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. 

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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. 

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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. 

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Kyle Edmiston shares with the nonprofit Tourism Academy | tourismacademy.org's Stephen Ekstrom, is making his mark in Lake Charles, Louisiana - a community that blends luxury amenities with outdoor features like creeks, river, bayou and swamp. 
From Louisiana Tech University, he was recruited to work in destination marketing and this is his story of building a career, mentors he's looked up to, mentoring others and professional growth. 

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. 

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"The game has changed - we have got to make sure destinations continue to adapt and are serving the communities they represent," says Jerad Bachar, President & CEO at Visit Pittsburgh as he joins The Tourism Academy's Stephen Ekstrom for this episode of the Business Class podcast. 
Together, they discuss the new meaning of work-life balance and how that manifests in company culture. Jerad shares the impact his first trip had on him and the similarities he sees between his work in the midwest, Middle East and mighty Allegheny. 

About Jerad:
Jerad Bachar has close to thirty years of tourism and economic development experience in an array of countries and business environments. He has worked in both developed and emerging markets in the areas of destination branding and marketing, economic development and diversification, and workforce development.

Jerad began his tourism development career at VisitPITTSBURGH in 2004.  In 2008, he became Director of Business Tourism for the Dubai Department of Tourism and Commerce Marketing where he led the development of the city’s strategy for business, sports, and leisure events.  In 2015, Jerad became an Executive Director at the Bahrain Economic Development Board where he was responsible for economic development of the travel, healthcare, education, and real estate sectors. 

Jerad returned to Pittsburgh in January 2019 as the Executive Vice President of VisitPITTSBURGH, and as of May 2020 became President and CEO of the organization.  Jerad holds an MBA from the University of Liverpool.

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. 

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Summerside, Prince Edward Island is an incredibly charming and unexpectedly fascinating destination year-round. Join the nonprofit Tourism Academy | tourismacademy.org's Stephen Ekstrom for this chat with Rose Dennis, Executive Director of Explore Summerside. She explains how they're able to punch way above their weight class for sports, leisure & business travelers, drawing the likes of Elton John, James Taylor, Reba McEntire, Sting and more. 

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. 

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"I'm living my best life now..." says Martha Sheridan, CEO of the Greater Boston Convention & Visitors Bureau. In this episode, Martha talks about their work to elevate Boston as a global destination, a city that never gets old. She shares some pivotal moments and mentors who helped shape her career in destination management. She also talks about the integration between community involvement 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. 

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The Boy With The Blue Beard, also known as The Baltimore Foodie. Yes, he's as well known for his outgoing style as he is for his impeccable taste and ability to draw attention to the thriving food scene in Baltimore. This week, The Tourism Academy's Stephen Ekstrom sits down for a drink with @thebaltimorefoodie

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. 

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Chadi stepped off a plane in Baltimore 15 years ago. At the time, he had no idea that he'd be making a difference and making his mark in the hospitality industry.  Here's his uniquely inspiring immigrant story.

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. 

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The first job you think of when someone mentions the National Parks may be that of a ranger, spiffy uniform and badge, sharing their knowledge of the land, history and special features that make each site unique. Today's guest, John Harlan Warren, knew at the age of 11 that he wanted to be a ranger. Now, he's Communications Specialist, representing more than 80 sites in the National Park Service's Region 1.
Here's John sharing his story and what excites him about the work he does with Stephen Ekstrom from The Tourism Academy | tourismacademy.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. 

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The Stonehammer UNESCO Global Geopark is located on New Brunswick's Bay of Fundy, at the confluence of the Saint John and Kennebecasis rivers.

On this episode of The Tourism Academy's Business Class podcast, host Stephen Ekstrom is joined by Catrina Russell, Geoscientist and Educator at Stonehammer GeoPark. 

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. 

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Bennish D. Brown President/CEO Destination Augusta talks with The Tourism Academy's Stephen Ekstrom

Bennish Brown has served as President/CEO of Destination Augusta since July of 2018. Bennish also serves on the Board of Directors for Destinations International.
Among his most fulfilling accomplishments in his time at Destination Augusta are: 

• Completion and roll out of a destination rebranding project 
• Completion of a new destination website, and the launch of a new award-winning destination marketing campaign that truly reflects this soulful, dynamic, diverse, and artistic southern city 
• The adoption by his Board of a Diversity, Equity and Inclusion statement for the organization 
• Updating the organization’s Vision and Mission statement to reflect its evolving role 

Bennish feels all of these are as much about building and amplifying community pride as they are about attracting visitors. 

