Tourism isn’t just about hotels and museums anymore, though they play a key role.

From local events like Norman’s Porch Fest to the growing number of Airbnb properties listed here, Normanites are involved in this growing industry, and VisitNorman wants to invite everyone to their Annual Tourism Luncheon at 11:30 a.m. on May 8 at Embassy Suites Norman, 2501 Conference Dr.

The luncheon is held in conjunction with National Tourism Week each year.

“This is my fourth Tourism Luncheon,” said Executive Director Dan Schemm, who’s been at the helm of VisitNorman just over four years. “We’re really excited about this one because it’s our 25th Anniversary for VisitNorman.”

Tourism is Oklahoma’s third largest industry, with visitors to Oklahoma spending $7.6 billion with a payroll of $2.1 billion, accounting for 86,040 jobs and generating tax receipts of $1.2 billion, according to the latest 2015 figures. Visitors to Norman alone spend $235 million with a payroll of $65 million and account for 3,400 jobs and generate tax receipts of $9.9 million.

This year’s keynote speaker at the VisitNorman luncheon is Joe Veneto, founder and principal of Opportunities Unlimited, a management consulting and training company.

“He is a nationally recognized speaker that works with destination marketing organizations like VisitNorman,” Schemm said.

Veneto works with groups like VisitNorman to create “compelling consumer packages and unforgettable visitor experiences,” Schemm said.

These days travel is about experiential or cultural tourism, and Veneto knows how to help communities highlight and share their local culture for mutual gain.

“Travelers are looking to get beyond the typical sightseeing museums and tourist experiences,” Schemm said. “They are wanting to immerse themselves in the local culture of the destination they’re visiting, and we see a big opportunity for Norman to provide more experiential offerings to our visitors with the National Weather Center, with amazing restaurants that offer culinary experiences and our local festivals — Porch Fest would be a great example.”

Veneto worked with a museum in Columbus, Ohio that was similar to Norman’s Moore Lindsay House Museum. In Columbus, docents in period costumes act in character and take visitors on tours of the underground railroad, bringing history to life.

“Our museums are amazing cultural experiences, but we see an opportunity to enhance that,” Schemm said.

The weather museum, or National Weather Center, might be able to walk visitors through a severe storm alert for example, Schemm said. There are numerous possibilities.

“Obviously, the university is a huge draw for us,” Schemm said. “Could we do some more, behind the scenes tours that would bring more visitors in?”

Ghost tours downtown and at the University of Oklahoma already led by Jeff Provine could be expanded for tourism.

“There are endless opportunities and ideas we could do,” Schemm said. “The Jacobson House is another with Native American Art and history. With Bart Conner and Nadia Comaneci’s gym here and amazing championship gymnastics at the university, could we create some gymnastic experience here and bring the Gymnastics Hall of Fame from Oklahoma City to Norman and let people immerse themselves in a gymnastics culture that is second to none?”

Schemm said the upcoming “Brewing Up a Storm Beer Tasting and Music” event on May 4 at the National Weather Museum & Science Center, 1200B W. Rock Creek Rd. is a great example of cultural events that allow locals and visitors to experience something new.

“These are certainly just ideas at this point, but Joe will come talk about ways he’s worked with other communities to create these experiences so hopefully that will get people thinking,” Schemm said. “There is so much Norman has to offer. We’re excited about him coming.”

Tickets will be $35 per person with table sponsorships available for $350. Tables seat eight. To learn more or make reservations, see Visitnorman.com/pages/annual-luncheon.