Stephen Ekstrom

Stephen Ekstrom is the embodiment of a passionate lifelong learner and a seasoned professional in the tourism industry, serving as the CEO and founder of Learn Tourism | learntourism.org. With over 25 years of experience, he has cultivated a deep understanding of tourism development and education, driven by his commitment to advancing the industry and fostering sustainable economies. Stephen's insatiable curiosity and love of knowledge have made him a proud nerd, constantly seeking to expand his expertise and share his insights with others. Alongside his faithful furry companions, Rudy and Marjorie, he embraces the digital nomad lifestyle, traversing the globe and immersing himself in diverse cultures. A dedicated advocate for continuous improvement, Stephen is a professional member of the Association for Talent Development and a member of Skal International. Stephen holds prestigious certifications in Inclusive and Ethical Leadership from USF, AI Governance and Ethics from Brown University, Sustainable Business Strategy and Transforming Customer Experiences from Harvard Business School, and Sustainable Tourism Destination Management from Cornell.

Education that Takes you places

4 minute read
What Dolly Parton Taught the Tourism Industry About Hosting, Healing, and Home
At Dollywood, nobody buys a ticket to see "customers." They come to be Guests, welcomed by Hosts,...
4 minute read
Does Your Tourism Ambassador Program Grow With Your Destination?
Somewhere in your destination's shared drive is a slide deck. It launched your ambassador program a...
4 minute read
The Innovation Problems AI Can't Solve for Your Destination
Picture your team's next brainstorm. Someone opens ChatGPT, types a prompt, and thirty seconds...
8 minute read
Your Destination’s Reputation Is Everyone’s Job
Why Education Belongs in the Reputation Strategy A destination's reputation doesn't live in its...
2 minute read
Can People Actually Learn From It? A 5-Question Accessibility Test for Training
Accessibility isn't a checklist. It's a design question. When most tourism and hospitality...
4 minute read
8 Things to Know About Accessible Tourism Learning in 2026
Destination leaders are under growing pressure to train diverse teams quickly, consistently, and...
6 minute read
What We Learned From 88 Applications
Shared feedback for everyone who applied to the Operations & CRM Intern role, Fall/Winter 2026 We...
6 minute read
5 Things You Need to Know Before Creating a Tourism Ambassador Program for Your Destination
A tourism ambassador program can be one of the smartest investments a destination makes in visitor...
7 minute read
How to Scope Your First Tourism Ambassador Course in 6 Steps
Learn how to determine the right number of modules for your first tourism ambassador course using a...
6 minute read
How to Train Brand Ambassadors Who Actually Represent Your Destination
Calling someone a brand ambassador doesn't make them one. Training does.

Where Will Knowledge Take You?

Curiosity and a passion for lifelong learning fuel both the traveler and those who make experiences worth having. Join us.