At Learn Tourism, we’re passionate about exploring, understanding, and advancing the tourism industry from every angle. Founded by experienced educators and industry experts, we’re driven by an unwavering curiosity. We’re on a mission to empower tourism professionals, community leaders, and frontline workers with practical knowledge, innovative tools, and sustainable strategies. We combine science, business psychology, and adult education to fuel growth, foster inclusion, and build stronger, more resilient tourism economies.
Whether we’re teaching, learning, or building connections, we’re dedicated to making every journey count.
Learn Tourism is dedicated to advancing the tourism industry through innovative educational practices and professional development initiatives. Our mission is to harness the power of science, business psychology, and adult education to build sustainable economies and enrich the tourism landscape.
Learn Tourism is an internationally recognized 501(c)(3) nonprofit educational organization.
Donations to Learn Tourism are tax deductible.
We are creating a world where knowledge, skill, economic development, exploration, travel, and personal growth thrive together.
Learn about our approach to Transformative, Engaging, and Accessible education.
Lifelong learner, digital nomad and tourism expert with more than 25 years experience building strong brands, experiences and relationships.
Business psychologist and instructional designer by trade, Sheena led employee development for one of Forbes Fastest Growing companies 7 years in a row.
Highly-skilled professionals who are responsible for creating learning materials and experiences that are engaging, effective, and accessible.
Smart folks who apply psychological theories and principles to improve a company's productivity, employee well-being, and overall organizational performance.
Leaders with a deep understanding of tourism principles, practices, policies and trends, who are able to apply this knowledge to help promote and manage successful tourism ventures.
Passionate about technology, these geeks possess a deep understanding of how technology works, including the intricate details of computer hardware, software, and coding.
Our core values define who we are, how we work, and our commitment to you.
Our mission is to educate, empower and inspire the tourism industry, making it easier for travel professionals to advance their careers, grow their businesses and responsibly provide life-changing travel experiences to more people.
We find and build solutions where others have only seen challenges.
We believe in sustainability. Online tourism ambassador training consumes 90% less energy and produces 85% fewer CO2 emissions than traditional training.
We find and build solutions where others have only seen challenges.
As an online tourism learning platform brimming with ambition, no value is more significant at Learn Tourism than We Use Our Training. Our courses are the common language, and with actual instructional design and excellent educators, they do amazing things for our community.
What does it mean to be a team at Learn Tourism? It means we’re heavily invested in each other and share success. Achieving an organizational goal is a win for us all; when we miss the plan, we all strive to improve. People at Learn Tourism value teamwork and view it as an essential quality of our culture.
Travel teaches us that different isn’t bad; it’s just different. We have a culture of respect and humility. We are an organization populated by genuinely innovative and respectful (or “humble smart,” as we like to say) people. It’s an element of our focus internally and with our customers- we know they’re the topical experts, and we listen to them.
Honesty starts with our internal interactions and decisions; everyone here is a part of it. In our culture, we value behavior that is straightforward and sincere. We seek the truth in things and love an open marketplace of ideas, where the best ideas float to the top regardless of origin. Obfuscation, deceit, and conflict of interest are unacceptable.
We have always wanted to build a fast, easy, and beautiful platform. Why? Because the alternatives for professional training and education are universally slow, painful, inconvenient, and complicated. Simplicity is in our nature. Making it easier for our users has created an enormous and lasting advantage for our organization beyond the web platform.
Learn Tourism – the nonprofit academy – designs solutions to meet our students’ needs. “How will they learn it?” is a far more valuable question than, “How do I teach this?” We are putting people in the center of a business function not known for it. By championing the learner, we are promulgating a worldview: that people, their businesses, communities, associations, and industries can grow together.
We are at the intersection of hospitality and education - where people connect, relationships blossom, knowledge is traded, and ideas are given freedom to cross-pollinate.
Our volunteer Advisory Panel shares their time and expertise. They provide insight that is critical to implementing relevant curriculum, enterprise services, and key strategies needed by students, employers, and the tourism industry as a whole.
The Advisory Panel Chair, CEO, co-founder, and Chief Nerd at Learn Tourism | learntourism.org is Stephen Ekstrom. Ekstrom began his career in tourism development in the 1990s. He holds certificates in Sustainable Business Strategy, Ethical & Inclusive Leadership, and AI Governance and Ethics from prestigious universities.
Julie Coker is the current CEO & President of New York City Tourism & Conventions. She has been in executive roles across the tourism and hospitality sectors for more than three decades. She has previously served as the President and CEO of the Philadelphia Convention and Visitors Bureau and before going ot NYC was President and CEO of the San Diego Tourism Authority (SDTA). Under her tenure, San Diego has ranked as one of the top-performing US destinations.
Fred Dixon is President and CEO of Brand USA and the current Chair of Destinations International. With more than 30 years of experience in the travel industry, Dixon has the overall responsibility for developing and implementing United States’ tourism, meetings, and events strategy and programming to grow business and leisure travel from across the US and from around the world.
