Episódios
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Learn Tourism CEO Stephen Ekstrom sits down with John Urdi, the President and CEO of Mammoth Lakes, California, to delve into the unique challenges and opportunities that come with managing tourism in a remote yet breathtaking destination. With Urdi’s extensive experience in the tourism sector, listeners can expect an insightful discussion that goes beyond the usual marketing strategies and highlights the importance of community engagement.
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.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.
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In this episode of Business Class, Learn Tourism Stephen Ekstrom welcomes Tico Soto, the founder of Tourism Tactics by Tico, to discuss his nearly three-decade journey in the tourism industry. With a warm and engaging style, Tico shares his insights on building relationships, navigating challenges, and the importance of passion in tourism.
Tico's career began in Lake Charles, Louisiana, in 1996, where he stumbled upon the tourism sector almost by accident while working in banking. A serendipitous job ad sparked his curiosity about the tourism office in his hometown. Tico candidly recounts his transition from banking to tourism, highlighting a key moment when he realized his true calling while training as a junior loan officer. After seeing a travel job in the classifieds, he decided to take a leap of faith—an instinct that would shape his career.
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.
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Join us in this enlightening episode as we sit down with Bryan Lavin, a distinguished professor at Johnson and Wales University's College of Hospitality Management. Bryan shares insights from his dissertation on user-generated content (UGC) marketing campaigns, revealing key motivations and barriers that drive or hinder participation.
Discover Bryan's surprising findings about social media usage across different age groups, and delve into the importance of empowerment in creating engaging and authentic travel content. He also recounts his experiences with local tourism boards and discusses innovative approaches to foster authentic user interaction and community involvement.
From practical applications to theoretical underpinnings, Bryan takes us through the intricate web of tourism marketing, offering invaluable tips for both marketers and educators. Plus, he shares how his journey with making perfect coffee at home parallels his dedication to meticulous research and meaningful engagement.
Whether you're a tourism professional, a marketing enthusiast, or someone who loves a good story, this episode is packed with valuable takeaways on how to craft compelling UGC campaigns and build stronger connections with your audience.
**Tune in to learn:**
- The unexpected findings on age-related social media engagement
- The core factors that drive UGC participation
- Real-world applicationsBusiness 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.
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In a recent podcast episode of Business Class, Sarah Miller, President and CEO of Destination Ann Arbor, and Tim Crouson, Director of Research at the same organization, shared insights on their roles, experiences, and the growth of tourism in Washtenaw County with Learn Tourism CEO Stephen Ekstrom. Both have deep roots in the organization, with Sarah celebrating over two decades of work, guiding its growth from a modest $1 million budget and seven staff members to a $7.5 million operation with 22 employees. Tim, who joined the team eight years ago, has worked his way up and now focuses on research to drive tourism strategies.
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.
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Navigating Destination Management with Purpose: An Interview with Tina Valdecañas
Learn Tourism CEO Stephen Ekstrom interviews Tina Valdecanas, Principal at Clarity of Place, on the latest episode of Business Class. In the recent podcast episode, Tina shared insights on her journey in the tourism industry, her firm’s unique approach to strategic consulting, and the lessons she’s learned from her extensive experience. Her story reflects a deep commitment to helping destinations thrive by aligning tourism with community values.
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.
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Learn Tourism CEO Stephen Ekstrom interviews Santiago Rodriguez, a Ph.D. in tourism and author of The Tourism Practitioner newsletter on the latest episode of Business Class. Rodriguez offers a deep dive into the intricate world of tourism. Originally from Ecuador, Rodriguez has dedicated his career to understanding and improving the tourism sector, focusing on how local stakeholders can attract international markets that align with their values and development goals. In a recent podcast, he shared his experiences and insights about the multi-faceted nature of tourism, its challenges, and its potential to positively impact communities.
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.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.
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In this episode of Business Class, Stephen Ekstrom sits down with Dan Janes, CEO of Madden Media, to explore the dynamic world of tourism marketing and community building. Dan shares his unconventional journey from angel investing and academia to leading a thriving media agency. Discover how Dan’s military background influences his leadership style, the evolution of Madden Media, and his insights on the future of AI in tourism. Tune in to hear about the intersections of creativity, technology, and community impact that drive Dan’s vision for 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.
