7:00am to 4:00pm
Savannah Convention Center
Rotunda
Experience
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The Destiny and Mercury Awards Lounge makes its fifth-annual return for you to take a look at each finalist's submissions, media files, and judges' comments. Stop by the lounge to view the top three finalists from each category in the digital gallery. Award winners will be announced on Tuesday, August 22 at ESTO's Awards Dinner and Presentation. The ESTO Awards enable states and destinations to showcase their creative accomplishments and foster the continued development of imaginative marketing and profitable promotional programs and campaigns in destination marketing. The Destinations Council's Destiny Awards recognize marketing and promotion at the city, local and regional level. The National Council of State Tourism Directors' Mercury Awards recognize state and territory destination marketing and promotion.
7:00 am to 4:00 pm
Savannah Convention Center
Rotunda
Experience
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7:00am to 4:00pm
Savannah Convention Center
River Concourse
Experience
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Lonely Planet is here to inspire you, to guide you, and to connect you with epic destinations, near and far. Join Lonely Planet as the brand celebrates 50 years of unforgettable adventures. Transport yourself with our Webby Award-winning content, flip through our freshly designed guidebooks and get your hands on new merch. We’ll say it: 50 has never looked so good.
7:00 am to 4:00 pm
Savannah Convention Center
River Concourse
Experience
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7:00am to 4:00pm
Savannah Convention Center
River Concourse
Experience
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Stop by TikTok engagement zone to chat with us on how to garner the authentic power of local community into marketing machines.
7:00 am to 4:00 pm
Savannah Convention Center
River Concourse
Experience
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7:00am to 4:00pm
Savannah Convention Center
River Concourse
Experience
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Bring your questions to the award-winning Tourism Economics team and benefit from the same help we offer to more than 500 destinations, companies & associations, globally. We’ll also share some exciting new data partnerships and features for our best-in-class Symphony platform!
7:00 am to 4:00 pm
Savannah Convention Center
River Concourse
Experience
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7:00am to 4:00pm
Savannah Convention Center
River Concourse
Experience
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7:00 am to 4:00 pm
Savannah Convention Center
River Concourse
Experience
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7:45am to 8:30am
Savannah Convention Center
Chatham Ballroom
Networking
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7:45 am to 8:30 am
Savannah Convention Center
Chatham Ballroom
Networking
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8:30am to 9:00am
Savannah Convention Center
Chatham Ballroom
General Session
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8:30 am to 9:00 am
Savannah Convention Center
Chatham Ballroom
General Session
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9:00am to 10:00am
Savannah Convention Center
Chatham Ballroom
Keynote
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With disruption at its full force, leadership today is different than any time in recent history. Leaders today and tomorrow can thrive more than ever if done correctly. Scott’s storytelling style mixes both humor and practicality so the audience doesn’t just enjoy the talk, but has tools that could be used immediately to better themselves and their company.
Key Takeaways:
- To acknowledge not only what we've been through, but where we can go in the future.
- How to create a stronger team bond.
- The most important leadership trait going forward.
- How dealing with problem customers can strengthen your company.
- Create an environment where a multi-generational workforce can thrive.
9:00 am to 10:00 am
Savannah Convention Center
Chatham Ballroom
Keynote
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10:00am to 1:00pm
Savannah Convention Center
Georgia International Gallery
Experience
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10:00 am to 1:00 pm
Savannah Convention Center
Georgia International Gallery
Experience
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10:00am to 6:00pm
Savannah Convention Center
Rotunda
Experience
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The Savannah Pop-up Shop Experience presented by Visit Savannah will host a pop-up shop experience featuring a unique collection of handmade and small batch products all made by Georgia’s popular, business and artisan makers. ESTO attendees will have the opportunity to purchase these items at the conference or have them shipped home.
The pop-up shop will be open various hours during the conference.
- Sunday 8/20: 10am-6pm
- Monday 8/21: 10am–6pm
- Tuesday 8/22: 10am–3pm
Make a BIG impact by supporting Georgia makers from diverse backgrounds.
10:00 am to 6:00 pm
Savannah Convention Center
Rotunda
Experience
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10:05am to 10:25am
Savannah Convention Center
River Concourse
Break
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10:05 am to 10:25 am
Savannah Convention Center
River Concourse
Break
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10:30am to 10:50am
Savannah Convention Center
River Concourse
All Access
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We worked with eight DMOs in Kentucky to design and fund the development of Queer Bourbon Week, a community-focused set of events and activities that creates a state-wide marketing effort towards LGBTQ+ visitors. We’ll tell you how we did it, and help you brainstorm a community partnership in your destination that can serve as a pillar for LGBTQ+ engagement.
