For Lauren Bennett McGinty, executive director of Explore Minnesota, ESTO is where destination leaders find practical answers to real challenges. In this Q&A, McGinty explains how the conference has shaped Explore Minnesota’s approach to AI, data storytelling and long-term tourism strategy while providing a trusted network of peers to learn from.
What role does ESTO play in helping you stay competitive in a rapidly changing industry?
ESTO gives me high-level overviews of trends and data I need to give good direction to my team. As a tourism professional, it’s where I hear how other destinations are thinking differently about the visitor economy and trying new approaches to stakeholder and traveler engagement. That outside perspective is hard to get when you’re deep in day-to-day work, and ESTO creates the space for all of us to zoom out and think strategically.
How has something you learned at ESTO directly impacted your destination’s marketing strategy?
Most recently, two things come to mind immediately. First, we learned a lot about the impact of AI on destination websites and what that could look like for how travelers discover and plan trips. That shaped how we think about our digital presence at Explore Minnesota going forward.
Second, ESTO helped us get better at using our data to tell compelling stories that show how tourism positively impacts our economy. Being able to communicate our value clearly to policymakers, partners and community stakeholders is one of the most important things we do, and ESTO has made us sharper at it.
What does it mean for you and your organization to have peers in the industry recognize this work through an ESTO award?
We are always honored to be included as finalists for ESTO Awards and, of course, love when we win. The recognition goes beyond that moment. It validates the creativity and hard work our staff puts into campaigns and demonstrates to partners, policymakers and colleagues that Explore Minnesota is a competitive destination marketing organization. It becomes another way for us to make the case for continued investment and trust.
What’s the one thing you can learn at ESTO that you simply can’t get anywhere else?
You can read reports and follow trends online, but there is no substitute for being in a room with destination leaders from around the country who are wrestling with the same challenges you’re facing. ESTO puts all of that in one place, and the insights and success stories you hear from other states and destinations in a single conference would take years to gather any other way.
What would you say to a destination marketer who is on the fence about attending for the first time?
If you have burning problems you can’t seem to solve through research alone, this is for you. We so often assume our challenges are unique to our destination, state or circumstances. It’s likely someone else has faced the exact same issue and found a path forward. At ESTO, you can find that person, learn from their experience and leave with something actionable. And if nothing else, you can commiserate with people who truly get it.
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ESTO 2026 is August 23–26 in Philadelphia. Early registration rates end July 9. Get registered.
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