For Mark Schutte, senior manager of publications at Destination Cleveland, ESTO is more than an industry conference. It’s a place to find unexpected inspiration, practical ideas and connections that can shape how a destination tells its story. From a keynote on purpose and travel’s power to a session that prompted Cleveland to deepen its role in the city’s music ecosystem, Schutte has brought ESTO lessons back to his work — and recently saw that work recognized with Destination Cleveland’s first ESTO Destination Award.
What’s the one thing you can learn at ESTO that you simply can’t get anywhere else?
Sometimes it’s the unexpected. I remember attending ESTO in Austin in 2019. Roy Spence’s keynote from The Purpose Institute struck a chord with me in a way I never expected. He spoke about finding purpose in your work and your life, the power of storytelling, doing what you love, and using marketing as a force for good. He also talked about the role travel can play in lifting people up and making a positive impact. That experience is something I couldn’t have gotten anywhere else.
How has something you learned at ESTO directly impacted your destination’s marketing strategy?
I find the practical examples shared by destination marketers and industry partners to be invaluable. At a previous ESTO, I attended a session on music tourism. As someone from Cleveland—the home of the Rock & Roll Hall of Fame—it resonated with me. But I walked away realizing Cleveland needed to do so much more if we wanted to be a “music city.” Having an iconic attraction wasn’t enough. We needed to collaborate more intentionally with our broader music partners–local venues, musicians and festivals. We needed to play a bigger part in supporting the local music ecosystem. That’s something we’ve embraced as an organization, and it’s become a part of how we think about the Cleveland experience today.
What role does ESTO play in helping you stay competitive in a rapidly changing industry?
ESTO does a terrific job of bringing together breakout sessions and keynote speakers who share the latest ideas, trends and best practices shaping our industry. Whether it’s major topics like AI or more tactical discussions—like why traditional partner listings are becoming less relevant in an Official Visitors Guide—there’s always something timely and actionable. For me, ESTO serves as a good benchmark. It helps me evaluate where I am in my role and identify where I can continue to grow.
What would you say to a destination marketer who is on the fence about attending for the first time?
Don’t hesitate —book the conference. It’s a worthwhile experience connecting with peers and bringing back key learnings you can apply to your work right away. And beyond the conference, it’s an opportunity to experience the host destination. I’m looking forward to exploring Philadelphia in my free time—catching a Phillies game, seeing the Rocky statue and taking in the city’s history. Learn and have fun!
What does it mean for you and your organization to have peers in the industry recognize this work through an ESTO award?
Destination Cleveland recently received its first-ever ESTO Destination Award (Marketing Momentum) for our “Have Your Day in The Land” integrated campaign. It’s great to receive recognition by our peers and to see a campaign we built stand out on a national stage alongside other outstanding destinations. For me, the award represents a sense of fulfillment and the result of the work, creativity and collaboration that went into bringing the campaign to life.
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ESTO 2026 is August 23–26 in Philadelphia. Get registered now.
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