Explore every episode of the podcast Business Class: The Global Tourism Leadership Conversation

Two years ago, wildfire evacuation orders emptied Big Bear Lake of 6,000 residents with nowhere to go. What Travis Scott and his team did next — coordinating free emergency housing through Airbnb.org — became the model the City of Los Angeles used during last year's wildfires.

In this episode, Travis Scott, CEO of Visit Big Bear, joins us to talk about what it looks like when a destination organization shows up as a true community partner, not just a marketing shop. We cover his path from the wine industry into destination management, his philosophy of building a destination brand with the community rather than handing it to them, how those relationships evolved into a real disaster response, and his candid take on where AI is helping — and hurting — the craft of tourism storytelling.

In this episode:

• How Travis went from running wineries for 20 years to leading destination organizations
• Why he believes DMOs should give communities a voice in the brand, not just deliver one to them
• The story behind Visit Big Bear's wildfire evacuation housing program — and how it became a template for LA
• What stewardship means beyond a "leave no trace" sign
• AI's real impact on direct bookings, and the case for AI as a catalyst for better storytelling, not a replacement for it
• What Travis is learning next (hint: it involves a pilot's license)

Business Class is a podcast by Learn Tourism, featuring conversations with destination and tourism leaders from around the industry.

Learn more about Learn Tourism at learntourism.org.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Tofino, British Columbia has 2,500 residents and just over 700,000 visitors a year. Samantha Hackett, the new Executive Director of Tourism Tofino and a 20-year resident, explains how a community of people who chose a hard, remote place to live thinks about balancing resident and visitor needs, and why a Nuu-chah-nulth teaching of respect, shared by the Tla-o-qui-aht First Nation, now sits at the center of the destination's stewardship plan.

In this episode:

• Why most Tofino residents were visitors first, and how that changes the way a town relates to tourism
• "Harder to live here than to leave here": the real cost of staying in a rural, remote community
• The one thing Samantha hopes every visitor learns: whose territory they are standing in
• Trading a tourism master plan for a destination stewardship plan, and the teaching of respect at its heart
• Why Samantha cancelled a manager meeting to take her team clam gardening with Tla-o-qui-aht, and what it started
• How visitors connect with history in a town without a big museum: Naa'Waya'Sum Gardens, canoe tours, and signage in the Nuu-chah-nulth language
• Raising kids in a town two hours from the nearest arena, where nobody locks their doors

Plan a visit at tourismtofino.com.

Business Class is a podcast by Learn Tourism, featuring conversations with destination and tourism leaders from around the industry. Learn more at learntourism.org.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Tourism Deserves a Seat at the Table

What does it take for a destination organization to become one of the most trusted voices in its community?

In this episode of Business Class, Stephen Ekstrom sits down with Jill Delaney, President & CEO of Discover Albany, for a conversation about leadership, advocacy, and why destination organizations must do far more than market places.

Jill shares how Discover Albany has earned a respected voice with elected officials, community leaders, and state agencies over its 50-year history—not through politics, but through relationships, credibility, and a relentless focus on serving the community.

Along the way, she offers practical advice for emerging tourism professionals, reflects on the importance of frontline hospitality workers, discusses lifelong learning, and explains why confidence and purpose matter when advocating for your destination.

Whether you're a destination executive, hospitality leader, student, or someone passionate about community building, this episode is a reminder that tourism's greatest influence often happens long before visitors ever arrive.

In this episode you'll learn:

•  How destination organizations earn a seat at influential decision-making tables 
•  Why advocacy is becoming an essential leadership skill in tourism 
•  The overlooked impact of frontline hospitality employees 
•  How relationships shape successful destinations 
•  Why curiosity and continuous learning make better leaders

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Tourism, Sustainability & Colombia’s Diversity with Maria Lacouture (AmCham Colombia)

Maria Lacouture, director of AmCham Colombia, explains how the nonprofit strengthens business ties between Colombia and the U.S., including tourism, through work with more than 970 American and Colombian companies. She shares how travel builds cultural understanding and adaptability, clarifies the misconception that AmCham handles visas, and describes current goals such as promoting Colombia in Washington, D.C. Lacouture highlights Colombia’s core tourism value—diversity across environments, culture, music, and gastronomy—and notes sector growth and professionalization since tourism policy efforts began in 2006, including over four million non-resident visitors last year. She emphasizes sustainable tourism as a balance of economic, social, and environmental development requiring coordination, investment, training, community participation, and long-term planning, alongside marketing that communicates human connection. She closes with the idea that tourism must be both high-tech and high-touch, with AI supporting decisions while the heart remains human.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

What does it really mean to create impact at scale—without losing the human connection?

In this episode, Catherine Linskey, Director of Community Impact at Hilton, shares how one of the world’s largest hospitality brands is working toward an ambitious goal: impacting 20 million people while creating 5 million learning and career opportunities by 2030. But behind those numbers are deeply personal stories—of second chances, career discovery, and communities transformed.

Catherine takes us inside the Hilton Global Foundation and the evolving role of corporate philanthropy, where impact is no longer just about writing checks—it’s about aligning business, people, and purpose. From workforce development to hyper-local community engagement across 9,000 properties, she reveals how hospitality remains, at its core, a people-first industry—even in an AI-driven world.

