Jessica Wiitala
Dr. Jessica Wiitala, Ph.D., MBA, CMM, is an Assistant Professor of Event Management at High Point University, where she teaches undergraduate courses in event experience design, sponsorship, marketing, finance, and risk management, as well as graduate courses in the university’s Communication Business Leadership (CBL) program. She also directs Graduate Teaching and Research Assistantships. Bringing over a decade of professional experience in hospitality and events, including roles in boutique hotel operations, group sales, and corporate event planning, her passion is in shaping the next generation of event management professionals. She earned her Ph.D. in Hospitality Management from the University of Central Florida’s Rosen College, holds an MBA with a marketing concentration, and is a Certified Meeting Manager (CMM). Her research explores experience design, strategic communication, consumer behavior, and risk in tourism and event contexts, with emerging work on dark events, human trafficking, and technology adoption in the industry. Dr. Wiitala regularly presents at academic and industry conferences and publishes in top-tier journals, contributing both theoretical insight and practical application to the field. She actively collaborates with industry organizations through advisory committees, internships, and professional development initiatives, ensuring students gain practical, hands-on experience. She also supports student-driven projects, including research collaborations, podcasts, and global experiential learning, such as leading an international study abroad program that culminated at IMEX Frankfurt. Passionate about connecting academia with industry, Dr. Wiitala leverages her expertise to enhance curriculum design, support continuing education, and inspire innovation in event experience design and management.
• Certificate in Meeting Management (CMM)
• Certification in Hotel Industry Analytics (CHIA)
• University of Central Florida – Rosen College of Hospitality Management
• Keller Graduate School of Management of DeVry University
• Lasell College
• Creativity in Approaches to Teaching
• Outstanding Teaching and Mentorship
• International Society of Travel & Tourism Educators (ISTTE)
• International Council on Hotel, Restaurant, and Institutional Education (ICHRIE): The Hospitality & Tourism Educators
• The International Association of Exhibitions and Events® (IAEE), Southeastern Chapter
• Professional Convention Management Association (PCMA), Southeast Chapter
• International Association of Exhibitions and Events (IAEE)
• Hospitality Internships
• Southeast, Central and South American, and Caribbean – Council on Hotel, Restaurant, and Institutional Education (SECSA-CHRIE) Federation, Elected Secretary
What do you attribute your success to?
Dr. Wiitala attributes her success to perseverance, purpose, and the people who supported her along the way. A mentor once shared that earning a Ph.D. isn’t about intelligence alone, but about perseverance—and that mindset shaped her approach to every challenge. Her passion for education and for inspiring the next generation of hospitality and event professionals has been the driving force behind her career. Knowing she wanted to teach at the university level gave her clarity of purpose and the determination to pursue her goals without hesitation. Uplifted by mentors, colleagues, friends, and family, she remains deeply motivated by meaningful work, long-term impact, and a commitment to both empowering students and advancing the field through research that explores real-world questions in tourism and events.
What’s the best career advice you’ve ever received?
Dr. Wiitala shares: “Two of my most impactful mentors at the University of Central Florida encouraged me not to wait for life to ‘settle’ before pursuing what matters most. They reminded me that your personal life doesn’t have to take a back seat to your career—live fully, and let your work follow. That advice helped me stop worrying about timelines, external expectations, or traditional paths. It gave me the confidence to pursue the life and career that felt right for me, regardless of what others thought.”
What advice would you give to young women entering your industry?
Dr. Wiitala advises: “Take the chance, even if it feels like a path less traveled. Embrace new opportunities, but also honor your boundaries—it’s okay to say no to something that doesn’t align with your values or goals. Trust your instincts, listen to your inner voice, and don’t feel pressured to follow someone else’s definition of success. Your journey in hospitality, events, or any field should reflect you.”
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in event and hospitality education is the lingering perception that formal education isn’t essential for success. At the same time, academic programs must continuously evolve to stay relevant in a fast-changing industry. While hands-on experience is critical, employers increasingly seek graduates who combine practical skills with specialized knowledge in areas like sponsorship, experience design, and risk management.
This challenge is also a unique opportunity: to reshape perceptions by grounding curriculum in core industry competencies while embedding real-world learning, partnerships, and emerging trends. When done well, academic programs can offer both the context and applied experience needed to help students thrive in a multifaceted, competitive industry.
Ultimately, the industry’s emphasis on experience and academia’s pursuit of relevance aren’t opposing forces—they’re complementary. Bridging structured learning with immersive practice is one of the most promising opportunities in the field today.
What values are most important to you in your work and personal life?
Dr. Wiitala values creating empowering environments that fuel growth, both for her students and herself. She is driven by the belief that meaningful learning happens when curiosity is nurtured, questions are welcomed, and individuals are challenged to think differently. Her work is rooted in a commitment to developing confident, capable professionals who feel prepared to lead, innovate, and make an impact. At the same time, she remains deeply committed to her own growth as a scholar, continually asking questions, exploring new ideas, and seeking opportunities to bridge research and real-world application.