Program Schedule


What to Expect at ESTO

Each year, ESTO delivers bold content, dynamic learning formats and opportunities to connect and equip destination leaders with insights they can immediately put into action.

Session Format
  • Keynotes: Bold ideas and big-picture insights from industry leaders.
  • Mini Keynotes: Fast-paced spotlights on emerging strategies.
  • Presentations: Case studies and research-driven sessions.
  • Take-Off Talks: Short, story-driven talks with big impact.
  • Roundtables: Interactive discussions and peer exchange.

 

A Look Back at ESTO 2025

In Phoenix, the ESTO 2025 program set a new standard for how destination leaders learn and connect. Attendees experienced:

 

  • Immersive activations, including the hands-on AI Playground, where marketers explored practical applications of emerging technologies.
  • Fresh networking formats, such as Beyond the Classroom, designed to foster collaboration and exchange outside traditional sessions.
  • Purpose-driven engagement, highlighted by the expanded ESTO Cares initiative.

 

These highlights exemplify ESTO’s ongoing commitment to building programs that push boundaries and inspire action.

Event Policies

For full details including information around cancellations, substitutions, payments and photography, explore U.S. Travel’s general event policies and ESTO-specific guidelines.  

 

 

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Sunday, August 17
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3:00pm - 4:30pm

Opening Session

  • The State of the Industry & What’s Ahead
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    Ellen Davis sets the tone with a powerful snapshot of where the industry stands. This fast-paced, high-impact address covers major industry trends, policy priorities, and key forces reshaping the travel landscape, providing strategic grounding for the conversations to follow.

  • Engineering Experience: Reimagining the Destination Brand
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    Today’s travelers don’t just want a stay—they want a story. In this engaging conversation, the Chief Marketing Officer of MGM Resorts joins Tiffany Kerr, SVP and Chief Marketing Officer of Visit Austin, to offer a behind-the-scenes look at how one of the world’s most recognizable hospitality brands is evolving to meet rising expectations. From reimagining the guest journey to investing in digital innovation, you’ll get an inside look at how MGM is building emotional connections, strengthening loyalty and creating experiences that feel both personal and unforgettable. Whether it’s luxury, loyalty or digital transformation, this session explores what it takes to stand out in a world where brand experience is everything.

  • Imagine More: Lessons from Lucasfilm’s Creative Frontlines
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    The future belongs to the creative—and the courageous. Rob Bredow, SVP of Creative Innovation at Lucasfilm, brings a fresh perspective on how creativity and storytelling drive influence, loyalty and transformation. Through real stories from his work at the cutting edge of entertainment and technology, Rob will leave attendees ready to think differently, lead boldly and build unforgettable destination experiences.