This conversation is a powerful reminder that the future of tourism isn’t just about destinations—it’s about opportunity, connection, and showing up for people where they are.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Shauna Stewart has returned to lead Experience Olympia & Beyond for the third time — and she'll tell you it's the people who keep pulling her back. In this wide-ranging conversation, Shauna opens up about blending her work as a destination CEO with her practice as an intimacy and relationship coach, why she "hires for delight," how a 2020 health crisis reshaped her identity as a high achiever, and the unexpected healing power of vanilla ice cream. If you've ever confused Olympia with the Olympic Peninsula — she'll set the record straight, and make you want to visit anyway.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

When Mitch Whitten stepped into the role of President & CEO of Visit Fort Worth, he inherited more than a title—he took on the responsibility of guiding one of America's fastest-growing tourism destinations through a transformational moment.

In this episode of Learn Tourism's Business Class, Mitch shares how curiosity has shaped his career from newspaper journalist to tourism executive, why community pride is the foundation of successful destinations, and what it means to lead with service in a rapidly changing world.

From preparing Fort Worth for major convention center expansion and World Cup opportunities to engaging residents through innovative community programs, Mitch offers practical leadership lessons for anyone aspiring to make a difference in tourism.

Along the way, we discuss mentorship, AI, destination stewardship, the importance of showing value, and why the path to leadership is rarely a straight line.

In this episode:

•  Why curiosity is the most important leadership trait 
•  How Fort Worth engages residents as tourism advocates 
•  The opportunities and responsibilities that come with rapid growth 
•  Three essential skills every tourism leader should develop 
•  How AI is transforming destination management through analytics 
•  Why leadership is ultimately about service 

Whether you're an emerging professional or a seasoned executive, this conversation offers valuable insights on building stronger communities and becoming a more effective leader.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

What does it take to transform a destination from a beautiful place to visit into a place people truly connect with?

In this episode of Business Class, Learn Tourism's Stephen Ekstrom sits down with Rodrigo Esponda, Managing Director of the Los Cabos Tourism Board, to explore how one of North America's most successful tourism destinations is balancing growth, sustainability, and community well-being.

Rodrigo shares how Los Cabos has evolved beyond its luxury resorts to showcase its mountains, wildlife, culture, and local communities. He discusses the importance of attracting travelers who appreciate nature, heritage, and authentic experiences—and why destination success should be measured by quality rather than quantity.

Along the way, the conversation explores workforce development, leadership lessons learned over three decades in tourism, the power of storytelling, and how tourism can improve lives when communities are placed at the center of the visitor experience.

Whether you're a destination leader, hospitality professional, or simply passionate about the future of travel, this episode offers valuable insights into creating tourism that benefits both visitors and residents.

In this episode:

•  How Los Cabos has evolved over the past decade 
•  Why sustainability requires environmental, social, and cultural stewardship 
•  The importance of workforce development and training 
•  Attracting the "right" travelers for long-term destination success 
•  Leadership lessons from 30 years in tourism 
•  How tourism can create meaningful opportunities for local communities 

Guest: Rodrigo Esponda, Managing Director, Los Cabos Tourism Board

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

What kind of legacy are we creating through our work in tourism?

In this reflective and thought-provoking conversation, Tourism Cares CEO Greg Takehara shares lessons from more than two decades of advancing responsible tourism and building meaningful connections across the industry. From destination stewardship and sustainable travel to leadership, organizational culture, and the accelerating pace of technology, Greg explores what it takes to create lasting impact.

He reflects on the lessons the industry learned—and may have forgotten—since the pandemic, the destinations leading the way in meaningful travel, and why our greatest accomplishments are often measured not by what we achieve, but by the people we influence along the way.

Whether you're a destination leader, tourism professional, student, or advocate for responsible travel, this conversation offers a timely reminder that tourism is ultimately about people, purpose, and the legacy we leave behind.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

In this episode of Business Class, Stephen Ekstrom from Learn Tourism sits down with Wendy Haase-Roberts, President & CEO of Travel Santa Ana, to discuss the unique challenge of creating a destination organization from virtually nothing more than a name and a vision.

Wendy shares how Travel Santa Ana has become a connector for businesses, attractions, artists, and community organizations throughout the city. She discusses lessons learned from launching a new DMO, building a strong destination brand, managing with a small yet highly effective team, and fostering authentic community pride through initiatives like the Santa Ana Enthusiast Program.

The conversation also explores leadership, resilience, learning from difficult career experiences, data-driven decision making, and why some of the best tourism leaders are shaped by the examples of leaders they never want to become.

Whether you're leading a destination organization, managing a small team, or passionate about building stronger communities through tourism, this episode offers practical insights and inspiration.

Key Topics:

•  Building a destination marketing organization from scratch 
•  Creating community pride and local engagement 
•  Tourism ambassador and enthusiast programs 
•  Leading high-performing small teams 
•  Lessons in resilience and leadership 
•  Data, destination branding, and community storytelling 
•  The future of Travel Santa Ana 

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

As America prepares to celebrate its 250th birthday, few destinations are more central to the story than Williamsburg, Virginia.

