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Pre-registration required through the ESTO app. Limited to 50 people.

Start your day with an energizing 5K run through the heart of Philadelphia. Led by the City Fit Tours team of guides, this casual-paced, non-competitive running experience showcases some of the city's most iconic landmarks, including LOVE Park, Benjamin Franklin Parkway, and the legendary Rocky Steps at the Philadelphia Museum of Art. Along the way, you'll hear stories that bring the city to life while enjoying a memorable way to connect with fellow attendees.

Check-in: 6:30 a.m.

Signed waiver required.

This run is designed for participants of all abilities who can comfortably complete a 5K distance.

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 moment to relax and recharge in the Wellness Lounge, sponsored by Granicus Destinations. Don't miss the opportunity to receive a complimentary chair massage from a professional massage therapist during the following times:

Monday, August 24: 12:25 p.m. - 4:30 p.m.

Tuesday, August 25: 10 a.m. - 3:45 p.m.

Wednesday, August 26: 8:30 a.m. - 11 a.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.

When state tourism offices, destination organizations, and airports align around shared data, strategy, and storytelling, the impact extends far beyond visitation. It influences air service development, funding conversations, economic growth, and resident sentiment. This panel brings together executive leaders from Colorado Tourism Office, Visit Denver, and Denver International Airport to share how cross-entity collaboration drives measurable outcomes across a destination ecosystem.

Takeaways: 

• How coordinated messaging strengthens visitation and community support.
• Where brand alignment often breaks down and how to build a more unified approach.
• Real examples of collaboration that influenced growth, perception, and long term competitiveness.

When a global spotlight hits a host city—whether for the FIFA World Cup 26™ or a major political event—the pressure isn’t just on the stadium; it’s on the entire state ecosystem. The true test of a destination leader isn't just managing the logistics of a marquee event, but ensuring that momentum drives a measurable economic multiplier across the region.

This high-level panel pulls back the curtain on the "Host City vs. State" dynamic, featuring leaders from Pennsylvania, Philadelphia and more. We’re moving past the highlight reels to discuss the candid, "unfiltered" realities of cross-sector collaboration. Learn how state and local DMOs align their brand identities so a marquee moment in one city fuels discovery and visitor spend statewide. From auditing global brand assets to navigating the friction of working with transportation authorities and civic leaders, this session provides the blueprint for turning intense global scrutiny into a cohesive, lasting legacy for every partner involved.

Takeaways: 

• The Unified Brand Architecture: Learn how to audit and evolve your destination’s "digital DNA"—integrating legacy icons with modern event narratives to create a flexible global framework that resonates with international travelers across an entire region.
• The Host-to-State Partnership Blueprint: Identify the specific governance structures and communication workflows required to align state offices and local DMOs, ensuring that host city momentum translates into regional discovery and statewide economic lift.
• Navigating High-Stakes Stakeholder Friction: Gain candid, 301-level Data & Insights into managing complex relationships with municipalities, transit authorities, and civic leaders when the eyes of the world are on your destination.
• The Legacy Framework: Measuring Beyond the Visit: Move past short-term room nights to evaluate long-term success. We’ll break down strategies for measuring brand lift, resident benefit, and sustained demand—equipping you with a measurement narrative that justifies the investment to policymakers.