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Gathan Borden, Client and Insights Relations Manager at Tourism Economics, recounts the challenges he faced growing up as the only black student in advanced classes. He shares how this experience instilled a constant need to prove his worth, a trait that has carried through his career. Gathan draws creativity from his late mother and discipline from his father, both of which are key elements in his current role. He discusses his career journey from Louisville tourism to various leadership roles, his passion for journaling, and aspiring career shifts. Gathan highlights the importance of relationships, continuous learning, and leadership skills. He also shares aspirations to learn piano and a second language, and reflects on the significance of his dog, Teddy. The episode offers insightful advice on career growth and personal development in the tourism industry.
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.
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Join us for an engaging conversation with Erin Duggan, President and CEO of Visit Sarasota County, as she shares her journey from local resident to leading tourism professional. In this episode, Erin reveals the unique charm of Sarasota County, dispels old misconceptions about the area's seasonality, and highlights how community engagement drives tourism success. Discover her personal connection to the area, her evolution from a marketing role to executive leadership, and the transformative moments that have shaped her career. Erin also delves into the importance of collaboration and how destination marketing can impact both local residents and visitors. Tune in to gain valuable insights into how passion, community, and innovation converge in the world of 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.
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Join us in this insightful episode of Business Class as we sit down with Sarah Benoit, co-founder and lead instructor of JB Media Institute in Asheville, North Carolina. With over 22 years of experience in tourism marketing, Sarah shares her journey from big-city travels to falling in love with the hidden gems of rural America. Discover how her passion for connecting with communities and untold stories has shaped her work in tourism, and learn the secrets to staying authentic while driving visitor growth.
Sarah dives into the importance of empathy in marketing and customer service, revealing how these principles have guided her career as an educator and mentor. We also discuss the intersection of education, travel, and sustainability, exploring how these elements can come together to create vibrant, welcoming communities.
Tune in to hear about the upcoming DIY Tourism Marketing Conference, the power of building community conversations, and the role of advocacy in shaping the future of tourism. Whether you're a destination marketer, tourism professional, or simply passionate about travel, this episode offers valuable insights on making a lasting impact in your community.
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.
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In this episode, we sit down with Katherine O'Donnell, the newly appointed President and CEO of Richmond Region Tourism. Katherine shares her remarkable 22-year journey with the organization, revealing how she transitioned from publications coordinator to the helm of a major destination marketing organization. Discover how her unexpected career path led to a deep passion for tourism, community engagement, and strategic leadership. Katherine reflects on the challenges and triumphs of integrating community relations into tourism, the importance of relationships, and how she's navigating her new role with a vision for a more impactful and sustainable future. Tune in for an inspiring conversation about growth, dedication, and the power of blending personal passion with professional calling.
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.
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Rising Through the Ranks: A Journey in Marketing and Experience with Amber Jones
In this episode of the Business Class podcast, Steve interviews Amber Jones from Searchwide Global. Amber discusses her career progression from Marketing Manager to Chief Marketing and Experience Officer. She compares working in an executive search firm to her previous roles in Destination Marketing Organizations (DMOs), shares insights on industry barriers, and emphasizes the importance of grace and continuous learning. Amber also touches on her hobbies, favorite travel destinations, and the influence of key mentors in her life. Join us for an in-depth conversation about career growth, personal development, and industry insights.
00:00 Cambria Jones, Searchwide Global joins me for this episode of the Business Class Podcast. Let's jump right in...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.
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In this powerful episode of Business Class, host Stephen Ekstrom sits down with Dawnielle Tehama, a Senior Associate Principal at Coraggio Group and an enrolled Klamath Tribal member, who shares her remarkable journey from a homeless teen to a leader in the tourism industry. Dawnielle opens up about the challenges she faced growing up, how her deep connection to her Indigenous roots shaped her career, and why she transitioned from law to travel. She delves into the importance of empathy, cultural preservation, and regenerative travel, offering unique insights into the complex dynamics between tourism and Indigenous communities. Dawnielle also reflects on her role as a mother, the lessons she's imparted to her daughters, and her passion for storytelling, art, and connecting people to places. This episode is a testament to resilience, leadership, and the power of authentic storytelling in shaping the future of tourism. Don’t miss this inspiring conversation that will leave you thinking deeply about the impact we all have on the world around us.
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.
