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 - 10:55am

Concurrent Session: Take Off Talk

  • Search Reinvented: Preparing Destinations for the Generative Era
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    Your destination’s digital presence depends on more than search rankings. With AI and generative tools shaping how users engage with content, it’s time to rethink your SEO strategy. This session gives you the tools to understand and apply Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) practices that ensure your content is found, trusted and surfaced in new discovery formats. Uncover the key shifts happening now—and how to lead through them.
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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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1:00pm - 1:45pm

Concurrent Session: Presentation

  • How VISIT FLORIDA is Rewriting the Rules of Economic Impact
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    What if your media strategy could prove its economic impact with measurable results? VISIT FLORIDA has reimagined how destinations measure success—going beyond traditional models to create a more flexible, insight-driven approach. Take a closer look at how targeted audience engagement and KPI alignment can turn media programs into powerful economic engines. Get the latest trends, tools and takeaways to apply this thinking to your own campaigns.
  • 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

  • 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.