US Tourism Excellence Spotlighted at 2025 ESTO Awards Recognizing Innovative Marketing Strategies

From August 17 to 19, Arizona’s Phoenix rolled out the red carpet for the 41st Educational Seminar for Tourism Organizations (ESTO) conference, welcoming leaders from the entire U.S. travel and tourism sector. Hosted by the U.S. Travel Association, the seminar highlighted the most creative and effective tourism marketing campaigns across the country. The conference’s crowning moment took place on Monday night at the gorgeous JW Marriott Phoenix Desert Ridge, as the 2025 ESTO Award winners were announced, honoring the standout achievements in marketing by cities and states.

The ESTO Awards are highly regarded within the tourism sector, celebrating destination marketing offices (DMOs) and state tourism boards that demonstrate creativity, strategy, and measurable results in promoting travel. The awards span multiple categories, from print and digital marketing excellence to innovative campaigns and immersive visitor experiences. A panel of 60 distinguished marketing experts reviewed submissions and selected winners based on originality, effectiveness, and their contribution to advancing tourism marketing standards.

Destination Awards Recognize Excellence Across Cities

The Destination Awards highlighted DMOs that have excelled in engaging travelers through creative campaigns and impactful storytelling.

All Ways Welcome: Destination Ann Arbor earned recognition for its “Ann Arbor’s Accessibility Initiative: Empowering Inclusive Travel Through Storytelling and Strategy,” a program emphasizing inclusivity and accessible travel for all visitors.

Bridging Communities: Explore Asheville led recovery and engagement efforts following Hurricane Helene with its “Through it all, We’re Always Asheville” initiative, which included amplified events and fundraising through the Always Asheville Fund.

Excellence in Print Marketing: Visit St. Pete-Clearwater impressed judges with its “2024-2025 Gulf to Bay Magazine,” combining design sophistication with informative content.

Digital Brilliance: The Martin County Office of Tourism & Marketing gained recognition for its “Explore Natural Martin Video Series,” an engaging digital storytelling campaign that captured the attention of online audiences and showcased the region’s natural beauty.

Innovation: Visit Newport Beach earned accolades for “Newport Beach is Calling,” an inventive campaign designed to attract new visitors and elevate the city’s profile.

Buzz-worthy Campaigns: Visit Oakland celebrated national attention with “Oakland Named ‘#1 Best Food City in the U.S. in 2024’ by the Readers of Condé Nast Traveler Magazine,” generating significant media buzz.

Immersive Experiences: Port Aransas Tourism Bureau & Chamber of Commerce executed the “Find What You Need in Port A” guerrilla marketing campaign, creating interactive, memorable experiences for travelers.

Marketing Momentum Award (Under $5 Million Budget): Destination Cleveland showcased “Have Your Day in Cleveland,” demonstrating impactful results on a modest marketing budget.

Marketing Momentum Award (Over $5 Million Budget): Destination DC impressed with “There’s Only One DC,” a campaign maximizing reach and engagement across multiple channels.

State Awards Highlight Leadership in Tourism Promotion

State-level marketing initiatives also received recognition for creativity and effectiveness:

All Ways Welcome: Tennessee Department of Tourist Development’s “Sound Sites” program, focusing on accessibility and inclusive travel experiences.

Bridging Communities: Kansas Tourism’s “Sunflower Summer” initiative fostered local connections while showcasing the state’s scenic landscapes and vibrant natural attractions.

Excellence in Print Marketing: Travel Nevada’s “Nevada Adventure Guide” combined comprehensive travel information with visually striking design.

Digital Brilliance: Pure Michigan’s “On the Clock in Detroit: Sam’s Selects” used innovative digital storytelling techniques to captivate audiences and showcase the vibrant culture of Detroit.

Buzz-worthy Campaigns: Explore Minnesota’s “Bring Ya A** to Minnesota” harnessed sports marketing trends to create a viral sensation.

Immersive Experiences: Arkansas Tourism’s “Bringing The Natural State to The Windy City” campaign delivered engaging, real-world experiences in Chicago.

Marketing Momentum Award (Budget Over $10 Million): Explore Minnesota’s “Star of the North – Spring/Summer Tourism” demonstrated strategic excellence on a large-scale marketing budget.

Additionally, the 2025 ESTO Awards recognized individual leadership within the industry. Diane Shober, executive director of the Wyoming Office of Tourism, was honored as the 2025 State Tourism Director of the Year, highlighting her exceptional contributions to state-level tourism promotion.

ESTO Conference Provides Learning and Networking Opportunities

The ESTO conference is the top meeting place for city, regional, and state tourism-marketing pros from around the U.S. People come for the hands-on classes, networking time, and sneak peeks at what’s trending, all aimed at boosting promotional plans and raising the bar for travel across the country.

Next up, ESTO 2026 heads to Philadelphia from August 25 to 27, 2026. Attendees can look forward to fresh sessions, lively talks, and awards for tourism work that really stands out.