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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8:15am - 9:00am

Concurrent Session: Peer-to-Peer Roundtable

  • Navigating Today's Digital Marketing Landscape
    More Details

    Pre-Registration Required

    Not all trends matter equally—so which ones are worth your attention? In this collaborative session, you’ll join fellow destination marketers to explore key developments in digital marketing, share real-world insights and discuss what’s moving the needle at the local level. Walk away with peer-tested perspectives you can apply immediately.

    To foster more focused, meaningful conversation, registration is capped at 60 participants.

    Advance RSVP required through your personalized schedule.

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9:15am - 10:15am

Featured Session

  • Youth and Amateur Sports: A Fast-Growing Component of Group Travel
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    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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10:45am - 11:30am

Concurrent Session: Peer-to-Peer Roundtable

  • International Marketing and Sales: What’s Working, What’s Not
    More Details

    Pre-Registration Required

    Promoting U.S. destinations abroad takes creativity, coordination and constant learning. This peer-to-peer roundtable is a chance to exchange ideas, share best practices and explore how destinations are engaging international audiences. Come ready for an open, energetic discussion—complete with real-world wins, hard lessons and new ideas to take home.

    To foster more focused, meaningful conversation, registration is capped at 60 participants.

    Advance RSVP required through your personalized schedule.

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10:45am - 11:45am

Concurrent Session: Presentation

  • From Clicks to Connection: Turning Consumer Trends into Strategic Storytelling
    More Details

    As traveler expectations evolve, content strategy has to evolve with them. This session offers a practical framework to help destination marketers turn evidence-based search data and audience trends into smarter content strategies that drive engagement and revenue. U.S. News & World Report will share exclusive insights—from fresh survey findings and site traffic patterns to how their rankings data reveals consumer preferences across not only travel but where to live and retire. You’ll learn how to identify emerging audiences, uncover high-opportunity gaps and create content that meets travelers where they are and where they’re headed.

  • The New Frontier of Destination Marketing: Streaming Shows & Brand Partnerships
    More Details

    Streaming platforms aren’t just for entertainment—they’re fast becoming a powerful tool for destination storytelling. In this session, explore how tourism boards are teaming up with brands like Rivian and Jeep to create compelling content that moves audiences, featuring campaigns from Illinois Tourism and Travel South Dakota, both distributed on Roku through Matador Network partnerships. What you’ll learn:
    - How to leverage streaming media for high-impact destination marketing
    - The power of cross-industry brand partnerships to elevate your message
    - Ways to measure success and ROI in this new media frontier