U.S. Travel Honors Destination Marketers with 2026 ESTO Awards

U.S. Travel Association announced recipients of the 2026 ESTO Awards at the 42nd annual ESTO conference, held August 23-26 in Philadelphia. Winners were announced Tuesday evening at the Philadelphia Marriott Downtown.

"The ESTO Awards remind us just how much creativity and strategic thinking shape successful destination marketing," said Ellen Davis, U.S. Travel Association chief operating officer and executive vice president. “This industry’s focus on the traveler experience turns curiosity into visits and visits into lasting economic momentum nationwide. Congratulations to this year's winners."

Honors in several categories were awarded to celebrate excellence and creativity in destination marketing and inspiring visitation, a critical component of the continued growth of the travel industry.

Destination Awards honor destination marketing offices (DMOs) that push the boundaries of marketing and promotion. State Awards recognize state and territory tourism offices for standout destination marketing initiatives. A panel of 72 esteemed marketing experts selected this year’s honorees.

Congratulations to this year’s ESTO Awards winners:

Destination Awards

• All Ways Welcome: Explore Asheville for "Supporting Resilience Always, Through Authenticity: Explore Asheville x Pattie Gonia"
• Bridging Communities Award: Explore Cabarrus for “2026 Cabarrus Burger Madness”
• Buzz-worthy Award: Visit Williamsburg for “The Great American Birthday Quilt Project”
• Digital Brilliance Award: Visit Anaheim for “Visit Anaheim: Proving the Economic Impact From Influencers”
• Excellence in Print Marketing: Visit Ventura for “Visit Ventura 2025 Inspiration Guide”
• Excellence in Website Experience Award: San Diego Tourism Authority for “Navigating the Future - SanDiego.org”
• Immersive Experiences Award: Cody Yellowstone for “Cody Yellowstone Fall Photography Workshop”
• Innovation Award: Visit Savannah for “When a City Becomes a Muse: Visit Savannah x LoveShackFancy x Saks Fifth Avenue”
• Marketing Momentum Award: Budget Less Than or Equal to $5 Million: Moab Office of Tourism for “Discover Moab: On the Edge”
• Marketing Momentum Award: Budget More Than $5 Million: Visit Austin for “Destination Resilience in Austin Fueled by Leisure Travel”

State Awards

• All Ways Welcome Award: Travel Oregon for “Oregon Becomes the First State to be Accessibility Verified”
• Bridging Communities Award: Pennsylvania Tourism Office for “Building Brand Advocacy Through Community-Led Storytelling”
• Buzz-worthy Award: Discover South Carolina for “From Momentum to Mainstage: How South Carolina’s Culinary Story Led to Top Chef”
• Digital Brilliance Award: Pennsylvania Tourism Office for “Do Winter the PA Way”
• Excellence in Print Marketing: West Virginia Department of Tourism for “2026 West Virginia Vacation Guide”
• Excellence in Website Experience Award: Travel Wisconsin for “Reimagining TravelWisconsin.com Around the Traveler”
• Immersive Experiences Award: Visit North Carolina for “Ski Florida”
• Innovation Award: Travel Wisconsin for “Launching Film Wisconsin — With A Cherry on Top”
• Marketing Momentum Award: Overall State Marketing Budget Less Than or Equal to $10 Million: Pennsylvania Tourism Office for “Visit Pennsylvania’s Summer 2025 Get Away Campaign”
• Marketing Momentum Award: Overall State Marketing Budget More Than $10 Million: Kentucky Department of Tourism for “Kentucky Tourism “Find What Moves You” Campaign”

View the full 2026 ESTO Award finalist and winners gallery.

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The Educational Seminar for Tourism Organizations (ESTO) is an annual conference for destination marketing professionals from city, regional and state tourism offices. Each year the conference is held in a different destination and features educational sessions, networking opportunities and industry awards.

Also at the ESTO Awards, Mark Ezell, Commissioner of the Tennessee Department of Tourist Development, was named the 2026 State Tourism Director of the Year. ESTO 2027 will be held in San Antonio, August 29 – September 1, 2027.