STUART, Fla. (August 19, 2025) – The Martin County Office of Tourism & Marketing was recently honored at the 2025 U.S. Travel Association’s ESTO Awards, earning the Destination Award in the “Digital Brilliance” category. This coveted national recognition celebrates destination marketing organizations (DMOs) that push the boundaries of promotion and inspire innovation in travel marketing.
The award was presented for Martin County’s Explore Natural Martin Video Series, a digital storytelling initiative designed to promote the county’s groundbreaking ecotourism program, Explore Natural Martin. The series showcases Martin County’s pristine parks, beaches, waterways, wildlife, and conservation initiatives, inviting eco-conscious travelers to discover a quieter, greener side of Florida.
Launched in January 2024, the video series was created on a modest budget, with scripts, production planning, and local talent handled by the Martin County tourism office. Working with local videographer Verola Media, the campaign blended cinematic visuals with a powerful sustainability message: that travel and conservation can go hand-in-hand.
Since its debut, the series has:
- Garnered over 100,000 combined YouTube views
- Reached 16+ million viewers nationwide through VISIT FLORIDA’s Satellite Media Tour efforts
- Attracted widespread media attention, generating 375 million+ impressions across top outlets including Travel + Leisure, Outside Magazine, and The Globe and Mail
- Driven a 38% increase in free eco-tour registrations
- Helped the Explore Natural Martin program lead 150+ eco-tours for 1,800+ participants, with a 100% satisfaction rate from participants
“This award is especially meaningful because it recognizes not just the creativity behind this initiative, but also the purpose,” said Nerissa Okiye, Martin County Tourism Director. “Explore Natural Martin was built in collaboration with Leave No Trace to inspire travelers to explore responsibly while protecting our natural treasures. To be honored by the U.S. Travel Association on a national stage proves that impactful results don’t require massive budgets – they just need passion, strategy, and authenticity.”
The ESTO Destination Awards and State Awards recognize the best creative work from destination marketing organizations and state tourism offices across the country. Martin County joins other leading DMOs honored this year including Visit St. Pete-Clearwater, Destination Ann Arbor, Explore Asheville, Destination Cleveland, Visit Newport Beach California, Destination DC, and more.
The Explore Natural Martin program became the first countywide ecotourism initiative of its kind in the U.S. and continues to position Martin County as a leader in sustainable travel. Offering free, year-round guided eco-tours rooted in the 7 Principles of Leave No Trace, the program reflects the destination’s deep commitment to environmental stewardship.
Find a full list of 2025 U.S. Travel ESTO Award winners at
www.esto.ustravel.org/awards.
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About the Martin County Office of Tourism & Marketing
Encompassing the communities of Stuart, Jensen Beach, Indiantown, Jupiter Island, Hobe Sound, Sewall's Point, Port Salerno, Palm City, and Hutchinson Island, this hidden gem is a place for unwinding and reconnecting. The Martin County Office of Tourism and Marketing is the official tourism marketing arm of Martin County, Florida, whose goal is to spread the word about this one-of-a-kind destination and inspire overnight visitation. Learn more at
www.DiscoverMartin.com.
Press Contact
Ian Centrone
Deputy Tourism Director
Office: (772) 320-3157 | Mobile: (772) 361-2276 |
icentrone@martin.fl.us
This notification can be reproduced in an alternative format upon request by contacting the County ADA Coordinator (772-221-1396), the County Administration Office (772-288-5940) or Florida Relay 711.