He serves on the Board of Directors for Destinations International, the global association for destination organizations. He recently ended his term as a Board member of Southeast Tourism Society (STS), a travel-and-tourism association with membership from 13 southeastern states and the District of Columbia. 

Locally, he is on the Boards of the Augusta Metro Chamber of Commerce, the Alliance for Fort Gordon, the Augusta Sports Council, and the Greater Augusta Arts Council. 

Prior to Augusta, Bennish served for six years as the President/CEO of the Tacoma, WA Convention & Visitors Bureau, and before that at the Rock Hill, SC Convention & Visitors Bureau for 12 years. 

Before working in the tourism industry for more than 20 years, Bennish also spent nearly two decades in communications. He has worked in the radio industry, including time as an on-air radio personality and as station management. He has been a newspaper reporter, and worked in many aspects of public relations and public information for local and state government, and in the corporate world. 

Bennish holds a bachelor’s degree in broadcast journalism and a master’s degree in public relations from the University of South Carolina. An avid traveler, Bennish and his wife Sandra have visited every continent but one, Antarctica. 

They have one adult son, Cameron, who also loves traveling with them for the free meals and lodging. 

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. 

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Hampton is a small town with big adventures in an incredible natural environment. Explore the Kennebecasis River from a rented kayak or on a pontoon boat; taste local flavours at year-round markets, cafés, and homestyle restaurants; visit studios and cultural events, or enjoy time riverside at the Lighthouse River Centre with picnic area, wharf and boat launch. A great network of year-round trails connects this all. Choose your adventure and see why It's Our Nature!
Several residents of Hampton joined The Tourism Academy's Stephen Ekstrom for this piece. 

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. 

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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. 

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Al Hutchinson joined Visit Baltimore as president and CEO in November 2016. As the chief executive of the city’s official destination sales and marketing organization, he is responsible for overseeing the promotion of Baltimore to leisure travelers and convention business, while demonstrating the impact of tourism on the city and state.

Hutchinson boasts more than 27 years of experience in the destination marketing industry and has earned recognition for his leadership throughout his career. Most recently, he was recognized as one of the Daily Record’s 2019 Most Admired CEOs in Maryland.

Hutchinson is a Richmond, Virginia native and proud University of Alabama alumni. Alongside his wife Unae, he is the proud father of Asia and Jalen Hutchinson. Outside of work, Hutchinson enjoys listening to jazz music and rooting for the Alabama Crimson Tide.

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. 

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Lennox Island is a 540-hectacre island on the Malpeque Bay off the coast of Prince Edward Island, Canada. It's a place where visitors and locals go to learn about the art, artisans, history and culture of the Mi'kmaq people who call this tiny island home. Recently, The Tourism Academy's Stephen Ekstrom sat down with Jamie Thomas, Cultural Director. 

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. 

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Julia Purcell has been living and breathing drawing and painting ever since her university days. She shares her passion for art and her beloved Prince Edward Island by opening the doors to her gallery to tourists and those who are eager to learn during one of her classes. Here's what happened when The Tourism Academy's Chief Strategist, Stephen Ekstrom, joined her for a lesson.  

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. 

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She decided one day that owning a campground and treehouse resort would be the best way to help other families reconnect with each other while disconnecting from the countless distractions we face in everyday life. Here's Jennifer Winder from Miramichi Treehouses' story. 

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. 

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Promoting tourism is unlike any other product - smart marketers, like today's guest, Noémie Cousineau from Canada's leading sightseeing cruise company, Croisières AML, explains on this episode of The Tourism Academy's Business Class Podcast.
Croisières AML offers a wide variety of experiences on the water including dining, zodiak excursions, whale watching, city tours of Quebec and Montreal and more. 

 

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. 

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Chris Thompson, President & CEO of Brand USA, joins The Tourism Academy's Chief Strategist, Stephen Ekstrom, to share what it means to promote travel to the US as an international export.
Chris describes what he sees as the biggest challenges and opportunities facing the the tourism industry. During the chat, Chris describes his own professional journey, mentors he's found and how he sees himself as a mentor to others.

