Mastering the Tourism Terrain: Strategic Growth and Real Relationships with Adam Stoker and Stephen Ekstrom
In this episode, Adam Stoker, president and CEO of Brand Revolt and founder of Tourism IQ, joins Stephen Ekstrom, CEO and co-founder of Learn Tourism, to share their journeys through the evolving landscape of tourism, education, and leadership. Their conversation invites listeners to consider how intentional growth and authentic connection can redefine what it means to thrive in travel.
The episode opens with stories from the road—Stephen reflects on time spent with family on a Michigan farm, where hands-on experiences spark new ways of thinking about education and community. Adam shares insights from recent travel and conference engagements, illustrating how the best ideas often emerge in unexpected places.
Adam and Stephen both recognize the serendipitous nature of careers in tourism. Stephen recounts a story about a Louisiana crawfish farmer, a reminder that every conversation is an opportunity to expand our understanding. This belief in learning through others is a shared value that guides their organizations and leadership.
A key theme is the difference between being proactive and being intentional. Adam advocates for strategic action rooted in meaningful purpose, while Stephen describes how his team’s habit of reflecting on new learnings each week builds a culture of gratitude and growth. Both leaders agree that success in tourism comes from nurturing environments where continuous development is encouraged and celebrated.
The discussion moves to the realities of entrepreneurship—the ambition, the risks, and the joys of embracing the unknown. Adam calls it a blend of ambition and humility, while Stephen talks about letting go of rigid outcomes and finding fulfillment in the process. Their shared outlook: happiness and success are found in the journey, not just the destination.
Adam shares how podcasting led to unexpected, deeper professional relationships and a new approach to marketing—one focused on authenticity and long-term connection rather than quick wins. Stephen echoes the importance of balancing personal ambition with generosity and curiosity, noting that the best partnerships are built on mutual respect and shared growth.
For anyone working in tourism—whether you’re guiding a destination, leading a team, running a local business, or building a new venture—this episode offers insight into the power of intentional action, curiosity, and authentic connection. Adam and Stephen’s stories remind us that learning never ends, and that success in tourism is as much about people as it is about places.
Discover how you can master the tourism terrain through community, skill-building, and the relationships that make the journey worthwhile.
🎧 Listen to the full podcast episode and discover more about Tourism IQ, Brand Revolt, and Learn Tourism today.