Program Schedule



We can’t wait to welcome you to Phoenix for ESTO 2025! As we build out the program, we’ll keep this page updated with fresh sessions designed to transform the way you approach destination marketing.

Rooted in the power of Ideas That Travel, every session is thoughtfully crafted to spark bold ideas and innovative strategies you can take home to shape the future of your destination. All sessions will be held at the JW Marriott Phoenix Desert Ridge Resort & Spa. Stay tuned for more!

Conference Credentials: All delegates are issued a non-transferable name badge at registration, which is required for admission to all official ESTO functions. If you lose your name badge, please visit registration.

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Monday, August 18
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5:41am - 6:41am

Experience

  • MAU Example Session
    Example Room A
    JW Marriott
    Details

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8:15am - 9:00am
  • Marketing & Advertising: DMOs Over 5M
    Details

    This roundtable brings together industry peers to discuss innovative campaigns, digital trends, and the challenges of reaching modern travelers. From social media strategies to paid media and co-op marketing, we’ll explore what’s driving engagement and ROI. For DMOs with budgets over $5 million.

  • Marketing & Advertising: States Over 10M
    Details

    This roundtable brings together industry peers to discuss innovative campaigns, digital trends, and the challenges of reaching modern travelers. From social media strategies to paid media and co-op marketing, we’ll explore what’s driving engagement and ROI. For States with budgets over $10 million.

  • Marketing & Advertising: States Under 10M
    Details

    This roundtable brings together industry peers to discuss innovative campaigns, digital trends, and the challenges of reaching modern travelers. From social media strategies to paid media and co-op marketing, we’ll explore what’s driving engagement and ROI. For States with budgets under $10 million.

Main Stage

  • Marketing & Advertising: DMOs Under 5M
    JW Marriott
    Details

    This roundtable brings together industry peers to discuss innovative campaigns, digital trends, and the challenges of reaching modern travelers. From social media strategies to paid media and co-op marketing, we’ll explore what’s driving engagement and ROI. For DMOs with budgets under $5 million.

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8:45am - 9:15am

Main Stage

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9:15am - 10:15am

Main Stage

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10:15am - 11:00am

Main Stage

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10:30am - 11:15am
  • Research and Insights for Smarter Destination Strategy
    Details

    Data-driven decision-making is key to shaping successful destination strategies. This roundtable - facilitated by U.S. Travel's head of research, Joshua Friedlander - will explore how research and insights can guide marketing, visitor experience, and long-term planning. Join industry peers to discuss the latest trends, innovative research methods, and how to turn data into actionable strategies that drive sustainable growth for your destination.

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10:30am - 11:30am

All Access

  • Navigating the Future: The 2025 National Tourism Funding Landscape
    Details

    Get the latest national insights on how destination marketing is funded—and where it’s headed next. This session unpacks key findings from the 2025 Civitas/U.S. Travel Tax Study, offering a clear view of trends in appropriations, spending and legislative shifts across the country. We'll explore detailed case studies of how unique funding mechanisms have successfully expanded budgets and supported destination growth, with a particular focus on the legislative process. Dive into real-world case studies of creative funding models, including how hotel fees and short-term rental policies are reshaping the landscape. Whether you’re building a stronger business case or planning for long-term growth, walk away with immediate data-driven takeaways to help your destination thrive.

CEO/CMO

  • Stop the Exodus: Keep Your DMO Talent from Fleeing
    Details

    Destination organizations are seeing top talent walk out the door to vendors and agencies—and not just for a bigger paycheck. Flexibility, growth opportunities and a culture that fuels creativity are just as important to them. This session explores what’s driving the talent shift and how DMOs can compete. You'll walk away with actionable strategies to strengthen your workplace culture, rethink compensation and build a team that stays and thrives.

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1:00pm - 1:45pm

CEO/CMO

  • DMO AI Strategy is All Over the Place: Here's What's Working
    Details

    Innovative DMOs are using AI to deliver on their core mandate with a proven three-pillar strategic framework:1.Pivot internal culture to embrace AI2.Optimize destination/partner marketing and community messaging for AI search 3.Capitalize on chat as the new marketplace, including in-destination Three key takeaways:1.Step-by-step AI strategy map for DMOs vetted by destination leaders, boards and stakeholders2.Actionable strategy for scaling AI adoption organization-wide3.Inspiring case studies from DMO CEO/CMOs

  • Shifting Mindsets: From Destination Marketing to Destination Management
    Details

    Join an interactive roundtable discussion on the shift from traditional destination marketing to holistic destination management. This conversation will explore how individual mindsets, organizational culture, and industry-wide practices must evolve to create long-term, sustainable outcomes. Peers are invited to share challenges, exchange forward-thinking strategies, and discuss ways destination marketers and industry leaders can drive meaningful change. Collaborate with others who are navigating this journey and gain insights to help spark transformation within your own destination.

All Access

  • Turning Consumers into Brand Loyalists
    Details

    In a crowded market, loyalty is everything. This eye-opening case study breaks down what truly drives long-term brand love—from trust and connection to consistency and value. Hear what real consumers have to say about the brands—big and small—they stick with, and why. You’ll leave with fresh insights and practical takeaways to help your destination rise above the noise, grow market share and turn one-time visitors into lifelong visitors.

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1:55pm - 2:25pm

Main Stage

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2:00pm - 2:45pm

All Access

  • Bridging the Gap: Sales & Marketing Strategies for Unstoppable Meetings Success
    Details

    We see you, DMOs. Sometimes it feels like the sales and marketing teams are playing different games entirely—but it doesn’t have to be that way. In this energizing session, we’ll explore real-world strategies to align your teams, strengthen collaboration and drive more impactful meetings marketing that meet your goals. Walk away with fresh ideas and proven tactics to ensure your sales and marketing teams aren’t just on the same page—they’re writing the playbook together.

  • Destination Discourse LIVE: The Unfiltered Future of Travel Marketing
    JW Marriott
    Details

    Join Stuart Butler and Adam Stoker, hosts of the Destination Discourse podcast, for a candid conversation on what’s next for destination marketing, from shifting consumer behavior to emerging technologies. In this interactive live session, they’ll explore the industry’s most pressing challenges and opportunities for today's DMOs—and spotlight the strategies that matter most. With live polling and audience Q&A, you’ll walk away with practical takeaways and a deeper understanding of how to navigate disruption, push boundaries and lead with impact.

  • Engagement Evolution: Navigating Trends in Social Media Marketing
    Details

    Social media is constantly evolving, and this roundtable is a chance to discuss what’s working, from viral campaigns to influencer collaborations and UGC strategies. Share insights on platform trends, engagement tactics, and the challenges of staying relevant in a fast-moving digital landscape. Join the conversation to swap ideas, learn from peers, and elevate your destination’s social media game.

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2:25pm - 2:55pm

Main Stage