Business Class: The Tourism Industry's Podcast Stephen Ekstrom

In this podcast episode, Fred Dixon, the newly appointed CEO of Brand USA, shares insights into his journey in the tourism industry and his vision for the future. Growing up in the hospitality business, Fred initially wanted to be a lawyer but found his passion in tourism, particularly in destination marketing organizations (DMOs). He reflects on the meaningful moments and challenges of his career, highlighting the importance of compassion, empathy, and strength of character for a successful CEO. Fred discusses the complexities of balancing stakeholder groups and navigating challenges such as political divisiveness and environmental sustainability. He emphasizes the role of advocacy and community building in creating a resilient tourism industry. Fred also shares his admiration for mentors in the industry and values kindness and fairness in leadership. The episode concludes with a warm exchange between Fred and the host, Stephen Ekstrom, expressing mutual respect and admiration for each other's work in the industry. 
Business Class is brought to you by The Tourism 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 tourismacademy.org. 
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Welcome to another episode of the Tourism Academy Podcast! I'm your host, Stephen Ekstrom, the CEO and co-founder of Tourism Academy. Today, we have a fascinating interview with Tammy Canavan, President & CEO of Visit Seattle, a seasoned professional with over 35 years of experience in the Destination Marketing Organization (DMO) space.
In this enlightening conversation, Tammy shares her deep love for Seattle and how it aligns with her values. Living right downtown, she enjoys the vibrant atmosphere and the myriad of things to do and see. What surprised her most about Seattle, despite her extensive experience, was the incredible number of stakeholders invested in leaving a positive legacy for the community.
Tammy opens up about her personal and professional legacy, expressing her desire to have a positive impact on people's lives, both personally and professionally. As she nears retirement, her goal is to make this role at Visit Seattle her final stop on the adventure before she can travel freely.
We delve into the importance of tourism in contributing to the economic vibrancy of the community. Tammy emphasizes that tourism is not just about visitors; it's about community and legacy. She highlights vital projects on Seattle's waterfront, creating open and accessible spaces for the public and hosting events like the NHL Winter Classic that enhance the community's experience.
We explore the challenges of resident sentiment and the extra effort needed to engage the local community. Tammy shares anecdotes about misconceptions residents may have about the tourism industry, emphasizing the importance of telling a deeper story and building community pride through partnerships with local media.
Drawing from her extensive travels, Tammy reflects on the concept of a "sense of place and welcome." She discusses how the perception of welcoming evolves with maturity and experience, emphasizing the importance of connecting on a deeper level through shared commonalities.
Tammy sheds light on the diverse nature of the tourism industry, describing it as a lifestyle and a way of life. From her early days as a hotel dishwasher and reservation agent to her current role as CEO, she underscores the passion required to thrive in the industry. She encourages aspiring professionals to explore what excites them.
As the conversation unfolds, Tammy shares insights on the magical aspects of the tourism industry, where welcoming newcomers is a shared passion. She encourages those curious about the industry to reach out to professionals and emphasizes the willingness of the community to share experiences.
Tammy reflects on her inspirations in the industry, expressing gratitude for mentors like Rick Antonson and Maura Gast, who have provided guidance and support throughout her journey. She acknowledges the challenges of leadership in the DMO space, where opportunities abound, but the need for sleep and family attention limits capacity.
In a candid moment, Tammy reveals her desire to continue evolving as a leader, inspiring others, and prioritizing what's truly important. She acknowledges the difficulty of saying "no" and emphasizes the importance of expressing love, appreciation, and pride to those around her.
As we wrap up this insightful conversation, Tammy reflects on her wish list, and I share my thought
Business Class is brought to you by The Tourism 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 tourismacademy.org. 
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In this captivating episode of the Tourism Academy's Business Class Podcast, your host, Stephen Ekstrom, sits down with Tony Lyle, the Executive Director of Visit Galveston. Join them as they explore Tony's remarkable trajectory from a ski rep in Vermont and Tahoe to leading tourism efforts in the charming town of Galveston.
Tony shares insights into the dynamic nature of the tourism industry, emphasizing the importance of selling dreams and creating emotional connections. Reflecting on his earliest travel memories, Tony takes us back to skiing in Austria and family holidays in Ibiza, highlighting the enduring power of sensory experiences in shaping our recollections.
The conversation delves into Tony's unexpected entry into the Destination Marketing Organization (DMO) world, where he discovered the intricate art of not just selling a resort but an entire destination. Discover what surprised him the most about Galveston and why he believes it's one of the friendliest places in the U.S.
As a seasoned professional, Tony provides valuable advice for those starting their careers in this "hidden industry," stressing the importance of networking and genuine curiosity about others' stories. Uncover surprising facts about Tony, from his past as a radio presenter to solo travels in North Korea.
Learn about Tony's continuous pursuit of learning, both professionally and personally, as he navigates the complexities of leadership in a medium-sized DMO. From his love for exploring diverse cultures, especially in Africa, to the spiritual connection he finds in the natural beauty of Galveston, Tony's passion for his work shines through.