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In this episode, we chat with Lisa Bethea, Director of Destination Services for Visit Frisco. From a broadcast news career to a leading role in tourism, Lisa’s journey is a story of resilience and passion. Join us as we explore her unique path and the lessons she's learned.
From Broadcast News to Hospitality
Lisa’s shift from broadcast news to hospitality was unexpected. A chance visit to Embassy Suites led to a front desk job, and her rapid rise through the ranks set the stage for her current role.
Charting a Unique Career Path
Over six years, Lisa embraced diverse roles, from sales to convention services, each time tackling new challenges with enthusiasm. Her proactive approach helped her excel in her career.
Setting Goals and Boundaries
Lisa emphasizes the importance of setting personal goals and boundaries, which allowed her to tailor her role and better serve her clients.
Role Models and Inspirations
Lisa draws inspiration from her parents and Marla Rowe, whom she admires for her industry expertise and dynamism.
Frisco: A City of Diverse Offerings
Lisa highlights Frisco’s vibrant arts and music scene, countering the “Sports City” label and showcasing the city’s diverse experiences.
Learning from the Team
As Director, Lisa values learning from her team, hiring individuals with fresh perspectives and skills, reflecting her commitment to growth.
Teaching the Industry
Lisa advocates for setting healthy boundaries and the importance of saying no to maintain well-being and productivity.
Travel and Achievements
Lisa’s recent trip to Tampa, where she received the Destination Organization Leadership Award, was a career highlight.
The Value of Networking
Lisa stresses the value of networking and the insights gained from industry events like those organized by Destinations International.
Personal Insights
Lisa shares her love for Chick-fil-A, an extensive pen collection, and her ability to balance introversion with extroverted tasks.
Authenticity and Leadership
Authenticity is key to Lisa’s leadership style, shaping her approach and values at Visit Frisco.
Conclusion
Lisa Bethea’s story showcases the impact of adaptability and authenticity in career transitions. Connect with Lisa at [email protected].
Thank you, Lisa, for sharing your journey and insights!
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.
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In this episode of the Business Class Podcast, host Steve Ekstrom welcomes Mat Woods, the CEO of Destination Queenstown in New Zealand. Mat shares his unexpected journey from running a retail chain specializing in outdoor gear to becoming the CEO of a regional tourism office. He highlights his passion for the outdoors and his commitment to environmental stewardship, detailing his efforts to reduce waste and promote sustainable practices in tourism. His insights reveal how personal experiences and a deep love for nature shaped his professional path and fueled his drive to make a positive impact on the environment.
Mat delves into the concept of regenerative tourism, explaining how it goes beyond environmental conservation to include economic, social, and cultural well-being. He shares examples of innovative initiatives in Queenstown, such as the elimination of single-use coffee cups and the creation of the world’s first electric jet boat. These projects demonstrate how local businesses and the community are rethinking tourism to ensure it benefits both visitors and residents while protecting the environment. Mat emphasizes the importance of slow travel and building meaningful connections between tourists and the local community to enhance the visitor experience.
The episode also explores how COVID-19 provided a unique opportunity for Queenstown to reassess and reinvent its tourism strategy. Mat discusses the development of the Destination Management Plan, a comprehensive framework aimed at achieving regenerative tourism by 2030. He explains the collaborative efforts with the community to identify key priorities and values, such as decarbonization and preserving local culture. Through engaging storytelling and practical advice, Mat Woods inspires other destinations to embrace stewardship and sustainability, creating a model for future tourism that prioritizes the planet and its people.
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.
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In this episode of the Business Class Podcast, host Steve Ekstrom sits down with John David, President and CEO of Sports ETA, to explore the dynamic intersection of sports tourism and adventure. John shares the rich history of the Sports Events and Tourism Association, detailing its evolution from a small group of 12 sports commissions in 1992 to a robust network of over 700 members today. He explains the diverse membership, which includes destination marketing organizations, rights holders, and industry partners, all working together to promote and support sports tourism.
John highlights the significant impact of sports tourism on local economies, citing impressive figures from the latest State of the Industry Report, such as a $52.2 billion total economic impact. He recounts personal anecdotes, like the emotional reaction of a hotel GM during the pandemic, emphasizing the resilience and vital role of sports tourism in sustaining communities through challenging times. John also discusses the increased investment and interest in sports tourism from DMOs and private equity, attributing this growth to the unique ability of sports events to create lifelong memories for participants and their families.
