Schedule



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

Explore the full schedule to start planning your experience at ESTO.

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Monday, August 24
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9:00am - 10:30am

Concurrent Session: Peer-to-Peer Roundtable

  • The Resident Equation: Earning Trust Before You Need It
    Franklin 5-7
    Philadelphia Marriott Downtown
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    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.
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4:00pm - 5:30pm

Concurrent Session: Peer-to-Peer Roundtable

  • The Internal PR Mandate: Proving Tourism's Value to Residents and Power Players
    Room 401-403
    Philadelphia Marriott Downtown
    More Details

    The most difficult "sale" a DMO leader makes isn't to a traveler—it’s to a skeptical resident, a local reporter, or a state legislator. As destinations face rising scrutiny over "quality of life" and budget priorities, PR is no longer just an external marketing tool; it is a critical function of Government Affairs and Community Relations.
    This high-level roundtable is designed for senior leaders to move past the "basics" of tourism awareness and dive into the mechanics of Internal Advocacy. After a brief framing of current regional shifts, facilitators will guide an in-depth peer-to-peer exchange on how DMOs are successfully "marketing to the home crowd." We’ll discuss the tactical realities of using earned media to drive in-state visitation while simultaneously building the political capital required to protect funding and community trust. Come prepared to share what’s working, what’s failing, and how you are proving your destination's value to the people who live there.