Lifelong learning is more than a personal journey—it’s a catalyst for community strength, professional networks, and vibrant local economies. In the tourism sector, where relationships and trust are everything, ongoing education doesn’t just create skilled workers—it forges the social bonds and networks that make destinations thrive.
But how, exactly, does lifelong learning generate social capital? And why should tourism professionals, DMOs, and local champions care?
Contemporary learning theorists like Knud Illeris and Peter Jarvis remind us that learning is deeply social. As Jarvis puts it, “All human learning begins with disjuncture—a gap between current experience and existing understanding, or a sense of ‘not-knowing.’” From that place of curiosity, we seek out answers—often from our peers, mentors, and communities.
Etienne Wenger’s theory of communities of practice shows that people learn most effectively in groups that share common goals. Through ongoing learning, tourism professionals connect, share stories, and build trust—the building blocks of social capital.
Unlike one-off workshops, lifelong learning is an ongoing, dynamic process. Each new skill, idea, or challenge gives professionals reasons to connect with one another. As these learning moments multiply, so do the opportunities for collaboration, mentorship, and shared problem-solving.
“Social capital refers to the networks, norms, and trust that enable collective action,” says the OECD. When front-line workers, guides, and destination marketers participate in continuous learning, they’re not just updating knowledge—they’re forging real relationships that make their communities more resilient.
According to the World Economic Forum, over 85% of jobs that will exist in 2030 have yet to be invented. Lifelong learners aren’t just keeping up—they’re connecting across roles, generations, and backgrounds, ready to collaborate on whatever the future brings.
Research shows that regions with strong adult education programs tend to have higher levels of civic participation and trust, classic markers of robust social capital. In tourism, this means locals who are more engaged, welcoming, and willing to support one another through challenges.
Let’s bring it home. When your community of guides, hoteliers, and local advocates all participate in ongoing tourism training:
They develop a common language and shared standards.
They know where to turn when a visitor needs help—or when they need support themselves.
They pass knowledge along, building a culture of generosity and collaboration.
That’s social capital at work: “a resource that exists in the relationships between people,” as Jarvis describes it. Destinations with high social capital are better at welcoming visitors, overcoming setbacks, and creating truly memorable experiences.
Investing in lifelong learning isn’t just about ticking off professional development boxes. It’s about building the web of trust and cooperation that keeps the tourism industry—and local economies—thriving.
As Knud Illeris notes, effective learning involves interaction, content, and motivation—all of which are amplified in a community context. When you encourage lifelong learning, you strengthen the ties that turn individuals into a network—and a network into a vibrant, resilient destination.
Next time you sign up for a new course or training module, don’t just focus on what you can learn—think about who you might meet, help, or inspire. That’s social capital in action!
Sources:
Knud Illeris, Contemporary Theories of Learning (see especially pages 7-20)
Peter Jarvis, Learning to be a person in society (page 30)
OECD, “Social Capital and Education”
World Economic Forum, “Jobs of the Future Report”
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.