Gratitude grows quiet just before sunrise. That’s something I learned somewhere between a gravel turnout in Utah and a misty morning outside Asheville—those thin, silvery hours when the world hasn’t quite decided what it’s going to be yet. In the stillness, the hum of the motorcoach settling into place feels almost like a heartbeat. It’s a strange classroom, but it has been mine for more than three years.
This rolling home has carried me across deserts and coastlines, into tiny towns where the diner coffee tastes like burnt hope and big cities where the night sky steals the stars. Every mile has shaped the work I do at Learn Tourism, the nonprofit academy using learning science and business psychology to elevate tourism training.
Out here, the lessons are unfiltered. A national park ranger showing a toddler how to spot elk tracks teaches me as much about tourism marketing as any conference keynote. A snowbird couple asking for dining tips in Wickenburg reminds me how badly people want connection—and how lost they feel when they don’t know where to start. A campground host telling stories about her town’s forgotten past reveals why local champions matter just as much as global travel agents.
Living on the road constantly reshapes my belief that learning—real, meaningful, curiosity-driven learning—is the backbone of a healthy visitor economy.
A classroom stitched together with highways
The dashboard of the motorcoach has been my desk. Satellite WiFi has been my boardroom. I’ve written course outlines while overlooking canyons and met with destination CEOs from the edge of lakes no one can pronounce on the first try.
In these places, the mission of Learn Tourism feels especially clear: Build tourism training that respects the people who make travel possible—frontline staff, community members, travel planners, experience providers, and the teams leading destinations forward.
Adult-learning research backs up what life on the road shows me daily: people learn best when they feel seen, supported, and connected. Studies from the Journal of Workplace Learning show that relevance increases retention by up to 60%, and modern mobile learners complete courses 45% faster than traditional e-learning models. Those insights guide our platforms, our course design, and our focus on flexible, on-demand tourism training that works for the industry’s real rhythms.
Stories carry destinations farther than brochures
During my time wandering, I’ve shared fireside conversations with veterans turned campground owners, brewers trying to draw visitors beyond the interstate, and teens picking up summer jobs at local attractions. They all want the same thing: their community to matter, to be understood, to be chosen.
That’s why our work at Learn Tourism includes multilingual tourism training, tourism champion programs, DIY tourism marketing tools, and accessible learning experiences that help destinations reach travelers and tradespeople alike. When people know how to tell their community’s story, the ripple effect is enormous—engagement rises, visitor satisfaction improves, and local pride deepens.
Gratitude fuels the road ahead
I sign my emails “with gratitude and a passion for learning” because both sentiments feel earned. Gratitude for every person who has welcomed me into their destination. Gratitude for every learner who found joy in a course. Gratitude for every conference planner, every partner, every colleague who said yes to experimenting with something new.
And a passion for learning, because this work is never finished. Tourism evolves. Travelers evolve. Technology evolves. Communities evolve. Our learning must evolve with them.
An invitation to those who believe in possibility
If you’re a destination organization hoping to engage your community… If you’re an experience provider eager to stand out… If you’re a conference planner searching for voices that bridge inspiration and practicality… If you’re someone who wants to build a career creating better visitor experiences…
There’s room for you here.
Learn Tourism is growing. Our mission is expanding. And the road—literal and figurative—is wide open.
Gratitude didn’t just become my sign-off; it became my compass. And it continues to point toward the same horizon: building a more sustainable, equitable, and imaginative tourism industry through learning.
The next chapter is unfolding now. I’d love for you to be part of it.
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 and Transforming Customer Experiences from Harvard Business School.
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.