Careers in tourism don’t follow a straight line. After interviewing more than 250 CEOs across tourism bureaus, destination marketing organizations, attractions, and hospitality enterprises, a clear truth emerged—there is no single, predictable path to the top. Instead, the journey through the tourism industry looks more like a winding trail, complete with detours, scenic overlooks, and the occasional uphill climb.

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And that’s exactly what makes it so rewarding.

No Two Careers Are Alike—But the Skills Matter

While titles, departments, and first jobs varied, every leader we spoke with shared one powerful trait: their career path was skill-based, not title-based. This industry rewards curiosity, resilience, and relationship-building far more than following a traditional corporate ladder.

Tourism professionals might start their journey as servers, front desk agents, interpreters, or event assistants. Over time, they gain transferable skills in:

• Communication & customer service

• Marketing & branding

• Community engagement

• Crisis management

• Public speaking

• Cultural sensitivity

• Sustainability practices

• Data analysis & decision making

From entry-level positions to executive leadership, each new role adds a layer of knowledge and experience that can be applied in countless directions. Skills learned managing a visitor center often become critical in stakeholder relations later. Handling guest complaints may shape how a CEO views brand strategy and messaging.

Mentorship: The Hidden Engine Behind Career Growth

In almost every conversation, CEOs credited a mentor or role model with helping them see their potential. Many didn’t even consider tourism as a lifelong profession until someone recognized their strengths and helped them map a path forward.

These mentors came in many forms—supervisors, professors, community leaders, even a passionate coworker who invited them to a tourism board meeting. That first nudge made all the difference.

This is why  Learn Tourism the nonprofit academy invests so deeply in its educational programming and professional development. We know that accessible training, community connections, and encouraging feedback can unlock doors for future tourism leaders.

Purpose Over Position: Why People Stay in Tourism

Tourism careers offer more than just a paycheck or promotion—they offer purpose.

Yes, tourism is an economic powerhouse. In places like Lexington, Kentucky, tourism contributes over $1.6 billion annually to the local economy. But what makes this work meaningful is the way it connects people to place and supports community well-being.

Many professionals describe their job as a way to give back, to celebrate local culture, support small businesses, preserve history, and welcome visitors with warmth and pride. When done well, tourism lifts entire communities. It fosters understanding, economic stability, and belonging.

As one graduate of the Poconos tourism training program put it, “I feel much more confident in my ability to create exciting experiences for visitors... The course was comprehensive, and I feel much more prepared to share my knowledge about the Poconos.”

What the Next Generation Needs to Know

The next generation of tourism professionals shouldn’t wait for a “perfect” resume. They should focus on acquiring valuable, people-centered skills—whether through school, volunteer work, part-time jobs, or online certifications.

Courses in hospitality, sustainability, digital marketing, and cultural competence are especially relevant. Programs like those offered by Learn Tourism, a nonprofit academy, give learners a head start in understanding not just the what of tourism but also the why.

As one learner shared, “This course taught me about the jobs and revenue that tourism brings to Lexington, the tools available to exceed visitor expectations, and the roles of the VisitLEX team. Keep up the great work, it’s really appreciated!”

A Career Path You Make As You Go

The tourism industry doesn’t hand out blueprints for success. It hands out opportunities—small ones at first, then larger ones when you show what you can do. It rewards those who are eager to learn, open to change, and passionate about people and place.

If you’re looking for a career with purpose, creativity, flexibility, and community impact, you’ll find a home here.

And if you’ve already started your journey—no matter how winding—know that the industry needs your voice, your vision, and your values now more than ever.

About the Author: Stephen Ekstrom

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.

About Learn Tourism the nonprofit academy...
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.