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
-
8:15am - 9:00am

Concurrent Session: Peer-to-Peer Roundtable

  • Mastering Digital Storytelling to Differentiate Your Brand
    More Details

    Pre-Registration Required

    You don’t need a big budget to tell a powerful story. In this hands-on working session, the Smithsonian shares practical tips and digital strategies to help destinations craft compelling content that resonates. Get inspired by what’s ahead for the nation’s 250th anniversary—and walk away with tools to bring your destination’s story to life in meaningful, lasting ways.

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

    Advance RSVP required through your personalized schedule.

  • 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.

-
10:45am - 11:45am

Concurrent Session: Presentation

  • 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