My recent conversation with Mitch Whitten, President & CEO of Visit Fort Worth, was exactly that.
Mitch officially stepped into the CEO role just days before our discussion after spending more than a decade helping shape the organization's success. As Fort Worth experiences unprecedented growth, he finds himself leading at one of the most exciting—and consequential—moments in the city's history.
But what struck me most wasn't the discussion about growth, convention centers, film production, or visitor numbers.
It was a simple word that came up again and again:
Curiosity.
Early in our conversation, Mitch referenced a study of successful CEOs that identified curiosity as the most important common characteristic among effective leaders.
It's easy to understand why.
Curious leaders ask better questions. They challenge assumptions. They remain open to new ideas and perspectives. Most importantly, they recognize that no matter how much experience they have, there's always more to learn.
As someone who has spent years interviewing tourism leaders, I've noticed the same pattern. The best leaders aren't the ones who think they have all the answers. They're the ones who remain students of their communities, their organizations, and their industries.
Mitch's own journey reflects that mindset. Starting as a journalist, he early in his career focused on uncovering and sharing other people's stories. Today, that same curiosity helps him understand the needs of residents, visitors, partners, and stakeholders throughout Fort Worth.
One of the strongest themes from our conversation was Mitch's belief that tourism must serve residents first.
When discussing Fort Worth's rapid growth, he repeatedly returned to the same question:
How do we create the greatest value for residents?
It's a question every destination should be asking.
Tourism isn't simply about attracting more visitors. It's about creating economic opportunities, supporting local businesses, enhancing quality of life, and strengthening community pride.
That philosophy is reflected in Fort Worth's Leadership Host program, which has already engaged more than 1,000 residents eager to learn more about their city and share it with others.
What's remarkable is that participants weren't seeking incentives or rewards. They simply wanted to become better hosts.
That's the power of pride of place.
When people genuinely love where they live, they become natural storytellers, advocates, and ambassadors for their community.
Mitch also shared advice that every aspiring leader should hear.
He believes three qualities are essential for leadership in tourism:
That second point is particularly important.
Many professionals spend years preparing for leadership opportunities, but eventually, preparation must give way to action.
As Mitch explained, leadership requires accepting the mantle and moving the organization forward—even when the path isn't entirely clear.
That doesn't mean acting alone. It means listening, learning, adapting, and bringing others along.
Toward the end of our conversation, Mitch shared a lesson that may be the most important takeaway of all.
He referenced tourism pioneer Jake Steinman, who often says:
"I fear irrelevance."
At first glance, that may sound negative.
It's actually incredibly powerful.
The idea isn't to fear failure. It's to continually ask whether you're creating value.
Are you helping your customers?
Are you helping your community?
Are you helping your team?
Are you helping your organization move forward?
The tourism professionals who thrive aren't necessarily the smartest people in the room. They're the ones who consistently create meaningful value for others.
The conversation concluded with a reference to one of the final episodes of Ted Lasso.
Mitch recalled a line about surrounding ourselves with the right people and always moving toward better.
That phrase perfectly captures what tourism leadership is all about.
No destination is ever finished.
No organization is ever finished.
No leader is ever finished.
The work continues. The learning continues. The opportunities continue.
And for curious leaders willing to listen, serve, and grow, the future remains incredibly bright.
To hear the full conversation with Mitch Whitten, listen to the latest episode of Business Class, Learn Tourism's podcast featuring leaders shaping the future of the visitor economy.