Like most people in the travel and tourism marketing industry, I wear two hats: strategist and traveler. So when I attend a conference like ESTO, I’m constantly tuning into both channels: what’s shifting in the data and what feels true on the ground.
I was lucky to be there alongside Noble’s VP of Performance Marketing, Krysti Roush, who brought a fresh perspective and sharp takeaways of her own. Between keynotes, iced coffee runs and more than a few hallway brainstorms, we both left feeling like the industry is on the edge of some smart and necessary shifts.
Below are the six main takeaways that stood out to us after three days of listening and learning. Some are surprising, some overdue and all are useful for destinations navigating the next phase of tourism.
ESTO at a Glance
Organized by the U.S. Travel Association, ESTO (Educational Seminar for Tourism Organizations) is the premier learning and networking event for destination marketers in the U.S. Unlike trade shows or vendor expos, ESTO is where city, state and regional tourism pros gather to share what’s working, what’s changing and how the industry can evolve in real time.
This year’s event was hosted in Phoenix, a fittingly hot backdrop for conversations about climate shifts, changing traveler habits and the future of American tourism. Attendees took part in a full slate of educational sessions covering everything from sustainability to storytelling.
The ESTO Awards recognized the most effective and forward-thinking destination marketing campaigns across the country. This year, our Travel Nevada partners were among the recipients. It was an exciting win for a last-minute submission that proved how good storytelling, even on a tight timeline, can make an impact.
Plan for the Pivot
Climate anxiety isn’t abstract anymore. At ESTO, speakers highlighted that 4 in 10 travelers have already changed their plans due to weather, and just as many say it will affect how they travel next year.
Importantly, these shifts don’t always mean cancellations. Travelers are more likely to reschedule, reroute or shorten a trip rather than abandon it entirely. That flexibility creates an opportunity for destinations that can adapt messaging and offer alternatives when the weather throws a curveball.
One example stuck: Minneapolis no longer promotes ice fishing as heavily as it once did. Warming winters have made the lakes less reliable, prompting the DMO to focus on activities that don’t depend on perfect conditions. The message was clear to embrace what’s happening in destinations now, not what used to be.
Everyone’s Hitting the Road (Again)
If there was one theme that cut across multiple sessions at ESTO, it was that 2025 and 2026 are shaping up to be peak years for the American road trip.
Whether for cost, control or comfort, travelers are choosing to drive instead of fly. EVs are part of the story, but so is the desire to skip airports, stay closer to home and explore at their own pace.
For destinations, it’s time to double down on regional drive markets. That might mean fresh messaging, new route maps, or simply highlighting stops and small towns that were never part of the story before.
The road trip isn’t just a nostalgia play. It’s an economic hedge, a flexibility fix, and increasingly, the way people actually want to travel.
EV Road Trips are Already Here
If your destination isn’t planning for electric vehicles, you’re already behind. According to research shared at ESTO, 4 in 10 American travelers have used an EV on a road trip. Far from being an early-adopter fringe group, that’s a fast-moving mainstream.
The takeaway? Charging infrastructure is no longer a nice-to-have. Whether you’re a hotel, a trailhead, a museum or a taco shop, offering a place to plug in is quickly becoming a competitive advantage. In rural or long-distance regions like Nevada, it may even be a deciding factor for whether travelers can come at all.
Sell the Value, Not the Price
Travelers aren’t just looking for the lowest price, they’re looking for value. At ESTO, speakers emphasized a key shift in consumer behavior. Travelers want to feel like they’re getting something worthwhile, not just something cheaper.
That means promotions are more effective than price slashing. Think bundled experiences: a hotel stay that includes kayak rentals, a restaurant offering a prix fixe tasting menu or a package that combines lodging with a rental car. The deal feels tailored, not transactional.
It’s a small nuance, but a powerful one. Value justifies the spend.
The Rise of the Destination Dupe
Not every traveler wants to be first, but almost everyone wants to feel smart. That’s the appeal of the destination dupe.
At ESTO, one tourism pro from Minneapolis shared how they’ve leaned into comparisons with Chicago. The message? You can get a similar cultural experience for less, and skip the crowds while you’re at it.
It’s a bold move, but it works. In a travel landscape where people are craving newness and affordability, “the next Nashville” might be more compelling than Nashville itself. If your destination offers a vibe, activity or experience that rivals a better-known city, this is your permission slip to say so.
Tourism That Locals Can Live With
Tourism can’t thrive in a place if the people who live there feel shut out. One of the most talked-about sessions at ESTO tackled that head-on. It highlighted how destinations are rethinking what it means to be “community-first.”
Aspen shared a powerful example. When the city surveyed residents, it assumed they’d want to spread visitation into the quieter shoulder seasons. Instead, locals said the opposite. They wanted those seasons protected as time to enjoy their own town.
Rather than push back, Aspen’s DMO listened. They publicly committed to not marketing those off-seasons. They even coordinated with the local airport and small businesses to use that time for renovations and recharging.
The lesson? Resident sentiment is a key part of your long-term strategy. And when destinations align with the needs of the people who live there, everyone wins.
Adapting to the Traveler of Today
The biggest takeaway from ESTO 2025? The traveler is changing, but not in some abstract, future-tense way. The shift is already happening. From how people are booking trips to what they expect when they arrive, today’s traveler is more climate-aware, value-driven and community-conscious than ever before. They’re unplugging from work, opting to drive and looking for alternatives to the obvious.
For destinations, this is a time to pivot and match those desires. That might mean adding EV chargers, promoting flexible trip ideas or listening more closely to locals about what tourism should look like. But above all, it means staying curious and adaptable.
The playbook is being rewritten, and the places willing to evolve with the traveler are the ones that will stay on the map.
