Advertise on podcast: Business Class: The Tourism Industry's Podcast

Carylann Assante has led the Student & Youth Travel Association (SYTA) and the SYTA Youth Foundation for more than 15 years, and her own story starts in the back of a 1960s station wagon, leaning on a cooler with a road atlas, funded by her mom's "travel bank account." In this episode, she and Stephen (friends for about 15 years themselves) talk about how travel shapes young people, what has and hasn't changed in running an association, and two ideas the tourism industry has been slow to act on. In this episode: Why Carylann has a favorite experience, not a favorite place (and what Buc-ee's has to do with it)Why the small local trip matters as much as the big one, and how SYTA is reframing "the first trip"What hasn't changed about associations in 15 years, and the 10 to 20% engagement number every membership leader will recognizeHow peer-to-peer learning gives introverts a way to contribute without taking the stageFinding her "why" as a leader who contributes rather than dominates, and the lesson she took from longtime ASAE CEO John GrahamTwo ideas for the industry: bringing travel programs to technical and community colleges, and helping young people put travel experience on a resume that AI screening tools will actually recognizeLearn more about SYTA and the SYTA Youth Foundation at syta.org, or email [email protected]. Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show

Some visitors arrive in Greenland asking where the train station is. (There are no roads between towns.) Linda Kleist, the new CEO of Visit Greenland, treats moments like that as feedback. In this conversation, she explains why Greenland measures success by community support and not just visitor numbers, and how one idea, "our everyday, your adventure," is helping Greenlanders see their own lives through visitors' eyes. In this episode: * Why Greenland is far more than ice and snow, from South Greenland's sheep and trees to the months-long polar night up north * What Linda learned about local pride on a trip to the Faroe Islands * "Our everyday, your adventure": turning everyday life into a destination brand * Social license to operate, and why visitor counts aren't the whole story * Her advice for newcomers to destination development: start with the community, then work outward * Young Greenlanders are building tourism businesses around what they already love Plan your visit at visitgreenland.com. Business Class is a podcast by Learn Tourism, featuring conversations with destination and tourism leaders from around the industry. Learn more at learntourism.org. Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show

Two years ago, wildfire evacuation orders emptied Big Bear Lake of 6,000 residents with nowhere to go. What Travis Scott and his team did next — coordinating free emergency housing through Airbnb.org — became the model the City of Los Angeles used during last year's wildfires. In this episode, Travis Scott, CEO of Visit Big Bear, joins us to talk about what it looks like when a destination organization shows up as a true community partner, not just a marketing shop. We cover his path from the wine industry into destination management, his philosophy of building a destination brand with the community rather than handing it to them, how those relationships evolved into a real disaster response, and his candid take on where AI is helping — and hurting — the craft of tourism storytelling. In this episode: How Travis went from running wineries for 20 years to leading destination organizationsWhy he believes DMOs should give communities a voice in the brand, not just deliver one to themThe story behind Visit Big Bear's wildfire evacuation housing program — and how it became a template for LAWhat stewardship means beyond a "leave no trace" signAI's real impact on direct bookings, and the case for AI as a catalyst for better storytelling, not a replacement for itWhat Travis is learning next (hint: it involves a pilot's license) Business Class is a podcast by Learn Tourism, featuring conversations with destination and tourism leaders from around the industry. Learn more about Learn Tourism at learntourism.org. Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show

Tofino, British Columbia has 2,500 residents and just over 700,000 visitors a year. Samantha Hackett, the new Executive Director of Tourism Tofino and a 20-year resident, explains how a community of people who chose a hard, remote place to live thinks about balancing resident and visitor needs, and why a Nuu-chah-nulth teaching of respect, shared by the Tla-o-qui-aht First Nation, now sits at the center of the destination's stewardship plan. In this episode: Why most Tofino residents were visitors first, and how that changes the way a town relates to tourism"Harder to live here than to leave here": the real cost of staying in a rural, remote communityThe one thing Samantha hopes every visitor learns: whose territory they are standing inTrading a tourism master plan for a destination stewardship plan, and the teaching of respect at its heartWhy Samantha cancelled a manager meeting to take her team clam gardening with Tla-o-qui-aht, and what it startedHow visitors connect with history in a town without a big museum: Naa'Waya'Sum Gardens, canoe tours, and signage in the Nuu-chah-nulth languageRaising kids in a town two hours from the nearest arena, where nobody locks their doorsPlan a visit at tourismtofino.com. Business Class is a podcast by Learn Tourism, featuring conversations with destination and tourism leaders from around the industry. Learn more at learntourism.org. Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show

