Driving Tourism Transformation in Uncertain Times

Uncertainty can feel paralyzing, but for forward-thinking tourism leaders, it is the perfect opportunity to spark meaningful change. Research from Harvard Business Review highlights that while traditional change management often focuses on small wins and gradual buy-in, turbulent times actually make it easier—and more urgent—to drive big, lasting transformations.

At Learn Tourism, we’ve seen this play out across destinations worldwide. When the tourism landscape shifts—whether through economic downturns, global health crises, or changing traveler expectations—the rules loosen. Resistance to change drops, red tape thins, and stakeholders become more open to new solutions. In these rare windows, bold ideas not only get attention, they gain momentum.

1. Select the Right Opportunities and Reframe Them

During times of upheaval, leaders succeed by acting on “shovel-ready” ideas—initiatives already planned but waiting for the right moment to launch.

For tourism, this could mean:

• Reviving long-discussed tourism training programs and reframing them as essential workforce development.

• Expanding a tourism ambassador initiative by positioning it as a strategy for community pride and visitor readiness.

• Repurposing existing DIY tourism marketing tools to create new pathways for global outreach and promotion.

When presented as responses to urgent challenges—like labor shortages, accessibility gaps, or rapidly shifting visitor behavior—these initiatives gain instant credibility.

2. Move Fast Before the Window Closes

The research shows that windows for change are brief—sometimes only months or even weeks. In tourism, waiting for a “return to normal” can mean missing the chance to make meaningful improvements.

Destinations that act quickly can:

• Launch online destination training platforms for staff and partners in weeks instead of years.

• Reframe sustainability programs as immediate responses to visitor demand.

• Pilot AI-driven learning and visitor engagement tools while travelers are still adapting their behaviors.

Speed matters. Momentum fades when uncertainty stabilizes, along with teams' and communities' willingness to embrace new habits.

3. Think Bigger, Not Smaller

Small pilot projects make sense in stable times. But in uncertain times, going small often means missing the moment altogether.

Tourism leaders should use turbulence as a platform to:

• Scale up workforce training investments to reach entire regions, not just individual properties.

• Reimagine destination storytelling campaigns that amplify culture, pride, and purpose.

• Push for multi-lingual, multi-platform learning environments that serve global audiences.

This is the moment to double fundraising goals, expand partnerships, and leap forward with initiatives that would otherwise stall. As management thinker Peter Drucker famously said: “The greatest danger in times of turbulence is not the turbulence itself, but to act with yesterday’s logic.”

4. Becoming an Opportunistic Change Leader in Tourism

The research emphasizes that opportunistic change isn’t reckless—it’s strategic. Leaders who thrive in uncertainty don’t abandon vision, planning, or stakeholder engagement. Instead, they:

• Identify well-designed, ready-to-implement ideas,

• Reframe them as urgent and necessary,

• Act quickly to seize the moment,

• Scale boldly while conditions allow.

In tourism, this mindset builds more than programs—it builds resilience. It creates communities of informed tourism champions, equips workforces with future-ready skills, and promotes destinations with confidence and authenticity.

Final Thought

The tourism sector has always been shaped by external shocks—economic shifts, geopolitical changes, pandemics, climate events. What matters is not the uncertainty itself, but how destinations and leaders respond.

By leveraging turbulence as an invitation to rethink tourism education, workforce development, and promotion, we can transform disruption into lasting progress. At Learn Tourism, we believe uncertain times are not roadblocks—they are opportunities to build a stronger, smarter, and more sustainable tourism future.

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.

About the Author and Tourism Keynote Speaker: 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.