Organizations thrive when tourism training is part of their DNA. A strong learning culture doesn’t just build skills—it develops confident tourism ambassadors, improves visitor experiences, and strengthens community pride. This checklist helps leaders assess whether their destination or organization is fostering a robust culture of learning that supports both tourism certification and long-term success.
Are leaders committed to professional growth? When leadership supports tourism training, employees become advocates for their destination. Companies with strong learning cultures are 92% more likely to innovate and 52% more productive (ATD, 2023).
Tourism ambassadors need easy-to-access and inclusive learning. For example, the Destination LEXpert course gave participants insights into accessibility, horse farm tours, and visitor resources, building confidence to better serve travelers.
Learners stay engaged when tourism certification programs connect directly to their roles. In the Poconos, participants valued courses that helped them “create exciting visitor experiences” while asking for more content on local camping, maps, and history.
Tourism training works best when programs evolve with feedback. From adding trivia for fun to clarifying ADR and RevPAR, listening ensures training meets learner and visitor needs.
Tourism certification isn’t about checking boxes—it’s about results. Participants consistently reported feeling “more confident” welcoming guests, showing that tourism training strengthens service quality and ambassador effectiveness.
The best learning cultures never plateau. They adapt to new challenges, use innovative tools, and add dynamic formats like short videos or live training, which learners often request.
Recognition fuels motivation. Celebrating completed tourism certification programs, sharing testimonials, and spotlighting tourism ambassadors builds momentum for future learning.
Tourism marketing and community engagement thrive on a strong culture of learning. Use this checklist to measure your organization’s progress and build a future where tourism training drives both visitor satisfaction and sustainable economies.
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.
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.