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

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.
3 minute read
Welcome to the Messy Middle: What AI Adoption Actually Looks Like Inside Most DMOs Right Now
Picture a Tuesday staff meeting at a mid-sized DMO. Someone on the digital team pulls up an AI tool...
4 minute read
Turning Tourism Ambassador Insights Into Action
Picture the dashboard. A completion rate. An average quiz score. A folder of survey responses...
5 minute read
How to Activate Your Tourism Ambassadors as Brand Ambassadors
Tourism ambassadors already represent your destination’s brand. The question is whether you have...
3 minute read
What Big Bear Learned From Almost Losing It: A Conversation With Travis Scott, CEO of Visit Big Bear
What Big Bear Learned From Almost Losing It: A Conversation With Travis Scott, CEO of Visit Big Bear
4 minute read
Building Tourism Talent Pipelines
What Destinations Can Learn From Workforce Development in Action Tourism has never been just about...
8 minute read
From Advocacy to Action: How Education Builds Destination Advocates
For years, destination organizations have been asked to prove their value.

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.