In this episode of Business Class, Learn Tourism's Stephen Ekstrom sits down with Edward Harris, President & CEO of Visit Williamsburg, to discuss leading a destination through a once-in-a-generation moment while preparing for what comes next.

Edward shares his unconventional journey from global brands like Converse, Timberland, Under Armour, and eBay into destination leadership, revealing how lessons from the highly competitive consumer products world continue to shape his approach to tourism marketing today.

Together, they explore the importance of collaboration, the courage required to test new ideas, the challenge of evolving a destination beyond a single identity, and why the future of Williamsburg may be just as exciting as its past.

Whether you're a destination leader, marketer, or aspiring tourism professional, this conversation offers valuable lessons about innovation, storytelling, and creating momentum that lasts long after the spotlight fades.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

What does it take to transform perceptions, inspire a community, and lead a destination through change?

In this episode of Business Class, Learn Tourism's Stephen Ekstrom sits down with Peter Gamez, President & CEO of Visit Oakland, to explore the power of positive storytelling, servant leadership, and collaboration in destination marketing.

Growing up in San Francisco as the son of Cuban immigrants, Peter developed a deep appreciation for education, community, and cultural identity. After spending more than two decades helping build Kimpton Hotels into one of the most influential boutique hospitality brands in the world, he made the leap into destination leadership.

Peter shares how Oakland's people inspire his work, why tourism professionals need a seat at the economic development table, and how changing a destination's narrative can create lasting impact. Along the way, he reflects on lessons learned from hospitality pioneers, the importance of mentorship, and why curiosity remains one of the most valuable leadership traits.

Whether you're a destination leader, hospitality professional, or simply passionate about creating stronger communities, this conversation offers practical insights and inspiration for leading with purpose.

In this episode:

•  Why collaboration beats competition in tourism 
•  How positive storytelling can transform perceptions 
•  The leadership lessons Peter learned from hospitality visionaries 
•  Tourism's role as an economic development strategy 
•  The future of AI in destination marketing 
•  What makes Oakland one of America's most soulful destinations

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

What does it take to make career moves that everyone else thinks are impossible?

In this episode of Learn Tourism's Business Class podcast, Stephen Ekstrom sits down with Kristen Reynolds, President & CEO of Choose Chicago, to explore the mindset behind one of the tourism industry's most remarkable leadership journeys. From public relations and lobbying to leading destination organizations in New York and now one of the world's premier visitor destinations, Kristen shares how curiosity, confidence, and a willingness to take risks helped her overcome every "you can't do that" moment along the way.

They discuss career growth, imposter syndrome, leadership, lifelong learning, family sacrifices, and why the future belongs to leaders who are willing to bet on themselves. Along the way, Kristen reveals the four principles that have guided her success: passion, purpose, performance, and positivity.

Whether you're a student, emerging professional, or seasoned destination leader, this conversation is a masterclass in turning ambition into action.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

What does it take to lead tourism in one of America's most iconic destinations?

In this episode of Business Class, Stephen Ekstrom sits down with Domenic Bravo, Executive Director of the Wyoming Office of Tourism, to explore the evolution of destination leadership, the power of servant leadership, and how technology is reshaping visitor experiences.

Domenic shares lessons learned from a career that spans state parks, higher education, destination marketing, and statewide tourism leadership. From launching innovative events during the pandemic to exploring AI-powered visitor management systems, he offers a candid look at balancing economic opportunity with stewardship of communities and natural resources.

Along the way, you'll hear why active listening may be a leader's most important skill, how future tourism professionals can accelerate their careers, and why the best leaders spend more time building relationships than pushing agendas.

Whether you're a destination leader, tourism professional, or aspiring executive, this conversation offers practical insights on creating impact while staying true to the communities you serve.

In This Episode

•  Why servant leadership still matters 
•  Managing destinations instead of simply marketing them 
•  Using AI to improve visitor experiences and reduce overcrowding 
•  Building trust to navigate bureaucracy and create change 
•  Career advice for emerging tourism professionals 
•  The role of mentorship in leadership development

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Join us in this insightful episode of the Business Class Podcast as we catch up with Don Welsh, three years after his last appearance. As the President and CEO of Destinations International, Don shares his in-depth perspectives on the evolving challenges and opportunities within the global tourism industry. From responsible travel and political acuity to the importance of accessibility and innovative leadership, Don's journey offers invaluable lessons for the next generation of tourism leaders. Tune in for a conversation exploring how the tourism landscape has transformed over the past few years and what lies ahead. Don't miss this chance to learn from one of the field's most experienced voices!

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Rachel Thompson, Executive Director of Visit Greater St. Cloud, joins Business Class to discuss destination stewardship, supporting small businesses, tourism leadership, and why the future of tourism still depends on human connection.

In this inspiring and surprisingly personal conversation, Rachel shares her journey from aspiring firefighter to hospitality leader, the importance of setting ambitious goals, and how tourism organizations can embrace technology without losing their humanity. Stephen and Rachel also explore storytelling, AI, Restaurant Week campaigns, team leadership, and the growing importance of authentic visitor experiences.

