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

  • Strategy Activators: Using Little Insights to Make Big Impacts
    A210 - A215
    Greater Columbus Convention Center
    Details
    No matter the size or scale of our destination strategies, one thing remains constant: the success hinges on how we activate those approaches. Failure to activate leads to disengaged stakeholders, misaligned resources, a lack of measurable outcomes, restless boards, and a plan gathering dust on a shelf. However, when we reorient to being strategy activators, our destination plans come alive and help our communities flourish. Strategy activators can be any one of us and it all starts with little insights that lead to big impacts. This session will explore actionable strategies, navigate common challenges, and uncover effective approaches that empower destination leaders to bring their strategies to life.
  • 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

  • Beyond the Likes: Balancing Brand Alignment and Influencer Partnerships
    A210 - A215
    Greater Columbus Convention Center
    Details
    Influencers can play a critical role in DMO marketing strategy. However, influencers are people and people come with a variety of opinions and viewpoints that may not always be consistent with your brand. In an increasingly polarized world, learning to work with third-party validators without entangling your brand is imperative. In this session, we’ll explore how to avoid landmines when it comes to partnering with influencers, while also sharing best practices in justifying your influencer strategy to stakeholders.
  • Navigating Global “Chopportunities” in 2024 & Beyond
    A220 - A222
    Greater Columbus Convention Center
    Details

    Global travel forecasts reveal a huge opportunity for U.S. destinations to grow international visitation volume and spend. However, the post-pandemic global travel landscape is markedly changed from just five years ago. Changing consumer interests, motivations and buying habits coupled with industry consolidation and new competitors are challenging both experienced and new-to-international destinations to evolve their own international marketing and sales strategies. Join Future Partners and a panel of destination leaders for a discussion on the changing international landscape and how they’re meeting these “chopportunities” through innovative partnership, product development and marketing.

  • 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.