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In this episode, we provide a concise recap of ESTO 2024, an Educational Seminar for Tourism Organizations held in Columbus, Ohio. Joined by Chief Creative Officer Abbey Reifsnyder and Senior Account Executive Kerri Keefer, we attended various informative sessions and panels. Key topics included branding strategies emphasizing daring and audience-centered approaches, advocacy for travel and tourism, workforce development, and rethinking KPIs and measurement in tourism. The discussion also highlights the growing importance of short-form video content and authenticity in social media and marketing strategies. For more details, check out our 'Happy Hour Highlights' on our social channels.

00:00 Introduction and Overview
00:42 What is ESTO?
01:58 Key Takeaways from ESTO 2024
03:23 Branding Insights
04:47 Advocacy Strategies
07:38 Workforce Development
08:41 KPIs and Measurement
10:22 Social Media Metrics
12:57 The Importance of Authenticity
13:44 Conclusion and Next Steps