Along the way, they discuss:

•  How tourism supports local businesses and community vitality 
•  Why storytelling matters more than polished marketing 
•  The evolving role of AI in tourism marketing 
•  Building empowered teams instead of micromanaging 
•  Learning, curiosity, and personal growth in leadership 
•  Why “just start” may be the best advice for professionals and entrepreneurs 

This episode is a thoughtful reminder that tourism is ultimately about people, passion, and creating meaningful connections.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

What makes a destination unforgettable?

According to Andia Ravariere, CEO of the Nevis Tourism Authority, it starts with authenticity, community, and the courage to truly understand a place's spirit.

In this episode of Business Class, Stephen Ekstrom sits down with Andia for a thoughtful and inspiring conversation about tourism leadership, sustainable destination development, Caribbean collaboration, and the emotional connection travelers build with destinations.

Andia shares her unexpected journey into tourism after pursuing careers in education, fashion, and finance. She explains why tourism and education are deeply connected, how authentic local experiences shape meaningful travel, and why destinations must focus less on visitor volume and more on attracting travelers who align with community values.

The conversation also explores:

•  Community-based tourism development 
•  Sustainable livelihood creation through tourism 
•  Regional collaboration across Caribbean destinations 
•  Fear, leadership, and personal growth 
•  Building destination brands rooted in authenticity 
•  Why Nevis represents “barefoot luxury” and peace 

One of the most powerful moments comes when Andia describes tourism not simply as an economic engine, but as a vehicle for sustainable development and cultural preservation.

If you work in tourism marketing, destination management, tourism training, hospitality leadership, or community development, this episode offers valuable insight into the future of intentional, people-centered tourism. 

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Tourism is about far more than attracting visitors. It’s about building stronger communities, creating opportunity, protecting places, and empowering people to connect through meaningful experiences.

In this episode of Business Class, Stephen Ekstrom sits down with Scott Larson, Executive Director of Visit Central Oregon, for a thoughtful conversation about leadership, destination stewardship, tourism economics, and personal growth. Scott shares his unexpected journey into tourism, why travel serves as the “front door” to economic development, and how tourism organizations are evolving from pure marketing agencies into community-focused leaders.

The discussion explores everything from empowering teams and creating a culture where people are free to fail and learn, to navigating wildfire crisis communications, balancing regional stakeholder needs, and managing the realities of leadership as an introvert in a highly social industry.

Along the way, Scott reflects on lessons from his grandparents, the value of time and memory-making, and why curiosity and trust are at the heart of effective tourism leadership.

If you care about tourism marketing, destination management, tourism training, leadership development, or building stronger visitor economies, this conversation is packed with insight and authenticity.

🎧 Listen now and discover why tourism is one of the most human-centered industries in the world.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

What if tourism wasn’t just about attracting visitors—but about uplifting an entire community?

In this episode, Stephen sits down with Kireem Swinton, President & CEO of Visit Baltimore, to explore a powerful shift happening in destination marketing. Drawing from his background as a championship athlete and team leader, Kireem shares how he’s building a culture rooted in trust, empowerment, and purpose.

Together, they unpack what it really means to connect tourism to the lives of residents—from small business owners to frontline workers—and why DMOs must become storytellers not just to visitors, but to their own communities. Kireem also opens up about leadership, mentorship, the lessons he learned during his time as interim CEO, and the importance of taking care of yourself while leading others.

This conversation is a reminder that tourism isn’t just an economic engine—it’s a human one.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

What happens when a destination stops measuring success only by hotel stays—and starts measuring community impact?

In this episode of Business Class, Stephen sits down with Melody Burnett, President of Visit High Point, to explore how one North Carolina destination is transforming tourism into a powerful force for inclusion, economic development, and community pride.

From becoming one of the first Certified Autism Destinations in the U.S. to launching bold public art initiatives that draw tens of thousands of visitors, Melody shares how High Point is embracing calculated risk, building unlikely partnerships, and redefining what success looks like in the visitor economy.

This conversation goes far beyond marketing—it’s about leadership, storytelling, and the responsibility destinations have to both visitors and residents.

If you’re still thinking in terms of “heads in beds,” this episode might just change your perspective.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Tourism is built on human connection—so why are we struggling to attract, retain, and inspire the very people who make it work?

In this candid and often hilarious conversation, Stephen Ekstrom (CEO of Learn Tourism) and Carmen Bold (tourism workforce and capability expert) unpack the real challenges facing the industry—from the overlooked importance of business fundamentals to the global struggle to position tourism as a viable career.

They explore:

•  Why most tourism businesses are one bad season away from collapse 
•  The missing link in training: profitability, ROI, and real business skills 
•  Why young people don’t see tourism as a long-term career (and what we can do about it) 
•  The power of storytelling in creating meaningful visitor experiences 
•  How frontline teams shape—or break—the entire guest journey 
•  Why AI won’t replace tourism… but disengaged humans might 

Along the way, you’ll hear stories of global hospitality, bucket-list experiences gone wrong, and the kind of human connection that makes this industry unlike any other.

