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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Tuesday, August 25
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10:15am - 11:00am

Concurrent Session: Presentation

  • Beyond Search: Rethinking Destination Discoverability
    Franklin 3-4
    Philadelphia Marriott Downtown
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    Travelers no longer discover destinations the way they once did. They move between AI assistants, search engines, social media, maps and creator content before they ever visit a destination website. As those behaviors continue to change, destination marketers need to rethink what sits at the center of their digital strategy. This session explores a practical framework for creating a connected source of truth that keeps destination information accurate, trusted and easy to discover wherever travelers are looking. Attendees will leave with a new perspective on how to strengthen their digital strategy for a rapidly changing landscape.

  • How States, Destinations, and Airports Align to Drive Economic Impact
    Franklin 1-2
    Philadelphia Marriott Downtown
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    When state tourism offices, destination organizations, and airports align around shared data, strategy, and storytelling, the impact extends far beyond visitation. It influences air service development, funding conversations, economic growth, and resident sentiment. This panel brings together executive leaders from Colorado Tourism Office, Visit Denver, and Denver International Airport to share how cross-entity collaboration drives measurable outcomes across a destination ecosystem.

     

    Takeaways: 

    • How coordinated messaging strengthens visitation and community support.
    • Where brand alignment often breaks down and how to build a more unified approach.
    • Real examples of collaboration that influenced growth, perception, and long term competitiveness.

     

  • Scaling Major Moments from Host City to Statewide Legacy
    Franklin 11-13
    Philadelphia Marriott Downtown
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    When a global spotlight hits a host city—whether for the FIFA World Cup 26™ or a major political event—the pressure isn’t just on the stadium; it’s on the entire state ecosystem. The true test of a destination leader isn't just managing the logistics of a marquee event, but ensuring that momentum drives a measurable economic multiplier across the region.

    This high-level panel pulls back the curtain on the "Host City vs. State" dynamic, featuring leaders from Pennsylvania, Philadelphia and more. We’re moving past the highlight reels to discuss the candid, "unfiltered" realities of cross-sector collaboration. Learn how state and local DMOs align their brand identities so a marquee moment in one city fuels discovery and visitor spend statewide. From auditing global brand assets to navigating the friction of working with transportation authorities and civic leaders, this session provides the blueprint for turning intense global scrutiny into a cohesive, lasting legacy for every partner involved.

    Takeaways: 

    • The Unified Brand Architecture: Learn how to audit and evolve your destination’s "digital DNA"—integrating legacy icons with modern event narratives to create a flexible global framework that resonates with international travelers across an entire region.
    • The Host-to-State Partnership Blueprint: Identify the specific governance structures and communication workflows required to align state offices and local DMOs, ensuring that host city momentum translates into regional discovery and statewide economic lift.
    • Navigating High-Stakes Stakeholder Friction: Gain candid, 301-level Data & Insights into managing complex relationships with municipalities, transit authorities, and civic leaders when the eyes of the world are on your destination.
    • The Legacy Framework: Measuring Beyond the Visit: Move past short-term room nights to evaluate long-term success. We’ll break down strategies for measuring brand lift, resident benefit, and sustained demand—equipping you with a measurement narrative that justifies the investment to policymakers.
  • They're Coming for Your Visitors: What Italy, Ottawa & Estonia Know That We Don't
    Franklin 5-7
    Philadelphia Marriott Downtown
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    Destination marketing is no longer a domestic game. As global competition for travelers intensifies, the most innovative positioning, partnership, and audience strategies are increasingly coming from outside the U.S. In this session, Tiki's Jamie Claudio is joined by marketing and tourism leaders from Italy (ENIT), Ottawa, and Estonia, each of whom will share how they define their destination's brand, reach global audiences and adapt to changing traveler behavior. The discussion then opens into a frank Q&A on the geopolitical and competitive forces reshaping inbound travel, including the headwinds facing U.S. destinations, offering attendees practical ideas and a more global perspective on the work we all share.
  • Where Are We Headed Next? Decoding Traveler Intent and Destination Choice
    Franklin 9-10
    Philadelphia Marriott Downtown
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    Join Expedia Group Advertising for a look at how travelers discover, consider, and choose destinations, and which influences carry the most weight along the way. Drawing on Expedia Group’s Unpack ’26 and Cartbound research, we'll explore the trends shaping destination consideration into 2027, along with understanding how travel influences consumer spending behavior across categories like fashion, beauty, electronics, food, and financial services. Attendees will leave with data to help reach high-intent travelers earlier in their journey and convert inspiration into bookings.