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Artwork for Business Class: The Global Tourism Leadership Conversation

Business Class: The Global Tourism Leadership Conversation

Stephen Ekstrom
Tourism
Tourism Industry
Cleveland
Curiosity
Learn Tourism
Economic Development
Visitor Experience
Community Engagement
Leadership
Education
Destination Marketing Organizations
San Diego
Property Management
Travel Experiences
Travel
Hospitality
Community Partnerships
Digital Marketing
Alula
Sustainability

Business Class features conversations shaping the future of destinations, workforce development, regenerative tourism, leadership, and visitor economies. Presented by Learn Tourism | learntourism.org

PublishesWeeklyEpisodes221Founded5 years ago
Number of ListenersCategories
CoursesEducationPlaces & TravelSociety & Culture

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Artwork for Business Class: The Global Tourism Leadership Conversation

Latest Episodes

Join us in this insightful episode of the Business Class Podcast as we catch up with Don Welsh, three years after his last appearance. As the President and CEO of Destinations International, Don shares his in-depth perspectives on the evolving challe... more

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 inspir... more

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 Ekstr... more

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 Ekstro... more

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Recent Guests

Andia Ravariere
CEO of Nevis Tourism Authority
Nevis Tourism Authority
Episode: Barefoot Luxury & Bold Leadership with Andia Ravariere of Nevis
Scott Larson
Executive Director at Visit Central Oregon
Visit Central Oregon
Episode: Front Door to Economic Development | Scott Larson, Visit Central Oregon
Kireem Swinton
President and CEO of Visit Baltimore
Visit Baltimore
Episode: More Than Visitors: Tourism for Community Impact with Kireem Swinton
Melody Burnett
President of Visit High Point
Visit High Point
Episode: Beyond Heads in Beds: High Point Is Redefines Destination Leadership
Carmen Bold
25 years' experience in the tourism and events industry; focus on workforce and industry capability
Learn Tourism
Episode: Tourism Isn’t Broken—We Just Forgot It’s a People Business
Santiago Corrada
President and CEO, Visit Tampa Bay
Visit Tampa Bay
Episode: Santiago Corrada: The Art and Heart of Tampa's Transformation
Dan Williams
President and CEO of the Greater Birmingham Convention & Visitors Bureau
Greater Birmingham Convention & Visitors Bureau
Episode: You Belong in Every Room: Leadership Lessons from Birmingham’s Dan Williams
Kara Franker
President and CEO of Visit Florida Keys & Key West
Visit Florida Keys & Key West
Episode: Paradise With a Purpose: Kara Franker on Stewardship, Technology, and Transformation
Joanne Wolnik
Executive director, Ontario Southwest Regional Tourism Organization
Ontario Southwest Regional Tourism Organization
Episode: Stewardship & Storytelling: Joanne Wolnik on Community-Led Tourism in Southwest Ontario

Hosts

Steve Ekstrom
Host of the Business Class and Learn Tourism programs, focusing on leadership, education, and industry growth within tourism.
Stephen Ekstrom
Co-host with focus on tourism education, leadership, and community building through Learn Tourism.

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Talking Points

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Beyond Heads in Beds: High Point Is Redefines Destination Leadership
Q: How do you balance heads in beds with broader destination development?
By expanding beyond traditional marketing metrics, building an inclusive brand, and aligning partnerships across government, business, and nonprofits, the city works to create a living, welcoming destination where residents feel pride and visitors find meaningful experiences.
Beyond Heads in Beds: High Point Is Redefines Destination Leadership
Q: What has been your best day at work?
A public art project completed in eight months that accelerated community engagement and visitor flow, including high-profile collaborations and rapid fundraising, stood out as the best day because it demonstrated the power of nimble teamwork and the ability to seize opportunities before others could.
Santiago Corrada: The Art and Heart of Tampa's Transformation
Q: What has changed most in those four years?
The city has shifted from focusing primarily on branding to leveraging multiple campaigns under Unlock Tampa Bay that marketing teams use to appeal to different audiences, while continuing to invest in infrastructure and a clear, authentic image of Tampa.
Tourism & Transformation: Jennifer Vigil's Panama City Vision
Q: What key strategies helped Panama City rebound after the hurricane and rebuild its destination appeal?
The core strategy centered on placemaking and storytelling, combining rebuilt amenities with a narrative that connected visitors to authentic local experiences. We leveraged data-driven governance to maximize limited resources, invested in education and marketing through programs like DPC Academy to uplift partners, and fostered a sense of pride and participation across the community to sustain momentum.
Tourism & Transformation: Jennifer Vigil's Panama City Vision
Q: How did you get started in this field and what was your path to leading a DMO from scratch?
My path was non-linear, blending IT experiences, public sector roles, and a belief that you need to prove value through action. I took opportunities to manage capital projects, learned governance on the job, and embraced tuition reimbursement to advance my education. The biggest break came when I was asked to lead Panama City's new DMO, which allowed me to build the organization from nothing and demonstrate what focused investment and collaboration could achieve.

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Frequently Asked Questions About This Podcast

What is This Podcast about and what kind of topics does it cover?

This show frames a practical, career-focused view of the tourism industry, featuring leaders from DMOs, destination marketing, hospitality, and property management. Episodes center on leadership, community impact, storytelling, destination strategy, and the evolving role of technology and education in tourism. Guests range from city-brand chiefs to CEOs of tourism authorities, offering actionable insights for professionals pursuing careers in travel, hospitality, and destination marketing. The format tends to blend personal career journeys with strategic perspectives on industry growth, sustainability, and community engagement, making it useful for listeners who want to understand how leadership and collaboration drive tourism success acros... more

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1. DMOU: Destination Marketing Organization University
2. Destination Discourse
3. Modern Wisdom

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this podcast launched 5 years ago and published 221 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on this podcast?

Recent guests on this podcast include:

1. Andia Ravariere
2. Scott Larson
3. Kireem Swinton
4. Melody Burnett
5. Carmen Bold
6. Santiago Corrada
7. Dan Williams
8. Kara Franker

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