Tune in to discover Tony's perspective on luxury experiences and the unique charm of Galveston, a place where the island's dimensions stretch far beyond its physical size. Finally, explore the most rewarding aspects of Tony's work, where team collaboration, partnerships, and the art of storytelling take center stage.
For more insights and to explore Galveston's wonders, check out visitgalveston.com. Join Stephen and Tony on this enlightening journey through the world of tourism, where every destination has a unique story waiting to be told.
Business Class is brought to you by The Tourism 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 tourismacademy.org. 
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Welcome to a new episode of the Tourism Academy's Business Class Podcast, where we connect with inspiring individuals in the tourism industry. In this episode, we had the honor of speaking with Karly, the Senior Marketing Manager of Travel Butler County and a proud member of Destination International's prestigious "30 under 30."
Karly shared her incredible experience attending the annual convention in Dallas, where she had the opportunity to meet fellow 30 under 30 members and other industry professionals. She emphasized her love for connecting with people from all over the world and sharing her passion for tourism and travel, underscoring the power of travel in connecting people and places.
What sets Karly apart is her journey into the tourism and Destination Marketing Organization (DMO) space, which she fell into by accident. However, the longer she works in this field, the more passionate and inspired she becomes to get more involved. Karly's childhood memories of visiting Gatlinburg, Tennessee, with her parents every year, despite financial constraints, showed her the lasting impact of travel experiences.
Karly's colleagues describe her as reliable, up for new challenges, creative, innovative, and a self-starter. She spoke highly of her mentor and boss, Tracy, who transitioned from VP of Marketing to CEO and President and continues to provide outstanding leadership, compassion, and creative ideas.
One of the surprises Karly encountered in her journey was the competitive nature of the 30 under 30 group, with over 80 applicants vying for just 30 spots. Despite the competition, she found that they shared similar interests and faced similar challenges in their work.
Karly expressed her desire to learn to play the guitar, even though she claims not to have a "musical bone in her body." She also hinted at having various interesting hobbies and hidden talents.
As someone who grew up near Butler County in southwest Ohio, Karly, a University of Cincinnati alum, admitted she wasn't familiar with all the local attractions before working with Travel Butler County. She now loves exploring the fun and exciting activities within 30-45 minutes of her location, emphasizing the sense of community and the philosophy that "we is greater than me."
Karly also highlighted some unique attractions in Butler County, such as an adrenaline-pumping skydiving experience and Jungle Jim's International Market, a 6-acre grocery store that's an amusement park of food, featuring products from around the world.
She shared a piece of advice from the renowned Maya Angelou: "My mission in life is not to simply survive but to thrive." This quote reminds her of the importance of thriving in life, even amidst the daily grind.
For new professionals, Karly encourages them not to be afraid to say "yes" to opportunities that take them out of their comfort zone. She believes these experiences help them meet people, explore new places, and encounter unexpected things.
In a lighthearted note, Karly discussed the "Donut Trail" in Butler County, featuring 13 mom & pop donut shops. An astonishing 37,000 people have embarked on this delightful trail, and Karly's personal favorite is the strawberry glazed donut. She also recommended Oxford Donuts for the best cake donut.
To plan a visit to Butler County, mak
Business Class is brought to you by The Tourism 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 tourismacademy.org. 
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Welcome to another exciting episode of "Business Class," the podcast that delves into the hidden stories and insights of the tourism industry. I'm your host, Stephen Ekstrom, CEO of Tourism Academy, and today, we have a remarkable guest, Kristin McGrath, the Executive Director of Visit Pasadena, the Pasadena Convention & Visitors Bureau. Kristin has had a fascinating journey, from studying art history to becoming a leader in destination marketing. Join us as we explore her path, her love for the West Coast, and the heart of her work in tourism.
Kristin shares her transition from Providence to the West Coast. She spent nine years in Providence and now can't get enough of the West Coast weather. However, she confesses missing certain East Coast delicacies like clam chowder, mussels, and oysters. Her journey to becoming an Executive Director, complete with supportive bosses, is truly inspiring.
Kristin's career in destination marketing began as a graduate with an art history degree. She had a chance encounter with someone from a CVB; the rest is history. She emphasizes the importance of making visitors feel welcome and having a memorable experience.
Kristin discusses the challenges she faces in staffing and operational decisions. She also reveals the greatest misconception about destination marketing. It's not just about fun and travel; it's about economic development and positively impacting the community.
Kristin shares her childhood aspirations of becoming a flight attendant or cruise director, inspired by "The Love Boat." She emphasizes the importance of laughter and enjoying the work while taking it seriously. She believes in sharing the unique aspects of a destination with pride.
In a lighthearted moment, Kristin shares an embarrassing professional story and reminds us to laugh at ourselves. She discusses her recent professional achievements and hints at the exciting adventures on her horizon.
Kristin reveals her quirky juggling talent and the humorous backstory behind it. This talent is a testament to her competitive spirit and willingness to embrace challenges.
Kristin's journey in destination marketing is a testament to the unexpected paths that life can take. Her passion for her work, dedication to welcoming visitors, and love for laughter make her a true asset to the industry. We're excited to see what her next big adventure holds.


