Tennessee Department of Tourist Development Commissioner Mark Ezell says ESTO provides unmatched opportunities for destination leaders to share ideas, learn from one another and bring new strategies home. From strengthening Tennessee’s “Sounds Perfect” brand messaging to building relationships with fellow tourism executives, Ezell says the conference helps industry professionals navigate challenges and stay competitive in a rapidly changing travel landscape.
How has something you learned at ESTO directly impacted your destination’s marketing strategy?
We’ve certainly sharpened our focus by learning at ESTO how other destinations are promoting their products, strengthening their brands and creating positive perceptions. ESTO allows us to see what a lot of folks across the industry are doing and what’s working. We’ve seen how effectively states like Oregon, Colorado and Utah have approached outdoor recreation, and that helps us continue to refine and define our own messaging about why Tennessee Sounds Perfect.
Tell me about a relationship you built at ESTO that changed how you do your job.
The relationships I’ve built with fellow state tourism directors have been transformational. I had a lot to learn when I first became Commissioner – and still do – and leaders like Duane Parrish, Lee Sentell and Craig Ray were incredibly generous with their time and advice. Those conversations helped shape many of our early priorities, and I believe one of the greatest strengths of our industry is how willing people are to help each other succeed.
How is the ESTO community different from other professional networks you’re part of?
For me, ESTO is the gateway to a community of people doing the same work we do every day. It’s where we build relationships with industry partners who understand the opportunities and challenges we all face. Because we’re tackling many of the same responsibilities, there’s a tremendous opportunity to learn from one another. We aren’t just sharing ideas. We’re helping each other become more effective, which makes our entire industry stronger.
What role does ESTO play in helping you stay competitive in a rapidly changing industry?
The sessions at ESTO help our team understand the landscape through the latest data, analytics and insights that are critical to how we’re performing – or will perform – in a rapidly changing industry. The national and international trends we learn about help keep us informed on the things that matter most as we continue to position Tennessee to compete.
What does it mean for you and your organization to have peers in the industry recognize this work through an ESTO award?
I’m personally a big fan of awards because healthy competition helps all of us strengthen and sharpen our branding. These competitions challenge us to keep improving, learn from one another and recognize the great work happening across our industry.
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ESTO 2026 is August 23–26 in Philadelphia. Get registered now.
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