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
Tuesday, August 19
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10:45am - 11:10am

Concurrent Session: Take Off Talk

  • Murals, Memories, and Marketing: Transforming Events through Artistic Collaborations
    More Details
    Creative partnerships can transform any event into a memorable brand experience. In this session, Choose Chicago Chief Marketing Officer Lisa Nucci shares how the DMO collaborates with local artists and designers to craft bold, unexpected moments that connect visitors to the heart of the city. From large-scale conventions to seasonal campaigns, artist-led activations—like murals, custom postcards and branded merchandise—offer a fresh way to express your destination’s identity. You'll leave inspired to engage your local creative community and rethink how your destination shows up when it matters most.
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11:15am - 11:40am

Concurrent Session: Take Off Talk

  • Game-Changer: Leveraging NFL Fandom to Boost Tourism and Visitor Engagement
    More Details
    Touchdown, Laurel Highlands! By partnering with two powerhouse NFL teams—the Baltimore Ravens and Pittsburgh Steelers—GO Laurel Highlands turned fandom into brand fuel. Co-branded sweepstakes and smart campaigns delivered 20+ million impressions and 60% growth of their CRM database. Unpack the strategy behind the hype and learn actionable ways for your DMO to play in the big leagues in this session.
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12:45pm - 2:15pm

Main Stage

  • Closing Lunch and Keynote: Wild Courage: Go After What You Want and Get It
    More Details

    Close out ESTO 2025 with bold ideas, personal inspiration, and real momentum. From Capitol Hill insights to courageous leadership, this session is all about turning what you’ve learned into action.

    Featuring:

    • U.S. Travel Policy Call to Action – How you can shape national outcomes
    • Jenny Wood: Wild Courage – An energizing keynote on leading with purpose and confidence
    • Reflection & Rally – One bold step. One team idea. One way to move the industry forward.

    The future of travel isn’t coming. You’re building it. Let’s go.

     

    Lunch Buffet Menu

    Market Style Asian Chopped Salad

    -Tender Greens, Shaved Carrots, Bell Peppers, Cilantro, Scallions, Crunchy Wonton Strips, Creamy Sesame Dressing (Veg, GF), Ginger Soy Vinaigrette (V, GF)

    Mongolian Steak (DF)

    -Beef Tips, Broccoli, Mushrooms, Garlic, Sweet Soy, Scallions

    Teriyaki Chicken (GF, DF)

    -Seared Chicken, Peppers, Onions, Snap Peas, Teriyaki Sauce

    Vegetable Fried Rice (V, GF)

    -Carrots, Peas, Onions, Celery, Scallions

    Stir Fry Vegetables (V, GF)

    -Carrots, Snap Peas, Mushrooms, Baby Corn, Water Chestnuts

     

    Desserts

    Ube Cheesecake (Veg)

    Mango Passionfruit Shooters (V)

    Almond Sesame Cookies (Veg, GF, CN)

    Matcha Tarts (Veg)

     

    Beverages

    Coffee and Tea Service

     

    GF = Gluten Free; DF = Dairy Free; CN = Contains Nuts; Veg = Vegetarian; V = Vegan

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2:30pm - 3:30pm

Concurrent Session: Take Off Talk

  • Policy and Pints
    More Details

    Join us for a relaxed and refreshing take on advocacy training, complete with drinks! At Policy & Pints, you'll learn how to effectively tell your story, build relationships with policymakers, and make your voice heard-all while enjoying a beverage and casual conversation.
    Whether you're a seasoned advocate or new to the game, this interactive session will leave you feeling confident, informed, and ready to make an impact.
    Come for the insights, stay for the sips!