In this episode of Business Class, Learn Tourism Stephen Ekstrom welcomes Tico Soto, the founder of Tourism Tactics by Tico, to discuss his nearly three-decade journey in the tourism industry. With a warm and engaging style, Tico shares his insights on building relationships, navigating challenges, and the importance of passion in tourism.

Tico's career began in Lake Charles, Louisiana, in 1996, where he stumbled upon the tourism sector almost by accident while working in banking. A serendipitous job ad sparked his curiosity about the tourism office in his hometown. Tico candidly recounts his transition from banking to tourism, highlighting a key moment when he realized his true calling while training as a junior loan officer. After seeing a travel job in the classifieds, he decided to take a leap of faith—an instinct that would shape his career.

The conversation takes a reflective turn as Tico emphasizes the role of connection in his success. He explains how his ability to forge relationships—regardless of status—has been a cornerstone of his approach. "You are selling yourself first," he asserts, stressing that trust and likability often lead to business opportunities. His philosophy revolves around being service-oriented and proactive, which has built his reputation within the industry.

When Stephen prompts Tico to share advice for his younger self, Tico reveals that he wishes he had learned earlier to “worry less and live more.” This mantra resonates deeply, especially after experiencing personal losses, reminding him of life’s fleeting nature and the importance of embracing joy.

The episode dives into Tico’s entrepreneurial journey when he decided to launch Tourism Tactics. With no capital and a leap of faith, he reached out to former colleagues and established clients, eventually creating a consultancy that thrives on collaboration and mutual growth. Tico’s willingness to support others has fostered a community spirit within Louisiana's tourism landscape, where competition is friendly, and success is shared.

Listeners gain insight into Tico’s personal experiences, including his multicultural background—his Venezuelan father and American mother—which has fueled his passion for travel from an early age. His earliest travel memories involve cross-cultural family trips, hinting at the diverse influences that shaped his worldview.

As the discussion winds down, Tico expresses his excitement for the future. He envisions continuing to work in tourism for years to come, possibly as a tour escort, leveraging his skills in logistics and service. Stephen and Tico share a heartfelt moment about the importance of pursuing one’s passion and the joy that comes from helping others.

In closing, Tico invites listeners to connect through social media and his website, emphasizing that he’s always open to building new relationships in the industry. This episode of Business Class not only highlights Tico Soto’s vibrant career but also serves as a reminder of the value of human connections and the beauty of living fully. Learn more at https://tourismtactics.com or by calling (504) 202-0837.

Tune in here to hear Tico's inspiring journey and discover how embracing authenticity and fostering connections can lead to success in any industry!

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.