10:30 am to 10:50 am
Savannah Convention Center
River Concourse
All Access
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10:30am to 11:30am
Savannah Convention Center
202
All Access
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This engaging panel will explore the influential role of local voices and experiences in attracting travelers and generating high-value bookings. Panelists will share insights on why and how their respective destinations have successfully partnered with local voices to highlight authentic and distinct experiences, driving record-breaking tourism. Join us as best practices and real-world examples for creating and supporting local experiences are shared, as well as the strategy behind building relationships with local voices within their communities
10:30 am to 11:30 am
Savannah Convention Center
202
All Access
|
10:30am to 11:30am
Savannah Convention Center
105-106
All Access
|
Marketers today have a bewildering number of data sources that can help to strengthen and hone their marketing efforts — but how can one know what data and data sources really matter? In this session, three experts will share their unique perspectives on harnessing research and performance insights to strengthen marketing efforts and enhance brand storytelling. Don't miss this opportunity to learn about the ever-changing landscape of data-driven marketing and its lasting impact on shaping compelling brand narratives.
Key Takeaways:
- How travel brands can utilize public and third-party research to inform their approach to creative and content.
- Ways the data from your programs can increase program efficiencies.
- How marketers can use data within specific channels to better target their audience.
10:30 am to 11:30 am
Savannah Convention Center
105-106
All Access
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10:30am to 11:30am
Savannah Convention Center
200-201
All Access
|
Crafting authentic marketing strategies that truly speak to niche audiences and executing creative for diverse audiences can be daunting for destination organizations as they adapt to DEI initiatives. In this session, we will address how diverse travelers are evolving through the lens of data-driven DEI, how to approach this challenge with creative articulation, and how to push it forward through community partnerships & storytelling. We will explore if the way we express our creativity matches with human inclinations and take into account if our ideas are practical and can be successful to increase business.
Key Takeaways:
- Understand the Future of Travel Study findings, a tourism colab between Esra Calvert Consulting, ShareMoreStories & The Culturist Group, and decode human emotions through storytelling and AI.
- Explore how Pennsylvania is memorializing the stories of African American heritage within large and small communities through collaborative context.
- Be inspired by Santa Ana's authentic voice in building bridges within its diverse audience through digital touch and engagement.
10:30 am to 11:30 am
Savannah Convention Center
200-201
All Access
|
10:30am to 11:30am
Savannah Convention Center
Oglethorpe Auditorium
All Access
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In this session, we will navigate the evolving mindset of travelers. As we emerge from the impact of recent events, individuals are approaching their trips with a fresh perspective compared to pre-pandemic times. Join us as we delve into the latest research and data, uncovering the transformations that have taken place, as well as those aspects that have remained consistent. Gain valuable insights on how to effectively leverage market opportunities and skillfully anticipate the predominant trends that are currently influencing the revival of international inbound travel.
Key Takeaways:
- Walk through the latest research and data on international consumers.
- Learn how to leverage market opportunities.
- Discuss how to anticipate trends.
10:30 am to 11:30 am
Savannah Convention Center
Oglethorpe Auditorium
All Access
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10:30am to 11:30am
Savannah Convention Center
River Concourse
All Access
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Striving to streamline your DMO's strategic direction and articulate its value more clearly? Our panel of experts will engage in a focused discussion about how you can get there, no matter the size of your destination or team.
We'll explore how crafting a clear, dynamic mission statement and aligning Key Business Objectives (KBOs) with SMART Goals can fortify your DMO's foundation. Our speakers will share their thoughts and firsthand experiences in implementing similar strategies in their respective organizations.
Learn to drive success through refined measurement and communication strategies and bring your organization's vision to life.
10:30 am to 11:30 am
Savannah Convention Center
River Concourse
All Access
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10:30am to 11:30am
Savannah Convention Center
102-104
All Access
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Do a deep dive into advocacy strategies for DMOs. This session is designed to empower DMO professionals with the knowledge, tools, and strategies to navigate the complexities of financial advocacy successfully. We will cover identification of the audience, message development, choice of messenger and execution.
