The tourism industry thrives on innovation, yet too many organizations are still relying on outdated beliefs when it comes to training their teams. Whether it's educating front-line staff, onboarding new partners, or strengthening destination storytelling, how we teach is just as important as what we teach.

Here are five modern myths about adult education, instructional design, and tourism training that could be quietly sabotaging your success.

1. “Online Training is Boring—Just Another Long Webinar”

Truth: Good online learning isn't a glorified PowerPoint or a two-hour snooze-fest on Zoom. Today's leading tourism training programs blend multimedia storytelling, interactivity, gamification, real-world application, and microlearning for more engaging, effective experiences. As one learner in the Poconos Tourism Ambassador Program said,

"The course was fantastic, and I wouldn't change a thing. It’s great just the way it is!".

Instructional design today is built on cognitive load theory and active learning principles—not slide decks with a monotone narrator. The result? Higher retention, more enthusiasm, and stronger performance on the job.

2. “Professional Development Only Happens at Conferences”

Truth: Trade shows and conferences are valuable, but they can’t reach everyone—especially the people on your frontlines. Online training platforms like those used by Visit Baltimore, Visit Detroit, and the Pocono Mountains Visitors Bureau are empowering entire communities to grow professionally on their own schedules.

This decentralization of learning increases access, improves inclusion, and allows DMOs to measure impact through real-time analytics.

3. “Online Training Isn’t Fun”

Truth: If it’s not fun, you’re doing it wrong. Tourism is a people-centered, experience-driven industry—your training should reflect that.

Learners report enjoying trivia, videos, maps, interactive storytelling, and real-life scenario-based learning. As one tourism advocate put it,

"I feel much more confident in my ability to create exciting experiences for visitors... I would love to see a fun trivia section added!".

Fun isn't fluff—it's fuel for memory and motivation.

4. “Digital Learning Can’t Build Relationships”

Truth: Some fear that online training is impersonal. But when designed well, it actually builds stronger connections—between learners, their destinations, and the communities they serve.

Modules that include local voices, community perspectives, and real visitor stories (as used in programs from Baltimore to Shipshewana) help learners feel part of something bigger. This creates not just informed staff—but passionate tourism ambassadors, advocates and champions.

5. “We Don’t Have Time or Budget for This”

Truth: With customizable templates, plug-and-play content, and modular design, building a modern training program is faster and more affordable than ever. Plus, the return on investment is clear: empowered staff, improved guest satisfaction, and scalable economic development.

As one DMO Leader put it: "Learn Tourism takes care of the heavy lift so we can focus on what we do best... I can track in real time who's taking the course, making progress and earning their certificate."

The Future of Tourism Training Is Here

Let’s stop treating professional development like an afterthought and start treating it like the strategic growth tool it is. Learning can be fun, inclusive, data-driven, and impactful—if we let go of these myths.

Need help building an inspiring, effective tourism training program? That’s exactly what we do at Learn Tourism—the nonprofit academy transforming destination education.

About Learn Tourism the nonprofit academy... Learn Tourism is a 501c3 nonprofit organization dedicated to advancing the tourism industry through innovative educational practices and professional development initiatives. Our mission is to harness the power of science, business psychology, and adult education to build sustainable economies and enrich the tourism landscape.