Search Results

Pre-registration required here.

Since 2015, ESTO Cares has been an annual tradition rooted in community, compassion and connection and offers attendees a meaningful way to give back to the local community. This volunteer-led initiative is organized and hosted by the National Council of State Tourism Directors (NCSTD) Alumni and is one of the most rewarding ways to kick off your ESTO experience.

In 2026, attendees will come together to support Ronald McDonald House Charities of Philadelphia. The Ronald McDonald House of Philadelphia opened in 1974 and has the distinction of being the very first Ronald McDonald House.

If you participated in ESTO Cares in Phoenix last year you know how meaningful it was to assemble Kits-For-a Cause. We will be doing this same activity this year. We will assemble activity, comfort, or toiletry kits filled with practical and uplifting items for children, caregivers, and families staying at Ronald McDonald House Charities of the Philadelphia Region. Every kit helps bring comfort, convenience, and a little joy during a difficult time.

You'll also be enjoying the comradery of sitting side by side with your ESTO colleagues from across the country.

Start your ESTO with purpose

RSVP by August 24 to join us Monday morning for a live, hands-on volunteer event from 7:00 a.m. - 9:00 a.m. Coffee will be available at 7:00 a.m., and registration opens at 7:15 a.m.

Come for the camaraderie. Stay for the impact.

Unable to attend in person? You can still join the cause by making a donation through the “Friends of ESTO” ticket option.

Onsite Check-in Time: 7:15 am

Celebrating Excellence in Destination Marketing

Meet the 2026 Finalists

Discover the innovative campaigns, impactful programs, and exceptional leaders recognized as finalists for the 2026 ESTO Awards.

Awards Celebration Tuesday | Reception: 6:00 p.m. | Program: 7:00 - 9:30 p.m.

Take a break at The Layover, hosted by the Philadelphia Convention & Visitors Bureau and Visit Pennsylvania, in the Gallery just off the main lobby. Enjoy complimentary refreshments, reconnect with friends and shop a curated marketplace featuring local vendors. Be sure to check out the custom hat experience and personalize a baseball cap with Philadelphia-themed patches for a memorable take-home gift. Join us at The Layover Attendee Lounge hosted by the Philadelphia Convention & Visitors Bureau, located in The Gallery on the first level just off the main lobby. Enjoy complimentary refreshments, unwind and catch up with friends, and shop a curated collection of local vendors. Don’t miss the custom hat experience, where you can personalize a baseball cap with your choice of Philadelphia-themed patches, expertly heat-pressed on-site to create a unique keepsake.

The Lounge will be open during the following times:

Sunday, August 23: 12:00 p.m. – 5:00 p.m.

Monday, August 24: 8:00 a.m. – 5:30 p.m.

Tuesday, August 25: 8:00 a.m. – 5:30 p.m.

Wednesday, August 26: 8:00 a.m. – 1:00 p.m.

As the way people discover, plan, and experience travel continues to evolve, so does the role of the welcome center. Today's travelers expect personalized experiences, authentic connections, and seamless digital tools alongside meaningful face-to-face interactions. Once viewed primarily as information stops, welcome centers are becoming strategic gateways that shape first impressions, inspire exploration, and support local communities. Join destination leaders for a peer-to-peer discussion on what's next. Together, we'll explore emerging trends, innovative ideas, and practical approaches that can help shape the next generation of welcome centers.

Our goal is simple: Everyone leaves with a fresh perspective, meaningful connections, and at least one practical idea they can take back and apply in their own destination.

In a world overflowing with AI generated information, trusted storytelling has never mattered more. Join us for an inspiring, hands on session with Smithsonian—America’s storyteller—to uncover how authoritative content can elevate your digital campaigns and spark deeper audience engagement. Whether you’re navigating tight budgets or striving to stand out in a crowded landscape, you’ll leave with actionable strategies, fresh ideas, and Smithsonian backed insights to strengthen your brand’s narrative. Following the success of our 250 Places to Celebrate America partnership, we’re offering an exclusive preview of Smithsonian’s new initiative for 2027—Hidden Natural Wonders— and concrete guidance on how to use this idea to amplify your destination’s visibility and impact.

Takeaways: 

• Elevate your narrative with actionable storytelling strategies designed to deepen audience engagement and strengthen the impact of your content.
• Make your brand unforgettable by harnessing the authenticity of your UNESCO sites, historic locations, iconic landmarks, and national parks to stand out in an increasingly crowded content landscape.
• Boost your visibility through proven approaches for structuring, positioning, and distributing stories so they are more likely to be surfaced and amplified among your target audience and summarized by generative AI systems.

As resident sentiment, public scrutiny and political pressure continue to grow, destination organizations can no longer afford to engage communities only during moments of controversy or crisis. Building long-term trust now requires intentional storytelling, stronger local relationships and a clearer connection between tourism and community value. This peer-to-peer roundtable will explore how destination leaders are building resident support over time through local media engagement, civic pride initiatives, internal communications and community-centered strategies — before they need public buy-in most.

Takeaways: 

• Build   Trust Proactively: Explore how destination organizations are building long-term resident trust and community support before challenges arise.
• Strengthen Community Ties: Share approaches for strengthening civic pride, local storytelling and community engagement as part of a broader destination strategy.
• Demonstrate Value: Discuss how organizations are measuring resident sentiment, navigating public scrutiny and demonstrating tourism’s value to local communities.