Featuring a dynamic display of real-world examples, our session will delve into innovative strategies and valuable lessons learned. Inspiring success stories will guide your funding advocacy journey, providing you with actionable insights. We will also explore effective strategies for fostering relationships with local government entities, ensuring fruitful collaborations.
Key Takeaways:
- Equip yourself with strategies to navigate financial advocacy.
- Gain actionable insights from inspiring success stories and innovative strategies in funding advocacy to enhance your strategies.
- Discover proven approaches for building impactful collaborations with local government entities to support your advocacy goals.
10:30 am to 11:30 am
Savannah Convention Center
102-104
All Access
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10:30am to 11:30am
Savannah Convention Center
101
All Access
|
Sports events can have some of the biggest impact on communities across all metrics — and not just the economic ones. While they generate millions of room nights, they can also contribute to the quality of life of residents in cities of all sizes. The range of sports organizations looking for partners on events is also considerable and goes far beyond the professional events you see on TV or stream on your phone.
In this session, you’ll gain an understanding for the scope of the $40 billion sports-events industry, including the latest data on sports-related travel, insights into what sports-event organizers look for in host cities, hotels and partners, and how several states are combining the power of their destinations’ sports-hosting capabilities into statewide marketing efforts that benefit communities large and small.
Key Takeaways:
- Learn how engaging with sports-events can benefit your destination.
- What sports-event organizers look for in a destination.
- Practical examples from states expanding their marketing efforts.
10:30 am to 11:30 am
Savannah Convention Center
101
All Access
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10:30am to 12:00pm
Savannah Convention Center
204-205
All Access
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*Limited Capacity
Immerse yourself in the The Fishbowl — an interactive session where active listening and engagement are both needed as you explore the art of destination marketing. Discover the ideal balance of strategic marketing that captivates both locals and visitors. Overcome stigmas and navigate the unpredictable terrain of destination marketing, utilizing social media and collaborations with local businesses. Unravel the complexities of audience targeting beyond generational differences, gaining fresh perspectives and tactics from industry peers.
Join us in engaging fishbowl-style discussions to craft authentic connections and revolutionize your approach to destination marketing, propelling your efforts to new heights.
- Marketing to Locals vs. Visitors: a Recipe for Success
- Promoting the Truth About Your Destination with Balanced Content
- Generational vs. Life Stage Marketing: Is It Just About Age?
10:30 am to 12:00 pm
Savannah Convention Center
204-205
All Access
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10:30am to 12:00pm
Savannah Convention Center
203
CEO
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*Please note only CEOs or similar levels are eligible to attend.
Destination leaders nationwide are leveraging the Collective Impact framework as an effective approach to tackling tough tourism-related issues such as those tied to housing, workforce, transportation, infrastructure, and crime & safety—all of which are essential for a successful tourism program but typically fall outside the direct control of the destination organization itself. This collaboration-driven approach establishes community ownership of strategic initiatives and clearly defines roles, accountability, and expectations for plan management across organizations. With this knowledge, destination leaders can strengthen their organization’s ability to collaborate effectively and productively with key community stakeholders and sustain long-term impact of transformational destination management efforts.
In this session, Sara Meaney will provide participants with an introduction to the framework and its potential role in supporting successful implementation of their destinations’ strategic planning efforts. Next, we’ll facilitate a conversation with Destination Leaders who are actively leveraging this model in their destinations. Finally, we’ll open up to Q&A for lessons learned and tips for any destination, large or small.
10:30 am to 12:00 pm
Savannah Convention Center
203
CEO
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11:45am to 1:30pm
Savannah Convention Center
Chatham Ballroom
Networking
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11:45 am to 1:30 pm
Savannah Convention Center
Chatham Ballroom
Networking
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1:30pm to 2:00pm
Savannah Convention Center
Chatham Ballroom
General Session
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Post-pandemic, the industry is faced with questions about whether to return to business as usual or seize the opportunity to reinvent itself. How can we benefit from more flexible and sustainable travel patterns that actually help address the issues of feast or famine that so many destinations struggle with when it comes to tourism? How do bleisure, shoulder travel, and a demand for new experiences build more sustainable economies? Non-traditional travel benefits both destinations and consumers. We’ll look at how the stories we tell can shape and influence patterns of travel that are a win-win for us all.
