Tourism thrives on experience, connection, and engagement. Education is the secret weapon that strengthens every aspect of tourism. At Learn Tourism, we believe that equipping industry professionals, destination partners, and local communities with the right knowledge is the key to creating exceptional visitor experiences and sustainable economic impact.
This belief is why I—and many of my team members—proudly hold professional memberships with the Association for Talent Development (ATD). As a global leader in workforce learning and professional development, ATD recognizes the transformative power of education. Their resources, research, and best practices help shape the way industries, including tourism, train and empower their people.
Tourism is more than just travel—it’s an economic driver, a cultural bridge, and a platform for storytelling. Yet, without proper education and training, tourism stakeholders—whether front-line workers, community leaders, or travel planners—often lack the tools to fully engage with visitors, showcase their destinations, and create long-lasting impressions.
At Learn Tourism, we see education as the foundation for:
✅ Empowering Frontline Workers: Imagine a hotel concierge, tour guide, or restaurant staff member who knows the destination inside and out. With the right training, they can elevate visitor experiences, share insider knowledge, and create moments of delight. See Tourism Ambassador Training
✅ Strengthening Destination Partnerships: Tourism boards, DMOs, and local businesses must work together seamlessly. Education ensures alignment, collaboration, and consistency in how a destination is promoted and experienced.
✅ Enhancing Community Engagement: When local residents understand the economic impact of tourism, they become ambassadors for their own destinations, welcoming visitors with pride and enthusiasm.
✅ Driving Sustainable Tourism Practices: Through education, we can teach responsible tourism principles, ensuring destinations remain vibrant and well-preserved for future generations.
Being recognized as professional members of ATD means that my team and I are committed to staying at the forefront of learning science, instructional design, and adult education best practices. This isn’t just about making training modules—it’s about understanding how people learn, retain information, and apply their knowledge in the real world.
By integrating ATD’s methodologies, we ensure that our tourism training programs are engaging, effective, and continuously evolving to meet the needs of an ever-changing industry.
A well-informed industry is a thriving industry. Whether we’re training travel advisors, tourism ambassadors, or hospitality professionals, our mission is clear: to elevate the tourism experience through knowledge.
When visitors interact with informed, confident, and passionate tourism professionals, their experiences go from ordinary to extraordinary. And that’s what keeps them coming back.
Are you investing in education as part of your tourism strategy? Let’s talk. 💡
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 for knowledge have led him to be 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 from Harvard Business School.