It’s that time of year again. The out-of-office is set and the anticipation is building for ESTO. As we acknowledge the collective, strategic panic, let’s dive into the big question…
What conversations will really matter this year?
With more than two decades in this industry, I’ve learned that the most valuable takeaways from these events usually come from the conversations in the hallway, the questions over lunch, and the shared “aha!” moments with peers.
After reviewing the session calendar and mulling over current industry trends, I’ve determined the five conversations I believe every single one of us needs to have in Phoenix.
Think of this as your ESTO 2025 conversational game plan.
1.) “How can AI make me a creative genius?
First, let’s make a pact to move the AI conversation beyond the fear and trepidation.
Forget “Will AI take my job?” and start asking, “How can AI make me better at my job?” Make it less about “What does AI do?” and more about “What can AI do for me?”
We’re seeing incredible growth in AI for tourism. But the real magic isn’t in automating our to-do lists… it’s in augmenting our creativity. Let’s talk about using AI as a co-pilot to brainstorm braver campaign ideas, to personalize visitor experiences at scale, and to free up our teams to do what humans do best: think strategically and build relationships.
Who’s using AI to do something truly imaginative? That’s the story I want to hear.
Envisionit CEO Todd Brook gave a presentation at DIAC 2025 covering everything DMOs need to know about AI in the back-half of 2025.
2.) “How are we proving our value beyond ‘heads in beds’?”
Our visitors have spoken. Recent research from Booking.com reveals a massive 83% say sustainable travel is important to them. They want their travel to mean something; to leave a place better than they found it.
This is our mandate. The conversation we need to have now is how we are shifting from destination marketing organizations to destination management organizations?
What about our metrics? Are we tracking resident sentiment? Are we measuring our success by the positive impact we have on the environment, culture, and quality of life for the people who call our destinations home?
Tracking and communicating this data will be key for improved audience connections, more strategic decision-making, and better ROI.
Here’s an article from our VP, Head of Strategy, Research & Insights that looks at why resident sentiment is emerging as one of the most important metrics you can track and the trends driving its importance, and provides a practical playbook for strengthening connections with the locals.
3.) “Who’s ready to get a little weird?”
It seems the days of the generic, glossy postcard are over.
The campaigns that are breaking through are the ones with personality, humor, and a point of view. They have what author Jenny Wood (who happens to be speaking at ESTO) calls “Wild Courage”—the guts to be different.
I love this ad for Quebec’s eastern townships, which subverts expectations of potential hostility between Canadians and Americans, and invites travelers to ‘Come hug it out.’ It’s a tongue-in-cheek reminder that while politics may divide, travel brings people together in unexpectedly joyful ways.
This is the fun conversation! Let’s show up ready to share the bravest, most authentic, and maybe even weirdest marketing we’ve seen this year. Let’s talk about who is partnering with unexpected brands to tell their story in a new way.
Authenticity isn’t about being perfect; it’s about being real. Who is being real, and how can we all get a little braver?
Check out this article from Envisionit Integrated Strategist Lisa Marie Jackson that explores how authentic travel experiences and genuine cultural connections are now more important than ever.
4.) “How are we building relationships in a post-cookie world?”
Okay, let’s get nerdy for a minute. The third-party cookie is crumbling, and it’s changing everything about how we track and target online.
The global currency is first-party data, which means we have to build direct relationships with travelers.
How are we doing it? What value are we offering in exchange for their information? Are we creating amazing content (e.g., locals’ guides, personalized itineraries, etc.) that people actually want?
Let’s talk about the playbook for this new era and how we’re proving our ROI to stakeholders with data that connects our campaigns to actual foot traffic and economic impact.
You can also check out this article from Envisionit’s Director of Technology Chris Van Meter, The Affordable Server-Side Tracking Alternative Every Digital Marketer Needs to Know.
5.) “Is our website holding us back?”
I see so many DMOs struggle with slow performance, limited CMS features, and cookie-cutter templates that strip away personality.
If your site can’t adapt quickly, integrate with new marketing tools, deliver AI-generated overviews, or perform well in SEO-rich search, it’s a big problem. And with AI-driven search, an outdated, under-optimized site might be misrepresented. Or worse… made invisible.
Just look at all the changes in the last year. No one can predict the future. So destination websites need to be agile and future-proof. Your site should empower you to pivot, personalize, and innovate as the world moves forward.
Open-source platforms give you the freedom to evolve, connect to emerging tools, and add capabilities without waiting on a vendor to update their offerings. Your website becomes the hub that feeds search engines and AI overviews with fresh content, powers visitor personalization, and supports marketing initiatives.
For example, have you ever tried to schedule a multi-day event on your destination website, only to have it display incorrectly? This may seem minor, but events are among the most searched topics for both locals and visitors.
Check out Envisionit’s Associate Director of Technology Stephanie Ring breakdown of why DMO event calendars are such a universal problem, and what you can do to fix it.
Connecting the conversations
The conversations we share at ESTO 2025 will be energizing. But the true measure of the event’s success lies in the connections we make and the actions we take in the weeks and months that follow.
As you set up your meetings and plan your connections for the event, think about how deeply intertwined these topics actually are, and the potential for shared solutions.
Ready to take the next step toward future-proofing your destination marketing? Let’s talk.
