP award—founded in memory of the late Ann Thomas, a TAP partner known for her immense heart—honours professionals who embody the spirit of hospitality, generosity, and hard yakka. It’s fair to say Amy Larsen fits the bill with aplomb.
Giving Back with TAP Gives Back
Now, TAP isn’t just about professional matchmaking—it’s also about giving back. Each year, the TAP Gives Back initiative raises funds for a local charity, with past beneficiaries focusing on children’s welfare. This year, the spotlight shone on the Champion Autism Network (CAN), a South Carolina-based nonprofit transforming how tourism engages with neurodiverse families.
With $2,210 raised during this year’s event, CAN’s founder, Becky Large, accepted the donation during Tuesday’s delegate luncheon with an impassioned reminder of her mission.
“We aim to create inclusive communities where all people can happily live, work, and play,” Large said. “Through collaboration with businesses and nonprofits, we’re building a global network of autism champions.”
It must be said that Myrtle Beach is leading the way. The nearby Surfside Beach is the first certified autism-friendly destination in the United States—a point of pride and purpose that CAN is determined to expand.
Fittingly, Becky Large’s work has recently reached new audiences through the docuseries Travelling the Spectrum, now streaming on Peacock. The six-part series follows three families on the spectrum during a sensory-friendly escape to—you guessed it—Myrtle Beach.
It’s proof that when done thoughtfully, tourism can be more than escapism. It can be a platform for understanding, inclusion, and change.
Next Year’s TAP Dance: El Paso Awaits
As the sun set over the Atlantic and delegates packed their notes, brochures, and business cards, talk inevitably turned to next year. TAP Dance 2026 is already pencilled in for 7–9 June at the Marriott in El Paso, Texas, where cowboy boots and mariachi might replace flip-flops and sea breeze, but the spirit of connection will be as strong.
If the past is any guide, dancing shoes will still be required—bring a Stetson.
For more on TAP’s programs, partnerships, and purpose, visit www.travelalliancepartnership.com.
