Stephen Ekstrom: Learning, Storytelling and Better Tourism Experiences

EPISODE DESCRIPTION

This week on Tourism Matters, I sit down with Stephen Ekstrom, CEO, co-founder and self-described nerd whisperer at Learn Tourism.

Learn Tourism is a non-profit academy creating smart, immersive learning and promotional experiences for tourism professionals, destination marketers, trade associations and communities around the world.

This conversation takes a slightly different path from the usual Tourism Matters format. It is open, thoughtful and wide-ranging, touching on sustainable tourism, economic viability, storytelling, workforce development, career pathways, AI, frontline teams and the role of human connection in great visitor experiences.

Stephen and I explore what sustainability really means in tourism, not just environmentally, but socially, culturally and economically. We also talk about why tourism businesses need to be commercially sound, why learning should sit at the heart of strong tourism teams, and why storytelling can completely change the way visitors experience a place.

We also get into one of my favourite topics: tourism careers. Why do so many people fall into this industry rather than intentionally choose it? Why do we lose talented people? And how can we help people see the skills, pathways and possibilities available in tourism?

WHAT YOU’LL TAKE AWAY FROM THIS EPISODE

• Why sustainable tourism must include people, place and profitability

• Why economic viability matters for tourism operators

• How learning and professional development can strengthen tourism teams

• Why tourism careers often have a visibility and perception problem

• How transferable skills shape tourism career pathways

• What AI can and cannot replace in tourism

• Why human connection is still central to great visitor experiences

• How storytelling helps visitors feel more connected to a place

• Why frontline teams need appreciation, empowerment and licence to create memorable moments

• Stephen’s career journey and the creation of Learn Tourism

ABOUT STEPHEN

Stephen Ekstrom is the CEO and co-founder of Learn Tourism, a non-profit academy supporting tourism professionals, destination marketers, trade associations and communities through immersive learning experiences.

Stephen has worked across sales, product development, consulting, attractions, experiences and destination development. His work has taken him into communities and destinations across North America and beyond, helping tourism organisations think differently about learning, visitor experience, economic development and sustainable tourism.

CONNECT WITH STEPHEN

Learn Tourism: https://learntourism.org

Stephen Ekstrom on LinkedIn: https://www.linkedin.com/in/stephenekstrom/

CONNECT WITH CARMEN

Website: https://www.carmenbold.com

LinkedIn: https://www.linkedin.com/in/carmenbold/

EPISODE CHAPTERS

00:00 Introduction and setting the scene

01:37 Sustainable tourism and community engagement

02:15 Economic viability in tourism

05:10 Learning and growth in the tourism industry

08:03 Personal journeys in tourism

13:47 The importance of authenticity and connection

19:19 Career pathways in tourism

22:42 The role of AI in tourism

25:19 Storytelling in tourism

28:16 Engaging frontline staff in storytelling

32:22 Appreciation, empowerment and guest experience

36:58 Personal stories of kindness and hospitality

38:48 Career highlights and the birth of Learn Tourism