How to Cultivate and Sustain a Learning Culture in Tourism Organizations

Tourism thrives on curiosity. Travelers seek discovery, novelty, and understanding—yet, within many destination organizations, learning is treated as an occasional activity rather than a continuous force. The most effective tourism leaders know that developing a learning culture isn’t a luxury; it’s a strategy for long-term relevance, resilience, and community impact.

Learning as the Engine of Innovation

A culture of learning turns insight into action. At Learn Tourism the nonprofit academy, we’ve seen firsthand how destinations that invest in structured, ongoing education outperform those that rely solely on traditional marketing. Training programs, like those recently completed by front-line workers in Lexington and the Poconos, prove that empowered employees become proud advocates. Participants reported feeling more confident, better equipped to share local stories, and more aware of tourism’s economic and social impact.

When staff, partners, and community members deeply understand their destination, they don’t just provide service—they deliver experiences. That shift from doing the job to owning the mission is the hallmark of a learning organization.

Leaders Set the Tone

Building a learning culture starts with leadership. According to data from LinkedIn’s Workplace Learning Report, 83% of executives believe developing employees is essential to their company’s success, yet only a fraction embed learning into daily workflows. For tourism leaders, that gap represents both a challenge and an opportunity.

Effective leaders model curiosity. They make professional development part of the conversation, reward creative thinking, and celebrate those who ask “why?” as much as those who deliver results. When team members see their leaders learning—whether through certifications, webinars, or collaboration—they follow suit.

From Programs to Practice

Creating a sustainable learning culture requires more than a few workshops. It requires systems. That’s why tourism organizations are adopting platforms that integrate learning directly into operations—offering courses that are easy to update, multilingual, analytics-driven, and connected to real community outcomes.

Leaders who treat learning as a core competency can adapt faster, respond to shifting visitor trends, and align more closely with community values. They create an ecosystem where everyone—from interns to executives—understands how their work contributes to shared goals.

The Ripple Effect

The results of a learning culture reach far beyond the office. When tourism professionals are informed and inspired, visitors notice. They receive better guidance, deeper stories, and more authentic connections. Residents, in turn, gain pride and awareness of their community’s value. As one participant in the Destination LEXpert program wrote, “I learned how much tourism contributes to the state—and that there’s so much more to Lexington than just horses and bourbon.”

Learning builds advocacy. Advocacy builds sustainability.

Keep Curiosity Alive

Tourism will always evolve—technology, traveler expectations, and community priorities shift constantly. Organizations that embed learning into their DNA evolve with purpose. As psychologist and author Carol Dweck reminds us, “Becoming is better than being.”

For tourism leaders, that means making learning not an event, but a way of life.

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.