2024 Schedule of Events



We're excited to see you in Phoenix for ESTO 2025! As content is built out, we will update this page. In the meantime, please see below for the ESTO 2024 program.

U.S. Travel’s ESTO 2024 program is designed to Ignite your Spark – to grow, learn, and connect. Each session is intentionally curated to elevate your marketing efforts in the DMO space. Explore the program below and learn more about the content paths. Please note all sessions will take place at the Greater Columbus Convention Center (GCCC).

Conference Credentials: All delegates are issued a non-transferable name badge at registration, which is required for admission to all official ESTO functions. If you lose your name badge, please visit registration.

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Tuesday, August 13
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11:30am - 12:30pm

All Access

  • Customizing Travel Experiences Amid Evolving Consumer Trends
    A120 - A125
    Greater Columbus Convention Center
    Details
    Understanding and adapting to new consumer demands and trends is essential for a destination’s success. This session will delve into the evolving consumer landscape and examine how leading travel brands are engaging today’s dynamic consumer. From luxury travel to culinary adventures to digital detoxes and everything in between, this session will explore how to use data-driven insights into the consumer trends reshaping how we connect with and market to travelers.
  • Score! Boosting Tourism Through Sports
    A110 - A115
    Greater Columbus Convention Center
    Details
    As the United States gears up to host upcoming major sporting events over the next couple of years, including the 2026 World Cup and 2028 Olympics, the spotlight turns to sports-related travel, along with the benefits and hurdles of this growing segment. Hear how the State Department is planning and preparing for a “mega-decade” of sports and the concrete steps needed to streamline aspects of the travel experience for millions of anticipated visitors. Best practices will be shared from the cities and organizations that are preparing to host. This session will delve into the implications for destination marketers and how to capitalize on the immense opportunities presented by sports travel.
  • Grassroots Advocacy 101: Empowering Advocates in Travel
    A220 - A222
    Greater Columbus Convention Center
    Details

    Advocating for the travel industry begins at the grassroots level, where local efforts can significantly influence policies and perceptions. This session aims to empower travel industry professionals, destination marketers, and community leaders with the fundamental skills to effectively engage with elected officials at local and federal levels. Learn actionable insights from industry peers who have become advocacy experts so you can walk away with a better understanding on how to amplify your voice, build lasting relationships with policymakers, and effectively advocate for policies that support and promote the transformative power of travel.

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3:25pm - 4:25pm

All Access

  • Beyond Cliches and Tourist Traps: Creating and Marketing Authentic Travel Experiences
    Sponsored by
    Afar
    A120 - A125
    Greater Columbus Convention Center
    Details

    In a world inundated by screens, Millennials and Gen Z seek meaningful and authentic connections as gateways to understanding cultures beyond the surface. Community voices and immersive experiences resonate with today’s travelers and influence booking decisions. In this session, panelists will share successful approaches to engaging these consumers and driving record-breaking visitation, from partnering with local communities to showcasing unique experiences and bringing to life the heart and soul of a destination. Through case studies and discussions with experts, you’ll walk away with insights, best practices, and tactics for creating and supporting authentic travel, building community relationships, and promoting values-driven tourism that resonates with younger audiences and contributes to environmental and cultural sustainability.