For Dalaney Thomas, director of Arkansas Tourism, ESTO is more than a conference — it’s a place to build lasting relationships, sharpen leadership skills and gain insights from peers who understand the unique challenges of statewide destination marketing. She shares how those connections continue to shape Arkansas’ tourism strategy long after the event ends.
What’s the one thing you can learn at ESTO that you simply can’t get anywhere else?
ESTO offers something you can’t replicate anywhere else: direct learning from peers who live and breathe the same work you do. The sessions are valuable, but the real strength of ESTO is the network you build — a trusted group of tourism professionals who face similar challenges and opportunities in their destinations. Every year, I leave ESTO with new colleagues I can call on for ideas, problem-solving and shared experience.
How has something you learned at ESTO directly impacted your destination’s marketing strategy?
Many of the most meaningful takeaways from ESTO go beyond traditional marketing strategy. Many of the speakers bring content that helps strengthen how we communicate and collaborate as a team, which ultimately leads to smarter, more creative marketing. We’re still quoting Jenny Wood, one of last year’s keynote speakers. Plus, we liked her so much we brought her to our state’s Governor’s Conference.
Tell me about a relationship you built at ESTO that changed how you do your job.
In addition to building relationships with destination peers, ESTO creates valuable opportunities to connect with agency, digital and research partners who are speakers or sponsors. Over the years, those relationships have helped me better understand how to apply research and industry insights, even when our state isn’t directly working with those partners at the time.
How is the ESTO community different from other professional networks you’re part of?
ESTO offers a perspective you don’t find in other networks. While city DMOs attend, the conference has a higher concentration of state tourism offices, which creates a peer group that truly understands statewide responsibilities and challenges. In most of our in-state networks, partners look to us for answers or see the state as a service provider. At ESTO, we’re surrounded by colleagues who do the same work we do, making it a place where we can speak openly and grow professionally without that added pressure.
What role does ESTO play in helping you stay competitive in a rapidly changing industry?
ESTO helps us stay competitive by offering a well-balanced agenda shaped by tourism professionals who understand the challenges facing our industry. The sessions spark ideas and highlight emerging trends, but the real value comes from continuing the conversations afterward — reaching out to speakers, staying connected with peers and following the professionals we meet.
What does it mean for you and your organization to have peers in the industry recognize this work through an ESTO award?
As tourism professionals, we know how hard we work, but we don’t always pause to recognize it. Being named a finalist or winner at the ESTO Awards is a meaningful moment for our team. It reignites pride in the work we do and reinforces our thought leadership within the industry and back home in Arkansas. After a major project wraps, the ESTO Awards are often the one time we stop, reflect and appreciate the innovation and impact we’ve delivered. Having peers across the country recognize that work means a great deal to us.
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ESTO 2026 is August 23–26 in Philadelphia. Get registered now.
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