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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1:00pm - 1:45pm

Concurrent Session: Peer-to-Peer Roundtable

  • Reimagining Visitor and Welcome Centers
    More Details

    Pre-Registration Required

    Welcome Centers will remain a powerful entry point for destinations if they evolve with the times. Join this interactive session to hear new research from Tennessee’s recent visitor profile survey and explore how data is shaping the future of Welcome Center strategy. Through open discussion, you’ll exchange ideas with peers and identify practical ways to align your center’s offerings with the evolving needs of today’s travelers.

    To foster more focused, meaningful conversation, registration is capped at 60 participants.

    Advance RSVP required through your personalized schedule.

  • Research and Insights for Smarter Destination Strategy
    More Details

    Pre-Registration Required

    Behind every strong strategy is a solid foundation of data and insight. This roundtable, led by U.S. Travel’s Joshua Friedlander, invites tourism professionals to dig into the role of research in guiding destination growth. From identifying traveler trends to informing big-picture planning, explore how smart data leads to better decisions and stronger outcomes.

    To foster more focused, meaningful conversation, registration is capped at 60 participants.

    Advance RSVP required through your personalized schedule.