Community Engagement: Learn Tourism Is Building Bridges
In the ever-evolving tourism landscape, community engagement is no longer a "nice-to-have" but a critical pillar for sustainable destination success. By fostering collaboration, inclusivity, and shared purpose, Destination Marketing Organizations (DMOs) can build stronger communities while enhancing visitor experiences. Learn Tourism, a nonprofit academy, is at the forefront of equipping DMOs with the tools and strategies to achieve this goal.
Through a range of targeted educational programs, Learn Tourism helps DMOs implement best practices that strengthen ties with their communities and create win-win outcomes for residents and visitors alike.
Effective community engagement begins with partnerships that align tourism goals with local priorities. Learn Tourism's training programs focus on teaching DMOs how to identify, engage, and collaborate with community stakeholders such as local businesses, cultural organizations, and advocacy groups.
A real-world example comes from the Pocono Mountains Visitors Bureau, which partnered with Learn Tourism to create an ambassador training program. This program engaged residents and business owners, encouraging them to play an active role in shaping the visitor experience.
"Through the ambassador program, our community feels more connected and invested in our tourism efforts," says Chris Barrett, President/CEO of the Pocono Mountains Visitors Bureau. "Learn Tourism gave us the tools to turn a concept into a community-driven success."
Community members are often the best storytellers for their destinations. Learn Tourism provides programs that empower locals to share their unique knowledge and pride, helping DMOs cultivate authentic visitor experiences.
For instance, a destination in the Pacific Northwest leveraged Learn Tourism’s educational modules to train local volunteers as cultural ambassadors. These individuals now lead walking tours, share regional history, and recommend hidden gems, creating meaningful connections with visitors.
"We’ve seen a tremendous impact from involving locals in our tourism strategy," says a DMO representative. "Learn Tourism’s training not only enhanced our visitor services but also fostered a sense of pride among our residents."
Inclusive and accessible tourism benefits everyone—not just visitors with specific needs but the entire community. Learn Tourism offers courses on designing and implementing accessibility strategies, from creating wheelchair-friendly infrastructure to offering sensory-friendly programming.
One destination in the Southeast transformed its approach after participating in Learn Tourism’s accessibility training. The DMO worked with local businesses to install ramps, improve signage, and host inclusive events, earning praise from both residents and visitors.
"Accessibility is a game-changer," says Stephen Ekstrom, CEO of Learn Tourism. "When DMOs prioritize inclusivity, they demonstrate that everyone belongs—and that’s a powerful message for both the community and travelers."
Data is invaluable for understanding community sentiment and shaping engagement strategies. Learn Tourism trains DMOs to analyze data effectively, ensuring that their decisions are backed by real insights.
A DMO in the Midwest used data analysis techniques from Learn Tourism to address resident concerns about overcrowding in popular areas. By adjusting marketing strategies to promote lesser-known attractions, the destination's balanced visitor flow, and improved community satisfaction, the DMO addressed resident concerns about overcrowding in popular areas.
"The training helped us turn data into actionable insights," says the DMO’s director. "We now have a clearer picture of how to support our community while meeting visitor needs."
Transparent communication builds trust, which is vital for long-term community engagement. Learn Tourism equips DMOs with the skills to establish and maintain an open dialogue with residents, businesses, and local leaders.
In one example, a coastal destination worked with Learn Tourism to host regular community forums. These forums provided a platform for residents to voice concerns and share ideas, creating a sense of shared ownership in the destination’s tourism strategy.
"Learn Tourism taught us that listening is just as important as promoting," says a forum organizer. "The result has been stronger relationships and more innovative solutions."
Community engagement isn’t just about gaining local support—it’s about creating a tourism ecosystem where everyone benefits. By implementing best practices through education, DMOs can foster collaboration, inclusivity, and mutual respect, ensuring the long-term success of their destinations.
"Tourism thrives when communities feel valued and heard," says Ekstrom. "At Learn Tourism, our mission is to provide DMOs with the knowledge and tools they need to make that a reality."
About Learn Tourism the nonprofit academy...
Learn Tourism is a 501(c)(3) 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.
Visit learntourism.org to discover how Learn Tourism is helping DMOs build stronger communities and better visitor experiences.