If you care about the future of tourism, this episode will challenge how you think about people, purpose, and what it really means to create unforgettable experiences.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Join us for a special four-year reunion episode as host Stephen Ekstrom reconnects with Santiago Corrada, President and CEO of Visit Tampa Bay. In this engaging discussion, Santiago shares his visionary approach to marketing a vibrant city, moving beyond conventional tourism to foster sustainable community growth. Discover how Tampa Bay has transformed over the years through innovative campaigns, local engagement, and powerful collaborations. Whether you're a travel enthusiast or a city dweller, this episode offers deep insights into building a successful, inclusive urban destination. Don't miss this chance to learn from one of the pioneers in city marketing!

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

What does it take to lead a destination in today’s tourism landscape?

In this episode of Business Class, Stephen sits down with Dan Williams, President & CEO of the Greater Birmingham Convention & Visitors Bureau, for a conversation that goes far beyond marketing and metrics.

Dan shares his journey from Cleveland to Columbus to Birmingham—and how a shift in perspective during COVID transformed his leadership style from performance-driven to people-centered. Today, he leads with empathy, prioritizing trust, communication, and his team's well-being.

They explore:

•  Why trust is the most important word for community alignment 
•  How Birmingham is redefining itself beyond outdated perceptions 
•  What empathetic leadership looks like in practice 
•  Why tourism should be fun, human, and deeply connected to community
•  And the advice Dan would give his younger self: “You belong in every room.”

This is a conversation about leadership, culture, and the power of seeing people—not just performance.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

In this episode of the Business Class podcast, Stephen Ekstrom sits down with Kara Franker, President and CEO of Visit Florida Keys & Key West, for a wide-ranging conversation about leadership, transformation, and the evolving role of destination organizations.

Kara’s path into tourism is anything but traditional. After beginning her career as a criminal prosecutor in Miami, she transitioned into destination leadership—eventually taking on one of the most recognizable tourism brands in the world. When she arrived in the Florida Keys, she discovered an organization that hadn’t evolved with the times and a community asking hard questions about tourism’s role in their future.

What followed has been a massive transformation.

Kara shares how her team is rebuilding trust, modernizing operations, and introducing the concept of destination stewardship to a community long focused solely on growth. She also explores the importance of attracting “values visitors”—travelers who care about the places they visit and the communities that call them home.

The conversation also dives into:

• Why the future of tourism leadership requires transparency and over-communication
• How DMOs are shifting from marketing machines to trusted advisors for local businesses
• Why AI will fundamentally change the way destinations support small tourism operators
• How technology, data, and education will reshape tourism marketing and measurement

Along the way, Kara shares personal reflections on leadership, empathy, spirituality, and the human side of hospitality—reminding us that the heart of tourism has always been about people.

For anyone curious about where destination leadership is headed next, this episode offers a candid look at how one iconic destination is reinventing itself.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Joanne Wolnik, Executive Director of Southwest Ontario Tourism, joins Stephen Ekstrom on Business Class to explore how small-place pride, thoughtful stewardship, and hands-on experiences can transform tourism into a force for local good. Joanne shares her journey from outdoor-recreation student to destination leader (and part-time horse-farm owner), and explains why “your ordinary is somebody else’s extraordinary.”
Listen for practical examples—farm-to-table experiences, artisan woodworkers, and community hosts—that help visitors learn, belong, and take home something that changes their daily lives. Joanne also walks through what stewardship really means (benefit the community, protect the environment, and amplify local voices), and offers tactical advice for DMOs wanting to center residents, business partners, and authentic experiences in their tourism strategy.

Produced by Learn Tourism 

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

How do you make tourism work for residents and visitors? Jeff Schwartzenberg, Community Engagement Manager for the Outer Banks Visitors Bureau, joins Stephen Ekstrom on Business Class to unpack a community-first approach to destination stewardship. Jeff walks us through the Outer Banks’ long-range tourism management plan, the importance of listening to residents and second-homeowners, and practical ideas for a scalable, hybrid training hub that serves hotels, restaurants, realtors, nonprofits, and everyday residents.

Listen for concrete tips on designing surveys that produce usable results, measuring learning outcomes (skills, confidence, testimonials), and blending online modules with in-person experiences so partners actually adopt the program. Along the way, you’ll hear stories about the Outer Banks’ inspiring history, community pride, and the everyday work of turning tourism into a shared asset.

Produced by Learn Tourism.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Three years after their first conversation, Steve reconnects with Patrick Kaler, President & CEO of Visit Buffalo Niagara (now Visit Buffalo), for a candid check-in on leadership in unpredictable times 

Since their last episode, Buffalo has navigated political rhetoric impacting cross-border travel, a significant drop in Canadian visitation, the loss of 500 hotel rooms, shifting digital metrics, and a complete destination rebrand—dropping “Niagara” from its name and launching the bold new “That’s Buffalo for You” campaign 

Through it all, Patrick has leaned into one guiding principle: stay nimble.

In this wide-ranging conversation, they explore:

• Managing cross-border tensions while keeping relationships intact
• Reimagining Restaurant Week into a broader culinary strategy
• Winning major meetings without a new convention center
• Building stronger local community engagement than ever before
• Why destination leaders must expect the unexpected
• The growing role of micro-experiences and frontline storytelling
• How AI is reshaping marketing, measurement, and messaging

Patrick reflects on turning 60, planning for the next chapter, and why he believes tourism is more resilient than most industries give it credit for 

This episode is a real-world look at what modern destination leadership actually requires: humility, flexibility, courage—and the ability to pivot without losing your core identity.

