Featuring Chris Cavanaugh of Magellan Strategy Group

When you’re roaming the Midwest in an RV with a box of donuts and the faint smell of horse manure in the air, a career-defining conversation isn’t what you expect—but that’s exactly what happened when Stephen Ekstrom sat down with Chris Cavanaugh, founder of Magellan Strategy Group and one of the driving forces behind the original DIY Tourism Marketing movement.

In this episode of the Business Class Podcast, Chris shares the twists and turns of his career—from big-brand marketing to working with iconic destinations like Biltmore and helping DMOs develop practical, strategic, and often delightfully weird solutions. But it’s his passion for education, learning by doing, and supporting mid-career professionals that makes this conversation especially timely.

Why This Conversation Matters Now

The tourism industry is facing a generational shift. As seasoned leaders retire and new talent enters the field through non-traditional pathways, the gap in leadership skills, digital strategy, and real-world training has never been more evident. Chris and Stephen dive deep into what it means to really prepare the next wave of tourism professionals—and why we need education that’s hands-on, accessible, and delivered with empathy.

“We’ve become really good at building the careers of specialists and technicians,” Chris notes, “but we’ve lost some of the ability to prepare people for what it means to lead.”

Whether you're managing a small DMO with limited resources or a mid-sized team ready to level up, this episode delivers powerful insights on how to close those gaps, without overwhelming your team or your budget.

Highlights From the Episode:

• The Origin of DIY Marketing: How a Kentucky tourism office and a stack of magazines sparked a movement.

• Education with Empathy: Why every learner deserves content that meets them where they are.

• Leadership by Learning: How tourism professionals can develop the people skills and self-awareness needed for sustainable impact.

• Conference Sneak Peek: What’s coming to the 2026 Learn Tourism Conference and how the DIY Marketing learning track will serve rising leaders.

Join Us at the 2026 Learn Tourism Conference

If this conversation lights a spark for you, mark your calendar for the 2026 Learn Tourism Conference. With a new DIY Marketing learning track, this year’s event is designed for professionals who want to get their hands dirty and their minds sharper.
From marketing and visitor services to team leadership and community engagement, every session is built around one core idea: real transformation starts with practical, accessible education.

📍Learn more and register at learntourism.org

🎧 Listen to the full episode:
“Donuts, Detours & DIY: Building Better Tourism Through Education,” featuring Chris Cavanaugh, is now streaming on the Business Class Podcast.

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.