Artificial Intelligence has swiftly moved from novelty to necessity across industries. In tourism and hospitality, it's being hailed as the future of guest experiences, marketing strategies, and workforce development. But here’s the catch: while nearly everyone is using AI, few are using it well.

At Learn Tourism the nonprofit academy, we don’t just teach people what AI is—we empower them with the how and why which ensures meaningful impact. And we’re seeing results.

The Problem Isn’t AI. It’s Poor Application.

According to a 2024 Deloitte study, 79% of executives reported AI implementation in their businesses, but only 26% felt they had the workforce skills to use it effectively. That’s a massive gap—and a missed opportunity.

For tourism professionals, AI can forecast visitation trends, personalize marketing, streamline training, and optimize service delivery. But without a strategic foundation, AI becomes just another tech fad rather than a transformative tool.

Building AI Literacy, the Learn Tourism Way

We’ve integrated AI training into our professional development programs to help communities and destination marketing organizations (DMOs) embrace technology intentionally. Stephen Ekstrom, our CEO and Chief Strategist, holds a certificate in AI Policy & Governance from Brown University, a credential that ensures our instruction is rooted in responsible innovation, ethics, and policy awareness.

Stephen puts it this way:

“AI isn’t magic. It’s a tool that, when used right, frees people to do more of what makes tourism beautiful—connect, inspire, and serve with empathy.”

Our training programs teach teams how to:

• Distinguish between AI hype and real opportunity

• Apply AI tools like ChatGPT, image generators, and data visualization software to daily tourism work

• Stay compliant with emerging governance standards

• Use AI to create dynamic course content that adapts to learner feedback

• Integrate AI-driven insights to refine guest services and destination marketing

Results That Speak for Themselves

Just ask our partners. In Nashville, Memphis, and Baltimore, teams trained through Learn Tourism report better visitor engagement, more efficient operations, and increased staff confidence when integrating technology into their workflow. 

As Marcus Cox from Welcome to Memphis said:

"[Learn Tourism] has revolutionized our approach to training in the hospitality industry. With their online modules, we've reached a wider audience, ensuring that Memphis continues to deliver exceptional hospitality.”

Empowerment Through Understanding

We approach AI through the lens of adult learning theory, acknowledging that tourism professionals don’t need gimmicks; they need practical tools that improve how they work, think, and serve. That’s why every course is designed with science-backed instructional design methods, real-world examples, and on-demand access that meets learners where they are.

We’re not just raising awareness about AI. We’re giving organizations the confidence to use it responsibly, creatively, and effectively.

Don’t Just Use AI. Use It Well.

Whether you're a small-town DMO or a global hospitality brand, the AI wave is here. The question is: are you surfing it—or just getting splashed?

If your team could use smarter tools and sharper training, Learn Tourism is ready to help.

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.