2025 ESTO Awards Shine the Spotlight on Destination Marketers

At the recent 41st annual ESTO conference—an annual conference for destination marketing professionals from city, regional and state tourism offices—the U.S. Travel Association announced recipients of the 2025 ESTO Awards.

The conference was held August 17-19, 2025 in Phoenix, Arizona, with the award winners being announced Monday evening at the JW Marriott Phoenix Desert Ridge.

"The ESTO Awards highlight exceptional creativity in destination marketing while showcasing the commitment to inspire visitation through thoughtful, innovative methods," said Ellen Davis, U.S. Travel Association Executive Vice President, Business Strategy and Industry Engagement. "Our destination community tirelessly works to grow travel, fueling local economies and communities. Congratulations to all this year's award winners."

Honors in several categories were awarded to celebrate excellence and creativity in destination marketing and inspiring visitation, a critical component of the continued growth of the travel industry.

Destination Awards honor destination marketing offices (DMOs) that push the boundaries of marketing and promotion. State Awards recognize state and territory tourism offices for standout destination marketing initiatives. A panel of 60 esteemed marketing experts selected this year's honorees.

CONGRATULATIONS TO THIS YEAR'S ESTO AWARDS WINNERS:

Destination Awards

• All Ways Welcome: Destination Ann Arbor for "Ann Arbor's Accessibility Initiative: Empowering Inclusive Travel Through Storytelling and Strategy"
• Bridging Communities: Explore Asheville for "Through it all, We're Always Asheville: Explore Asheville Leads Hurricane Helene Relief with Amplified Events Fueling Recovery and the Always Asheville Fund"
• Excellence in Print Marketing: Visit St. Pete-Clearwater for "2024-2025 Gulf to Bay Magazine"
• Digital Brilliance: Martin County Office of Tourism & Marketing for "Explore Natural Martin Video Series"
• Innovation: Visit Newport Beach for "Newport Beach is Calling"
• Buzz-worthy: Visit Oakland for "Oakland Named '#1 Best Food City in the U.S. in 2024' by the Readers of Condé Nast Traveler Magazine"
• Immersive Experiences: Port Aransas Tourism Bureau & Chamber of Commerce for "Find What You Need in Port A guerrilla marketing campaign"
• Marketing Momentum Award: Overall DMO Marketing Budget Less Than or Equal to $5 Million: Destination Cleveland for "Have Your Day in Cleveland"
• Marketing Momentum Award: Overall DMO Marketing Budget More Than $5 Million: Destination DC for "There's Only One DC"

State Awards

• All Ways Welcome: Tennessee Department of Tourist Development for "Sound Sites"
• Bridging Communities: Kansas Tourism for "Sunflower Summer"
• Excellence in Print Marketing: Travel Nevada for "Nevada Adventure Guide by Travel Nevada"
• Digital Brilliance: Pure Michigan for "On the Clock in Detroit: Sam's Selects"
• Buzz-worthy: Explore Minnesota for "Bring Ya A** to Minnesota: Seizing on a Sports Marketing Viral Sensation for the State"
• Immersive Experiences: Arkansas Tourism for "Bringing The Natural State to The Windy City"
• Marketing Momentum Award: Overall State Marketing Budget More Than $10 Million: Explore Minnesota for "Star of the North – Spring/Summer Tourism"

Also at the ESTO Awards, Diane Shober, Executive Director for the Wyoming Office of Tourism, was named the 2025 State Tourism Director of the Year.

"Diane's decades-long commitment to travel shows her passion for the state of Wyoming and the entire industry," said Geoff Freeman, President and CEO of the U.S. Travel Association. "Transforming the state's tourism landscape with visionary leadership, Diane has fostered a legacy of innovation, economic growth and a deeper appreciation for Wyoming's wonders and Western hospitality."

View the full 2025 ESTO Award winners gallery by clicking here.

Courtesy of Groups Today.