Industry Recognition at ESTO

Honoring Excellence in Destination Leadership and Marketing

Each year at ESTO, we recognize the visionaries, trailblazers and creative minds shaping the future of destination marketing. Through two prestigious award programs — the State Tourism Director of the Year Award and the ESTO Awards — we celebrate the leaders and teams driving innovation, inspiring travelers and elevating the industry. 

These awards honor the bold ideas that travel, engaging communities and redefining what’s possible in destination marketing. 

State Tourism Director of the Year Award

Presented by the National Council of State Tourism Directors, this distinguished honor recognizes a state tourism director who has made a lasting impact on travel and tourism in the United States. Selected by their peers, the recipient exemplifies outstanding leadership, strategic vision and a relentless dedication to growing travel to and within their state. Their work not only shapes their destination but also sparks ideas and inspiration for the industry at large. 

ESTO Awards

The ESTO Awards spotlight the most effective and forward-thinking destination marketing campaigns across the country. With categories that evolve alongside the ever-changing landscape of travel marketing, these awards highlight the creative strategies and transformative campaigns that don’t just promote a place but inspire and stand out.  

Open exclusively to U.S. Travel Association members, these awards celebrate excellence in two key categories: 

  • Destination Awards (formerly Destiny) – Recognizing DMOs that push the boundaries of marketing, branding, and promotion to elevate their destinations. 
  • State Awards (formerly Mercury) – Honoring state and territory tourism offices for groundbreaking destination marketing initiatives that drive visitation and economic growth. 

Whether recognizing an inspiring leader or a campaign that redefines destination storytelling, the ESTO stage is where the industry’s best and brightest are celebrated.