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Destination Ann Arbor CEO shares why ESTO matters

Sarah Miller explains how ESTO has influenced Destination Ann Arbor's marketing strategy, industry connections and commitment to accessibility.

3 min read

By Angie Giroux 08/10/26

Travel

Sarah Miller, president and CEO of Destination Ann Arbor, has long turned to ESTO for ideas, industry connections and practical insights. In this Q&A, she reflects on how the conference has shaped her organization’s approach to AI, helped it stay ahead of industry trends and what it meant to receive ESTO’s inaugural All Ways Welcome Award.

What’s the one thing you can learn at ESTO that you simply can’t get anywhere else?

ESTO gives you access to industry experts and DMO leaders who are addressing the issues that will shape our work in the years ahead. You’re learning directly from peers who are testing new ideas, adapting to change and sharing what’s worked and what hasn’t. Just as valuable are the networking opportunities and conversations with colleagues who are navigating many of the same opportunities and challenges.

Sarah Miller

How has something you learned at ESTO directly impacted your destination’s marketing strategy?

At a previous ESTO, I attended sessions focused on the emerging role of artificial intelligence in destination marketing. It encouraged us to lean into AI and think more proactively about how it influences visitor behavior, search engine optimization and the performance indicators we use to measure success. It helped reinforce the importance of preparing for these changes early rather than waiting until they become standard practice. It continues to influence how we think about the future of our marketing strategy and how visitors will discover destination information.

How is the ESTO community different from other professional networks you’re part of?

ESTO is very intentional about creating opportunities for people to connect. Networking isn’t limited to just a formal reception. It’s built throughout the experience through wellness breaks, activities such as sound healing, after-hours events and informal opportunities to mix and mingle.

What role does ESTO play in helping you stay competitive in a rapidly changing industry?

ESTO consistently brings forward impactful topics and speakers who are addressing what’s happening in the industry today. It helps us understand emerging trends, evaluate how they affect our destination and consider how our organization should respond. That combination of education, practical insight and peer discussion helps us remain adaptable and competitive in a rapidly changing industry.

What does it mean for you and your organization to have peers in the industry recognize this work through an ESTO award?

It was a tremendous honor for Destination Ann Arbor to receive the inaugural All Ways Welcome Award for our accessibility initiative. To be recognized by peers who understand the effort, collaboration and commitment required to move this work forward was especially meaningful. The hard work of our team isn’t always visible to the broader community. This recognition validated the dedication of our staff and also meant a great deal to the community partners who helped make the initiative possible. Receiving the first All Ways Welcome Award made the recognition even more meaningful. It affirmed that accessibility is an essential part of destination stewardship and encouraged us to continue building a more welcoming and inclusive visitor experience.

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ESTO 2026 is August 23–26 in Philadelphia.  Get registered now.

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