For more than a decade, Julie Gilbert has turned to ESTO for fresh ideas, industry connections and insights into the future of destination marketing. As chief marketing officer for Explore St. Louis, she says the conference’s strength lies in destination leaders openly sharing strategies, lessons and trends. In this Q&A, she shares how ESTO has shaped her approach to marketing, leadership and innovation—and why she sees it as a top investment for destination marketers.
How has something you learned at ESTO directly impacted your destination’s marketing strategy?
ESTO has reinforced the importance of moving beyond campaign metrics and focusing on business outcomes. Conversations around attribution, first-party data, destination reputation and the visitor economy have directly influenced how we evaluate marketing investments and measure success.
How is the ESTO community different from other professional networks you’re part of?
The destination industry is incredibly collaborative, and ESTO embodies that spirit. People openly share ideas, strategies, lessons learned and even mistakes because everyone is working toward strengthening both their destinations and the industry as a whole.
What’s the one thing you can learn at ESTO that you simply can’t get anywhere else?
ESTO gives me access to how the best destination organizations in the country are thinking about the future—not just what they’re doing today. The real value is hearing directly from peers tackling the same challenges in real time and sharing what worked, what didn’t and what’s coming next.
Can you point to a specific initiative that was sparked by an ESTO conversation?
Conversations at ESTO around AI and its influence on how travelers discover and plan trips have shaped several initiatives I’m leading now. From personalization and content strategy to data, attribution and visitor insights, ESTO has helped shape how we think about leveraging emerging technology.
What’s a session or speaker that changed how you think about leadership or marketing?
One of the most impactful speakers I’ve heard was Jenny Wood, author of Wild Courage. Her message wasn’t about destination marketing, but it reshaped how I think about leadership, innovation and taking calculated risks. Her challenge to embrace courage over comfort reinforced the importance of leading through change rather than reacting to it.
You’ve been attending for 12 years—what keeps bringing you back?
Every year I leave with new ideas, new relationships and a fresh perspective. The content evolves with the industry, but it’s the people and the conversations that keep me coming back.
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ESTO 2026 is August 23–26 in Philadelphia. Early registration rates end July 9. Get registered.
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