Business Class: The Global Tourism Leadership Conversation

Stephen Ekstrom
  • 5.0 (7)
  • 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. Helping Small Businesses Thrive Through Tourism with Rachel Thompson from Visit Greater St. Cloud

    6d ago

    Helping Small Businesses Thrive Through Tourism with Rachel Thompson from Visit Greater St. Cloud

    Rachel Thompson, Executive Director of Visit Greater St. Cloud, joins Business Class to discuss destination stewardship, supporting small businesses, tourism leadership, and why the future of tourism still depends on human connection. In this inspiring and surprisingly personal conversation, Rachel shares her journey from aspiring firefighter to hospitality leader, the importance of setting ambitious goals, and how tourism organizations can embrace technology without losing their humanity. Stephen and Rachel also explore storytelling, AI, Restaurant Week campaigns, team leadership, and the growing importance of authentic visitor experiences. Along the way, they discuss:  How tourism supports local businesses and community vitality  Why storytelling matters more than polished marketing  The evolving role of AI in tourism marketing  Building empowered teams instead of micromanaging  Learning, curiosity, and personal growth in leadership  Why “just start” may be the best advice for professionals and entrepreneurs This episode is a thoughtful reminder that tourism is ultimately about people, passion, and creating meaningful connections. 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

    23 min
  2. Barefoot Luxury & Bold Leadership with Andia Ravariere of Nevis

    Jun 2

    Barefoot Luxury & Bold Leadership with Andia Ravariere of Nevis

    What makes a destination unforgettable? According to Andia Ravariere, CEO of the Nevis Tourism Authority, it starts with authenticity, community, and the courage to truly understand a place's spirit. In this episode of Business Class, Stephen Ekstrom sits down with Andia for a thoughtful and inspiring conversation about tourism leadership, sustainable destination development, Caribbean collaboration, and the emotional connection travelers build with destinations. Andia shares her unexpected journey into tourism after pursuing careers in education, fashion, and finance. She explains why tourism and education are deeply connected, how authentic local experiences shape meaningful travel, and why destinations must focus less on visitor volume and more on attracting travelers who align with community values. The conversation also explores:  Community-based tourism development  Sustainable livelihood creation through tourism  Regional collaboration across Caribbean destinations  Fear, leadership, and personal growth  Building destination brands rooted in authenticity  Why Nevis represents “barefoot luxury” and peace One of the most powerful moments comes when Andia describes tourism not simply as an economic engine, but as a vehicle for sustainable development and cultural preservation. If you work in tourism marketing, destination management, tourism training, hospitality leadership, or community development, this episode offers valuable insight into the future of intentional, people-centered tourism.  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

    29 min
  3. Front Door to Economic Development | Scott Larson, Visit Central Oregon

    May 26

    Front Door to Economic Development | Scott Larson, Visit Central Oregon

    Tourism is about far more than attracting visitors. It’s about building stronger communities, creating opportunity, protecting places, and empowering people to connect through meaningful experiences. In this episode of Business Class, Stephen Ekstrom sits down with Scott Larson, Executive Director of Visit Central Oregon, for a thoughtful conversation about leadership, destination stewardship, tourism economics, and personal growth. Scott shares his unexpected journey into tourism, why travel serves as the “front door” to economic development, and how tourism organizations are evolving from pure marketing agencies into community-focused leaders. The discussion explores everything from empowering teams and creating a culture where people are free to fail and learn, to navigating wildfire crisis communications, balancing regional stakeholder needs, and managing the realities of leadership as an introvert in a highly social industry. Along the way, Scott reflects on lessons from his grandparents, the value of time and memory-making, and why curiosity and trust are at the heart of effective tourism leadership. If you care about tourism marketing, destination management, tourism training, leadership development, or building stronger visitor economies, this conversation is packed with insight and authenticity. 🎧 Listen now and discover why tourism is one of the most human-centered industries in the world. 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