RELATED: Find Tourism Expert Speakers for Your Next Event

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. 

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She took her love for nature, the area she grew up in and for educating others and turned it into a career. Celebrating 25 years on the water, leading whale watching excursions on Croisieres AML from Tadoussac, Quebec, is today's guest, Agathe. She joins The Tourism Academy's Chief Strategist and full time digital nomad, Stephen Ekstrom for this exciting episode. 

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. 

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Throughout the west, there are signs of life from long before Europeans arrived. There were grand cities like Mesa Verde & Chaco Canyon, artists creating petroglyphs, builders & engineers who turned the faces of cliffs into homes and communities.
Today, there are countless people living life on the reservation, doing their best to ensure that their culture, heritage, traditions, language and families survive. The Tourism Academy's Stephen Ekstrom was invited to bake bread with the former governor of the Zia Pueblo, Rudy and his wife, Andrea.  Here's their story. 

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. 

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As American as cherry pie... Yes, you read that right. Everyone you talk with while visiting Traverse City loves it. This mid-sized city in Northern Michigan has a vibrancy, community pride and welcoming spirit that is without rival. The Tourism Academy's Stephen Ekstrom stopped by to visit and partake in the National Cherry Festival celebration. While there, he met with Trevor Tkach, a hometown guy and President & CEO of Traverse City 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. 

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What is a Director of Beverage and how can you become one? To answer this question, The Tourism Academy's Stephen Ekstrom met with Rus Yessenov, Director of Beverage at the Fairmont Royal York in Toronto.  Rus shares his career path and the secret to the perfect cocktail.

Special thanks to Destination Toronto for helping make this happen.

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. 

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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. 

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Have you ever stopped to think about the role everyday objects have in telling us about people, culture and history? Well, that's exactly what Elizabeth Semmelhack, Director of the Bata Shoe Museum does and she sat down with The Tourism Academy's Stephen Ekstrom to share her passion for footwear. They even talked about Stephen's choice of shoe for the interview. 

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. 

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Toronto, Ontario, Canada - one of the world's most diverse, inclusive and fastest growing cities and host of the 2022 Destinations International Conference happening right now. The Tourism Academy's Stephen Ekstrom sat down with Scott Beck, President & CEO of Destination Toronto to get a jump start on the busy week ahead and to talk tacos. Check it out.

RELATED: Engage & Upskill Your Tourism Stakeholders With Online Ambassador Training

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. 

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On this episode, The Tourism Academy's Stephen Ekstrom is joined by Jody Shumway, fifth generation dairy farmer and ice cream maker extraordinaire in Afton, Wyoming, just outside of the Grand Teton and Yellowstone National Parks. Jody shares how tourism has benefited his family farm and his personal approach to stewardship. Jody also explains the Harvest Host program. 

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. 

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While visiting Flagstaff, Arizona, The Tourism Academy's Stephen Ekstrom met up with glass artist, George Averbeck. George, a truly unique character and longstanding Flagstaff resident shares his insight on what makes Flagstaff special. 

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. 

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The crown is heavy and, along with the responsibility to represent her family, community, language and culture, rests on the shoulders of Miss Navajo Nation, Niagara Rockbridge. Unlike any pageant you could imagine, Niagara explains her favorite part of the competition - sheep butchering. She also explains what life is really like on the reservation, balancing family, service and education both within and outside of the Navajo Nation. Join The Tourism Academy's Stephen Ekstrom for this wonderful conversation and learn how you can experience the beautiful sights, flavors and people of the Navajo Nation.

RELATED: Strengthen Your Community With Tourism Ambassador Training

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. 

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When Tish Dahmen first stepped foot inside the Idaho Potato Museum, she knew it had a great story to tell, one that visitors can relate to. In this episode, Tish shares her story and what it takes to turn the simple potato into visitor experiences that engage, inspire and entertain.

RELATED: Find a Fascinating Storyteller for Your Next Event 

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. 

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First built to find evidence of life on Mars, the Lowell Observatory in Flagstaff, Arizona has made its mark as the place from which Pluto was discovered, where evidence of the expanding universe was first realized and where visitors from around the world go to observe the wonders of the night sky. In this episode, The Tourism Academy's Stephen Ekstrom is joined by Kevin Schindler, observatory spokesperson and self-described science fanatic.

