Business Class: The Global Tourism Leadership Conversation

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...

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 cr...

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 visitor...

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 wh...

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:

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!

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:

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 q...

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 voic...

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 ex...

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...

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...

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 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...

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 r...

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 p...

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...

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 embraci...

Adam Stoker, CEO of Brand Revolt and founder of Tourism IQ, joins Stephen Ekstrom, CEO and co-founder of Learn Tourism, for an open conversation about growth, innovation, and authenticity in the tourism industry. They reflect on their recent journeys, from time spent on a Michigan farm to speaking at industry conferences, and how these experiences shape their approach to leadership and learning.

Adam and Stephen explore what it means to build intentional communities in tourism, sharing stories that highlight the value of asking better questions, fostering gratitude, and cultivating a culture of continuous development. They discuss the...

🎙 From Underdog to Record-Breaker: Mike Testa’s Sacramento Story
In this episode of Business Class, Stephen Ekstrom sits down with Mike Testa, CEO of Visit Sacramento, to explore how a city often overlooked on California’s tourism map is rewriting its story. Mike shares how 25 years with the organization—working in every department—prepared him to lead bold, risk-taking initiatives that fueled an 80% rise in visitation, from world-class music festivals to hosting Europe’s largest food conference. Along the way, he opens up about leadership, empathy, and the lessons that come from saying “yes” when it would be...

Join us in this inspiring episode as we sit down with Sebastian Torres Calderon, a true exemplar of resilience and adaptability in the dynamic world of property management. From his humble beginnings in Lima, Peru, to leading a top company in Barcelona, Sebastian shares his transformative journey. 

Listen as he talks about his early dreams of being a soccer player, his shift to the culinary arts, and his eventual rise in the hospitality industry. Sebastian opens up about the challenges of navigating an ever-changing industry landscape, the importance of professional growth, and what it truly means to b...

In this special episode of Business Class, the mic flips as Cagdas, a PhD candidate researching digital nomadism and global mobility, interviews our usual host, Stephen Ekstrom. The result is a deeply personal, reflective, and often humorous journey into Stephen’s life on the road.

What started as a temporary escape from a too-large Florida house turned into a transformative lifestyle spanning three and a half years, two dogs, and an RV that's more home than vehicle. Stephen shares how his lifelong love of learning and his work in tourism education evolved as he embraced a nomadic wa...

What do donuts in Amish country, curious bison in Wyoming, and 30,000 learners have in common? A passionate conversation about the evolution of tourism marketing and the power of education. In this episode, Stephen Ekstrom is joined by Chris Cavanaugh, founder of Magellan Strategy Group, to explore a winding career path from brand management to quirky consulting—and the birth of the DIY Tourism Marketing movement.

Together, they unpack the importance of curiosity, the need for accessible and transformational learning, and why mid-career tourism pros are the key to the industry’s future. From biso...

In this heartfelt and insightful interview, David Gilbert, President and CEO of Destination Cleveland and the Greater Cleveland Sports Commission, shares the unique journey that led him to lead two separate but complementary civic organizations. A Cleveland native, David talks about how his deep roots in the community have shaped his approach to tourism and destination leadership.

He explores Cleveland's soul—its gritty history, vibrant community, and the pride that defines its people—and how these elements are central to attracting visitors and transforming perceptions. Gilbert stresses that for cities like Cleveland, DMOs play a critical role not...

In this candid and thought-provoking episode of Business Class, Stephen Ekstrom interviews Andrew Weir, President & CEO of Destination Toronto, about the evolution of destination leadership, the power of curiosity, and what it takes to build a world-class visitor economy. Andrew reflects on his accidental entry into tourism, shares wisdom from two decades of experience, and explains how Toronto’s unmatched cultural diversity and global perspective are key to its success. With humor, humility, and insight, Andrew offers lessons for emerging professionals and seasoned leaders alike, reminding us that the best destination stories are still being written.

Business Cl...

In this episode of Learning Tourism's Business Class podcast, host Stephen shares his experiences waking up by Lake Erie and traveling across the U.S. before introducing the distinguished guest, Philip Jones, Chief Tourism Officer for the Royal Commission for AlUla. With a rich career spanning leadership roles at Visit Dallas and Louisiana's Department of Culture, Recreation, and Tourism, Jones dives into his journey of transforming AlUla into a globally recognized tourism destination. They discuss the importance of travel, cultural preservation, and the immense potential of the tourism industry. Jones also offers advice to young professionals and shares his...

In this episode of Business Class, I sit down with Brad Dean, President & CEO of Explore St. Louis, to explore what it really means to lead with heart in the tourism industry. From his unexpected leap from finance to hospitality, to his people-first leadership philosophy, Brad shares what makes a great team, why humility matters, and how St. Louis is rewriting its narrative with sports, arts, and authenticity. We also dive into the evolving role of AI, the future of destination marketing, and the value of learning from every chapter of your journey. It’s candid, thoughtful, and full of...

In the fast-paced world of tourism, where destinations evolve and trends shift constantly, the heart of the industry remains unchanged: the ability to evoke emotion, passion, and excitement. "We are in the memory-making business," says Julie Coker, President and CEO of NYC Tourism and Conventions, in a recent interview with Learn Tourism CEO Stephen Ekstrom.

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...

In a recent conversation on the Learn Tourism podcast, Stephen Ekstrom, CEO of Learn Tourism, spoke with Jeff Knapp, President and CEO of Visit Bend, about his journey to Bend, Oregon, and the lessons he’s learned along the way.

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

Visit York County, led by CEO Andy Clinton, is a thriving tourism organization situated just outside Charlotte, North Carolina. The area, known for its rapid growth, offers a mix of suburban charm and rural appeal, making it a popular destination for families seeking authentic experiences. Clinton highlights the county's unique blend of local attractions, such as mom-and-pop restaurants and breweries, alongside major developments. Clinton emphasizes the importance of supporting local businesses and fostering a sense of community while driving economic growth through tourism. With a small, passionate team, Visit York County focuses on creating impactful campaigns, including social media...

Eliza Voss, Vice President of Destination Marketing at the Aspen Chamber Resort Association (ACRA), provides fascinating insights into the delicate balance of managing Aspen's tourism while maintaining the quality of life for its residents.

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 T...