In this episode of the Business Class Podcast, host Steve Ekstrom sits down with John David, President and CEO of Sports ETA, to explore the dynamic intersection of sports tourism and adventure. John shares the rich history of the Sports Events and Tourism Association, detailing its evolution from a small group of 12 sports commissions in 1992 to a robust network of over 700 members today. He explains the diverse membership, which includes destination marketing organizations, rights holders, and industry partners, all working together to promote and support sports tourism.

John highlights the significant impact of sports tourism on local economies, citing impressive figures from the latest State of the Industry Report, such as a $52.2 billion total economic impact. He recounts personal anecdotes, like the emotional reaction of a hotel GM during the pandemic, emphasizing the resilience and vital role of sports tourism in sustaining communities through challenging times. John also discusses the increased investment and interest in sports tourism from DMOs and private equity, attributing this growth to the unique ability of sports events to create lifelong memories for participants and their families.

The conversation delves into John's personal journey within the tourism industry, from his early days managing a BMX track in Baton Rouge to his current leadership role at Sports ETA. He reflects on the lessons learned, the importance of strategic planning, and the passion that drives him. John also shares his vision for the future of sports tourism, emphasizing the need for continued education and advocacy to ensure the industry's sustained growth and success. This insightful episode offers a deep dive into the powerful intersection of sports and tourism, showcasing the profound impact it has on communities and economies alike.

Business Class is brought to you by The Tourism 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 tourismacademy.org.

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In this episode of the Business Class podcast, host Steve Ekstrom talks with Colin Carson, CEO of Tourism Prince George, a destination nestled in the heart of British Columbia. Colin shares insights into his journey from university to Denmark to China and back to Canada, all while discovering his passion for tourism. They discuss the importance of curiosity in travelers and the role of stewardship in promoting local Indigenous culture.

Discover how Tourism Prince George promotes sustainability through innovative practices like their downtown renewable energy system. Colin reflects on lessons learned and the evolution of his role over the past seven years, highlighting the community's shifting perception towards tourism.

Explore the unique aspects of Prince George often overshadowed by more prominent BC destinations, and learn how Colin and his team are fostering local pride and turning residents into enthusiastic ambassadors. They also delve into future challenges and opportunities for destination organizations like Tourism Prince George.

Tune in to gain a deeper understanding of this vibrant community and learn how you can experience it firsthand. For more information or to plan your visit, head to TourismPG.com and follow them on social media @TourismPG.

Business Class is brought to you by The Tourism 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 tourismacademy.org.

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Just days before the destination marketing community converges on the vibrant landscape of Tampa Bay for the annual Destinations International Conference, Steve Ekstrom revisits his engaging conversation with Santiago Corrada, President & CEO at Visit Tampa Bay. Santiago shares his passion for the industry, his insights on the rebranding journey that transformed Tampa into a treasure waiting to be uncovered, and the secrets behind the city's billion-dollar hotel revenue success. Tune in for an inspiring discussion on branding, leadership, and the unique charm of Tampa Bay. Don't miss out!

Business Class is brought to you by The Tourism 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 tourismacademy.org.

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Welcome to another episode of the Business Class Podcast with your host, Steve Ekstrom. Today, we delve into the vibrant world of destination marketing with a special guest who knows it intimately. Joining us from the heart of New Orleans is Alice Glenn, Executive Vice President of New Orleans and Company. Alice brings a wealth of experience shaped by her unique journey through politics, fundraising, and nonprofit leadership, ultimately finding her niche in advocating for New Orleans' thriving tourism and hospitality industry.

Alice shares her career trajectory, starting from early roots in hospitality to navigating the intricate intersections of politics and nonprofit work. Her insights into the evolving role of destination marketers highlight a shift towards community-focused strategies that uplift rather than simply promote. As she discusses the critical importance of conventions and business travel to New Orleans' economy, Alice reveals the behind-the-scenes efforts that ensure sustainable growth and inclusivity within the city's tourism sector.

Throughout the episode, Alice touches on how values-driven travel decisions are reshaping visitor expectations, emphasizing sustainability and cultural heritage. Her passion for elevating New Orleans' culinary scene exemplifies the innovative spirit driving her role, as she spearheads initiatives to garner global recognition for local chefs and artisans. Join us as Alice Glenn paints a compelling picture of New Orleans as more than just a destination, but a community-driven experience where hospitality and culture converge.

This episode is a must-listen for anyone interested in the dynamic world of destination marketing and the transformative power of tourism in shaping vibrant, sustainable communities. Tune in to gain insights into how New Orleans and its leaders are paving the way for a future where every visitor experience is rooted in authenticity and respect for local culture.

Business Class is brought to you by The Tourism 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 tourismacademy.org.

