What’s New at ESTO

We’re cutting through the noise to return to the destination-led spirit that defined ESTO from the start. By prioritizing peer sharing and tactical strategy, we’ve built a program focused on one thing: fueling your goals and your organization's impact.

This year, we are turning the volume up on strategy. Every session is designed for mid-to-senior destination marketers who are done with the basics and ready for sophisticated execution. Expect deep dives into the toughest challenges in destination marketing, led by experts on the ground. No 101s. No fillers. Just clear, tactical playbooks and sharp thinking that make your time worthwhile and move the needle for your organization.

Join us in celebrating the incredible work of our destinations before the big reveal. Throughout Monday and Tuesday, we’ll be showcasing this year’s ESTO Awards finalists. Get an inside look at the destination industry's most innovative campaigns and get inspired.

Who will be our ESTO Awards winners? Join us Tuesday evening to find out.

We’re elevating the awards with a smarter, more modern program that celebrates bold marketing, recognizes work that drove real results and gives standout ideas the stage they deserve. It’s a celebration of today’s impact and inspiration for tomorrow’s breakthroughs.

We’re dialing up the conversation. This year introduces more space for smart, peer exchange with new 60-minute sessions built to combine expert insight with real execution. Think sharp presentations paired with moderated roundtables that get straight to the work. Less passive listening, more problem solving with peers who understand your reality. This is just the start. We’ll be adding new touchpoints throughout the summer to keep the conversation and momentum building through August.

Executive Edge is an invitation-only experience designed for destination Chief Marketing Officers (CMO) and senior marketing leaders. Through candid conversations, peer exchange and outside-industry perspectives, participants will explore the expanding role of the destination CMO, and the leadership skills needed to thrive in an increasingly complex environment.

While the content is designed primarily for CMOs, Executive Edge also welcomes Destination CEOs and State Tourism directors.