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.
Pre-Registration Required
Join us for a relaxing and rejuvenating experience on August 18th where you’ll flow through a gentle yoga session that emphasizes connecting with the body, breath, and mind, encouraging physical, mental, and emotional well-being. Each participant will be provided with water, a towel, and a yoga mat. Comfortable attire recommended.
Advance RSVP required through your personalized schedule.
Pre-Registration Required
Immerse yourself in the soothing vibrations of our sound healing led by our local sound healer. This experience combines ancient healing techniques with the harmonious sounds of crystal bowls and other therapeutic instruments. End your session with a guided meditation, taking you to a grounded and relaxed mental state allowing you to conquer your week with a heightened sense of clarity and peace. Each participant will be provided with water, a towel, and a yoga mat. Comfortable attire recommended.
Advance RSVP required through your personalized schedule.
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.
Put your skills to the test at the Cadent Claw Machine—where machine precision meets human finesse—for a chance to win an Amazon gift card. Prefer to leave it to luck? Enter our raffle to win a pair of Meta glasses.
While you're there, connect with the Cadent team to learn how we're redefining standards in travel & tourism advertising. We look forward to seeing you!
Step into the ESTO Cares Activation Lounge to continue giving back! Build more kits, connect with fellow attendees, and make an impact in our local community. Whether you’re assembling essentials, sharing a smile, or learning how to extend your volunteer efforts beyond the conference, this is your space to make a difference—one kit at a time.
Destination Services
Stop by for some giveaways, courtesy of Visit Phoenix and Visit Arizona.
Sip & Say Hi with U.S. Travel
4:30 - 5:30 PM
During “Me Time,” swing by to mix, mingle, and sip with the U.S. Travel team! Grab a drink, say hello, and enjoy good company.
Continental Breakfast Menu
Season's Best Fruits & Berries (V, GF)
Assortment of Fruit & Greek Yogurts (Veg, GF)
-Granola (Veg, GF, DF, CN)
Breakfast Bakeries & Gluten Friendly Muffin Tops (Veg)
-Accompanied by Sweet Butter, Assorted Fruit Jams
Southwest Breakfast Burrito
-Scrambled Eggs, Chorizo Sausage, Potato, Pepper-Jack Cheese, Locally Made Tortilla, Salsa Verde
-Meatless option available upon request
Beverages
Coffee and Tea Service
GF = Gluten Free; DF = Dairy Free; CN = Contains Nuts; Veg = Vegetarian; V = Vegan
Visit our Genius Bar to chat with featured AI experts, our featured "geniuses", ready to answer your questions, share tips, and guide you through all things AI.
Table 1
Greg Oates
Director of AI Advocacy
Matador Network
Table 2
Lauran Peoples
Director of Sales Marketing & Business Development
Visit Richmond, VA
Pre-Registration Required
Social media never slows down—so how are you keeping up? Join fellow destination marketers in this collaborative roundtable to explore what’s really working in destination social media, from influencer partnerships to viral UGC moments. Swap ideas, dig into platform shifts and talk honestly about what it takes to stay relevant in a constantly evolving digital world.
To foster more focused, meaningful conversation, registration is capped at 60 participants.
Advance RSVP required through your personalized schedule
Pre-Registration Required
DMOs with growing budgets are navigating a complex and fast-moving digital landscape. This roundtable is for teams working with budgets over $5 million to share ideas, explore digital trends and discuss what’s connecting with today’s traveler. From social media to paid media and co-op programs, connect with peers to trade practical strategies and insights that drive engagement and impact.
To foster more focused, meaningful conversation, registration is capped at 60 participants.
Advance RSVP required through your personalized schedule.
Pre-Registration Required
Doing more with less is the reality for many destinations. Discover how to turn constraints into creative advantage in this roundtable for DMOs with budgets under $5 million. Share what’s working across digital platforms, and explore how peers are maximizing reach, managing priorities and driving results with focused, flexible strategies.
To foster more focused, meaningful conversation, registration is capped at 60 participants.
Advance RSVP required through your personalized schedule.
Pre-Registration Required
When you're managing a major budget, creativity and strategy both matter. This roundtable is for States with budgets over $10 million, looking to trade ideas, highlight bold campaign work and explore what’s delivering real results. From innovative tactics to scalable solutions, join peers to reimagine what’s possible in high-impact destination marketing.
To foster more focused, meaningful conversation, registration is capped at 60 participants.