The conversation delves into John's personal journey within the tourism industry, from his early days managing a BMX track in Baton Rouge to his current leadership role at Sports ETA. He reflects on the lessons learned, the importance of strategic planning, and the passion that drives him. John also shares his vision for the future of sports tourism, emphasizing the need for continued education and advocacy to ensure the industry's sustained growth and success. This insightful episode offers a deep dive into the powerful intersection of sports and tourism, showcasing the profound impact it has on communities and economies alike.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.
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In this episode of the Business Class podcast, host Steve Ekstrom talks with Colin Carson, CEO of Tourism Prince George, a destination nestled in the heart of British Columbia. Colin shares insights into his journey from university to Denmark to China and back to Canada, all while discovering his passion for tourism. They discuss the importance of curiosity in travelers and the role of stewardship in promoting local Indigenous culture.
Discover how Tourism Prince George promotes sustainability through innovative practices like their downtown renewable energy system. Colin reflects on lessons learned and the evolution of his role over the past seven years, highlighting the community's shifting perception towards tourism.
Explore the unique aspects of Prince George often overshadowed by more prominent BC destinations, and learn how Colin and his team are fostering local pride and turning residents into enthusiastic ambassadors. They also delve into future challenges and opportunities for destination organizations like Tourism Prince George.
Tune in to gain a deeper understanding of this vibrant community and learn how you can experience it firsthand. For more information or to plan your visit, head to TourismPG.com and follow them on social media @TourismPG.
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.
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Just days before the destination marketing community converges on the vibrant landscape of Tampa Bay for the annual Destinations International Conference, Steve Ekstrom revisits his engaging conversation with Santiago Corrada, President & CEO at Visit Tampa Bay. Santiago shares his passion for the industry, his insights on the rebranding journey that transformed Tampa into a treasure waiting to be uncovered, and the secrets behind the city's billion-dollar hotel revenue success. Tune in for an inspiring discussion on branding, leadership, and the unique charm of Tampa Bay. Don't miss out!
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.
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Welcome to another episode of the Business Class Podcast with your host, Steve Ekstrom. Today, we delve into the vibrant world of destination marketing with a special guest who knows it intimately. Joining us from the heart of New Orleans is Alice Glenn, Executive Vice President of New Orleans and Company. Alice brings a wealth of experience shaped by her unique journey through politics, fundraising, and nonprofit leadership, ultimately finding her niche in advocating for New Orleans' thriving tourism and hospitality industry.
Alice shares her career trajectory, starting from early roots in hospitality to navigating the intricate intersections of politics and nonprofit work. Her insights into the evolving role of destination marketers highlight a shift towards community-focused strategies that uplift rather than simply promote. As she discusses the critical importance of conventions and business travel to New Orleans' economy, Alice reveals the behind-the-scenes efforts that ensure sustainable growth and inclusivity within the city's tourism sector.
Throughout the episode, Alice touches on how values-driven travel decisions are reshaping visitor expectations, emphasizing sustainability and cultural heritage. Her passion for elevating New Orleans' culinary scene exemplifies the innovative spirit driving her role, as she spearheads initiatives to garner global recognition for local chefs and artisans. Join us as Alice Glenn paints a compelling picture of New Orleans as more than just a destination, but a community-driven experience where hospitality and culture converge.
This episode is a must-listen for anyone interested in the dynamic world of destination marketing and the transformative power of tourism in shaping vibrant, sustainable communities. Tune in to gain insights into how New Orleans and its leaders are paving the way for a future where every visitor experience is rooted in authenticity and respect for local culture.
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.
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In this episode of a podcast hosted by Stephen Ekstrom, CEO and Co-founder of the Nonprofit Tourism Academy | tourismacademy.org, Keith Douglas from KD & Co Advisors discusses the importance of spontaneous networking, community involvement, and sustainability within the tourism industry. They delve into the successes of Out Professionals, a networking group led by Keith that brings together diverse groups and companies to foster community and career growth. The conversation highlights the significance of volunteering, the economic and cultural impact of tourism, and the crucial role of communication and personal connections in professional development. Keith also shares his insights on the importance of brevity, listening, and maintaining relationships within the industry.
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.
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