Shared Values, Shared Futures: A Human-centered Approach To Tourism Learning
Shared values shape strong partnerships long before contracts are signed. For destination leaders around the globe, collaboration depends not only on technical capability but on trust, perspective, and a shared understanding of tourism’s role in society.
At Learn Tourism, values are not statements tucked away on a website. They are operational choices—visible in how we design learning, how we work with partners, and how we show up in the global tourism community.
READ MORE: Learn Tourism's Values
A Mission Rooted in Progress, Not Proximity
Tourism is inherently international. The challenges destinations face—workforce readiness, sustainability, community alignment, and visitor experience—rarely stop at borders. Our mission reflects this reality: to educate, empower, and inspire tourism professionals to advance careers, strengthen businesses, and responsibly deliver meaningful travel experiences.
This mission is deliberately human-centered. It prioritizes learning that respects local context, language, cultural nuance, and communities' lived experiences. Education should enable destinations to express who they are, not overwrite it.
Building Solutions Where Others See Constraints
Tourism often operates under pressure: limited time, limited budgets, and increasing expectations from residents and visitors alike. We see these constraints as design challenges.
Online tourism training allows destinations to reach more people with less environmental impact. Digital learning consumes significantly less energy and produces dramatically fewer emissions than traditional, in-person programs—without sacrificing quality or engagement. Sustainability, in this sense, is not a slogan. It is a measurable outcome of better design choices.
Practicing What We Teach
Learning is most powerful when it is lived. At Learn Tourism, our courses are not just products; they are our shared language. We apply adult learning science, instructional design, and continuous improvement internally before offering them externally.
This approach keeps us honest. It ensures our methods are practical, relevant, and grounded in real-world use—not theory for theory’s sake.
Collaboration as a Cultural Constant
Tourism succeeds through cooperation. Destinations thrive when stakeholders align, share knowledge, and learn together. Internally, we operate the same way.
Teamwork at Learn Tourism means shared accountability and shared success. When something works, everyone learns why. When something falls short, we refine it together. This mindset carries into partnerships, where we view destination leaders as subject-matter experts and co-creators, not clients to be managed.
Respect as a Design Principle
Travel teaches a simple truth: different is not wrong—it is informative. Respect and humility guide how we listen, design, and collaborate.
Our role is not to dictate how tourism should look in a community, but to support destinations in expressing their own identity with clarity and confidence. That requires curiosity, restraint, and a willingness to learn alongside our partners.
Honesty, Simplicity, and the Courage to Be Clear
Complex systems often hide behind complexity. We choose clarity.
Honesty means being straightforward about what works, what doesn’t, and what still needs testing. Simplicity means designing learning experiences that are intuitive, accessible, and respectful of professionals’ time. Together, they create trust—the most valuable currency in long-term partnerships.
Delighting Learners by Centering Them
Effective education begins with a single question: how will people actually learn this?
By designing around learners rather than lectures, we create experiences that build confidence, competence, and pride of place. This learner-centered philosophy reflects a broader worldview—one where people, communities, and destinations grow together rather than in competition.
Values That Travel Well
Values matter most when they translate across cultures. Ours are intentionally universal: integrity, respect, collaboration, sustainability, and curiosity.
In a global industry shaped by human connection, shared values create shared futures. That is the foundation on which Learn Tourism builds every partnership—wherever in the world that partnership begins.
About the Author: 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 of knowledge have made him 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 and Transforming Customer Experiences from Harvard Business School.
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.