Reputation is one of those things you don’t get to declare for yourself. You earn it quietly, decision by decision, long before you’re aware it’s forming.
As the work at Learn Tourism has grown, I’ve found myself paying closer attention to how partners describe us when they’re not quoting a proposal or a webpage. Those moments—offhand comments, follow-up emails, reflections months after a program launches—tell a much more honest story.
And what I’ve learned is this: our reputation isn’t built on features. It’s built on how we think.
One comment I often hear from destination leaders and workforce partners is some variation of: “This feels different.”
Usually, they mean the learning design.
We’ve worked with destinations that came to us after trying multiple training platforms—some expensive, some flashy, most forgettable. What they noticed immediately was that we weren’t rushing to upload content or replicate a standard curriculum. We were asking questions about people, context, pressure points, and culture.
In one case, a partner told us months after launch that frontline staff were still referencing scenarios from the course in real conversations with visitors. That’s not an engagement metric. That’s behavior change. And it only happens when learning is intentionally designed.
Over time, that kind of experience builds credibility in a way no feature list ever can.
Being a nonprofit doesn’t automatically earn trust. It simply removes certain excuses.
What actually shapes reputation is whether your values are legible in your actions.
We’ve worked with partners who have noticed—sometimes with surprise—that we discussed reinvestment, access, and sustainability as much as we did deliverables. Others have commented on how often frontline workers are centered in the conversation, rather than being treated as an afterthought.
One destination partner once told me, “It feels like you’re building this with us, not for us.” That sentence stuck with me, because it captured something we’re very intentional about: partnership over transactions.
People remember that.
Another pattern I’ve noticed is that Learn Tourism has developed a reputation for gently—but persistently—challenging assumptions.
We question whether certification alone equals competence. We push back on the idea that learning should be static or purely informational. We design programs that treat frontline workers as storytellers, culture carriers, and economic actors—not just service staff.
That doesn’t always make us the easiest choice. Some organizations are looking for fast, familiar, and frictionless.
But the partners who lean in tend to be the ones ready to do something more meaningful. Those are also the partners who come back, expand programs, or reference the work years later when shaping new initiatives.
If I’m honest, our reputation today is stronger in depth than in reach.
Those who are familiar with our work tend to trust it deeply. They talk about integrity, substance, and care. At the same time, there are still many corners of the tourism industry where Learn Tourism is not yet well known.
I’ve come to realize that this is a feature of how we’ve chosen to grow.
Reputations built on substance move more slowly. But they also last longer.
If I had to summarize what I hope people say about Learn Tourism when I’m not in the room, it would be this:
They treat learning as a lever for dignity, economic resilience, and better tourism—not just better training.
That’s the reputation we’re trying to earn. Quietly. Consistently. One partnership at a time.
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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 and Transforming Customer Experiences from Harvard Business School.