Tourism has long been measured in numbers—visitors, spending, and room nights. But what if those metrics only told part of the story?
In a recent conversation on the Business Class podcast, Kireem Swinton, President & CEO of Visit Baltimore, offered a refreshing and necessary perspective: tourism isn’t just about bringing people in—it’s about lifting people up.
Kireem’s leadership philosophy is deeply influenced by his background in football. As a former team captain, he learned early that success doesn’t come from individual moments in the spotlight—it comes from the work behind the scenes and the strength of the team.
That mindset is clear in how he leads today. He sees his role not as the center of attention, but as a supporter of others’ strengths. His team members, in his words, are “essentially my bosses,” each bringing unique talents that, when nurtured, drive collective success.
One of Kireem’s biggest realizations—especially during his time as interim CEO—was how little many residents understand the true value of tourism.
People hear about economic impact, but rarely see how it connects to their daily lives. Yet tourism dollars fund infrastructure, support jobs, and create opportunities for small businesses.
For Kireem, closing that gap is essential. His vision is to make tourism tangible and relatable—to show how it benefits the person serving coffee in the morning, the worker filling potholes, and the family relying on multiple income streams.
Traditionally, destination marketing organizations (DMOs) have focused outward—telling stories to attract visitors. Kireem believes that’s only half the job.
The future, he argues, is about doing both:
This “and” approach ensures stronger community support, more sustainable funding, and a more authentic visitor experience.
Kireem is also passionate about workforce development—especially for young people. He emphasizes that hospitality isn’t a single career path; it’s an ecosystem.
From tech and finance to event planning and analytics, tourism offers opportunities for a wide range of skills and interests.
That message is critical at a time when many young people are questioning traditional career paths. Tourism, when positioned correctly, can be a gateway to long-term, meaningful work.
Perhaps one of the most candid moments in the conversation came when Kireem shared his “most expensive lesson”: not taking time off.
His commitment to the work—and to his community—is undeniable. But like many leaders, he’s learning that sustainability isn’t just about organizations; it’s about people. And that includes himself.
Baltimore, Kireem says, is in the middle of a renaissance. Billions of dollars in development, renewed community energy, and a stronger narrative are shaping its future.
But the bigger story extends beyond one city.
It’s about redefining tourism as a force for good—one that connects visitors to places, and places to people.
Tourism works best when it works for everyone.
And as Kireem Swinton reminds us, the real opportunity isn’t just to bring people in—it’s to bring communities along.