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.
In Phoenix, the ESTO 2025 program set a new standard for how destination leaders learn and connect. Attendees experienced:
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.
The Artificial Intelligence (AI) Playground at U.S. Travel’s ESTO 2025 will equip destination marketers with the knowledge, confidence, and tools to embrace AI as a transformative force in travel marketing and destination promotion. This interactive activation space will blend education, hands-on exploration, and real-world applications to help DMOs understand how AI works—and more importantly, how they can leverage it to elevate their strategies and drive impact for their destinations.
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.
Get ready for fast, focused insights in the Solutions Hub—a series of rapid-fire, 15-minute presentations built to deliver real solutions to real challenges.
Adara: The Intersection of TV Viewership & Travel Intent
Visit Milwaukee wanted to measure actual visitation from hosting a major TV show and Visit Indy wanted to maximize the Caitlin Clark effect. Adara helped them both by combining the power of travel data and TV viewership. Join us as we dive into measurement surrounding Top Chef being filmed in Milwaukee in 2024, including top origin markets for those who watched the show, and Indy’s latest marketing efforts to WNBA game watchers. Bonus: Find out how these approaches can help destinations leverage the Mega Decade of Sports, too!
Expedia: More than a Game: How Sports Travel is Creating New Opportunities for Destinations
Sports tourism now accounts for 10% of global tourism spend – and that figure is expected to grow exponentially. From FIFA Club World Cup to F1 racing, and a whole host of other major tournaments happening in the coming months, tourism players are primed to generate greater value and revenue opportunities. This session dives into how sports fans – especially Gen Z and millennial travelers – are reshaping demand patterns, loyalty behaviors and destination choices. We’ll highlight how destinations can move beyond traditional travel marketing strategies to reach high-value travelers through targeted advertising and engaging content that captures sports-mad fans. Drawing from Expedia Group’s latest global research, we’ll share actionable insights and how to leverage Expedia Group’s travel media network to create end-to-end campaigns that reach travelers wherever they are, whatever the game.
SPIRRA.io: Beyond Demographics: Using Influencer Intelligence to Discover Your Hidden High-Value Visitors
Most DMOs rely on traditional broad demographic data that miss emerging and high-value segments. This talk reveals how analyzing influencer audiences provides real-time insights into who actually wants to visit your destination. Using SPIRRA's AI-powered audience intelligence, we'll show how destinations can discover unexpected visitor segments—like "outdoor wellness travelers" or "cultural food explorers"—by examining the followers of relevant influencers. Attendees will learn to use influencer data as a discovery tool for audience insights, identify which content themes attract longer-staying/higher-spending visitors, and uncover niche markets that competitors are missing. Case studies will demonstrate how destinations found their most profitable visitor segments hidden in plain sight within influencer communities.
Tiki: From Monologue to Dialogue - The AI-Powered Future of Destination Advertising
Traveler expectations are shifting—from passive inspiration to active, real-time engagement. This session explores how AI is transforming destination advertising from static messages into dynamic conversations. Learn how DMOs can harness conversational media to guide, inform, and inspire visitors at every stage of the journey.
Tripadvisor: Tripadvisor Trendcast 2025
The future of travel just landed. We dug deep into millions of reviews, bookings, and convos on Tripadvisor to uncover the micro-trends and massive cultural swings that are rewriting the ways we go. Our first-ever Trendcast captures it all—it’s the ultimate pulse check on where travelers are now and what’ll be driving them forward for years to come.