    23 min
  4. More Than Visitors: Tourism for Community Impact with Kireem Swinton

    May 19

    More Than Visitors: Tourism for Community Impact with Kireem Swinton

    What if tourism wasn’t just about attracting visitors—but about uplifting an entire community? In this episode, Stephen sits down with Kireem Swinton, President & CEO of Visit Baltimore, to explore a powerful shift happening in destination marketing. Drawing from his background as a championship athlete and team leader, Kireem shares how he’s building a culture rooted in trust, empowerment, and purpose. Together, they unpack what it really means to connect tourism to the lives of residents—from small business owners to frontline workers—and why DMOs must become storytellers not just to visitors, but to their own communities. Kireem also opens up about leadership, mentorship, the lessons he learned during his time as interim CEO, and the importance of taking care of yourself while leading others. This conversation is a reminder that tourism isn’t just an economic engine—it’s a human one. 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

    27 min
  5. Beyond Heads in Beds: High Point Is Redefines Destination Leadership

    May 12

    Beyond Heads in Beds: High Point Is Redefines Destination Leadership

    What happens when a destination stops measuring success only by hotel stays—and starts measuring community impact? In this episode of Business Class, Stephen sits down with Melody Burnett, President of Visit High Point, to explore how one North Carolina destination is transforming tourism into a powerful force for inclusion, economic development, and community pride. From becoming one of the first Certified Autism Destinations in the U.S. to launching bold public art initiatives that draw tens of thousands of visitors, Melody shares how High Point is embracing calculated risk, building unlikely partnerships, and redefining what success looks like in the visitor economy. This conversation goes far beyond marketing—it’s about leadership, storytelling, and the responsibility destinations have to both visitors and residents. If you’re still thinking in terms of “heads in beds,” this episode might just change your perspective. 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

    43 min
  6. Tourism Isn’t Broken—We Just Forgot It’s a People Business

    May 5

    Tourism Isn’t Broken—We Just Forgot It’s a People Business

    Tourism is built on human connection—so why are we struggling to attract, retain, and inspire the very people who make it work? In this candid and often hilarious conversation, Stephen Ekstrom (CEO of Learn Tourism) and Carmen Bold (tourism workforce and capability expert) unpack the real challenges facing the industry—from the overlooked importance of business fundamentals to the global struggle to position tourism as a viable career. They explore:  Why most tourism businesses are one bad season away from collapse  The missing link in training: profitability, ROI, and real business skills  Why young people don’t see tourism as a long-term career (and what we can do about it)  The power of storytelling in creating meaningful visitor experiences  How frontline teams shape—or break—the entire guest journey  Why AI won’t replace tourism… but disengaged humans might Along the way, you’ll hear stories of global hospitality, bucket-list experiences gone wrong, and the kind of human connection that makes this industry unlike any other. If you care about the future of tourism, this episode will challenge how you think about people, purpose, and what it really means to create unforgettable experiences. 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

    39 min
  7. Santiago Corrada: The Art and Heart of Tampa's Transformation

    Apr 21

    Santiago Corrada: The Art and Heart of Tampa's Transformation

    Join us for a special four-year reunion episode as host Stephen Ekstrom reconnects with Santiago Corrada, President and CEO of Visit Tampa Bay. In this engaging discussion, Santiago shares his visionary approach to marketing a vibrant city, moving beyond conventional tourism to foster sustainable community growth. Discover how Tampa Bay has transformed over the years through innovative campaigns, local engagement, and powerful collaborations. Whether you're a travel enthusiast or a city dweller, this episode offers deep insights into building a successful, inclusive urban destination. Don't miss this chance to learn from one of the pioneers in city marketing! 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

    28 min
  8. You Belong in Every Room: Leadership Lessons from Birmingham’s Dan Williams

    Apr 7

    You Belong in Every Room: Leadership Lessons from Birmingham’s Dan Williams

    What does it take to lead a destination in today’s tourism landscape? In this episode of Business Class, Stephen sits down with Dan Williams, President & CEO of the Greater Birmingham Convention & Visitors Bureau, for a conversation that goes far beyond marketing and metrics. Dan shares his journey from Cleveland to Columbus to Birmingham—and how a shift in perspective during COVID transformed his leadership style from performance-driven to people-centered. Today, he leads with empathy, prioritizing trust, communication, and his team's well-being. They explore:  Why trust is the most important word for community alignment  How Birmingham is redefining itself beyond outdated perceptions  What empathetic leadership looks like in practice  Why tourism should be fun, human, and deeply connected to community And the advice Dan would give his younger self: “You belong in every room.”This is a conversation about leadership, culture, and the power of seeing people—not just performance. 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

    23 min
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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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