What 200+ Destination CEOs Taught Us About Leadership, Growth, and Community
Three years ago, we set out on a journey to better understand the challenges, successes, and innovations shaping destination organizations. As new members of Destinations International (DI), we reached out to fellow members with a simple yet meaningful question: What are you learning, and how can we help?
What followed was an incredible opportunity to interview more than 200 destination CEOs, each offering unique insights into what it takes to lead a thriving tourism organization. These conversations weren’t just informative—they fundamentally shaped the way we think about leadership, marketing, workforce development, and education in the tourism industry.
A Defining Moment
One conversation, in particular, stood out. During a period of crisis, a CEO and their team had to completely rethink their approach to destination marketing. Instead of focusing solely on attracting visitors, they pivoted to support local businesses, ensuring their community had the resources it needed to survive and recover. Their shift in perspective reinforced a key idea: destination organizations are more than just marketers—they are community leaders, problem solvers, and advocates for the people who power tourism.
Check it out: Business Class Podcast
This theme came up again and again. The destinations that thrived were those that adapted, prioritized relationships, and invested in professional development—both for leadership and front-line workers who shape the visitor experience every day.
Four Key Lessons We’ve Learned
- Adaptability is Essential – Successful leaders don’t just react to change; they prepare for it. Investing in continuous learning and skill-building ensures teams can pivot when necessary.
- Community is at the Core – Tourism isn’t just about attracting visitors—it’s about ensuring long-term benefits for the people who live and work in the destination.
- Education and Workforce Development Drive Success – A well-trained workforce—especially front-line staff—is essential for delivering exceptional visitor experiences and fostering local pride in tourism.
- Engaging and Empowering Community Members Strengthens Destinations – When residents feel involved and valued in their destination’s tourism strategy, they become enthusiastic ambassadors, ensuring a more sustainable and welcoming environment for visitors.
What This Means for Us—and You
These conversations changed how we approach tourism education. We’ve expanded our training programs, developed new resources for workforce development, and refined how we help destination organizations build stronger, more knowledgeable teams—from leadership to front-line workers.
Today, we’re proud to work with over 50 destinations and trade associations on initiatives that engage, inspire, empower, and educate staff, community leaders, and front-line workers. Through strong partnerships and a shared vision, we’re seeing remarkable results—greater buy-in, more engaged teams, and a deeper impact on the communities we serve.
More importantly, these discussions reaffirmed that we’re all working toward a common goal. Tourism is about more than economic impact—it’s about creating meaningful experiences, empowering the people who make those experiences possible, and ensuring lasting benefits for communities and travelers alike.
Now, we’d love to hear from you. What are your biggest challenges? What opportunities are you excited about? Let’s continue the conversation.
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.