Because if the last few years have proven anything, it’s this: the plan will change. The mission shouldn’t.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

In this episode, we dive into the captivating journey of Jennifer Vigil, the dynamic President and CEO of Destination Panama City. From her beginnings in New York to her role as a transformative leader in Florida, Jennifer shares her story of resilience, innovation, and the power of tourism to unite communities. Discover how she rebuilt Panama City post-hurricane, her dedication to preserving its cultural charm, and her strategies for leveraging data in the tourism industry. Join us for an inspiring conversation about leadership, personal growth, and the future of destination marketing.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Join us for an inspiring conversation with Joanna Bear, President and CEO of Visit Laguna Beach, as she shares her passion for travel, hospitality, and community stewardship. In this episode, Joanna discusses her journey from growing up in San Pedro to leading efforts in preserving the natural beauty and vibrant arts scene of Laguna Beach. Discover her insights on building genuine connections with visitors, the challenge of balancing tourism with community quality of life, and her own travel aspirations. Whether you're a tourism enthusiast or simply seeking inspiration to pursue your passions, Joanna's story is sure to resonate. Tune in to explore the beauty and creativity that define Laguna Beach, and be inspired by Joanna's unwavering dedication to her work.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

In this enlightening episode titled "On Life and Leadership," we sit down with Casandra Matej, the accomplished President and CEO of Visit Orlando. With over three decades of experience in the travel and tourism industry, Casandra shares the pivotal moments and lessons learned throughout her dynamic career. From her early days to leading through challenges such as the global pandemic, she opens up about the importance of collaboration, compassion, and authenticity in leadership. Discover how Casandra navigates the complexities of her role, the evolving landscape of the industry, and her vision for the future. Whether you're aspiring to lead or simply seeking inspiration, Casandra Matej’s insights offer valuable perspectives on balancing personal and professional aspirations. Tune in for an engaging conversation that blends industry expertise with personal reflection.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

In this episode of Business Class: The Learn Tourism Podcast, host Stephen Ekstrom welcomes Jorge L. Pérez, the newly appointed CEO of Discover Puerto Rico. With a career that spans venue management, entertainment, and major cultural events—including overseeing Bad Bunny’s historic 31-night residency—Pérez shares how these experiences shaped his vision for destination marketing.

From addressing misconceptions about Puerto Rico’s accessibility, to uniting the island’s tourism ecosystem, to ensuring every visitor leaves with an unforgettable experience, Pérez outlines his priorities for leading Discover Puerto Rico into its next chapter. Along the way, he reflects on mentorship, leadership philosophy, and the vibrant culture that makes Puerto Rico unlike anywhere else.

Whether you’re a tourism professional, a destination leader, or simply inspired by stories of resilience and vision, this conversation offers insights into how Puerto Rico is positioning itself as a world-class destination.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Few destinations embody fun quite like Panama City Beach, and few leaders embody resilience, creativity, and vision quite like Dan Rowe, President & CEO of Visit Panama City Beach. In the latest episode of the Business Class podcast, I had the chance to sit down with Dan to explore his nearly two decades of leadership, his approach to fostering innovation, and what keeps him motivated through some of the toughest challenges any destination could face.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

After three decades in the hotel world, Daniel Kuperschmid took the leap from corporate hospitality to destination leadership—becoming President & CEO of the San Diego Tourism Authority. In this episode of the Business Class podcast, Daniel shares how trust shapes his leadership style, why leaving Hyatt was his biggest career risk, and how he’s working to showcase San Diego beyond its sunshine and beaches.

From rediscovering the city as a “tourist in his own town” to championing culture, culinary experiences, and diversity as competitive strengths, Daniel offers an inside look at what it takes to lead a major destination marketing organization today. Along the way, he reflects on lessons from his first hospitality jobs, the mentors who shaped his career, and the importance of saying “yes” to community engagement.

If you’re passionate about tourism leadership, destination marketing, or simply love San Diego, this conversation delivers fresh insights into the evolving future of travel.

🎧 Listen now to hear Daniel Kuperschmid’s story and his vision for San Diego’s tourism future.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

In this episode, special guest host John Percy (President & CEO, Niagara Falls USA) turns the tables on Learn Tourism founder Stephen Ekstrom. Stephen shares his journey from small-town New Hampshire to global traveler and nonprofit leader, revealing how passion, resilience, and kindness have shaped his career in tourism education. 

Hear how Stephen turned pandemic setbacks into opportunities, what it means to build a culture of learning, and why every adventure—personal or professional—starts with curiosity and courage. Whether you’re in tourism, education, or just love a good story, this episode is packed with inspiration for embracing change and leading with heart.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Adam Stoker, CEO of Brand Revolt and founder of Tourism IQ, joins Stephen Ekstrom, CEO and co-founder of Learn Tourism, for an open conversation about growth, innovation, and authenticity in the tourism industry. They reflect on their recent journeys, from time spent on a Michigan farm to speaking at industry conferences, and how these experiences shape their approach to leadership and learning.

