2025 Schedule of Events



We can’t wait to welcome you to Phoenix for ESTO 2025! As we build out the program, we’ll keep this page updated with fresh sessions designed to transform the way you approach destination marketing.

Rooted in the power of Ideas That Travel, every session is thoughtfully crafted to spark bold ideas and innovative strategies you can take home to shape the future of your destination. All sessions will be held at the JW Marriott Phoenix Desert Ridge Resort & Spa. Stay tuned for more!

Conference Credentials: All delegates are issued a non-transferable name badge at registration, which is required for admission to all official ESTO functions. If you lose your name badge, please visit registration.

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Monday, August 12
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9:15am - 10:15am

Main Stage

  • Opening Keynote: The NEXT, Next Level
    Sponsored by
    InflightFlix
    Battelle Grand
    Greater Columbus Convention Center
    Details

    In this keynote, Sekou challenges our traditional view of growth. Ever since we were little, we’ve been obsessed with growth. But in order for the transformational leader to keep reaching the proverbial "next level," you must first transform your concept of the word "growth" in a sustainable way. Prepare to supercharge your resiliency through an energetic and inspiring keynote like no other.

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11:30am - 12:30pm

All Access

  • Making Data Decisions on a Shoestring Budget
    A220 - A222
    Greater Columbus Convention Center
    Details
    Understanding data doesn’t always require a massive budget or dedicated research team. As a destination marketing leader, you have more data at your fingertips than ever before but knowing where to begin – or make sense of the numbers – can be overwhelming. This interactive session walks participants through the process of evidence-based decision making, providing clear next steps to create impactful and cost-efficient destination marketing strategies. All session attendees will receive a copy of the DMO Toolbox White Paper Project from the inaugural Travel and Tourism Research Association International (TTRA) Think Tank initiative.
  • Three Second Rule: Why Short Form Content is Key to Social Success
    A110 - A115
    Greater Columbus Convention Center
    Details
    The results are in, you officially have three seconds to capture your audience’s attention before they scroll. This session will explore how short form video content isn’t going anywhere – making it more important than ever for destinations to prioritize content creation that inspires travel. Hear from content experts and DMOs that are seeing great ROI. Get ready to create short form videos that convert, because after this session, you’ll leave with actionable tools to inspire your content strategy and capitalize on best practices from destinations large and small.
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3:25pm - 4:25pm

All Access

  • Dropping Vanity Metrics and Adopting New Industry KPIs
    A120 - A125
    Greater Columbus Convention Center
    Details
    Visibility without value is vanity. And in the dynamic landscape of destination marketing, we need metrics that add value and show relevance to our marketing objectives and strategies. In this session, we’ll delve into the multitude of KPIs available and equip you with the knowledge to decipher the difference between vanity and value. Whether your goal is to boost visitation numbers, enhance visitor experiences, or elevate destination awareness, you’ll leave this session understanding which metrics truly matter and how to leverage them for tangible results.
  • The AI Revolution Is Here. But Has It Changed the Way We Travel?
    A110 - A115
    Greater Columbus Convention Center
    Details
    This session will take a deep dive into AI and the digital acceleration of how personalized recommendations, automated customer service, predictive analytics, and smart itinerary planning are transforming destination marketing. Discover AI-driven innovations that enhance traveler experiences and learn how to optimize marketing strategies and gain a competitive edge in the dynamic travel market. You’ll also walk away with a better understanding on the consumer landscape and how consumers are using AI.