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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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.

CEO/CMO

  • The DMO Role in Workforce Development
    A223 - A225
    Greater Columbus Convention Center
    Details

    This session tackles a surging request for destinations: workforce development. Learn a clear framework for making informed decisions on your DMO’s role by exploring real-world scenarios from destinations who successfully managed it themself, those who delegated, and those who found a collaborative approach. Gain valuable insights into factors to consider, such as workload, resources, and existing skillsets. By the end, you'll be equipped to confidently navigate this decision and determine the best path for you and your team.

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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.

CEO/CMO

  • Using the Power of Your State Brand to Amplify Your Local Brand
    A223 - A225
    Greater Columbus Convention Center
    Details
    Unleash the full potential of your destination. This session will explore the expectations between state tourism offices and DMO partners and how destinations of all sizes can leverage what their state has to offer to amplify their destination. Learn how to maximize state resources such as grants, co-op programs, and advocacy initiatives. Hear the state and local destinations’ perspectives on how they’ve successfully partnered together to market their destinations and how state tourism offices balance supporting destinations of all sizes with varying needs.