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.  

 

 

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Tuesday, August 19
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7:30am - 1:00pm

Networking

  • ESTO Launchpad
    More Details

    Destination Services

    Stop by for some giveaways, courtesy of Visit Phoenix and Visit Arizona.

    Sip & Say Hi with U.S. Travel

    10:15 - 10:45 AM

    During the break, swing by to mix, mingle, and sip with the U.S. Travel team! Grab a beverage, say hello, and connect with friends old and new.

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8:00am - 9:00am

Networking

  • Breakfast
    Sponsored by
    Tourism Economics
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    Continental Breakfast Menu

    Season's Best Fruits & Berries (V, GF)

    Assortment of Fruit & Greek Yogurts (Veg, GF)

    -Granola (Veg, GF, DF, CN)

    Breakfast Bakeries & Gluten Friendly Muffin Tops (Veg)

    -Accompanied by Sweet Butter, Assorted Fruit Jams

    Scrambled Eggs, Canadian Bacon, White Cheddar, Pepper Jam, English Muffin

    -Meatless option available on request

     

    Beverages

    Coffee and Tea Service

     

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

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10:45am - 11:10am

Concurrent Session: Take Off Talk

  • Murals, Memories, and Marketing: Transforming Events through Artistic Collaborations
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    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
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    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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2:30pm - 3:30pm

Concurrent Session: Take Off Talk

  • Policy and Pints
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    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!