Business Class is brought to you by The Tourism 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 tourismacademy.org. 
Support the Show.

In this captivating episode of the Tourism Academy Podcast, your host, Stephen Ekstrom, CEO and co-founder of Tourism Academy, embarks on a thought-provoking conversation with Julie Freeman, the EVP & Managing Director of MMGY NJF. Join us as we dive deep into Julie's extraordinary journey in the tourism industry and unveil the intricacies of travel public relations.
Julie's story begins with a lucky start in tourism during her teenage years when she seized an opportunity to study abroad in Spain. Little did she know that this experience would ignite her passion for travel and set her on a path of exploration and cultural immersion. She learned from her study abroad program that the world is vast and small, filled with opportunities to embrace different cultures and ways of life.
Julie's love for learning and experiencing new places and cultures shines through as she discusses her travels from the Maldives to Egypt and beyond. She shares her fascination with the beach, cultural experiences, and the joy of delving into history and local cuisines.
Discover how Julie's journey unfolded as she transitioned from wanting to work in travel, initially considering careers as a flight attendant or cruise ship crew member, to finding her calling in travel public relations. Her path was paved with opportunities to explore the world and build lasting relationships.
Julie also imparts valuable insights into the world of public relations, emphasizing the importance of understanding objectives, crafting unique messages, and building meaningful partnerships. She reflects on the challenges posed by the COVID-19 pandemic and how her team adapted to changing dynamics.


Listen as Julie discusses the evolving media landscape and the art of storytelling in travel PR. She highlights the significance of mentorship and giving back to the industry, sharing wisdom for those just starting their careers.


Join us in this inspiring conversation as Julie Freeman opens up about her life's journey from Dallas to New York City and the teachers and mentors who shaped her path. Get ready to be inspired and learn from Julie's wealth of experience in travel and public relations. This episode promises to be a treasure trove of insights for anyone passionate about the tourism industry.
Let Stephen Ekstrom and Julie Freeman take you on a captivating voyage into travel and public relations.


Business Class is brought to you by The Tourism 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 tourismacademy.org. 
Support the Show.