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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3:30pm - 4:30pm

Featured Session

  • Are You Ready for It?
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    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?

  • Leading Through Crisis: Lessons from the Frontlines of Disaster Response
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    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:

    • Mobilizing internal teams and community partners within hours 
    • Navigating national media attention and public sentiment 
    • Communicating with compassion while preserving traveler confidence 
    • Pivoting content, messaging, and marketing in real-time 
    • Rebuilding trust—and visitation—over time 

    This session goes beyond theory with firsthand accounts, hard-won lessons, and practical frameworks you can apply in your own preparedness planning.

  • Unexpected Pairings: How Creative Collaborations Drive Destination Buzz
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    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:

    • Think like a brand builder by aligning with lifestyle products and partners
    • Identify passion points that resonate with your visitors
    • Create co-branded moments that turn travelers into ambassadors
    • Extend your reach through partners’ built-in audiences

    We’ll showcase real-world examples, brainstorm creative local pairings, and explore ways to turn everyday touchpoints into something unforgettable.