Advance RSVP required through your personalized schedule.
Pre-Registration Required
States with mid-level budgets are uniquely positioned to test, adapt and scale with purpose. In this roundtable for those working with budgets less than $10 million, join peers to trade ideas, dig into digital trends and explore how to get the most out of your media mix. From co-ops to campaign planning, it’s a space for practical strategy, shared insight and smarter outcomes.
To foster more focused, meaningful conversation, registration is capped at 60 participants.
Advance RSVP required through your personalized schedule.
Step into the Phoenix Pop-Up Shop Experience and discover the vibrant spirit of the city through its local makers and artisans. Browse a curated selection of products from talented Phoenix vendors—featuring everything from handcrafted goods to locally inspired treats. It’s the perfect chance to take home a unique piece of Phoenix while supporting the businesses that make our community thrive.
Chilttepica Products
Family-owned Chilttepica brings the bold, smoky heat of the legendary chiltepin—the ‘mother of all chiles’—to every season.
Grandeur Lathers
Luxury plant-based bath and body care—handcrafted soaps, solid hair care, and lotion bars in sustainable, plastic-free packaging.
Visit Phoenix Pop-Up Shop
Snag desert-inspired apparel, gifts, and goodies to zhuzh up your style and show off your Sonoran Desert adventure.
How are today’s leaders rethinking the way they structure teams, evolve strategies, and drive transformation? In this energizing session, three bold Arizona-based leaders share how they’re navigating change with clarity, courage, and intention
Moderated by: Alix Skelpsa Ridgway, Interim Director of the Arizona Office of Tourism
Spotlight speakers include:
Their stories will set the tone for a dynamic fireside conversation exploring reinvention across sectors—from culinary and wellness to community leadership and brand storytelling.
You’ll leave recharged to rethink how you lead, collaborate, and evolve—on your team, in your destination, and across the industry.
Look Sharp. Be You. Refresh Your Headshot!
Make a lasting impression, both online and in person. Stop by the headshot lounge at the top of the escalators during ESTO to receive a complimentary professional headshot, courtesy of Travelzoo.
Whether you are updating your LinkedIn profile, refreshing your company bio, or simply looking for a high-quality, professional photo, our onsite photographer will help you look your best while capturing your authenticity.
It’s quick, seamless, and a great reason to learn more about how Travelzoo supports professionals like you.
Pause, unwind, and recharge in the Wellness Lounge—your personal reset zone amidst the conference buzz. Sponsored by Simpleview, a Granicus Company, drop in for a complimentary chair massage from licensed therapists and take a few minutes to relax, reset your mind, and release tension. No sessions, no signup—just real relief, right when you need it. Because great ideas start with a clear head.
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.
By invitation only. Learn more.
DMOs are losing their top talent to vendors and agencies—and it’s not just about pay. It’s about flexibility, career growth, and a workplace culture that doesn’t feel like a dead end. This session dives deep into why the talent drain is happening and how DMOs can fight back. From rethinking compensation to creating a growth-oriented, flexible work environment, we’ll explore actionable strategies to keep your team from jumping ship.
The 2025 DestinationNEXT Futures Study delivers a global snapshot of the eight forces reshaping destination organizations—from AI-driven marketing and advocacy to community development and workforce resilience. Based on insights from hundreds of industry leaders worldwide, the findings reveal how destination professionals are evolving beyond traditional marketing to become catalysts for authenticity, sustainability, and long-term impact. This session will highlight key takeaways and practical strategies to help destination leaders plan, adapt, and thrive in a rapidly changing environment.
In today’s rapidly evolving geopolitical climate, destination marketing organizations are being challenged to rethink how, where, and to whom they market. Join leading CMOs for an engaging panel discussion exploring how international marketing strategies are being reshaped in real time — from shifting market priorities and revised messaging to reallocating budgets toward domestic audiences. Whether you’re reassessing your international footprint or seeking insight on staying agile in unpredictable times, this session will deliver timely strategies and practical takeaways for destination marketers.
From pandemic pivots to shifting political pressures and evolving traveler expectations, destination marketers know that change is the only constant. In this fast-moving session (yes, the Ross-and-the-sofa meme might make an appearance), hear from three seasoned marketing professionals about the unexpected challenges they’ve faced — and how they’ve adjusted course in real-time. From proving ROI to skeptical stakeholders to reaching new, high-value audiences, this panel offers practical, hard-won lessons on staying nimble while driving results.
