At ESTO 2025, we’re shaping the future of destination marketing together. This is your chance to spark creativity, share transformative strategies and elevate the industry alongside peers and thought leaders. We’re calling on passionate professionals to craft compelling content and join us in rewriting what’s possible for destinations.

Who Can Submit? 

• Eligibility: Submissions are open to all U.S. Travel members and non-members.  
• Guidelines for Partners: Ally members and partners are welcome, but sessions must focus on insights and solutions—not sales. Content should showcase real-world case studies that inspire action. 
• Submission Cap: Each organization may submit up to two proposals. 

Session Content Expectations 

• Provide three actionable takeaways for attendees. 
• Ensure content is scalable for destinations of all sizes—large, medium and small. 

Focus Areas for 2025

Your proposal should align with one of these high-impact themes:

• Brand Differentiation: Standing out in a crowded market. 
• Economic Uncertainty: Navigating challenges and driving growth. 
• Shifting Traveler Preferences: Meeting the moment with evolving traveler needs. 
• Technology Integration: Leveraging tech to enhance destination marketing. 
• Digital Competition: Winning the digital race. 

Session Formats

Case Study: Did you implement a new program, integrate a new technology, or explore new ways of communicating? A Case Study is the perfect way to share what you did, why you did it, and lessons learned.

Big Idea: Do you have research results, a framework, or a set of best practices that have transformed your practice? Big Idea sessions should leave participants thinking differently and ready to apply your Big Idea to their day-to-day work.

Discussion: Whether you plan on gathering a panel or having a 1-on-1 conversation, discussions are a great way to explore a particular topic or problem from various viewpoints. Discussions work best when having different experiences represented is essential to understanding the concept or finding a solution to a challenge. 

Peer-to-Peer Roundtable: Imagine an informal focus group, where participants gather in a relaxed, roundtable setting. There’s no formal speaker - instead, a facilitator introduces a broad question or prompt, encouraging natural, engaging conversation.

Take-Off Talk: A Take-Off Talk is inspired, fun, and makes you think big and small - in 25 minutes or less! Presenters with a specific story, discovery, or revelation who want to hone their ability to impact participants in a condensed amount of time are encouraged to consider this session format.

For more information and FAQs: https://esto.ustravel.org/call-for-content