Tourism Has a People Problem (And It’s Not What You Think)

Tourism isn’t failing because of technology.
It’s not failing because of marketing.
And it’s definitely not failing because people don’t want to travel.

Tourism is struggling because we’ve lost sight of the one thing that makes it work in the first place:

People.

That realization sits at the heart of a recent conversation between Stephen Ekstrom, CEO of Learn Tourism, and workforce strategist Carmen Bold—a conversation that started with humor and quickly turned into something far more important.

The Industry Built on Passion… Not Always on Profit

One of the most striking tensions in tourism today is this:

We spend enormous energy talking about sustainability, accessibility, and innovation…
But far less time teaching businesses how to actually survive.

As Carmen put it, the industry is filled with passionate operators—but many are “one bad season away from not being in existence.”

That’s not a sustainability problem.
That’s a business fundamentals problem.

Stephen echoed the same concern from the U.S. perspective: destinations often chase “the flashy thing”—AI, trends, campaigns—while overlooking the basics like revenue management, repeat visitation, and cost control.

And his blunt takeaway?

“If you aren’t running a business… then it’s a hobby.”

Tourism’s Career Problem Isn’t a Talent Shortage

It’s a perception problem.

Despite offering global mobility, creativity, and human connection, tourism still struggles to present itself as a serious, long-term career path—especially to younger generations.

Carmen sees it firsthand:
There’s no clear ladder. No obvious “next step.” And too often, no visible future.

Stephen’s research backs that up.

After interviewing more than 300 tourism CEOs, he found something surprising:

Not one of them followed a linear career path.

Tourism careers aren’t structured—they’re serpentine.
They’re built on skills, adaptability, and curiosity—not titles.

That’s powerful… but also confusing for someone trying to enter the industry.

The Real Competitive Advantage: Human Connection

For all the talk about AI and automation, both Stephen and Carmen agree on one thing:

Tourism’s future is still deeply human.

Travelers don’t just want information.
They want a connection.

They want to feel welcomed.
They want to feel seen.
They want to feel like they belong—even if only for a moment.

That’s something no algorithm can replicate.

As Stephen described it, tourism isn’t about talking at people—it’s about inviting them in.

And that invitation often comes down to one simple, overlooked skill:

Storytelling.

The difference between:

• “Go to Jimmy’s restaurant.”
  and
• “This is where my family goes when we celebrate something special.”

…is the difference between a transaction and an experience.

The Frontline Reality We Don’t Talk About Enough

Here’s where things get uncomfortable.

We expect frontline workers—often underpaid, overworked, and undertrained—to deliver magical experiences.

Then we’re surprised when they don’t.

Carmen shared a personal example of a bucket-list experience that fell flat—not because the product was bad, but because the people delivering it were disengaged.

And that’s the truth most destinations avoid:

The experience is only as good as the person delivering it.

Fixing that doesn’t require massive budgets.
It requires three things, Stephen outlined clearly:

• Appreciation – People need to know they matter
• Empowerment – They need to feel capable
• License – They need permission to act and create moments

Without those, even the best-designed experience will fall short.

So… What Needs to Change?

If tourism wants to evolve, the path forward is surprisingly clear:

• Teach business fundamentals—not just trends
• Show real career pathways—even if they’re non-linear
• Invest in people—not just promotion
• Build cultures of learning—not just compliance
• Empower frontline teams to create—not just execute

Because at the end of the day, tourism doesn’t run on attractions.

It runs on people creating moments for other people.

And when we get that right?

Everything else follows.