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In this episode of a podcast hosted by Stephen Ekstrom, CEO and Co-founder of the Nonprofit Tourism Academy | tourismacademy.org, Keith Douglas from KD & Co Advisors discusses the importance of spontaneous networking, community involvement, and sustainability within the tourism industry. They delve into the successes of Out Professionals, a networking group led by Keith that brings together diverse groups and companies to foster community and career growth. The conversation highlights the significance of volunteering, the economic and cultural impact of tourism, and the crucial role of communication and personal connections in professional development. Keith also shares his insights on the importance of brevity, listening, and maintaining relationships within the industry.

Business Class is brought to you by The Tourism 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 tourismacademy.org.

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In this episode, Stephen Ekstrom, CEO and Co-Founder of Tourism Academy, has a conversation with John Marshall, Founder and Chief Stewardship Officer at NYC Borough Pass. John shares his extensive journey in the tourism industry, the creation and mission of the NYC Borough Pass, and his efforts to promote and preserve New York City's diverse cultural experiences. He discusses the importance of inclusivity, storytelling, and sustainability in tourism, as well as his work with various clients, including Sophie's Cuban and the Brooklyn Museum. They also delve into the significance of understanding local cultures and building meaningful connections during travel.

Business Class is brought to you by The Tourism 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 tourismacademy.org.

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The following broadcast is an excerpt of a recent live lecture presented by The Tourism Academy's Stephen Ekstrom to a group of entry-level hospitality students studying hotel and restaurant skills to aid in sustainable tourism development of their communities, which border on UNESCO World Heritage sites.

Steve Ekstrom, CEO and co-founder of the Tourism Academy, recently shared valuable insights from his extensive experience in the hospitality industry. He highlighted five essential skills learned from his early days as a waiter and bartender. With programs running on four continents and an average of 6,000 daily students, the Tourism Academy focuses on leveraging tourism for sustainable economic and cultural development.

Customer service emerged as a foundational skill, emphasizing the importance of anticipating and meeting customer needs promptly and effectively. Ekstrom stressed the value of understanding the holistic visitor experience, including the need for authentic local interactions.

Effective communication, active listening, and positive framing were emphasized as crucial in hospitality and beyond. Ekstrom illustrated the importance of clear communication and proactive problem-solving, empowering staff to enhance guest experiences.

Multitasking and time management were highlighted as essential for juggling multiple tasks while maintaining service quality. Ekstrom emphasized the transferability of these skills to various industries, including leadership and project-based roles.

Lastly, teamwork and collaboration were underscored as vital for delivering exceptional service. Ekstrom shared examples of how effective teamwork contributes to a positive workplace environment and customer satisfaction.

During the discussion, emerging trends like robotics and automation in hospitality were addressed, emphasizing the importance of balancing technological advancements with authentic, local experiences tailored to visitor preferences.

Ekstrom concluded with a message of inspiration, encouraging continuous learning and improvement. He echoed Maya Angelou's wisdom: "Do the best you can until you know better. Then when you know better, do better." He expressed gratitude for the opportunity to engage with students and looked forward to further educational collaborations.

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Business Class is brought to you by The Tourism 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 tourismacademy.org.

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Join us for an insightful conversation between Stephen Ekstrom, CEO of Tourism Academy, and Cassandra McAuley, industry expert and managing director at MMGY Global, as they delve into their unique career journeys and the transformative power of storytelling in tourism.

In the first segment, Cassandra shares his diverse path from the science center to emergency services and eventually to MMGY Next Factor, her transition from communications to the dynamic world of tourism. Both emphasize the importance of continuous learning and the pivotal role of influential mentors in shaping their professional trajectories.

Moving into the heart of the discussion, Cassandra elaborates on her mission to transform destinations through storytelling and community engagement. Together, they explore the evolving roles and debunk myths within the industry, emphasizing the need for inclusive dialogue and collaboration to unlock a destination's full potential.

In the subsequent segment, Cassandra provides invaluable insights into consulting, emphasizing the importance of understanding diverse perspectives and staying abreast of industry trends, including AI and sustainability. Stephen adds depth to the conversation by highlighting the criticality of sustainability in tourism and the challenges in effectively communicating its significance to stakeholders.

Concluding on a lighter note, Stephen shares his nomadic lifestyle experiences, offering a glimpse into the adventure and fulfillment derived from his travels. Cassandra and Stephen exchange thoughts on the value of living in the moment, taking time off, and leaving a positive impact on the places they visit.

Tune in to gain valuable insights into the intersection of tourism, marketing, and sustainability and discover the profound impact of storytelling in shaping destinations and lifestyles.

Business Class is brought to you by The Tourism 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 tourismacademy.org.

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