What Happens When DMOs & CVBs Embrace a Culture of Learning
Destination marketing organizations (DMOs) and convention and visitors bureaus (CVBs) are constantly under pressure to do more with less—deliver stronger visitor experiences, engage local communities, and demonstrate measurable ROI. The secret weapon isn’t just a bigger marketing budget or a splashy campaign. It’s building a true culture of learning inside your organization.
Imagine for a moment what your organization could look like if learning were at the heart of everything you do.
Teams that Speak the Same Language
When every member of your staff, volunteers, and community champions learn together, you eliminate silos. Suddenly, your front-line airport staff knows the same tourism impact data that your executive team presents to stakeholders. One Lexington airport employee said, “I learned about VisitLEX’s purpose and funding, the economic impact of visitors, and the online and printed resources available for our guests. Overall, a great course!”
Stronger Community Confidence
A culture of learning doesn’t just educate—it builds confidence. In the Poconos, students reported feeling “much more confident in creating exciting experiences for visitors” after completing their ambassador course. Imagine your community radiating that same confidence every time they interact with a guest. That confidence translates into pride, word-of-mouth referrals, and authentic welcomes.
Data-Backed Storytelling
When teams are trained, they don’t just know where to send visitors—they understand the “why.” A Lexington student shared their surprise: “I was especially impressed with the $1.6 billion impact from tourism locally and the fact that Lexington is one of the best green spots for planet-friendly travel.” Now imagine every one of your staff, partners, and volunteers telling that story to visitors, business leaders, and elected officials.
Resilient & Future-Ready Organizations
Organizations that embrace ongoing learning are better equipped to adapt. According to LinkedIn’s 2024 Workplace Learning Report, 89% of learning leaders agree that proactively building employee skills helps organizations navigate change more effectively. For DMOs and CVBs, that means whether there’s a shift in travel behavior, a sustainability mandate, or a new digital trend, your team is ready.
The Ripple Effect
When your staff learns, your partners learn. When your partners learn, your visitors benefit. One airport staff member summed it up perfectly: “This course was valuable as part of my customer service training. I learned about the diverse restaurant choices, the parking available at the Visitor Center, and the different types of horse farm tours. Highly recommend!”
That ripple effect is how destinations transform from “good places to visit” to “unforgettable experiences worth returning to.”
Final Thought
Your destination’s future doesn’t rest only on campaigns or ad spend. It rests on the knowledge, confidence, and adaptability of the people who represent you every day. A culture of learning creates ambassadors, advocates, and storytellers at every level.
The question isn’t whether your organization can afford to invest in learning. The real question is what happens if it cannot.
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.
About the Author and Tourism Keynote Speaker: 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.