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Canadian traveler behavior is evolving, and so is Brand USA's approach. This session unpacks the latest research and consumer insights from one of the United States' most important markets and introduces a laser-targeted strategy designed to rebuild momentum. Brand USA will also share opportunities where partners can plug into this effort and amplify their reach in the market.

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.

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.

As destination marketers, the macro-forces shaping the travel landscape dictate the ceiling for local economic success. Yet, advocating for travel has never been more complex, sparking intense industry curiosity—and some consternation—around how we advance our priorities in a highly polarized political environment. 

The session will begin with a talk from U.S. Travel Association President and CEO Geoff Freeman, offering a candid assessment of the current state of the travel industry, the policy landscape, and the opportunities and challenges ahead. 

Following Geoff’s remarks, he will join Julie Coker, President & CEO of New York City Tourism + Conventions, for an unvarnished, moderated conversation and audience Q&A. Together, they will pull back the curtain on U.S. Travel’s advocacy strategy, dissect the realities of managing diverse stakeholders, and address the tough questions surrounding how the industry must collectively mobilize to protect and grow travel’s economic impact while navigating today’s political headwinds.

Sports tourism has traditionally been measured in room nights and economic impact. But forward-thinking destinations are recognizing something even more powerful: sports events are storytelling platforms.
From creator partnerships and user-generated content to earned media and community pride, sports events can fuel authentic stories that live far beyond the final whistle. This session will explore how destinations are breaking down silos between sports, marketing, and communications teams; maximizing the value of events already on the calendar; and turning a single event into months of content, engagement, and visibility.

Convention center transformations represent once-in-a-generation opportunities for destinations. When managed strategically, they are more than capital projects—they become platforms to elevate a destination’s brand, attract meetings, business, and engage national media. This panel session with Visit Austin, Visit Cincy, and Visit Milwaukee will explore how destinations and agency partners harness PR to maximize visibility and reposition their cities during and after convention center transformations.Renovating or expanding a convention center is a complex, multi-year endeavor. But beyond the hard hats and construction fences lies a powerful PR opportunity: the chance to tell a story of innovation, resilience, and citywide growth.

How do you evolve a legacy brand without losing what makes it iconic—especially when multiple destinations are involved? Using Route 66 as a case study, this session goes beyond campaign execution to explore how Oklahoma is navigating the complexity of modernizing a historic brand across state, city, and smaller destination partners. From aligning 11 smaller destinations around a shared vision (“The 100 Greatest Miles”) to balancing local priorities with statewide strategy, we’ll unpack the real challenges behind collaboration, brand consistency, and decision-making.

This is an invitation only meeting.

This live, roundtable-style session brings the popular CMO Jam format to the ESTO stage. We'll tackle the most urgent challenges facing today’s tourism CMOs—sourced directly from the audience in advance and during the session. Expect candid conversation, tactical insight, and real-world examples. Attendees will walk away with peer-driven solutions, scalable strategies, and a pulse on what’s working across all destination sizes.