Does Your Tourism Organization Need a Fractional Chief Learning Officer?

Here Are 5 Signs It Might Be Time

Training in tourism isn’t a luxury—it’s a necessity. Whether it’s engaging frontline staff, empowering community partners, or upskilling destination marketers, the ability to educate at scale is a strategic advantage.

But what if your team lacks the capacity to design, deliver, and evaluate training effectively?

Enter the fractional Chief Learning Officer (CLO)—a seasoned professional who can lead your learning strategy on a part-time basis, giving you executive-level insight without the executive-level payroll.

Here are 5 signs your destination marketing organization or tourism association may need one:

1. Your Training Feels Piecemeal or Outdated

If your educational content hasn't been updated in years or you're relying on slide decks and word-of-mouth to onboard partners, it's time to rethink. A fractional CLO brings structure, fresh content, and alignment with your brand and goals.

“I didn’t realize how many resources there are for horse farm tours, including through VisitLEX... The VisitLEX website is such a great resource for visitors and locals alike. Highly recommend this program!”
— Mary Jeffrey, Destination LEXpert graduate

2. You Can’t Reach Everyone You Need To

Whether your audience includes airport staff, small business owners, or hospitality partners, they deserve the knowledge that will help them succeed. A fractional CLO builds scalable, multilingual, on-demand training programs that reach across regions.

3. You’re Guessing at Impact Instead of Measuring It

Do you know which partners completed training last month? Can you track engagement or behavior change from your programs? A fractional CLO brings the tools and mindset for data-driven improvement.

“I can track in real time who’s taking the course, making progress, and earning their certificate.”
— Sheila Dougherty, Redding Tourism & Marketing Group

4. You’re Missing Out on Workforce Development Opportunities

Training is a powerful workforce retention and recruitment tool. A strategic CLO can build programs that prepare locals for tourism jobs, inspire pride in place, and improve visitor satisfaction.

“I feel more confident now about my ability to welcome visitors to our area. Although I’m from Elkhart and have worked here for the past four years, it felt like a whole new world to me.”
— Samantha Herring, Tourism Champions Program

“This course was valuable as part of my customer service training... I learned about the diverse restaurant choices and horse farm tours.”
— Eric Newton, Bluegrass Airport

5. You Know You Need Leadership in Learning—But Can’t Afford Full-Time

A full-time CLO may be financially out of reach, especially for small to mid-sized DMOs. But the need remains. A fractional CLO offers the expertise without the burden of another full-time executive.

“The course was informative and engaging... I feel more confident after taking it, and I’d recommend it to a friend.”
— Michaela Kennedy, Poconos Ambassador Program

Bonus: A Leader’s Perspective

Tourism leaders across the country are already seeing the benefits of thoughtful, scalable learning strategies. During a recent conversation, Tina Coleman of Alabama Travel shared how much the tourism training program exceeded expectations:

“I thought it was going to be good, but it blew me away. This is exactly what we need to build connections between communities, frontline teams, and our brand. I’m excited for what’s possible now.”
— Tina Coleman, Southern Delaware Tourism

Her words echo a sentiment shared by many destination leaders: that a unified, intentional learning strategy is no longer a luxury—it’s a competitive necessity.

Why Learn Tourism?

Learn Tourism the nonprofit academy, partners with destination organizations around the world to provide fractional CLO services and education solutions. Our programs serve over 30,000 learners, and we specialize in:

• Custom online course development

• Real-time analytics and dashboards

• Multilingual and mobile-friendly learning

• Workforce and community training

“I feel much more prepared to share my knowledge about the Poconos. Thank you for such an informative program!”
— Genamarie Rosado, Poconos Ambassador Program

Not sure if a fractional CLO is right for your destination?
Let’s talk. We’ll help you assess your current training, identify gaps, and explore smart, scalable solutions.

About Learn Tourism the nonprofit academy...
Learn Tourism is a 501c3 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.