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: From Transactions to Relationships: Building Long-Term Partnerships with Travel Influencers
The influencer marketing landscape has shifted from one-off sponsored posts to strategic, long-term partnerships that build authentic destination advocacy. This session explores how DMOs can transform transactional influencer relationships into valuable, ongoing partnerships that drive sustained visitation. Using SPIRRA's relationship management and performance tracking tools, we'll demonstrate how to identify influencers who align with your destination's values long-term, track which partnerships actually convert followers into visitors, and structure ambassador programs that provide value to both the destination and creator. Attendees will learn strategies for moving beyond campaign-based thinking to relationship-based marketing, creating exclusive experiences that build influencer loyalty, and measuring the true long-term value of influencer partnerships versus short-term engagement metrics.
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.
Visit our Genius Bar to chat with featured AI experts, our featured "geniuses", ready to answer your questions, share tips, and guide you through all things AI.
Table 1
Greg Oates
Director of AI Advocacy
Matador Network
Table 2
Matt Clement
Executive Vice President
Madden Media
Buffet Lunch Menu
Market Style Chopped Salad
-Romaine, Queso Fresco, Roasted Corn, Black Beans, Tortilla Strips, Cherry Tomato, Chipotle Ranch Dressing, Honey Ancho Vinaigrette
Grilled Chicken (GF, DF, CN)
-Black Mole (contains peanuts) and Toasted Sesame Seeds
Green Chili Tamales (Veg, GF)
-Accompanied by Fire Roasted Salsa (V, GF), Salsa Verde (V, GF)
Calabacitas (V, GF)
-Mexican Squash, Grilled Peppers, Fire Roasted Corn, Cilantro
Cilantro Lime Rice (V, GF)
Desserts
Chocolate Chili Rice Pudding (Veg, GF)
Prickly Pear Cheesecake (Veg)
Beverages
Coffee and Tea Service
GF = Gluten Free; DF = Dairy Free; CN = Contains Nuts; Veg = Vegetarian; V = Vegan
Get inspired in just 15 minutes! Join us in the AI Playground for quick, high-impact demos showing how AI can spark ideas, solve problems, and supercharge your work. See real-world examples in action, ask questions, and leave with practical tips you can use right away.
By invitation only. Learn more.
Innovative DMOs are using AI to deliver on their core mandate with a proven three-pillar strategic framework:
1. Pivot internal culture to embrace AI
2. Optimize destination/partner marketing and community messaging for AI search
3. Capitalize on chat as the new marketplace, including in-destination
Three key takeaways:
1. Step-by-step AI strategy map for DMOs vetted by destination leaders, boards and stakeholders
2. Actionable strategy for scaling AI adoption organization-wide
3. Inspiring case studies from DMO CEO/CMOs
Pre-Registration Required
Driving long-term impact starts with rethinking how we lead and manage our destinations. This roundtable conversation dives into the evolution from traditional marketing to destination management and how culture, leadership and systems must evolve to keep up. Come ready to share, learn and collaborate with others navigating similar challenges, and leave with insights to inspire meaningful transformation at home.
To foster more focused, meaningful conversation, registration is capped at 60 participants.
Advance RSVP required through your personalized schedule.
Pre-Registration Required
Social media never slows down—so how are you keeping up? Join fellow destination marketers in this collaborative roundtable to explore what’s really working in destination social media, from influencer partnerships to viral UGC moments. Swap ideas, dig into platform shifts and talk honestly about what it takes to stay relevant in a constantly evolving digital world.
To foster more focused, meaningful conversation, registration is capped at 60 participants.
Advance RSVP required through your personalized schedule.
By invitation only. Learn more.
In today’s competitive tourism landscape, securing stable and sufficient funding is not only a financial necessity but a strategic advantage that enables DMOs to deliver long-term value and enhance marketing effectiveness. As the tourism industry continues to evolve, so too must the approaches DMOs take to protect and grow their funding sources.
This session will explore the foundational elements of funding stability and provide actionable strategies for strengthening your destination’s competitive position. Topics include protecting current funding, mastering funding advocacy, and diversifying revenue streams to ensure long-term sustainability.
Participants will also receive updates on recent funding legislation, including diverting funding as well as legislation strengthening funding, such as Washington State’s 2025 legislation to establish a committee to develop sustainable industry funding. In addition, we’ll highlight success stories from destinations that have effectively safeguarded and grown their funding through targeted advocacy and forward-thinking.