1:30 pm to 2:00 pm
Savannah Convention Center
Chatham Ballroom
General Session
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2:00pm to 2:30pm
Savannah Convention Center
Chatham Ballroom
General Session
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Explore the next-generation analytics platform — Google Analytics 4 (GA4) where you will experience its impact as it safeguards user privacy with granular controls and seamlessly integrates app and web data for comprehensive insights. Accelerate your marketing endeavors with faster reporting, embedded machine learning, and automated insights. Unleash the potential of advanced audience activation, strategic bidding, and accurate attribution by centralizing and analyzing diverse data sets. Witness the alchemy of GA4 as it combines data into intricate audience segments, optimizing ROI across multiple channels and devices.
Join us on this journey to unlock GA4's true power, ignite your marketing potential, and elevate your strategies to new heights.
2:00 pm to 2:30 pm
Savannah Convention Center
Chatham Ballroom
General Session
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2:00pm to 4:00pm
Savannah Convention Center
Georgia International Gallery
Experience
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2:00 pm to 4:00 pm
Savannah Convention Center
Georgia International Gallery
Experience
|
2:35pm to 2:55pm
Savannah Convention Center
River Concourse
Break
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2:35 pm to 2:55 pm
Savannah Convention Center
River Concourse
Break
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3:00pm to 3:20pm
Savannah Convention Center
River Concourse
All Access
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In June, we hosted a community round-table with Explore Asheville, bringing together the DMO and local LGBTQ+ community leaders and tourism partners. We’ll tell you how we put it together, and how your destination leadership can benefit from engaging with your local LGBTQ+ community.
3:00 pm to 3:20 pm
Savannah Convention Center
River Concourse
All Access
|
3:00pm to 4:00pm
Savannah Convention Center
200-201
All Access
Equity, Diversity & Inclusion
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Accessibility has evolved beyond physical modifications and has become a crucial element of a traveler's entire journey. Cory Lee and a panel of industry leaders will share their expertise on creating inclusive content and curating accessible experiences. Learn about developing strategies that prioritize accessibility, as well as the nuances of digital and sensory accessibility. Acquire practical tips and techniques to transform your destination’s approach to accessibility and enhance the overall travel experience.
Key Takeaways:
- Learn how to begin your destination’s accessibility journey.
- Integrate accessibility into your marketing efforts.
- Gain insights on digital accessibility from web design to online content creation.
3:00 pm to 4:00 pm
Savannah Convention Center
200-201
All Access
Equity, Diversity & Inclusion
|
3:00pm to 4:00pm
Savannah Convention Center
203
All Access
|
U.S. Travel will moderate a discussion with industry leaders on how to communicate travel’s essential role in our communities, economy and future growth. Learn what advocacy means and why it is so important for furthering the travel industry’s narrative and policy goals at the local level. Hear best practices on how to activate your grassroots network, ways to engage your local and federal policymakers and the power in doing so.
Key Takeaways:
- Learn why advocating for the travel industry is vital for community, economy, and future growth.
- Discover best practices to activate and engage your grassroots supporters for impactful advocacy.
- Gain insights on building relationships and influencing policy decisions at the local and federal levels.
3:00 pm to 4:00 pm
Savannah Convention Center
203
All Access
|
3:00pm to 4:00pm
Savannah Convention Center
202
All Access
|
In the aftermath of a crisis, it's essential for destinations to effectively communicate their recovery plans to the public. In this session, we'll delve into the post-crisis communication strategies that destination marketers can use to promote their destinations and restore traveler confidence. We'll explore the importance of empathy, transparency, and authenticity in communication, as well as the role of social media in shaping public perception. By the end of the session, attendees will have the tools and knowledge necessary to effectively communicate their destination's recovery plans and build traveler confidence in the aftermath of a crisis.
Key Takeaways:
- The importance of developing a post-crisis communication strategy that aligns with your destination's recovery plan and reflects your destination's unique identity.
- The role of social media in shaping public perception and how to use it effectively to communicate with travelers and restore confidence in your destination.
- The importance of empathy, transparency, and authenticity in post-crisis communication and how to use these qualities to build trust and establish a positive brand image.
3:00 pm to 4:00 pm
Savannah Convention Center
202
All Access
|
3:00pm to 4:00pm
Savannah Convention Center
101
All Access
|
America’s urban centers received the full brunt of the COVID-19 pandemic. As travel returned, many people had a strong desire to be outdoors, and so cities took an outsize hit. While much of that business has returned, many cities have yet to see the full return of group and international business, while also struggling with the perception of being unsafe. Hear from a panel of urban marketers as well as data-driven insights about where urban travel is headed.
