Design thinking is not a buzzword. It is a business advantage hiding in plain sight across the tourism industry.
For C-suite leaders in destination organizations, hospitality groups, and tourism boards, the question is no longer whether innovation matters—it’s how to operationalize it to drive revenue, strengthen culture, and create experiences people actually remember. Design thinking offers that pathway.
Design thinking is often misunderstood as a creative exercise reserved for product teams. In reality, it is a structured, human-centered approach to solving problems—one that aligns perfectly with tourism’s core purpose: serving people.
At its foundation, design thinking asks leaders to:
For tourism organizations, this translates into a powerful shift—from promoting destinations to designing experiences.
Tourism has entered a new era in which differentiation no longer rests on attractions alone. Travelers can access the same booking platforms, reviews, and recommendations anywhere in the world.
What sets destinations apart today is how people feel.
Design thinking helps leaders:
In short, it bridges the gap between strategy and human experience.
Tourism workplaces often struggle with retention, engagement, and burnout—especially among frontline staff.
Design thinking flips the script by asking a simple but transformative question:
What is it actually like to work here?
When organizations apply this mindset, they begin to uncover friction points:
The result? Better training, clearer communication, and more engaged employees.
One of the most consistent outcomes of tourism training programs is increased staff confidence. As one participant shared:
“I feel more confident now about my ability to welcome visitors to our area.”
Confidence is not a soft metric—it directly impacts service quality, guest satisfaction, and ultimately, revenue.
Profitability in tourism is not just about increasing visitor numbers. It is about increasing value per visitor while ensuring the community's sustainability.
Design thinking enables leaders to:
When organizations deeply understand visitor behavior, they stop guessing and start designing experiences that convert.
For example, small insights—like improving wayfinding, simplifying digital tools, or enhancing storytelling—can dramatically increase spending and satisfaction.
Tourism exists within communities, not outside of them. Design thinking ensures that development is inclusive and intentional.
By engaging residents, frontline workers, and local businesses in the design process, destinations can:
This approach transforms tourism from an extractive industry into a collaborative ecosystem.
Design thinking does not require a complete organizational overhaul. It starts with leadership behavior.
Here are three practical ways to begin:
Traditional training often focuses on information delivery. Design thinking shifts the focus to behavior and experience.
Ask:
Identify key moments that matter—from onboarding to check-out.
Where are the friction points?
Where are the opportunities to delight?
Instead of launching large initiatives, test small ideas quickly:
Measure impact, refine, and expand.
Tourism leaders who embrace design thinking gain more than innovation—they gain alignment.
In a world where destinations compete globally but experiences are deeply personal, design thinking becomes the differentiator.
The future of tourism will not be built by those who market the loudest.
It will be built by those who listen best—and design accordingly.
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.
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. Visit us at learntourism.org