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
How Tourism Ambassador Training Drives Repeat Visits
Repeat visitation doesn't happen by accident. When visitors return to your destination year after...
3 minute read
After Your Tourism Ambassador Program Launches: Three Strategies That Keep Momentum Going
If your tourism ambassador training launched successfully, congratulations. That's only the...
2 minute read
20 Million Stories: The Human Side of Hospitality with Hilton's Catherine Linskey
In this enlightening episode, we dive into the world of hospitality and philanthropy, two distinct...
5 minute read
How to Design Tourism Ambassador Training in 2026
Build a tourism ambassador training program that changes frontline staff behavior, improves...
3 minute read
Why Shauna Stewart Keeps Coming Back: On Creativity, Connection, and Leading with Heart
A conversation with the CEO of Experience Olympia & Beyond
3 minute read
The Cost of an Unprepared Welcome
Why tourism ambassador training isn't a cost center—it's destination infrastructure. Every...
3 minute read
Everything I Learned at Destinations International 2026
I walked into the Destinations International Annual Convention and Visitor Services Summit in...
3 minute read
Workforce Development Is Visitor Development
Why the destinations attracting more visitors tomorrow are investing in their people today. Every...
2 minute read
Why Service Belongs at the Center of Tourism Educ
Sometimes the most important lesson at a tourism conference doesn't happen in a keynote session. It...

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.