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.  

 

 

Print
Monday, August 18
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10:30am - 11:30am

Invitation Only

  • Executive Edge: Stop the Exodus: Keep Your DMO Talent from Fleeing
    Sponsored by
    Simpleview, a Granicus Company
    More Details

    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.

-
1:00pm - 1:45pm

Invitation Only

  • Executive Edge: DMO AI Strategy is All Over the Place: Here's What's Working
    Sponsored by
    Simpleview, a Granicus Company
    More Details

    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

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2:00pm - 2:45pm

Invitation Only

  • Executive Edge: Don’t Just Defend Your Budget, Go on Offense!
    Sponsored by
    Simpleview, a Granicus Company
    More Details

    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:

    • Explore successful funding advocacy approaches that influence policy and legislation.
    • Gain insight into recent legislative developments.
    • Discover how innovative funding models and stakeholder collaboration can foster long-term sustainability.