Key Takeaways:
Visit our Genius Bar to chat with featured AI experts, our featured "geniuses", ready to answer your questions, share tips, and guide you through all things AI.
Table 1
Greg Oates
Director of AI Advocacy
Matador Network
Table 2
Janette Roush
Senior Vice President, Innovation & Chief AI Officer
Brand USA
Taste of the Southwest Break Menu
Local Corn Tortilla Chips (V, GF)
-Accompanied by Fire Roasted Salsa (V, GF), Salsa Verde (V, GF), Guacamole (V, GF)
Empanadas
-Black Bean & Roasted Corn (Veg)
-Chicken Mole (CN)
Hummus
-Jalapeno & Cilantro Hummus (V, GF), Roasted Garlic Hummus (V, GF), Warm Pita, Celery, Carrots
Desserts
Arizona Lemon Bars (Veg)
Chocolate Mole Cookies (Veg)
Beverages
Prickly Pear Lemonade
Coffee and Tea Service
GF = Gluten Free; DF = Dairy Free; CN = Contains Nuts; Veg = Vegetarian; V = Vegan
The next 12–18 months will redefine the way destinations engage, serve, and convert travelers—powered by artificial intelligence. This forward-looking session will explore how AI is moving from novelty to necessity in destination marketing. We’ll dive into the rapid evolution of conversational AI, predictive search, and traveler behavior modeling, audience segmentation and what it means for traditional digital strategies like websites, apps, and static content. Expect a provocative discussion on how vertical AI platforms tailored for tourism will begin to outperform horizontal tools, and how destinations must adapt their data strategies, staffing models, and tech stacks to remain competitive. We’ll also cover emerging use cases: multilingual visitor servicing, mobile concierge tools, dynamic itinerary creation, and AI’s growing role in accessibility and personalization. If you’re still treating AI as an experiment, you’re already behind. This session will challenge your assumptions and prepare you for what’s next—because the future of travel isn’t coming. It’s already here. Are you ready for it?
When disaster strikes—whether wildfires, hurricanes, or social unrest—destination organizations must act fast to communicate clearly, protect brand integrity, and lead with empathy. In this high-stakes featured session, hear directly from the teams behind North Carolina and New Orleans' disaster response efforts as they reflect on the realities of:
This session goes beyond theory with firsthand accounts, hard-won lessons, and practical frameworks you can apply in your own preparedness planning.
From craft beer and golf polos to limited-edition merch that goes viral, today’s most memorable destination marketing often starts with a surprising collaboration. In this session, we’ll explore how lifestyle-driven partnerships—like Four Peaks x Bad Birdie—can generate organic buzz, reflect the spirit of a place, and connect with niche communities in authentic ways.
You’ll learn how to:
We’ll showcase real-world examples, brainstorm creative local pairings, and explore ways to turn everyday touchpoints into something unforgettable.
Use this time however you’d like—relax, catch up on emails, connect with friends, or simply recharge. No obligations, just your time.
Doors open at 6:00 PM.
Program starts at 6:30 PM.
Step into the spotlight at the 2025 ESTO Awards, an inspiring evening hosted by Emcee Yetta Gibson, where we honor the most visionary minds in destination marketing. Prepare for an unforgettable night where creativity and innovation shines and the powerful ideas that travel connect people to places. Don your most dazzling bronze, amber metallics and Southwest-inspired attire.
Dinner Sponsored by Miles Partnership.
Plated Dinner Menu
Charcuterie Board
-Mole Salami, Spanish Chorizo, Manchego Cheese, Hatch Chili Cheddar, Fresno Pepper Jam, Spanish Olives, Marcona Almonds, Rustic Crackers
Braised Beef Short Rib (GF)
-Boursin Whipped Potato, Broccolini, Roasted Mushroom Cabernet Demi
Stuffed Acorn Squash (V, GF) - upon request
-Quinoa, Roasted Corn, Mushrooms, Onion, Roasted Baby Carrots, Broccolini, Pomegranate Gastrique
Dessert
Orange Blossom Water Macarons
Blackberry Basil Panna Cotta
Lemon Verbena Pol de Creme
Angel Food Cake, Fresh Strawberries
Beverages
Coffee and Tea Service
GF = Gluten Free; DF = Dairy Free; CN = Contains Nuts; Veg = Vegetarian; V = Vegan