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. 

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In this episode of Business Class: The Learn Tourism Podcast, host Stephen Ekstrom welcomes Jorge L. Pérez, the newly appointed CEO of Discover Puerto Rico. With a career that spans venue management, entertainment, and major cultural events—including overseeing Bad Bunny’s historic 31-night residency—Pérez shares how these experiences shaped his vision for destination marketing.

From addressing misconceptions about Puerto Rico’s accessibility, to uniting the island’s tourism ecosystem, to ensuring every visitor leaves with an unforgettable experience, Pérez outlines his priorities for leading Discover Puerto Rico into its next chapter. Along the way, he reflects on mentorship, leadership philosophy, and the vibrant culture that makes Puerto Rico unlike anywhere else.

Whether you’re a tourism professional, a destination leader, or simply inspired by stories of resilience and vision, this conversation offers insights into how Puerto Rico is positioning itself as a world-class destination.

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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Few destinations embody fun quite like Panama City Beach, and few leaders embody resilience, creativity, and vision quite like Dan Rowe, President & CEO of Visit Panama City Beach. In the latest episode of the Business Class podcast, I had the chance to sit down with Dan to explore his nearly two decades of leadership, his approach to fostering innovation, and what keeps him motivated through some of the toughest challenges any destination could face.

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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After three decades in the hotel world, Daniel Kuperschmid took the leap from corporate hospitality to destination leadership—becoming President & CEO of the San Diego Tourism Authority. In this episode of the Business Class podcast, Daniel shares how trust shapes his leadership style, why leaving Hyatt was his biggest career risk, and how he’s working to showcase San Diego beyond its sunshine and beaches.

From rediscovering the city as a “tourist in his own town” to championing culture, culinary experiences, and diversity as competitive strengths, Daniel offers an inside look at what it takes to lead a major destination marketing organization today. Along the way, he reflects on lessons from his first hospitality jobs, the mentors who shaped his career, and the importance of saying “yes” to community engagement.

If you’re passionate about tourism leadership, destination marketing, or simply love San Diego, this conversation delivers fresh insights into the evolving future of travel.

🎧 Listen now to hear Daniel Kuperschmid’s story and his vision for San Diego’s tourism future.

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, special guest host John Percy (President & CEO, Niagara Falls USA) turns the tables on Learn Tourism founder Stephen Ekstrom. Stephen shares his journey from small-town New Hampshire to global traveler and nonprofit leader, revealing how passion, resilience, and kindness have shaped his career in tourism education. 

Hear how Stephen turned pandemic setbacks into opportunities, what it means to build a culture of learning, and why every adventure—personal or professional—starts with curiosity and courage. Whether you’re in tourism, education, or just love a good story, this episode is packed with inspiration for embracing change and leading with heart.

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