Schedule at a Glance

Learn more about the program
ESTO 2024 Program

U.S. Travel’s ESTO 2024 program is designed to Ignite your Spark – to grow, learn, and connect. In addition to this year’s main stage showcasing dynamic, captivating, and can’t-miss speakers, during concurrent sessions, you’ll have the opportunity to select from curated content across one of the following four content paths.

Accelerating Growth: Designed to make you as a marketer smarter, prepared for the future, and ready to capitalize on new growth opportunities.  

Impactful Insights: Designed to dive into what's happening in the broader landscape and discuss the trends impacting the travel industry. 

Destination Evolution: Designed to better position your destination and succeed in attracting visitors. 

Leading Forward: Designed for CEOs and CMOs to collaborate, network, and learn from one another through custom workshops and content addressing the issues keeping leadership up at night.

View the program at a glance below and check back for the full program with session descriptions and details.

SATURDAY, AUGUST 10

Time Program Item
- Bootcamp for new State Tourism Directors (by invitation only)
- NCSTD Lunch and Meeting (by invitation only)
- Registration
- NCSTD Reception and Dinner (by invitation only)

SUNDAY, AUGUST 11

Time Program Item
- Registration
- ESTO Cares
- NCSTD Membership Update (invite only)
- Destination Immersion: Bike Columbus Immersion Tour
- Wellness Lounge
- Destination Immersion: Taste of Columbus Trails Immersion Tour
- Engagement Zones
- Destination Immersion: Columbus Fashion Tour
- Destination Immersion: Five on High Immersion Tour
- Brand USA Roundtable Discussion (invite-only)
- Destiny and Mercury Awards Lounge
- Peer Open Forum: Insights & Research
- Peer Open Forum: Public Relations - States
- Peer Open Forum: Travel Information, Visitor and Welcome Centers
- Peer Open Forum: Destination Development
- Peer Open Forum: Community Relations/Advocacy
- Peer Open Forum: Domestic & International Travel Trade
- Peer Open Forum: Marketing & Advertising - DMOs
- Peer Open Forum: Marketing & Advertising - States
- Peer Open Forum: Public Relations - DMOs
- Peer Open Forum: Strategic Partnerships
- Solutions Hub: The Tourism Marketer’s Guide to Bulls**t Metrics
- Solutions Hub: Connecting the Dots: How Expedia Group’s Travel Media Network is Travel Advertising’s One-Stop-Shop
- Solutions Hub: From Leisure to Local: Boosting Economic Impact through Strategic Content
- Solutions Hub: How I Used Marketing Measurement Data to Double My DMO Budget
- Solutions Hub: Media Monitoring Cheat Code: Utilizing AI to Streamline Earned Media Measurement
- Solutions Hub: GenAI Masterclass for DMOs: How to Implement a Full-Funnel AI Strategy.
- Creative Session: Dare to Share
- ESTO Summer Block Party
- Short North Speakeasy

*Please note: lunch is on your own for this day.

MONDAY, AUGUST 12

Destination Day, sponsored by Hopper.

Make sure to wear your favorite destination attire!

Time Program Item
- Engagement Zones
- Destiny and Mercury Awards Lounge
- Registration
- Networking Breakfast
- U.S. Travel Hub
- Welcome Remarks and Entertainment
- Opening Keynote: The NEXT, Next Level
- Columbus Pop-Up Shop Experience
- Keynote: The Many Flavors of Ingenuity
- Wellness Lounge
- Networking Beverage Break
- Three Second Rule: Why Short Form Content is Key to Social Success
- Making Data Decisions on a Shoestring Budget
- Unlocking Opportunities with Public Private Partnerships (PPP)
- The DMO Role in Workforce Development
- Strategy Activators: Using Little Insights to Make Big Impacts
- Networking Lunch
- State Tourism Director of the Year Award
- Keynote: Crafting Your Social Presence: Strategies for Standout Content
- Keynote: Cultivating Your Destination’s Identity
- Wellness Lounge
- Networking Beverage Break
- Dropping Vanity Metrics and Adopting New Industry KPIs
- The AI Revolution Is Here. But Has It Changed the Way We Travel?
- Using the Power of Your State Brand to Amplify Your Local Brand
- Beyond the Likes: Balancing Brand Alignment and Influencer Partnerships
- Navigating Global “Chopportunities” in 2024 & Beyond
- Short North Speakeasy
- Open Evening

TUESDAY, AUGUST 13

Time Program Item
- Registration
- Engagement Zones
- Destiny and Mercury Awards Lounge
- Networking Breakfast
- U.S. Travel Hub
- Keynote: Exploring the Transformative Power of Travel
- Columbus Pop-Up Shop Experience
- Keynote: Different is Better Than Better
- Wellness Lounge
- Networking Beverage Break
- Score! Boosting Tourism Through Sports
- Grassroots Advocacy 101: Empowering Advocates in Travel
- Customizing Travel Experiences Amid Evolving Consumer Trends
- Tapping into a People First Leadership Approach
- Coopetition: Creating Synergy Across Destination and State Partners
- Networking Lunch
- Keynote: Crisis Control: Navigating the Communications High Seas
- Wellness Lounge
- Networking Beverage Break
- Beyond Cliches and Tourist Traps: Creating and Marketing Authentic Travel Experiences
- The Evolution of Meetings and Group Travel Marketing
- Empowering Minority Businesses: Proven Strategies for Community Engagement
- ESTO Planning Committee Debrief Meeting and Happy Hour
- Destiny and Mercury Awards Dinner and Presentation
- After Party: Short North Speakeasy

Please note, schedule subject to change.