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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9:15am - 10:15am

Featured Session

  • Retail and Commerce Lessons for Destination Marketing: Strategies to Stand Out in a Crowded Market
    More Details

    Retail has long led the way in turning customer insights into powerful marketing—and now they’re pushing even further, building proprietary platforms, monetizing data and reshaping the consumer experience. What does that mean for destination marketers? A lot. In this dynamic panel, hear from leaders in retail and tourism as they break down how to borrow the best from retail to create scalable, standout experiences that drive loyalty, revenue and impact to visitor experiences. Bring home fresh, real-world strategies to differentiate your destination in an increasingly competitive market.

  • Rumor Has It: Debunking (or Confirming) Travel Industry Buzz
    More Details

    Is the influencer bubble about to burst? Are group tours dead? Is AI really coming for our jobs? This interactive, fast-paced session puts a cross-industry panel in the hot seat to address common rumors and bold predictions shaping the future of travel. Panelists will react to industry rumors live - confirming, denying, or reframing them, and sharing what shifts they are actually making in response, followed by a quick discussion of why, and how they are (or are not) adapting.

  • Youth and Amateur Sports: A Fast-Growing Component of Group Travel
    More Details

    Youth sports travel is booming, and destinations are recognizing its value as a high-yield, high-impact segment. This session will explore how cities are building strategies around tournaments, enhancing the family experience, and forming strong partnerships with event organizers.

    • Best practices for destinations to partner with rights holders and organizers
    • Customizing the family experience (dining, downtime, marketing)?
    • Infrastructure investments that can make the difference
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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