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.
In Phoenix, the ESTO 2025 program set a new standard for how destination leaders learn and connect. Attendees experienced:
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.
Break Menu
Smoothie Station
-Strawberry Banana (V, GF)
-Pineapple Mango (V, GF)
-Blueberry, Lime, Cashew Smoothie (V, GF, CN)
Beverages
Regular Coffee
Decaffeinated Coffee
Assorted Hot Teas & Condiments
GF = Gluten Free; DF = Dairy Free; CN = Contains Nuts; Veg = Vegetarian; V = Vegan
As traveler expectations evolve, content strategy has to evolve with them. This session offers a practical framework to help destination marketers turn evidence-based search data and audience trends into smarter content strategies that drive engagement and revenue. U.S. News & World Report will share exclusive insights—from fresh survey findings and site traffic patterns to how their rankings data reveals consumer preferences across not only travel but where to live and retire. You’ll learn how to identify emerging audiences, uncover high-opportunity gaps and create content that meets travelers where they are and where they’re headed.
Marketing to meeting planners isn’t the same as marketing to leisure travelers—and striking the right balance between sales goals and brand storytelling can be tricky. So what actually gets their attention?
In this fast-paced session, go beyond the guesswork with straight talk from marketers, sales professionals and meeting planners themselves. You’ll dig into what messaging breaks through, what creative actually converts, and how to align your brand with the needs of the group business market. Leave with actionable insights to elevate your approach—and help your sales team seal the deal.
Streaming platforms aren’t just for entertainment—they’re fast becoming a powerful tool for destination storytelling. In this session, explore how tourism boards are teaming up with brands like Rivian and Jeep to create compelling content that moves audiences, featuring campaigns from Illinois Tourism and Travel South Dakota, both distributed on Roku through Matador Network partnerships. What you’ll learn:
- How to leverage streaming media for high-impact destination marketing
- The power of cross-industry brand partnerships to elevate your message
- Ways to measure success and ROI in this new media frontier
When crisis strikes, how you communicate can make or break public trust, stakeholder confidence and event continuity. This session explores how destination leaders navigated high-stakes situations — from a terrorist attack in a major city to devastating hurricanes in North Carolina — while ensuring large-scale events moved forward and visitors felt safe.
Through real-world case studies, you’ll learn how DMOs, public officials and partners aligned messaging, managed uncertainty and maintained confidence among residents, travelers and media.
Key takeaways include:
Whether you’re responding to immediate threats or preparing for the unexpected, this session will equip you with practical tools to lead calmly, clearly and effectively under pressure.
In a world where content is everywhere, connection is the new currency. This dynamic conversation will explore how modern storytelling—through influencers, creators, and destination marketers—is reshaping how travelers discover, engage with, and choose their next adventure.
Join a top travel influencer, a destination marketing leader, and a content strategist as they unpack what it takes to craft stories that resonate, go viral, and drive results. From authenticity and trust to algorithm-friendly creativity, we’ll dive into the strategies that are redefining reach—and what it means for your destination’s voice in the digital landscape.
Over the next four years, the U.S. will welcome more than 30 million international visitors for major events—putting unprecedented pressure on our travel system and infrastructure. Seizing this once-in-a-lifetime opportunity requires a modernized approach that balances security, efficiency and the travel experience. During this fireside chat, U.S. Travel and U.S. Customs and Border Protection (CBP) will discuss innovations—from biometric technology to process improvements—that are transforming the entry experience for returning Americans and international visitors. The conversation will also cover CBP’s preparations for the 2026 FIFA World Cup, America 250 and the 2028 Summer Olympics—and offer a preview of what DMOs and travelers can expect at U.S. ports of entry.