Tourism Deserves a Seat at the Table What does it take for a destination organization to become one of the most trusted voices in its community? In this episode of Business Class, Stephen Ekstrom sits down with Jill Delaney, President & CEO of Discover Albany, for a conversation about leadership, advocacy, and why destination organizations must do far more than market places. Jill shares how Discover Albany has earned a respected voice with elected officials, community leaders, and state agencies over its 50-year history—not through politics, but through relationships, credibility, and a relentless focus on serving the community. Along the way, she offers practical advice for emerging tourism professionals, reflects on the importance of frontline hospitality workers, discusses lifelong learning, and explains why confidence and purpose matter when advocating for your destination. Whether you're a destination executive, hospitality leader, student, or someone passionate about community building, this episode is a reminder that tourism's greatest influence often happens long before visitors ever arrive. In this episode you'll learn:  How destination organizations earn a seat at influential decision-making tables  Why advocacy is becoming an essential leadership skill in tourism  The overlooked impact of frontline hospitality employees  How relationships shape successful destinations  Why curiosity and continuous learning make better leadersBusiness Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show

Tourism, Sustainability & Colombia’s Diversity with Maria Lacouture (AmCham Colombia) Maria Lacouture, director of AmCham Colombia, explains how the nonprofit strengthens business ties between Colombia and the U.S., including tourism, through work with more than 970 American and Colombian companies. She shares how travel builds cultural understanding and adaptability, clarifies the misconception that AmCham handles visas, and describes current goals such as promoting Colombia in Washington, D.C. Lacouture highlights Colombia’s core tourism value—diversity across environments, culture, music, and gastronomy—and notes sector growth and professionalization since tourism policy efforts began in 2006, including over four million non-resident visitors last year. She emphasizes sustainable tourism as a balance of economic, social, and environmental development requiring coordination, investment, training, community participation, and long-term planning, alongside marketing that communicates human connection. She closes with the idea that tourism must be both high-tech and high-touch, with AI supporting decisions while the heart remains human. Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show

What does it really mean to create impact at scale—without losing the human connection? In this episode, Catherine Linskey, Director of Community Impact at Hilton, shares how one of the world’s largest hospitality brands is working toward an ambitious goal: impacting 20 million people while creating 5 million learning and career opportunities by 2030. But behind those numbers are deeply personal stories—of second chances, career discovery, and communities transformed. Catherine takes us inside the Hilton Global Foundation and the evolving role of corporate philanthropy, where impact is no longer just about writing checks—it’s about aligning business, people, and purpose. From workforce development to hyper-local community engagement across 9,000 properties, she reveals how hospitality remains, at its core, a people-first industry—even in an AI-driven world. This conversation is a powerful reminder that the future of tourism isn’t just about destinations—it’s about opportunity, connection, and showing up for people where they are. Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show

Shauna Stewart has returned to lead Experience Olympia & Beyond for the third time — and she'll tell you it's the people who keep pulling her back. In this wide-ranging conversation, Shauna opens up about blending her work as a destination CEO with her practice as an intimacy and relationship coach, why she "hires for delight," how a 2020 health crisis reshaped her identity as a high achiever, and the unexpected healing power of vanilla ice cream. If you've ever confused Olympia with the Olympic Peninsula — she'll set the record straight, and make you want to visit anyway. Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show

When Mitch Whitten stepped into the role of President & CEO of Visit Fort Worth, he inherited more than a title—he took on the responsibility of guiding one of America's fastest-growing tourism destinations through a transformational moment. In this episode of Learn Tourism's Business Class, Mitch shares how curiosity has shaped his career from newspaper journalist to tourism executive, why community pride is the foundation of successful destinations, and what it means to lead with service in a rapidly changing world. From preparing Fort Worth for major convention center expansion and World Cup opportunities to engaging residents through innovative community programs, Mitch offers practical leadership lessons for anyone aspiring to make a difference in tourism. Along the way, we discuss mentorship, AI, destination stewardship, the importance of showing value, and why the path to leadership is rarely a straight line. In this episode:  Why curiosity is the most important leadership trait  How Fort Worth engages residents as tourism advocates  The opportunities and responsibilities that come with rapid growth  Three essential skills every tourism leader should develop  How AI is transforming destination management through analytics  Why leadership is ultimately about service Whether you're an emerging professional or a seasoned executive, this conversation offers valuable insights on building stronger communities and becoming a more effective leader. Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show

What does it take to transform a destination from a beautiful place to visit into a place people truly connect with? In this episode of Business Class, Learn Tourism's Stephen Ekstrom sits down with Rodrigo Esponda, Managing Director of the Los Cabos Tourism Board, to explore how one of North America's most successful tourism destinations is balancing growth, sustainability, and community well-being. Rodrigo shares how Los Cabos has evolved beyond its luxury resorts to showcase its mountains, wildlife, culture, and local communities. He discusses the importance of attracting travelers who appreciate nature, heritage, and authentic experiences—and why destination success should be measured by quality rather than quantity. Along the way, the conversation explores workforce development, leadership lessons learned over three decades in tourism, the power of storytelling, and how tourism can improve lives when communities are placed at the center of the visitor experience. Whether you're a destination leader, hospitality professional, or simply passionate about the future of travel, this episode offers valuable insights into creating tourism that benefits both visitors and residents. In this episode:  How Los Cabos has evolved over the past decade  Why sustainability requires environmental, social, and cultural stewardship  The importance of workforce development and training  Attracting the "right" travelers for long-term destination success  Leadership lessons from 30 years in tourism  How tourism can create meaningful opportunities for local communities Guest: Rodrigo Esponda, Managing Director, Los Cabos Tourism Board Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show

