Stephen Ekstrom, CEO and cofounder of Learn Tourism, turned a routine convention trip into an immersive educational experiment. Over six months, he drove more than 10,000 miles from Sarasota, Florida, to Portland, Oregon, accompanied by his 14-year-old niece. The pair visited over 30 Destinations International member locations, seven national parks, and countless local businesses, using each stop as a lesson in destination management and community engagement.
A Living Classroom on Wheels
Ekstrom’s unconventional approach to attending the Destinations International Annual Convention was deliberate. Rather than flying, he chose a road trip that would transform the journey into what he calls a “living classroom.” His niece’s hybrid education was enriched through real-world experiences: learning geography at volcanoes, economics through conversations with local business owners, and ecology in rainforests and lava fields.
“Tourism isn't just an industry—it may be the world's greatest classroom,” Ekstrom said. The trip underscored how each destination offers unique lessons, from the geology of national parks to the cultural narratives of small towns.
Community Ambassadors, Not Just Visitors
A key takeaway from the journey was the role of informed communities in shaping authentic tourism. Ekstrom noted, “When residents understand the stories, values, and people that make their destination special, they don't just welcome visitors—they become ambassadors for their own communities.” This perspective aligns with broader industry trends, such as the Community Homestay Network’s fixed-departure tours under Nepal’s 2028 strategy, which emphasize local ownership and storytelling.
The trip also highlighted the value of experiential learning over passive sightseeing. Ekstrom’s niece studied ecosystems in temperate rainforests and geology beside lava fields, gaining insights that no textbook could provide. Ekstrom’s reflections suggest that tourism’s true value lies in personal connections and local interactions, rather than iconic landmarks alone.
Implications for Destination Management
Concluding in Portland, the journey offered practical insights for destination management organizations. Ekstrom emphasized that when communities are engaged and proud of their heritage, they naturally enhance the visitor experience. This approach resonates with the Gen Z shift toward experiences over amenities, as shown by AmEx and Skyscanner data, and the Elegant Hotels of the World rebranding to focus on authentic local luxury.
For travel professionals—whether airline executives, hoteliers, or tour operators—the lesson is clear: investing in community knowledge and pride can differentiate a destination in a crowded market. As Ekstrom’s road trip demonstrated, the most memorable journeys are those that teach us something about the places we visit and the people who live there.