Overseeing global brand marketing and sales strategies for one of the world’s most diverse and innovative destinations. He first joined the organization as Chief Operating Officer in 2016.
Elliott Ferguson serves as President and CEO of Destination DC (DDC), the official destination marketing organization for Washington, DC. Inducted into the U.S. Travel Association’s 2023 Hall of Leaders
Since 2016, Stacy has led Broward County’s $30M tourism strategy with a skilled 45-member team, promoting diverse markets including leisure, multicultural, LGBT+, sports, and group tourism. She also contributes her expertise on boards such as U.S. Travel, Destination International, and the Greater Fort Lauderdale Alliance.
Barbara Karasek's impressive career has led marketing and business development efforts for renowned organizations such as SeaWorld Parks & Entertainment, PGA TOUR, NASCAR, and the United States Olympic Committee. Her innovative marketing campaigns, digital platforms, and television productions have garnered numerous accolades, including ADDYs, Ex Awards, Effies, Webbies, and Daytime Emmys.
By fusing decades of iconic creative storytelling with a powerhouse of data and technology, Dan is architecting a new agency model built for an era where trust is the ultimate currency. His leadership moves beyond transactional marketing to drive measurable economic vitality for communities nationwide. He is a relentless champion for the human spirit and the power of real-world experiences.
Gary is a 24-year veteran of the destination marketing industry. Gary, a graduate of California State University Fullerton, was named to the school’s Wall of Fame in 2000 and is an adjunct member of the faculty. He is also an instructor and co-creator of the DMAI CDME Brand and Positioning course. Currently he is on the Board of Directors for the Orange County Visitor Association and the California Travel Association.
Kristina focuses her practice on General Counsel Services, Corporate Law, and Real Estate. Specifically, Kristina assists clients with corporate formation, drafts and negotiates an array of contracts, handles commercial acquisitions and leasing, and offers a problem solving approach to provide white glove service to business owners and investors.
Lisa spent 20 years in the tourism industry as VP of Operations with Brightspark Travel/Tui Travel before moving onto a new career as Chief Operations Officer with Caldwell CPAs.
Named Norwich Free Academy’s Athletic Director in April 2019, Wentworth credits the support of his family, the guidance of his mentor, and his unique perspective as contributing to his successful career as a student, coach, teacher, and administrator at NFA.
Accomplished COO with a 10+ year track record of driving continuous improvement and enabling organization-wide mission and objectives.
As president and CEO of Destination Niagara USA since 2006, he leads marketing for Niagara Falls USA globally. With prior roles in tourism and marketing, he serves on boards like US Travel, Destinations International, and ABA and is a Certified Destination Marketing Executive (CDME).
Co-founder and Chief Learning Officer at the nonprofit Learn Tourism and its academy
Ophélie, known as Ofé, is a visionary marketing leader with 12+ years in travel and tourism. Honored as a DI 30 Under 30 in 2022, she revolutionizes marketing with cutting-edge strategies that deliver exceptional revenue growth. As an expatriate and self-taught graphic designer, she deeply understands diverse audiences and needs. Ofé’s unmatched creativity and thought leadership consistently elevate brands, creating lasting impacts and fostering meaningful global connections.
Richard W. Peterson is President & CEO of the U.S. Cultural & Heritage Marketing Council (USCHMC) and an internationally recognized leader in cultural heritage tourism, destination marketing, and community engagement. With 25+ years in international tourism, he leads community-centered initiatives that connect people, culture, and place—advancing sustainable tourism and local economic vitality. His work spans strategic planning, product development, and experiential storytelling across tourism, arts, heritage, and the creative economy.
A thirty-four year veteran of the Travel & Tourism industry, Amir leads the entire team responsible for the development and execution of all facets of this premier travel and tourism market research consultancy, from program development to customer acquisition and retention.
Consistently recognized by her peers as one of the top movers and shakers of the travel industry. Anna Karnowski was part of the opening teams at Top of the Rock and SPYSCAPE and has also been a senior leader at One World Observatory and New York Water Taxi.
An avid traveler and lifelong learner, Isaac has been working in the education and training industry since 2008. He currently serves as CEO of EduGuide KSA.
Dr. Lavin has taught at JWU for 9 years in International Travel and Tourism Studies, specializing in destination marketing, community development, and sustainable tourism. Before academia, he worked 12 years in Destination Marketing. He lives in Mansfield, MA with his wife and three kids. A fitness enthusiast and certified CrossFit L-1 Coach, he runs the Instagram account @CoffeeWithLav, focused on home barista culture.
John is the Founder and Chief Stewardship Officer of NYC Borough Pass, a culturally sustainable value sightseeing pass. He has a passion for inclusivity and collaboration and two decades of experience in CX, marketing, and business development.
Santiago is an international tourism expert with over 20 years of experience implementing practical science-based solutions in the public, private, communitarian, and academic sectors, helping people and organizations reach success through tourism in sustainable ways and attract the type of tourism they want..