What kind of legacy are we creating through our work in tourism? In this reflective and thought-provoking conversation, Tourism Cares CEO Greg Takehara shares lessons from more than two decades of advancing responsible tourism and building meaningful connections across the industry. From destination stewardship and sustainable travel to leadership, organizational culture, and the accelerating pace of technology, Greg explores what it takes to create lasting impact. He reflects on the lessons the industry learned—and may have forgotten—since the pandemic, the destinations leading the way in meaningful travel, and why our greatest accomplishments are often measured not by what we achieve, but by the people we influence along the way. Whether you're a destination leader, tourism professional, student, or advocate for responsible travel, this conversation offers a timely reminder that tourism is ultimately about people, purpose, and the legacy we leave behind. Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show

In this episode of Business Class, Stephen Ekstrom from Learn Tourism sits down with Wendy Haase-Roberts, President & CEO of Travel Santa Ana, to discuss the unique challenge of creating a destination organization from virtually nothing more than a name and a vision. Wendy shares how Travel Santa Ana has become a connector for businesses, attractions, artists, and community organizations throughout the city. She discusses lessons learned from launching a new DMO, building a strong destination brand, managing with a small yet highly effective team, and fostering authentic community pride through initiatives like the Santa Ana Enthusiast Program. The conversation also explores leadership, resilience, learning from difficult career experiences, data-driven decision making, and why some of the best tourism leaders are shaped by the examples of leaders they never want to become. Whether you're leading a destination organization, managing a small team, or passionate about building stronger communities through tourism, this episode offers practical insights and inspiration. Key Topics:  Building a destination marketing organization from scratch  Creating community pride and local engagement  Tourism ambassador and enthusiast programs  Leading high-performing small teams  Lessons in resilience and leadership  Data, destination branding, and community storytelling  The future of Travel Santa Ana Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show

As America prepares to celebrate its 250th birthday, few destinations are more central to the story than Williamsburg, Virginia. In this episode of Business Class, Learn Tourism's Stephen Ekstrom sits down with Edward Harris, President & CEO of Visit Williamsburg, to discuss leading a destination through a once-in-a-generation moment while preparing for what comes next. Edward shares his unconventional journey from global brands like Converse, Timberland, Under Armour, and eBay into destination leadership, revealing how lessons from the highly competitive consumer products world continue to shape his approach to tourism marketing today. Together, they explore the importance of collaboration, the courage required to test new ideas, the challenge of evolving a destination beyond a single identity, and why the future of Williamsburg may be just as exciting as its past. Whether you're a destination leader, marketer, or aspiring tourism professional, this conversation offers valuable lessons about innovation, storytelling, and creating momentum that lasts long after the spotlight fades. Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show

What does it take to transform perceptions, inspire a community, and lead a destination through change? In this episode of Business Class, Learn Tourism's Stephen Ekstrom sits down with Peter Gamez, President & CEO of Visit Oakland, to explore the power of positive storytelling, servant leadership, and collaboration in destination marketing. Growing up in San Francisco as the son of Cuban immigrants, Peter developed a deep appreciation for education, community, and cultural identity. After spending more than two decades helping build Kimpton Hotels into one of the most influential boutique hospitality brands in the world, he made the leap into destination leadership. Peter shares how Oakland's people inspire his work, why tourism professionals need a seat at the economic development table, and how changing a destination's narrative can create lasting impact. Along the way, he reflects on lessons learned from hospitality pioneers, the importance of mentorship, and why curiosity remains one of the most valuable leadership traits. Whether you're a destination leader, hospitality professional, or simply passionate about creating stronger communities, this conversation offers practical insights and inspiration for leading with purpose. In this episode:  Why collaboration beats competition in tourism  How positive storytelling can transform perceptions  The leadership lessons Peter learned from hospitality visionaries  Tourism's role as an economic development strategy  The future of AI in destination marketing  What makes Oakland one of America's most soulful destinationsBusiness Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show

What does it take to make career moves that everyone else thinks are impossible? In this episode of Learn Tourism's Business Class podcast, Stephen Ekstrom sits down with Kristen Reynolds, President & CEO of Choose Chicago, to explore the mindset behind one of the tourism industry's most remarkable leadership journeys. From public relations and lobbying to leading destination organizations in New York and now one of the world's premier visitor destinations, Kristen shares how curiosity, confidence, and a willingness to take risks helped her overcome every "you can't do that" moment along the way. They discuss career growth, imposter syndrome, leadership, lifelong learning, family sacrifices, and why the future belongs to leaders who are willing to bet on themselves. Along the way, Kristen reveals the four principles that have guided her success: passion, purpose, performance, and positivity. Whether you're a student, emerging professional, or seasoned destination leader, this conversation is a masterclass in turning ambition into action. Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org.  Support the show