Adam and Stephen explore what it means to build intentional communities in tourism, sharing stories that highlight the value of asking better questions, fostering gratitude, and cultivating a culture of continuous development. They discuss the adventurous spirit required in entrepreneurship, the importance of genuine relationships, and how hosting a podcast can become an unexpected tool for professional growth.

Throughout the episode, both leaders emphasize the need for authenticity, the balance between ego and altruism, and the power of curiosity to drive meaningful change. Whether you’re leading a destination, running a local business, or seeking to inspire your team, this conversation is filled with practical wisdom for anyone passionate about the evolving world of tourism.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

🎙 From Underdog to Record-Breaker: Mike Testa’s Sacramento Story
In this episode of Business Class, Stephen Ekstrom sits down with Mike Testa, CEO of Visit Sacramento, to explore how a city often overlooked on California’s tourism map is rewriting its story. Mike shares how 25 years with the organization—working in every department—prepared him to lead bold, risk-taking initiatives that fueled an 80% rise in visitation, from world-class music festivals to hosting Europe’s largest food conference. Along the way, he opens up about leadership, empathy, and the lessons that come from saying “yes” when it would be easier to play it safe.

📍 Visit Sacramento’s resources & events: visitsacramento.com

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Join us in this inspiring episode as we sit down with Sebastian Torres Calderon, a true exemplar of resilience and adaptability in the dynamic world of property management. From his humble beginnings in Lima, Peru, to leading a top company in Barcelona, Sebastian shares his transformative journey. 

Listen as he talks about his early dreams of being a soccer player, his shift to the culinary arts, and his eventual rise in the hospitality industry. Sebastian opens up about the challenges of navigating an ever-changing industry landscape, the importance of professional growth, and what it truly means to be a leader who serves others. 

Whether you're interested in personal development, leadership insights, or just love a good success story, this episode promises to deliver valuable lessons and real-world wisdom. Tune in for a conversation that will inspire you to seize opportunities and embrace every twist and turn on your journey to success.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

In this special episode of Business Class, the mic flips as Cagdas, a PhD candidate researching digital nomadism and global mobility, interviews our usual host, Stephen Ekstrom. The result is a deeply personal, reflective, and often humorous journey into Stephen’s life on the road.

What started as a temporary escape from a too-large Florida house turned into a transformative lifestyle spanning three and a half years, two dogs, and an RV that's more home than vehicle. Stephen shares how his lifelong love of learning and his work in tourism education evolved as he embraced a nomadic way of life. From scenic desert skies to Starlink-powered workdays, this episode reveals how freedom, flexibility, and a passion for people have reshaped Stephen’s worldview.

They discuss the mindset shifts associated with perpetual mobility, the blurry line between loneliness and solitude, and the invisible communities that form among fellow nomads. Stephen discusses how letting go of rigid expectations can lead to a more present, connected, and joyful existence, both personally and professionally.

Whether you're dreaming of going nomadic or just curious about life untethered, this conversation offers heartfelt wisdom, practical perspective, and a reminder that adventure often begins where certainty ends.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

What do donuts in Amish country, curious bison in Wyoming, and 30,000 learners have in common? A passionate conversation about the evolution of tourism marketing and the power of education. In this episode, Stephen Ekstrom is joined by Chris Cavanaugh, founder of Magellan Strategy Group, to explore a winding career path from brand management to quirky consulting—and the birth of the DIY Tourism Marketing movement.

Together, they unpack the importance of curiosity, the need for accessible and transformational learning, and why mid-career tourism pros are the key to the industry’s future. From bison encounters to building the next generation of tourism leaders, this episode delivers real stories and real strategies.

It’s also your sneak peek at what’s coming to the 2026 Learn Tourism Conference, featuring a newly expanded DIY Marketing learning track for professionals ready to roll up their sleeves and elevate their impact.

📚 Come for the stories. Stay for the strategy. Leave with skills.
Learn more and register at learntourism.org

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

In this heartfelt and insightful interview, David Gilbert, President and CEO of Destination Cleveland and the Greater Cleveland Sports Commission, shares the unique journey that led him to lead two separate but complementary civic organizations. A Cleveland native, David talks about how his deep roots in the community have shaped his approach to tourism and destination leadership.

He explores Cleveland's soul—its gritty history, vibrant community, and the pride that defines its people—and how these elements are central to attracting visitors and transforming perceptions. Gilbert stresses that for cities like Cleveland, DMOs play a critical role not just in tourism but in long-term economic development, influencing talent attraction, business investment, and community image.

David also emphasizes the importance of visitor experience, explaining how Cleveland’s success lies in not just having great attractions, but in how well the city connects the dots between them. He reveals how his team, including a Chief Experience Officer and even an urban planner, looks at the entire visitor journey to ensure a seamless and welcoming experience.

