The U.S. Travel Association announced the winners of the 2025 ESTO Awards at the 41st annual ESTO conference this week in Phoenix, Arizona, recognizing the best in destination marketing.
The ESTO Awards are chosen by a panel of 60 marketing experts. Destination Awards honor destination marketing offices, or DMOs, while State Awards honor state and territory tourism offices.
“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.”
ESTO stands for the Educational Seminar for Tourism Organizations and is an annual conference. Diane Shober, executive director for the Wyoming Office of Tourism, was named 2025 State Tourism Director of the Year.
Diane Shober, executive director for the Wyoming Office of Tourism, receives the award of 2025 State Tourism Director of the Year. (Photo Credit: US Travel Association)
Destination Awards Recipients
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 Recipients
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”
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