Practicing What We Preach: How the Learn Tourism Conference Redefines Learning in the Industry
At Learn Tourism, we believe that great tourism starts with great learning. That’s why the Learn Tourism Conference isn’t just another event on the calendar — it’s a living example of how a true learning organization operates. This conference is designed to practice what we preach: continuous learning, collaboration, and the application of research-driven educational design to real-world tourism challenges.
Every session, panel, and keynote is built using adult learning principles — the same methodologies that power our courses and tourism certification programs. We know that learning happens best when it’s relevant, social, and applied. That’s why this event doesn’t just teach theory — it gives attendees the tools, frameworks, and hands-on experiences to put ideas into practice right away.
Each of the conference’s three tracks reflects the diversity and dynamism of the tourism ecosystem:
DIY Tourism Marketing & Tech – Where creativity meets strategy. Attendees learn how to use digital tools, data, and storytelling to amplify their destinations and connect with travelers who share their community values.
Visitor Services & Experience – Focused on human-centered service design, this track helps professionals create unforgettable experiences through empathy, inclusion, and authentic storytelling.
Leadership & Local Impact – Designed for destination leaders ready to drive change, strengthen partnerships, and create meaningful community impact through sustainable and values-based leadership.
We teach destinations to listen to their communities, gather feedback, and evolve — and that’s exactly what we do. The Learn Tourism team actively applies lessons from the field, from Destination LEXpert to the Poconos Ambassador Program, both of which show how transformative learning can be. Participants in these programs consistently report feeling more confident, informed, and empowered to create memorable visitor experiences.
These outcomes inspire us to continually refine our approaches and integrate new insights into our conference design — making it not just a learning event, but a learning ecosystem.
The Learn Tourism Conference is a microcosm of our mission: to help the industry evolve through education. It’s a space where tourism leaders, destination marketers, and experience providers come together to share, experiment, and grow. By blending academic research, behavioral psychology, and hands-on workshops, this event demonstrates how lifelong learning builds stronger, more sustainable tourism economies.
“We don’t just teach learning — we live it. Every conference session is an opportunity to model how effective learning transforms people, organizations, and destinations.” — Stephen Ekstrom, CEO & Cofounder, Learn Tourism
If you’ve ever wanted to experience what a true learning organization looks like in action, this is it.
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.