Throughout the conversation, David shares leadership lessons rooted in humility, emotional intelligence, and collaboration. His reflections on legacy, partnership, and people-first strategy make this episode a must-listen for anyone working in or adjacent to destination marketing and tourism development

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

In this candid and thought-provoking episode of Business Class, Stephen Ekstrom interviews Andrew Weir, President & CEO of Destination Toronto, about the evolution of destination leadership, the power of curiosity, and what it takes to build a world-class visitor economy. Andrew reflects on his accidental entry into tourism, shares wisdom from two decades of experience, and explains how Toronto’s unmatched cultural diversity and global perspective are key to its success. With humor, humility, and insight, Andrew offers lessons for emerging professionals and seasoned leaders alike, reminding us that the best destination stories are still being written.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

In this episode of Learning Tourism's Business Class podcast, host Stephen shares his experiences waking up by Lake Erie and traveling across the U.S. before introducing the distinguished guest, Philip Jones, Chief Tourism Officer for the Royal Commission for AlUla. With a rich career spanning leadership roles at Visit Dallas and Louisiana's Department of Culture, Recreation, and Tourism, Jones dives into his journey of transforming AlUla into a globally recognized tourism destination. They discuss the importance of travel, cultural preservation, and the immense potential of the tourism industry. Jones also offers advice to young professionals and shares his optimistic outlook on the future, including the role of AI in tourism. Join us as we explore the transformative power of tourism through the eyes of a visionary leader.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

In this episode of Business Class, I sit down with Brad Dean, President & CEO of Explore St. Louis, to explore what it really means to lead with heart in the tourism industry. From his unexpected leap from finance to hospitality, to his people-first leadership philosophy, Brad shares what makes a great team, why humility matters, and how St. Louis is rewriting its narrative with sports, arts, and authenticity. We also dive into the evolving role of AI, the future of destination marketing, and the value of learning from every chapter of your journey. It’s candid, thoughtful, and full of takeaways for anyone passionate about travel, leadership, and reinvention.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

In the fast-paced world of tourism, where destinations evolve and trends shift constantly, the heart of the industry remains unchanged: the ability to evoke emotion, passion, and excitement. "We are in the memory-making business," says Julie Coker, President and CEO of NYC Tourism and Conventions, in a recent interview with Learn Tourism CEO Stephen Ekstrom.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

In a recent conversation on the Learn Tourism podcast, Stephen Ekstrom, CEO of Learn Tourism, spoke with Jeff Knapp, President and CEO of Visit Bend, about his journey to Bend, Oregon, and the lessons he’s learned along the way.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Visit York County, led by CEO Andy Clinton, is a thriving tourism organization situated just outside Charlotte, North Carolina. The area, known for its rapid growth, offers a mix of suburban charm and rural appeal, making it a popular destination for families seeking authentic experiences. Clinton highlights the county's unique blend of local attractions, such as mom-and-pop restaurants and breweries, alongside major developments. Clinton emphasizes the importance of supporting local businesses and fostering a sense of community while driving economic growth through tourism. With a small, passionate team, Visit York County focuses on creating impactful campaigns, including social media efforts that significantly boost local business visibility. 

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Eliza Voss, Vice President of Destination Marketing at the Aspen Chamber Resort Association (ACRA), provides fascinating insights into the delicate balance of managing Aspen's tourism while maintaining the quality of life for its residents.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Learn Tourism CEO Stephen Ekstrom sits down with John Urdi, the President and CEO of Mammoth Lakes, California, to delve into the unique challenges and opportunities that come with managing tourism in a remote yet breathtaking destination. With Urdi’s extensive experience in the tourism sector, listeners can expect an insightful discussion that goes beyond the usual marketing strategies and highlights the importance of community engagement.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

In this episode of Business Class, Learn Tourism Stephen Ekstrom welcomes Tico Soto, the founder of Tourism Tactics by Tico, to discuss his nearly three-decade journey in the tourism industry. With a warm and engaging style, Tico shares his insights on building relationships, navigating challenges, and the importance of passion in tourism.

Tico's career began in Lake Charles, Louisiana, in 1996, where he stumbled upon the tourism sector almost by accident while working in banking. A serendipitous job ad sparked his curiosity about the tourism office in his hometown. Tico candidly recounts his transition from banking to tourism, highlighting a key moment when he realized his true calling while training as a junior loan officer. After seeing a travel job in the classifieds, he decided to take a leap of faith—an instinct that would shape his career.

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show

Join us in this enlightening episode as we sit down with Bryan Lavin, a distinguished professor at Johnson and Wales University's College of Hospitality Management. Bryan shares insights from his dissertation on user-generated content (UGC) marketing campaigns, revealing key motivations and barriers that drive or hinder participation.

Discover Bryan's surprising findings about social media usage across different age groups, and delve into the importance of empowerment in creating engaging and authentic travel content. He also recounts his experiences with local tourism boards and discusses innovative approaches to foster authentic user interaction and community involvement.

From practical applications to theoretical underpinnings, Bryan takes us through the intricate web of tourism marketing, offering invaluable tips for both marketers and educators. Plus, he shares how his journey with making perfect coffee at home parallels his dedication to meticulous research and meaningful engagement.

Whether you're a tourism professional, a marketing enthusiast, or someone who loves a good story, this episode is packed with valuable takeaways on how to craft compelling UGC campaigns and build stronger connections with your audience.

**Tune in to learn:**
- The unexpected findings on age-related social media engagement
- The core factors that drive UGC participation
- Real-world applications

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

Support the show