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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2:15pm - 3:15pm

Concurrent Session: Presentation and Discussion

  • AI Leadership Strategy for DMO CEOs
    Franklin 5-7
    Philadelphia Marriott Downtown
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    The Matador AI Council is a forum for 50+ DMO CEOs to define AI leadership strategy through the lens of change management and organizational culture. This session begins with two Council members describing how they’re leading AI transformation across their organizations to drive new business outcomes. Then we’ll shift to a peer-to-peer roundtable conversation for participants to share their best practices for successfully implementing AI platforms and processes.  

    Takeaways:

    • How CEO and leadership AI fluency drive success more than anything.
    • How agents increase the ROI for AI beyond micro-productivity hacks.
    • How organization design is catching up to the technology.
    • How to ensure governance overkill doesn’t suppress adoption.

     

  • CMO Jam Live: Candid Conversations With Destination Leaders
    Franklin 11-13
    Philadelphia Marriott Downtown
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    This live, roundtable-style session brings the popular CMO Jam format to the ESTO stage. We'll tackle the most urgent challenges facing today’s tourism CMOs—sourced directly from the audience in advance and during the session. Expect candid conversation, tactical insight, and real-world examples. Attendees will walk away with peer-driven solutions, scalable strategies, and a pulse on what’s working across all destination sizes.

     

    Takeaways:

    • Proven Strategies From the Field: Learn what’s working (and what’s not) from real destination marketing leaders across the country.
    • Solutions for Current Challenges: Walk away with relevant, peer-sourced insights on the most urgent issues facing marketers today.
    • Scalable Ideas for Any DMO: Gain actionable takeaways that can be applied regardless of your destination’s size or structure.