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.
Put your skills to the test at the Cadent Claw Machine—where machine precision meets human finesse—for a chance to win an Amazon gift card. Prefer to leave it to luck? Enter our raffle to win a pair of Meta glasses.
While you're there, connect with the Cadent team to learn how we're redefining standards in travel & tourism advertising. We look forward to seeing you!
Step into the ESTO Cares Activation Lounge to continue giving back! Build more kits, connect with fellow attendees, and make an impact in our local community. Whether you’re assembling essentials, sharing a smile, or learning how to extend your volunteer efforts beyond the conference, this is your space to make a difference—one kit at a time.
Visit our Genius Bar to chat with featured AI experts, our featured "geniuses", ready to answer your questions, share tips, and guide you through all things AI.
Table 1
Greg Oates
Director of AI Advocacy
Matador Network
Table 2
Dan Flores
Head of Tourism
Satisfi Labs
Look Sharp. Be You. Refresh Your Headshot!
Make a lasting impression, both online and in person. Stop by the headshot lounge at the top of the escalators during ESTO to receive a complimentary professional headshot, courtesy of Travelzoo.
Whether you are updating your LinkedIn profile, refreshing your company bio, or simply looking for a high-quality, professional photo, our onsite photographer will help you look your best while capturing your authenticity.
It’s quick, seamless, and a great reason to learn more about how Travelzoo supports professionals like you.
The Artificial Intelligence (AI) Playground at U.S. Travel’s ESTO 2025 will equip destination marketers with the knowledge, confidence, and tools to embrace AI as a transformative force in travel marketing and destination promotion. This interactive activation space will blend education, hands-on exploration, and real-world applications to help DMOs understand how AI works—and more importantly, how they can leverage it to elevate their strategies and drive impact for their destinations.
Pause, unwind, and recharge in the Wellness Lounge—your personal reset zone amidst the conference buzz. Sponsored by Simpleview, a Granicus Company, drop in for a complimentary chair massage from licensed therapists and take a few minutes to relax, reset your mind, and release tension. No sessions, no signup—just real relief, right when you need it. Because great ideas start with a clear head.
Step into the Phoenix Pop-Up Shop Experience and discover the vibrant spirit of the city through its local makers and artisans. Browse a curated selection of products from talented Phoenix vendors—featuring everything from handcrafted goods to locally inspired treats. It’s the perfect chance to take home a unique piece of Phoenix while supporting the businesses that make our community thrive.
Chilttepica Products
Family-owned Chilttepica brings the bold, smoky heat of the legendary chiltepin—the ‘mother of all chiles’—to every season.
Grandeur Lathers
Luxury plant-based bath and body care—handcrafted soaps, solid hair care, and lotion bars in sustainable, plastic-free packaging.
Visit Phoenix Pop-Up Shop
Snag desert-inspired apparel, gifts, and goodies to zhuzh up your style and show off your Sonoran Desert adventure.
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.
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 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.
Visit our Genius Bar to chat with featured AI experts, our featured "geniuses", ready to answer your questions, share tips, and guide you through all things AI.
Table 1
Greg Oates
Director of AI Advocacy
Matador Network
Table 2
Rudi Thun
Chief Operating Officer
Mindtrip
Get inspired in just 15 minutes! Join us in the AI Playground for quick, high-impact demos showing how AI can spark ideas, solve problems, and supercharge your work. See real-world examples in action, ask questions, and leave with practical tips you can use right away.