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. 

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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. 

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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. 

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In this episode of the Business Class podcast, Stephen Ekstrom sits down with Kara Franker, President and CEO of Visit Florida Keys & Key West, for a wide-ranging conversation about leadership, transformation, and the evolving role of destination organizations.

Kara’s path into tourism is anything but traditional. After beginning her career as a criminal prosecutor in Miami, she transitioned into destination leadership—eventually taking on one of the most recognizable tourism brands in the world. When she arrived in the Florida Keys, she discovered an organization that hadn’t evolved with the times and a community asking hard questions about tourism’s role in their future.

What followed has been a massive transformation.

Kara shares how her team is rebuilding trust, modernizing operations, and introducing the concept of destination stewardship to a community long focused solely on growth. She also explores the importance of attracting “values visitors”—travelers who care about the places they visit and the communities that call them home.

The conversation also dives into:

• Why the future of tourism leadership requires transparency and over-communication
• How DMOs are shifting from marketing machines to trusted advisors for local businesses
• Why AI will fundamentally change the way destinations support small tourism operators
• How technology, data, and education will reshape tourism marketing and measurement

Along the way, Kara shares personal reflections on leadership, empathy, spirituality, and the human side of hospitality—reminding us that the heart of tourism has always been about people.

For anyone curious about where destination leadership is headed next, this episode offers a candid look at how one iconic destination is reinventing itself.

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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Joanne Wolnik, Executive Director of Southwest Ontario Tourism, joins Stephen Ekstrom on Business Class to explore how small-place pride, thoughtful stewardship, and hands-on experiences can transform tourism into a force for local good. Joanne shares her journey from outdoor-recreation student to destination leader (and part-time horse-farm owner), and explains why “your ordinary is somebody else’s extraordinary.”
Listen for practical examples—farm-to-table experiences, artisan woodworkers, and community hosts—that help visitors learn, belong, and take home something that changes their daily lives. Joanne also walks through what stewardship really means (benefit the community, protect the environment, and amplify local voices), and offers tactical advice for DMOs wanting to center residents, business partners, and authentic experiences in their tourism strategy.

Produced by Learn 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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How do you make tourism work for residents and visitors? Jeff Schwartzenberg, Community Engagement Manager for the Outer Banks Visitors Bureau, joins Stephen Ekstrom on Business Class to unpack a community-first approach to destination stewardship. Jeff walks us through the Outer Banks’ long-range tourism management plan, the importance of listening to residents and second-homeowners, and practical ideas for a scalable, hybrid training hub that serves hotels, restaurants, realtors, nonprofits, and everyday residents.

Listen for concrete tips on designing surveys that produce usable results, measuring learning outcomes (skills, confidence, testimonials), and blending online modules with in-person experiences so partners actually adopt the program. Along the way, you’ll hear stories about the Outer Banks’ inspiring history, community pride, and the everyday work of turning tourism into a shared asset.

Produced by Learn 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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Three years after their first conversation, Steve reconnects with Patrick Kaler, President & CEO of Visit Buffalo Niagara (now Visit Buffalo), for a candid check-in on leadership in unpredictable times 

Since their last episode, Buffalo has navigated political rhetoric impacting cross-border travel, a significant drop in Canadian visitation, the loss of 500 hotel rooms, shifting digital metrics, and a complete destination rebrand—dropping “Niagara” from its name and launching the bold new “That’s Buffalo for You” campaign 

Through it all, Patrick has leaned into one guiding principle: stay nimble.

In this wide-ranging conversation, they explore:

• Managing cross-border tensions while keeping relationships intact
• Reimagining Restaurant Week into a broader culinary strategy
• Winning major meetings without a new convention center
• Building stronger local community engagement than ever before
• Why destination leaders must expect the unexpected
• The growing role of micro-experiences and frontline storytelling
• How AI is reshaping marketing, measurement, and messaging

Patrick reflects on turning 60, planning for the next chapter, and why he believes tourism is more resilient than most industries give it credit for 

This episode is a real-world look at what modern destination leadership actually requires: humility, flexibility, courage—and the ability to pivot without losing your core identity.

Because if the last few years have proven anything, it’s this: the plan will change. The mission shouldn’t.

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 dive into the captivating journey of Jennifer Vigil, the dynamic President and CEO of Destination Panama City. From her beginnings in New York to her role as a transformative leader in Florida, Jennifer shares her story of resilience, innovation, and the power of tourism to unite communities. Discover how she rebuilt Panama City post-hurricane, her dedication to preserving its cultural charm, and her strategies for leveraging data in the tourism industry. Join us for an inspiring conversation about leadership, personal growth, and the future of destination 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. 

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Join us for an inspiring conversation with Joanna Bear, President and CEO of Visit Laguna Beach, as she shares her passion for travel, hospitality, and community stewardship. In this episode, Joanna discusses her journey from growing up in San Pedro to leading efforts in preserving the natural beauty and vibrant arts scene of Laguna Beach. Discover her insights on building genuine connections with visitors, the challenge of balancing tourism with community quality of life, and her own travel aspirations. Whether you're a tourism enthusiast or simply seeking inspiration to pursue your passions, Joanna's story is sure to resonate. Tune in to explore the beauty and creativity that define Laguna Beach, and be inspired by Joanna's unwavering dedication to her work.

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 enlightening episode titled "On Life and Leadership," we sit down with Casandra Matej, the accomplished President and CEO of Visit Orlando. With over three decades of experience in the travel and tourism industry, Casandra shares the pivotal moments and lessons learned throughout her dynamic career. From her early days to leading through challenges such as the global pandemic, she opens up about the importance of collaboration, compassion, and authenticity in leadership. Discover how Casandra navigates the complexities of her role, the evolving landscape of the industry, and her vision for the future. Whether you're aspiring to lead or simply seeking inspiration, Casandra Matej’s insights offer valuable perspectives on balancing personal and professional aspirations. Tune in for an engaging conversation that blends industry expertise with personal reflection.

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