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.  

 

 

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Monday, August 18
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10:30am - 11:15am

Concurrent Session: Peer-to-Peer Roundtable

  • Research and Insights for Smarter Destination Strategy
    More Details

    Pre-Registration Required

    Behind every strong strategy is a solid foundation of data and insight. This roundtable, led by U.S. Travel’s Joshua Friedlander, invites tourism professionals to dig into the role of research in guiding destination growth. From identifying traveler trends to informing big-picture planning, explore how smart data leads to better decisions and stronger outcomes.

    To foster more focused, meaningful conversation, registration is capped at 60 participants.

    Advance RSVP required through your personalized schedule.

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10:30am - 11:30am

Concurrent Session: Presentation

  • Navigating the Future: The 2025 National Tourism Funding Landscape
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    Get the latest national insights on how destination marketing is funded—and where it’s headed next. This session unpacks key findings from the 2025 Civitas/U.S. Travel Tax Study, offering a clear view of trends in appropriations, spending and legislative shifts across the country. We'll explore detailed case studies of how unique funding mechanisms have successfully expanded budgets and supported destination growth, with a particular focus on the legislative process. Dive into real-world case studies of creative funding models, including how hotel fees and short-term rental policies are reshaping the landscape. Whether you’re building a stronger business case or planning for long-term growth, walk away with immediate data-driven takeaways to help your destination thrive.
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1:00pm - 1:45pm

Concurrent Session: Peer-to-Peer Roundtable

  • Shifting Mindsets: From Destination Marketing to Destination Management
    More Details

    Pre-Registration Required

    Driving long-term impact starts with rethinking how we lead and manage our destinations. This roundtable conversation dives into the evolution from traditional marketing to destination management and how culture, leadership and systems must evolve to keep up. Come ready to share, learn and collaborate with others navigating similar challenges, and leave with insights to inspire meaningful transformation at home.

    To foster more focused, meaningful conversation, registration is capped at 60 participants.

    Advance RSVP required through your personalized schedule.

Concurrent Session: Presentation

  • Strengthening Tourism Governance Systems for Industry Resilience and Destination Sustainability
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    Amid mounting pressures, Hawaii brought together government, industry and community voices to chart a new path for tourism governance. Commissioned earlier this year, the Hawaii Tourism Governance Study offers a bold, comprehensive approach to managing tourism in ways that center community well-being, restore trust and support long-term sustainability. Developed in collaboration with the governor, key legislators, stakeholders and residents, the study now serves as a model for DMOs seeking to evolve how they develop, manage and promote tourism with greater accountability and purpose.
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2:00pm - 2:45pm

Concurrent Session: Presentation

  • Beyond ADA Compliance: Creating Truly Inclusive Travel Experiences
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    Every traveler deserves to feel welcomed—and that starts with accessibility. In this eye-opening conversation, accessibility advocate Cory Lee (Curb Free with Cory Lee) and caregiver-turned-entrepreneur Meegan Winters (AbleVu) will share firsthand insights into what makes a destination stand out for travelers with disabilities. Discover examples of destinations already getting it right and walk away with tools to better serve travelers with disabilities, build a reputation for inclusivity and tap into a $50 billion+ market.
  • Bridging the Gap: Sales & Marketing Strategies for Unstoppable Meetings Success
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    We see you, DMOs. Sometimes it feels like the sales and marketing teams are playing different games entirely—but it doesn’t have to be that way. In this energizing session, we’ll explore real-world strategies to align your teams, strengthen collaboration and drive more impactful meetings marketing that meet your goals. Walk away with fresh ideas and proven tactics to ensure your sales and marketing teams aren’t just on the same page—they’re writing the playbook together.
  • Reframing Resident Sentiment
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    Strong destinations start with strong community alignment. This session highlights how destination leaders are using resident sentiment to guide strategy, earn trust and create more resilient organizations. Through case studies and a panel of practitioners, you'll learn how to turn local perspectives into actionable insights—strengthening support, shaping messaging and building a destination strategy that works for everyone.