Key Takeaways:
- Data on urban demand and visitation during and after the pandemic from key industry partners.
- Urban marketing strategies from DMO leaders from across the country.
- Tactics to help address visitor concerns about downtown safety issues.
3:00 pm to 4:00 pm
Savannah Convention Center
101
All Access
|
3:00pm to 4:00pm
Savannah Convention Center
102-104
All Access
|
GA4 has new and exciting features and we want to make sure you are up to speed on the latest. In this Google-led session we will walk through the standard GA4 reports to understand user and traffic acquisition, create exploration reports and create audiences, especially the machine learning based predictive audiences.
3:00 pm to 4:00 pm
Savannah Convention Center
102-104
All Access
|
3:00pm to 4:00pm
Savannah Convention Center
204-205
All Access
|
If you think you are seeing more "content creators" than ever before, you're not alone! DMOs across the country are seeing an evolution of people adopting the term creator to describe themselves. But what makes an influencer and a creator different?
In this session, we'll explore the differences and how the "influencer" has evolved in the creator economy. Learn how destinations are using creators to connect with consumers on platforms like Instagram, YouTube and TikTok, and the importance of using creators to help authentically tell their destination's story.
Key Takeaways:
- Identify how to spot the ideal creator for your destination
- Practical steps to crafting a creator strategy
- Measurement of successful partnerships
3:00 pm to 4:00 pm
Savannah Convention Center
204-205
All Access
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3:00pm to 4:00pm
Savannah Convention Center
Oglethorpe Auditorium
All Access
|
Join us as we delve into the forefront of video marketing in the ever-evolving digital landscape. Get ready to be inspired by Danielle Johnson, Travel Vertical Director at TikTok, as she shares her insights on how TikTok continues to celebrate our thriving community of 150 million Americans. Prepare for an eye-opening fireside chat with distinguished DMOs who have mastered and continued to harness the power of TikTok's content and dynamic community. Learn from their secrets of crafting immersive experiences that forge a deep connection with travelers.
3:00 pm to 4:00 pm
Savannah Convention Center
Oglethorpe Auditorium
All Access
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3:00pm to 4:00pm
Savannah Convention Center
105-106
State Tourism DMO
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In a world where talent acquisition and workforce development are paramount, states face the challenge of attracting skilled individuals to meet the demands of their businesses and communities. This two-part session delves into the strategies employed by different states in tackling this pressing issue. This first session focuses on broader talent attraction efforts and explores the role of tourism offices in attracting new residents and workers across all industries within their respective states. Attendees will gain insights from three state tourism directors with distinctly different approaches, allowing them to determine their own roles in talent acquisition and workforce development. Whether as the state's chief marketing officer, playing a supporting role, or opting out entirely, attendees will leave with valuable insights to define their role in talent acquisition and workforce to make informed decisions that align with your organization's goals.
3:00 pm to 4:00 pm
Savannah Convention Center
105-106
State Tourism DMO
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4:15pm to 6:00pm
Savannah Convention Center
Chatham Ballroom
General Session
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The ESTO Debates are back! New format but the same unpredictable (and sometimes questionable) content. You never know what to expect when your friends and colleagues take the stage to debate their points of view. Don't miss laughs, learning, and liquid refreshments at these reimagined debates.
Topic 1 - Insights and Measurements
We all wish there was a single, silver bullet measurement or metric for our DMO to prove success. This panel of experienced data brains will debate just what is the right measurement for today and in the future.
Topic 2 - The Future of Marketing
The world of marketing is continuously reinventing itself. Some areas are revolutionarily new, almost straight from science fiction, while others are tried and true standards from long ago. These marketers will debate what is the next great thing in destination marketing.
Topic 3 - DMO Hangover
In the high-stakes world of DMOs, not everything goes right, every time. There are a lot of things at play as we try to do our jobs, build our destinations, and most importantly connect with our communities. This group of senior leaders will discuss the future of DMOs.
4:15 pm to 6:00 pm
Savannah Convention Center
Chatham Ballroom
General Session
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5:45pm to 7:30pm
Savannah Convention Center
Tondee's
Networking
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5:45 pm to 7:30 pm
Savannah Convention Center
Tondee's
Networking
|
6:00pm to 11:59pm
Savannah Convention Center
Experience
|
6:00 pm to 11:59 pm
Savannah Convention Center
Experience
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