U.S. Travel this week convened more than 650 destination marketers in Los Angeles for the association’s annual Educational Seminar for Tourism Organizations (ESTO), marking one of the largest national gatherings of destination marketers since the start of the pandemic.
The industry’s premier knowledge-sharing forum, taking place August 15-17 at the JW Marriott Los Angeles L.A. LIVE, is bringing together destination leaders from around the country to chart a path forward while leading by example that professional meetings and events can safely take place.
ESTO is being held in-person in accordance with Centers for Disease Control and Prevention guidance, as well as all state and local health and safety requirements.
The event is particularly timely as destination marketing organizations (DMOs) continue to play a key role in economic recovery efforts across the United States. DMOs drive visitor demand by marketing urban and rural destinations alike, as well as the products and services unique to their home communities, leading to the return of jobs and prosperity.
Featured speakers at this year’s program include Bonin Bough, one of the world’s foremost-awarded marketing executives and host of CNBC’s Cleveland Hustles; Heather McGowan, a future-of-work strategist; and Dr. Justin Laborde of Kantar, a specialist sales and marketing consultancy for brand owners and retailers.
Support for the full and safe reopening of the business travel sector has for months been driven by the Let’s Meet There initiative, an industrywide coalition of travel industry business and organizations under the U.S. Travel umbrella.