RELATED: Inspire Your Audience; Find A Keynote Speaker

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. 

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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. 

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Nestled at the mouth of the Padre Canyon, the Tuacahn Center for the Arts, with towering multicolor canyon walls cradling the main stage, is a venue unlike any other. Responsible for bringing life to that stage and eliciting a wide range of emotion from the audience is Scott Anderson, Creative Director. The Tourism Academy's Stephen Ekstrom had a chance to talk with Scott during his recent visit to Saint George, Utah and the Greater Zion area.

RELATED: Inspire Your Audience With Amazing Workshops

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. 

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During a recent visit to St. George, Utah and Zion National Park, The Tourism Academy's Stephen Ekstrom had a chance to experience the dark night sky with astronomer, Matthias Schmidt of Stargazing Zion. Matthias shares his passion for the stars, galaxies, star clusters and the Milky Way in this episode of Business Class.

RELATED: Find a Passionate Speaker for Your Next Meeting

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. 

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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. 

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It was a leap of faith. Lifting himself from a trough of unwellness and lack of imagination, Jordan Menzel quit his job and took a risk to become the owner and chief steward of the Maple Grove Hot Springs. Three years later, The Tourism Academy's Stephen Ekstrom visited the springs and sat down for this chat with Jordan. This is that conversation.

Become Inspired: Keynote Speakers from The Tourism Academy

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. 

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Towering rock faces, majestic waterfalls, and unbelievable views draw millions of tourists to Yosemite National Park each year. Some of those visitors find themselves so connected to nature, outdoors activities and small town life that they become local residents. Today's guests have heard that calling, now considering themselves locals to Mariposa, California, gateway to Yosemite. Join The Tourism Academy's Stephen Ekstrom as he meets with Jonathan Farrington - Executive Director of the Yosemite Mariposa County Tourism Bureau, Miranda Fengel - Director of the Mariposa Museum, and Ken Yager, experienced climber and founder of the Yosemite Climbing Association & Museum.

Need an inspiring, engaging and fun speaker for your next event? Contact The Tourism Academy.

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. 

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There's lots of media about the places people visit, things they do, restaurants where they eat but, what we remember most are the people we meet. While sitting on a bluff overlooking the Pacific Ocean, host of the Business Class Podcast and The Tourism Academy's Chief Strategist, Stephen Ekstrom met Hector. What followed this chance encounter is Hector's remarkable story about life, work, family, humility and redemption. Take a listen.

RELATED: Hire Stephen To Speak at Your Meeting

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. 

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In this episode, Stephen Ekstrom, host of Business Class and the Tourism Academy's Chief Strategist, visits Diamond P Grassroots Bison in McCannon, Idaho. Before staying the night, Jenny Perkins, took Stephen out on the range to see the bison up close, including a newborn calf just two hours old. After the tour, Jenny sat down with Stephen to share her experience hosting visitors and raising bison.

RELATED: Engage Your Community With Tourism Ambassador Training

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. 

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Tracy Smith & Leslie Brewer from Louisiana's Destrehan Plantation sit down with The Tourism Academy's Stephen Ekstrom to share how telling the whole story breathes new life into popular attractions, like Destrehan.

RELATED: Breathe New Life Into Your Tourism Economy

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. 

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On this episode of Business Class, host Stephen Ekstrom sits down with Gloria, head chef and matriarch of the family-run Puerto El Zeppelin Resort, just outside of Ensenada,  Mexico. El Zeppelin sits high on a cliff, with commanding views of Pacific waves crashing against rocky outcrops and sheltered by towering mountains. El Zeppelin can only be reached by a narrow dirt road, carved from the steep the mountainside.

RELATED: Share Inspiring Stories At Your Next Event; Find A Speaker Now

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. 

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On this episode, The Tourism Academy's Business Class host, Stephen Ekstrom, takes a kitesurfing lesson in El Sargento Mexico then sits down for a chat with instructor, Alex Salvador.

RELATED: Get Great Stories For Your Meeting

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. 

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The Power of Female Leaders: A Panel Discussion

Women and Leadership

Women-owned and women-led businesses are one of the fastest growing sectors in the enterprise world. Help us celebrate Women’s History Month and learn how to build a more profitable, resilient and diverse organization.

