Tourism is a dynamic industry, shaped by shifting traveler expectations, emerging technologies, and the deep-seated desire for authentic experiences. As the CEO and co-founder of Learn Tourism, my life as a digital nomad has given me an unparalleled perspective on how destinations can better engage visitors, develop their workforce, and foster sustainable tourism economies.
I’ve lived the realities of a professional traveler—navigating airports, discovering hidden gems, working from coffee shops in different time zones, and immersing myself in the cultures that make destinations unique. This lifestyle has profoundly impacted how I approach tourism education and destination marketing, allowing me to create more relevant, actionable learning experiences for tourism professionals worldwide.
Learning by Living: The Power of Immersive Experience
There’s something transformative about experiencing a destination beyond the curated, tourist-facing side. Living as a digital nomad has allowed me to see destinations as both a visitor and a temporary local. This dual perspective has reinforced the importance of training front-line workers, tour operators, and destination marketing organizations (DMOs) to create experiences that are both welcoming and authentic.
Through my travels, I’ve seen firsthand how well-trained tourism professionals—whether hotel staff, local guides, or community members—can make or break a visitor’s experience. This understanding has directly influenced our approach at Learn Tourism, where we design training that goes beyond basic service skills to emphasize cultural competency, inclusivity, and storytelling.
Bridging the Gap Between Visitors and Communities
One of the biggest challenges in destination marketing is balancing visitor engagement with resident quality of life. Too often, destinations focus solely on attracting tourists without considering the impact on the local community. My nomadic lifestyle has underscored the need for DMOs to align their marketing strategies with sustainable tourism practices and community well-being.
For example, in destinations that have struggled with over-tourism, I’ve seen the value of educating visitors on responsible travel behaviors before they arrive. This insight has shaped our tourism ambassador programs, where we help destinations create training that empowers local stakeholders to set expectations, manage visitor impact, and encourage meaningful engagement between travelers and residents.
Harnessing Technology for Scalable Learning
Being a digital nomad means I rely on technology for nearly everything—communication, work, education, and even travel logistics. This experience has reinforced my belief that tourism education must be flexible, digital-first, and accessible on demand.
At Learn Tourism, we’ve built a learning experience platform that allows destinations to educate travel professionals, front-line workers, and community members anytime, anywhere. This model mirrors how travelers themselves engage with information: online, in real-time, and in a way that fits their lifestyle. By integrating analytics, multilingual options, and interactive content, we’re making tourism education as dynamic as the industry itself.
The Future of Destination Marketing is Personal
Living as a professional traveler has also made one thing clear: the best tourism marketing is personal, not promotional. The destinations that stand out are those that tell compelling stories, celebrate their unique cultures, and connect with visitors on an emotional level.
This is why our educational programs emphasize not just the “what” of a destination but the “why.” Why should visitors care? Why does this place matter? Why will their experience be different here? By shifting the focus from marketing tactics to meaningful storytelling, we’re helping destinations create deeper, more lasting connections with travelers.
A Call to Action for Destination Leaders
If my journey as a digital nomad has taught me anything, it’s that tourism is about more than transactions—it’s about transformation. Every visitor interaction, every piece of marketing content, and every training program is an opportunity to shape how people experience and remember a place.
For destination organizations looking to stay ahead, I encourage you to rethink your approach to education. Invest in training that empowers your people to be storytellers, cultural ambassadors, and stewards of sustainable tourism. Leverage digital tools to make learning more accessible and impactful. And most importantly, ensure your strategies serve both visitors and the communities they touch.
Tourism has the power to change lives—for travelers, for industry professionals, and for the destinations they explore. My life on the road has only deepened my commitment to ensuring that change is always for the better.
About the Author: 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 co-founder of Learn Tourism - the nonprofit academy. 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 for knowledge have led him to be 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, and Sustainable Business Strategy from Harvard Business School.