Founder and CEO of KD&CO Advisors, is a marketing, branding, and operations executive with 25+ years of experience in the travel, tourism, hospitality, and commercial real estate with globally recognized iconic brands and assets.
Dr Reneé Minnaar has over 21 years of experience in tourism and hospitality, including 14 years as a lecturer. She founded Consult Renee in 2017, where she contributes to research, advisory boards, training, and various other academic projects. Reneé holds a PhD in tourism econometrics. She is actively involved in global hospitality networks, promoting excellence and lifelong learning in the industry.
Our volunteer Advisory Panel shares their time and expertise. They provide insight that is critical to implementing relevant curriculum, enterprise services, and key strategies needed by students, employers, and the tourism industry as a whole.
Advisory Panel Chair, CEO, and resident Nerd Collector at Learn Tourism | learntourism.org is Stephen Ekstrom. Ekstrom began his career in tourism development in the 1990s.
President & CEO of Visit Baltimore. He also serves on the boards of the United States Travel Association (USTA); Religious Conference Management Association (RCMA), the American Bus Association (ABA) and Tourism Diversity Matters (TDM).
Oversees efforts to promote and sell Philadelphia as a premier destination for meetings, conventions, sporting events, overseas travelers, and group tour visitors.
Overseeing global brand marketing and sales strategies for one of the world’s most diverse and innovative destinations. He first joined the organization as Chief Operating Officer in 2016.
Elliott Ferguson serves as President and CEO of Destination DC (DDC), the official destination marketing organization for Washington, DC.
A thirty-four year veteran of the Travel & Tourism industry, Amir leads the entire team responsible for the development and execution of all facets of this premier travel and tourism market research consultancy, from program development to customer acquisition and retention.
Qualified Tourism/Hospitality and Academic Professional Certified Hospitality Educator (CHE) proficient in developing and implementing plans, strategies, and initiatives specifically designed to raise destinations image for diverse, multicultural travel.
A traveler extraordinaire, French expatriate, and rockstar on the rise in the tourism industry. She serves as a creative design specialist for VisitNorfolk and was recently selected from applicants around the world as one of the future tourism industry leaders/rising stars in this year’s Destinations International 30 Under 30 class
Founder and CEO of KD&CO Advisors, is a marketing, branding, and operations executive with 25+ years of experience in the travel, tourism, hospitality, and commercial real estate with globally recognized iconic brands and assets.
Kristina focuses her practice on General Counsel Services, Corporate Law, and Real Estate. Specifically, Kristina assists clients with corporate formation, drafts and negotiates an array of contracts, handles commercial acquisitions and leasing, and offers a problem solving approach to provide white glove service to business owners and investors.
Lisa spent 20 years in the tourism industry as VP of Operations with Brightspark Travel/Tui Travel before moving onto a new career as Chief Operations Officer with Caldwell CPAs.
Vincent Agaba is the Managing Director of Avarts Housing Ltd. He is a Director of the Rwenzori Tourism Academy.
Accomplished COO with a 10+ year track record of driving continuous improvement and enabling organization-wide mission and objectives.
More than 25 years as a senior level executive serving both the for profit and non-profit business sectors. He is currently Chairman of Sterling Advisory Group which was formed in 2020.
Co-Founder and Chief Learning Officer at the nonprofit academy at Learn Tourism | learntourism.org
An Ambassador For: Sustainable Tourism – Travel – Community Engagement – Art – Culture – History – Heritage – Brand Connections – Storytelling.
Named Norwich Free Academy’s Athletic Director in April 2019, Wentworth credits the support of his family, the guidance of his mentor, and his unique perspective as contributing to his successful career as a student, coach, teacher, and administrator at NFA.
A coach and certified educator and school administrator with over 15 years of experience in diverse educational settings. Her expertise is primarily in supporting schools with curriculum development and ensuring literacy achievement.
Consistently recognized by her peers as one of the top movers and shakers of the travel industry. Anna Karnowski was part of the opening teams at Top of the Rock and SPYSCAPE and has also been a senior leader at One World Observatory and New York Water Taxi.
An avid traveler and lifelong learner, Isaac has been working in the education and training industry since 2008. He currently serves as CEO of EduGuide KSA.
He is a faculty member at the University of Southern California, Rossier School of Education in the Doctoral Programs for Organizational Change Leadership and Education Leadership. Dr. Canny has also taught at Stetson University and Grand Canyon University.
Alberto has been in the Learning and Development arena for over 18 years in different capacities, from Director of Operations of a Private School in Mexico to Consulting on Learning Development Programs for Retirement Communities, Hospitals, Colleges, and District Courts.
With his extensive knowledge of tax codes combined with strong accounting skills, CEO William J. Caldwell is able to help his clients realize their dreams. His own firm exemplifies the business management strategies and growth principles he shares with his clients.
Trusted by tourism and destination marketing leaders.