Topics include:

• how to diversity your business
• where opportunities for women leaders are available
• how the mentors and business advisors can help

Panelists Include:

Rebecca Mark

Director, Institute for Women’s Leadership

Professor, Department of Women’s, Gender, and Sexuality Studies

Rutgers University–New Brunswick

Rebecca Mark, is the Director of the Institute for Women’s Leadership and a Professor in the Department of Women’s, Gender, and Sexuality at Rutgers University. Formerly, she was the Chair of the English Department and Associate Dean and Director of the Center for Academic Equity at Tulane University.

Professor Mark is a scholar and professor whose research addresses southern writing and cultural representations of trauma. Her books include: The Dragon’s Blood: Feminist Intertextuality in Eudora Welty’s Fiction (University Press of Mississippi 1994), and Ersatz America: Hidden Traces, Graphic Texts, and Mending of Democracy (University of Virginia Press, 2014). Professor Mark is presently completing The Radical Welty: A Private Address and Owl Eyes, a book of original graphic inscriptions.

Sophia Hyder Hock

Chief Diversity Officer

Destinations International

Hock has spent 20 years developing strategy, training, facilitation, and coaching services on topics pertaining to diversity and social inclusion, gender empowerment, community engagement and outreach, emotional intelligence, and cultural awareness for clients in the international development and travel industries. Prior to joining Destinations International, Hock was the founder and CEO of Papilia, an organization dedicated to developing tailored equity, diversity and inclusion strategies for the travel industry to attract new audiences while respecting cultural heritage and diverse perspectives.

She has proven experience and success working with international and domestic teams and managing multi-million-dollar bids for participatory governance, economic growth, agriculture, health, and conflict mitigation efforts in Asia, Latin America, Middle East, and Africa for bilateral and multilateral donors. Hock holds a master’s degree in International Development Policy from Duke University and a Bachelor of Arts in Foreign Affairs from the University of Virginia.

Melissa Cherry

Chief Diversity & Inclusion Officer

Miles Partnership

In this new executive role at Miles, Cherry leads the development of the organization’s diversity, equity and inclusion (DEI) consulting practice to serve current and future clients, in addition to guiding the company’s internal DEI processes and best practices. Prior to joining Miles, Melissa was the Chief Operating Officer at Destinations International and was responsible for the development and execution of the ov

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. 

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On this week’s episode of Business Class from the Tourism Academy, Steve Ekstrom sits down to interview Lucinda AKA Sandy Feet, a sand castle expert. Lucinda shares the story of how she got into making sandcastles, she chats about big sandcastle building events she’s been to, and she talks about how art exists in so many forms.

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. 

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Things got a little weird when The Tourism Academy's Stephen Ekstrom visits Austin, Texas. There he met Vince Hannemann, artist and creator of The Cathedral of Junk - a backyard sculpture made entirely of junk and standing an impressive three stories tall.

RELATED: Inspire Creativity With A Great Keynote Speaker

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. 

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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. 

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The Tourism Academy's Sheena Works moderates this inspiring conversation about the power of women in leadership. Joining her are Rebecca Mark from Rutgers University, Colie Edison of the WNBA, Melissa Cherry from Miles Partnership and Sophia Hyder Hock of Destinations International.

Women and Leadership

Women-owned and women-led businesses are one of the fastest growing sectors in the enterprise world. Help us celebrate Women’s History Month and learn how to build a more profitable, resilient and diverse organization.

Topics include:

• how to diversity your business
• where opportunities for women leaders are available
• how the mentors and business advisors can help

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. 

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Join The Tourism Academy's Stephen Ekstrom as he sits down for a drink with Christine Miller, head chick in charge at Two Chicks Walking Tours of New Orleans. Christine shares what it's like to be a New Orleanian, local traditions and highlights of her time in the Big Easy.

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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. 

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On this week’s episode of Business Class from the Tourism Academy, Steve Ekstrom heads to Louisiana. Steve gets to sample a few different Tabasco hot sauces, he chats with Barry from Crawfish Haven, and he makes his way out on the bayou to learn all about catching crawfish.

RELATED: Bring Authenticity To Your Next Event - Hire a Tourism Academy Speaker

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