Meet the 2025 Finalists

The U.S. Travel ESTO Awards celebrates creative excellence across two distinct programs:

Destination Awards (formerly Destiny) – Honoring destination marketing offices (DMOs) that push the boundaries of marketing and promotion.

State Awards (formerly Mercury) – Recognizing state and territory tourism offices for standout destination marketing initiatives.

We’re thrilled to announce the finalists for the 2025 ESTO Awards!

These organizations represent the very best in destination marketing—bringing bold ideas, data-driven creativity, and deep community impact to life through their work. Their campaigns and leadership reflect the future of our industry, and we can’t wait to celebrate their achievements at ESTO in Phoenix. Explore the full list of finalists below.

Destination Finalists

All Ways Welcome Award Ann Arbor’s Accessibility Initiative: Empowering Inclusive Travel Through Storytelling and Strategy

All Ways Welcome Award Experience Columbus Minority Business Program

All Ways Welcome Award The Beach is for everyBODY: Sensory-Friendly Initiative

Bridging Communities Award Multiuse Event Center

Bridging Communities Award Tampa Bay’s Story in Color

Bridging Communities Award Through it all, We’re Always Asheville: Explore Asheville Leads Hurricane Helene Relief with Amplified Events Fueling Recovery and the Always Asheville Fund

Buzz-worthy Award Louisville Celebrates 100 Years of The Great Gatsby

Buzz-worthy Award Oakland Named “#1 Best Food City in the U.S. in 2024” by the Readers of Condé Nast Traveler Magazine

Buzz-worthy Award Visit Tampa Bay x London Art Fair: Art Meets Sunshine

Digital Brilliance Award Explore Natural Martin Video Series

Digital Brilliance Award Play Coastal Mississippi

Digital Brilliance Award Visit Jackson: This Little Light Campaign

Excellence in Print Marketing 2024-2025 GULF TO BAY MAGAZINE

Excellence in Print Marketing 2025 VisitNorfolk City Guide

Excellence in Print Marketing Using Familiar Faces to Inspire New Ones: The 2024 Cincy Region Official Visitors Guide

Immersive Experiences Award Find What You Need in Port A guerrilla marketing campaign

Immersive Experiences Award Immersive Experience Award (Big Dam Party)

Immersive Experiences Award Surprisingly Savannah Mobile Tour

Innovation Award AI Media Partners Drive Media Efficiencies

Innovation Award Newport Beach is Calling

Innovation Award See Monterey Website Redesign and AI Integration

Marketing Momentum Award: Overall DMO Marketing Budget Less Than or Equal to $5 Million Celebrating 40 Years of Cityhood: How Visit West Hollywood invited the world to experience this Iconic destination

Marketing Momentum Award: Overall DMO Marketing Budget Less Than or Equal to $5 Million Have Your Day in Cleveland

Marketing Momentum Award: Overall DMO Marketing Budget Less Than or Equal to $5 Million Visit Jackson: Little Light of Mine

Marketing Momentum Award: Overall DMO Marketing Budget Less Than or Equal to $5 Million Visit KC’s 2024 “From the Heart” Campaign

Marketing Momentum Award: Overall DMO Marketing Budget More Than $5 Million LET’S SHINE IN ST. PETE-CLEARWATER

Marketing Momentum Award: Overall DMO Marketing Budget More Than $5 Million Miami Beach Spring Break Reality Check

Marketing Momentum Award: Overall DMO Marketing Budget More Than $5 Million There’s Only One DC

State Finalists

All Ways Welcome Award She Leads: Celebrating Women in Tourism & Hospitality

Placeholder Award Placeholder Title

All Ways Welcome Award Travel Wisconsin & Expedia Media Studio: ‘BRINDEMOS POR ESTAR AQUI’

Bridging Communities Award Paving the Path to Collaboration: Beyond Known Destinations

Bridging Communities Award Sunflower Summer

Bridging Communities Award Tourism Friendly Texas: Strengthening Communities through Travel

Buzz-worthy Award Bring Ya A** to Minnesota: Seizing on a Sports Marketing Viral Sensation for the State

Buzz-worthy Award Old Man Gloom Turns 100: The Burning of Zobora Media Drops

Buzz-worthy Award SOUTH DAKOTA’S STURGIS RALLY RIDES INTO ITS NEXT ERA DURING 85th ANNIVERSARY

Digital Brilliance Award Discover Puerto Rico's Warm Wishes from Puerto Rico: Turning Social Viewers into Real Travelers with Connected Content

Digital Brilliance Award On the Clock in Detroit: Sam’s Selects

Digital Brilliance Award Wisconsin’s Digital Culinary Campaign Serves Up Millions

Excellence in Print Marketing Flipping the Script to Drive Page Flips: The 2024 Official Idaho Travel Guide

Excellence in Print Marketing Nevada Adventure Guide by Travel Nevada

Excellence in Print Marketing Wyoming’s Road Trip Sticker Program

Immersive Experiences Award Bringing The Natural State to The Windy City

Immersive Experiences Award Colorado Thinks Outside the Box: Innovative Stewardship in Action at the Outside Festival

Immersive Experiences Award How USVI Activations are Elevating Emerging Markets

Marketing Momentum Award: Overall State Marketing Budget More Than $10 Million Elevating Colorado’s Peak Culinary Scene

Marketing Momentum Award: Overall State Marketing Budget More Than $10 Million Star of the North – Spring/Summer Tourism

Marketing Momentum Award: Overall State Marketing Budget More Than $10 Million Tennessee Playcation Kid's Guide with Dolly Parton

ESTO Awards

Meet the 2025 Finalists

Destination Finalists

ESTO Registrar

ESTO Awards

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