October is just around the corner which can only mean one thing: Ascend 2026 is almost here. One of the most anticipated events in travel, Ascend is an annual conference hosted by ALG Vacations (ALGV) where hundreds of travel advisors gather to connect with their peers, expand their industry knowledge through expert-led workshops and general sessions and participate in in-depth experiences designed to inspire both personal and professional growth.
This year’s event will take place October 21-24, 2026, at the Cancun Conference Center in sunny Cancun, Mexico, promising guests the same blend of education, connection and fun they’ve come to expect from the event; three main pillars that Jacki Marks, global head of trade sales and engagement for ALG Vacations, says she’s excited for advisors to experience this fall.
“Our sessions are designed to give advisors practical, actional insights they can take home and implement right away,” Marks said. “We focus on topics that matter most—from emerging technology and AI to marketing, sales and growing a successful business. This year, we're offering 59 workshops over two days, giving advisors the flexibility to customize their experience based on their interests and business goals. And the content truly spans the industry—from ASTA and airline partners to Australia, Hawaii, domestic destinations, and, of course, our core destinations in Mexico and the Caribbean.”
Regarding connections, Marks said Ascend’s ability to bring together advisors, supplier partners and the ALGV team is one of the event’s biggest strengths. “Some of the best ideas and strongest relationships come from the conversations that happen outside the classroom,” said Marks. “With 95 supplier partners joining us this year, advisors have unparalleled access to the people and brands that help power their businesses.”
Of course, there’s plenty of room for fun in the agenda, too, and Marks said the team works hard to ensure Ascend is all about “edutainment,” striking a balance between meaningful learning and memorable experiences for attendees. “From our networking events to the farewell celebration, we want advisors to leave inspired, connected and excited about the future of their business,” she said.
Click here to read “Advice for Attending Travel Advisor Events” on The Compass on VAX
Planning One of Travel’s Biggest Events
Curious about the work that goes into organizing such a large event, The Compass on VAX asked Marks how long it takes for the team to plan Ascend from start-to-finish each year. “Ascend is truly a year-round effort,” she said. “We begin planning almost as soon as the previous conference ends because one of the most valuable parts of Ascend is listening. We collect feedback from attendees, supplier partners and our internal teams, and we use those insights to shape next year’s experience.”
According to Marks, advisor feedback also plays a role in selecting educational topics for the following year. “Every year, we refresh the content based on advisor feedback and industry trends so it stays relevant, actionable and valuable,” she said. “We look at what's happening across the travel industry, what challenges advisors are facing in their businesses and where we see opportunities for growth. If advisors tell us they want more AI education, more marketing strategies, more luxury insights or more practical business-building sessions, we build that into the agenda.”
And while it’d be easy to assume every educational session held at Ascend would focus on ALGV products, Marks says that isn’t the case. “We also believe Ascend should help advisors become stronger business owners, not simply stronger sellers of ALGV products,” she said. “That’s why you’ll see sessions focused on leadership, marketing, technology, client acquisition and other skills that help advisors build successful businesses.”
Perhaps the easiest piece of the planning puzzle is location with Marks noting Cancun is an important part of ALGV’s business, making it a natural choice for host destination. “[Cancun is] one of the most important destinations in leisure travel and one where our advisors do a tremendous amount of business,” she said. “By bringing Ascend to Cancun, we’re able to combine world-class education with firsthand product experiences and direct access to our hotel and destination partners. It also gives advisors the opportunity to experience the destination firsthand through our 10 pre-Ascend FAMs, allowing them to explore resorts and experiences they can confidently recommend to clients before the conference even begins. It reinforces what we believe is one of the best ways to learn: by experiencing the product alongside the people who bring it to life.”
In addition to choosing Cancun as the host destination for Ascend 2026, Marks said ALGV is partnering with Fundación Creer through the company’s Advisors Give Back initiative to support breast cancer awareness and care for vulnerable women in the Cancun community. “It’s a meaningful opportunity for our advisor community to come together and make a positive impact in one of the destinations that’s so important to all of us,” she said.
How To Get Invited To Ascend
“To be eligible for Ascend, advisors must first become ALGVPro certified,” said Marks. “From there, I always encourage advisors to stay connected with their Business Development Manager, who can help identify opportunities that are the right fit for their business. … Ascend is one of our most in-demand events, so attendance is limited. We strive to create a balanced group each year that includes both longtime ALGV partners and first-time attendees.”
Advisors who can’t make it this year need not worry as Marks said ALGV shares many key announcements and educational resources featured at Ascend via its social media channels, webinars, BDM updates and other communications throughout the year.
When asked if there’s anything else she wants advisors to know, Marks said, “I’d simply say thank you. Everything we do at Ascend is designed to help advisors build stronger, more successful businesses. … We’re here to provide the tools, training and support advisors need to succeed, because when advisors succeed, our entire industry benefits.”
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