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• How Birmingham is redefining itself beyond outdated perceptions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

Podcast Patrick & Steve 3 year ….

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

Podcast Patrick & Steve 3 year …. 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

Podcast Patrick & Steve 3 year ….

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 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.

Support the show