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 - 11:30am

Concurrent Session: Presentation

  • PIVOT! Real Talk from DMOs on Navigating Change, Proving Value, and Driving Impact using AI
    More Details

    From pandemic pivots to shifting political pressures and evolving traveler expectations, destination marketers know that change is the only constant. In this fast-moving session (yes, the Ross-and-the-sofa meme might make an appearance), hear from three seasoned marketing professionals about the unexpected challenges they’ve faced — and how they’ve adjusted course in real-time. From proving ROI to skeptical stakeholders to reaching new, high-value audiences, this panel offers practical, hard-won lessons on staying nimble while driving results.

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1:00pm - 1:25pm

Concurrent Session: Take Off Talk

  • From Visitors to Visionaries: Maximizing the Destination Funnel
    More Details
    Leisure and business travelers aren’t competing audiences—they’re connected ones. This session shows you how to break down internal silos and reframe your strategy to capture both. Using psychographics and AI, you’ll uncover what motivates your audiences, tailor campaigns accordingly and strengthen your brand’s impact at every touchpoint.
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1:00pm - 1:45pm

Concurrent Session: Presentation

  • Decoding Traveler Sentiment: What’s Changing & How to Adapt
    More Details
    Travel sentiment is shifting quickly—are you keeping up? New data reveals how Americans are rethinking where they go, why they travel and what they expect from brands and destinations. This session unpacks the latest findings on evolving values, motivations and planning habits—and how to turn them into competitive advantages in a dynamic market. Walk away with real-world insights and actionable strategies to stay ahead of what’s next.
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2:00pm - 2:25pm

Concurrent Session: Take Off Talk

  • Your Oxygen Mask First: Creative Energy Management for Turbulent Times
    More Details
    Creative teams thrive when leaders protect their most valuable asset—energy. Designed for senior marketing leaders, this session explores how to build a high-impact team culture without burning out your people—or yourself. Tiffany Kerr, a recovering agency workaholic, former big-tech creative and now destination CMO, shares her approach to moving beyond reactive momentum and into intentional systems that foster deep work, strategic clarity and sustainable leadership.
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2:00pm - 2:45pm

Concurrent Session: Presentation

  • Destination Discourse LIVE: The Unfiltered Future of Travel Marketing
    More Details
    Join Stuart Butler and Adam Stoker, hosts of the Destination Discourse podcast, for a candid conversation on what’s next for destination marketing, from shifting consumer behavior to emerging technologies. In this interactive live session, they’ll explore the industry’s most pressing challenges and opportunities for today's DMOs—and spotlight the strategies that matter most. With live polling and audience Q&A, you’ll walk away with practical takeaways and a deeper understanding of how to navigate disruption, push boundaries and lead with impact.