Learn Tourism CEO Steven Ekstrom interviews Santiago Rodriguez, a Ph.D. in tourism and author of The Tourism Practitioner newsletter on the latest episode of Business Class. Rodriguez offers a deep dive into the intricate world of tourism. Originally from Ecuador, Rodriguez has dedicated his career to understanding and improving the tourism sector, focusing on how local stakeholders can attract international markets that align with their values and development goals. In a recent podcast, he shared his experiences and insights about the multi-faceted nature of tourism, its challenges, and its potential to positively impact communities.

Rodriguez's journey began in Ecuador, where he worked on various tourism projects, collaborating with national parks, local governments, and community organizations. His desire to understand tourism from a global perspective led him to Europe, where he pursued his Ph.D. in Belgium. Rodriguez is now based in Germany. His research focused on empowering local stakeholders to attract the right type of tourism for sustainable development. Today, Rodriguez works internationally, consulting on marketing and tourism strategies while mentoring academic platforms and sharing insights through his newsletter.

Tourism, according to Rodriguez, is often misunderstood and oversimplified. People tend to view it as merely travel and leisure, with a focus on tour guides, hotels, and travel agencies. However, Rodriguez emphasizes that tourism is a complex phenomenon involving economic, cultural, social, and environmental dimensions. Policymakers, he notes, often overlook the broader impact tourism can have on host communities, leading to inadequate planning and missed opportunities for sustainable growth.

One of the most significant challenges in tourism, Rodriguez explains, is the lack of academic recognition. Despite being a massive global industry, tourism as an academic discipline is relatively young, with only a few decades of formal study. This lack of depth in tourism education has led to misconceptions and an oversimplified understanding of the field.

However, tourism holds immense potential as a force for good. Rodriguez believes it can help local communities rediscover and revalue their own cultures while fostering connections with visitors from around the world. By promoting responsible tourism that respects both the environment and the local culture, communities can benefit economically and socially. For Rodriguez, the ultimate goal is to strike a balance between tourism as a business and tourism as a tool for positive community development.

Rodriguez also reflected on the shift in focus when destinations realized they were responsible not only to tourists but also to their local communities. He stressed the importance of aligning tourism strategies with community values and long-term sustainability.

In conclusion, Rodriguez believes that tourism can be a powerful tool for change when properly understood and managed. By connecting local values with global markets and fostering collaboration across disciplines, tourism can drive positive outcomes for communities, economies, and cultures worldwide.

You can reach Rodriguez at www.santiagor.com.

Listen to the podcast here.

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