Tourism is evolving—your training should too.

Yet across the industry, outdated training practices continue to linger like leftover brochures in a visitor center storage closet. From long-winded webinars to rigid “Train the Trainer” gatekeeping, many of the beliefs we’ve inherited about professional development just don’t align with how modern adults learn.

If you’ve heard any of the following, you’re not alone—but it’s time to rethink.

❌ Lie #1: “A 3-hour webinar is just as good as an online course.”

Truth: Just because it’s long doesn’t mean it’s effective.

Webinars and lectures often present information, but they rarely support long-term retention. Studies from the Association for Talent Development show that microlearning increases knowledge retention by up to 80%. At Learn Tourism, we break learning into digestible modules—each designed for busy, motivated professionals who want to learn on their own time, without zoning out or multitasking through a Zoom marathon.

❌ Lie #2: “People demand in-person training.”

Truth: People demand relevant, accessible training.

While face-to-face sessions have their place, research from the U.S. Department of Education found that students in online settings often outperform those in traditional classrooms. Why? Because they learn at their own pace, revisit material when needed, and access it from anywhere, even the front desk between guests.

Thousands of learners on our platform have reported increased confidence, deeper destination knowledge, and better customer service outcomes—all without ever stepping into a conference room.

❌ Lie #3: “Heavy pre-reading prepares people better.”

Truth: Homework doesn’t equal learning.

In the tourism world, professionals want to get to the heart of what matters—fast. Long PDFs and advanced reading can backfire, leading to disengagement before the course even begins. Adult learning science shows that active participation, relevance, and instant feedback lead to real change in behavior and performance.

Learn Tourism courses are built with instructional designers who specialize in behavior change and learning psychology—no busywork, just breakthrough learning.

❌ Lie #4: “Train the Trainer is required.”

Truth: Not every program needs a trainer to teach the trainer.

Some providers push “Train the Trainer” programs as a prerequisite, adding layers of complexity to what should be straightforward learning. But here’s the truth: with well-designed online content, your learners can get direct access to high-quality training without waiting on someone else to teach it secondhand.

And if you do want someone on your team to facilitate, we’ve got tools for that, too, without creating a bottleneck.

❌ Lie #5: “Only one vendor can certify your team.”

Truth: You don’t need to buy into a monopoly to provide meaningful certification.

When vendors claim exclusivity, it’s often more about marketing than mastery. Certification is only as good as the outcomes it measures, the tools it uses, and the people it empowers. At Learn Tourism the nonprofit academy, we collaborate with destinations around the globe to create custom-branded, culturally relevant certification programs that are meaningful, affordable, and measurable.

You’re not buying a name—you’re building a team.

❌ Lie #6: “One-size-fits-all training works just fine.”

Truth: Cookie-cutter doesn’t cut it anymore.

The needs of a DMO in Montana are different from those in Memphis. That’s why we create hyperlocal, multilingual, and emotionally intelligent training programs tailored to each partner's community, culture, and visitor goals.

From community leaders in Elizabethtown to frontline workers in Baltimore, we provide tools that reflect their reality, not a recycled national script.

❌ Lie #7: “If they sat through it, they’ve learned it.”

Truth: Attendance isn’t the same as comprehension.

Just checking a box doesn't build skills. That’s why Learn Tourism courses include interactive components, progress tracking, and real assessments. We celebrate completions not just with certificates, but with visible shifts in performance, pride, and participation.

Learning isn’t about showing up. It’s about showing growth.

✅ What Actually Works for Tourism Training Today

Forget the myths. Here’s what today’s most effective tourism training looks like:

• Flexible, on-demand content that fits into daily routines

• Short-form modules optimized for retention

• Mobile-first platforms with analytics and accessibility features

• Real-time dashboards for employers and stakeholders

• Localized storytelling that resonates with front-line teams

• Custom certifications grounded in learner outcomes

At Learn Tourism the nonprofit academy, we combine instructional design, adult education science, and a deep understanding of the tourism industry to create programs that work—really work.

“Online training is common sense. Without it, there’s no way we could reach everyone in our community and build the support we need.”
—Frances Manzitto, Clarksville-Montgomery County CVB

Ready to Debunk the Myths in Your Own Organization?

Let us help you shift from outdated “training theater” to impactful, measurable learning that builds confidence, advocacy, and real results in your destination.

Join 30,000+ learners and leaders already making tourism better, smarter, and stronger.

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.