Business Class: The Global Tourism Leadership Conversation

Stephen Ekstrom
  • 5.0 (8)
  • Places & Travel
  • Updated Weekly

Business Class features conversations shaping the future of destinations, workforce development, regenerative tourism, leadership, and visitor economies. Presented by Learn Tourism | learntourism.org

  1. Sep 8

    Building a Destination With Your Community, Not For It — with Travis Scott, CEO of Visit Big Bear

    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

  2. Sep 8

    Go Clam Gardening: Samantha Hackett on Learning a Destination

    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

  3. Aug 18

    Tourism Deserves a Seat at the Table with Discover Albany's Jill Delaney

    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 Deserves a Seat at the Table with Discover Albany's Jill Delaney

  4. Aug 11

    From Colombia with Love: A Journey of Culture and Connection

    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

  5. Aug 4

    20 Million Stories: The Human Side of Hospitality with Hilton's Catherine Linskey

    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

    20 Million Stories: The Human Side of Hospitality with Hilton's Catherine Linskey

  6. Jul 28

    Work Is My Play: Shauna Stewart on Creativity, Connection & Coming Home to Olympia

    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

    Work Is My Play: Shauna Stewart on Creativity, Connection & Coming Home to Olympia

  7. Jul 16

    A Million Reasons to Grow: Mitch Whitten on Tourism Leadership in a Fast-Changing City

    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

    A Million Reasons to Grow: Mitch Whitten on Tourism Leadership in a Fast-Changing City

  8. Jul 15

    Beyond the Beach: Rodrigo Esponda's Vision for the Future of Los Cabos

    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

    Beyond the Beach: Rodrigo Esponda's Vision for the Future of Los Cabos
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Business Class features conversations shaping the future of destinations, workforce development, regenerative tourism, leadership, and visitor economies. Presented by Learn Tourism | learntourism.org

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