Learn Tourism

What Learn Tourism does

Learn Tourism is a US-incorporated, Florida-headquartered 501(c)(3) nonprofit tourism academy founded in 2015 by Stephen Ekstrom and Sheena Works. The organization operates a white-labeled, cloud-based learning experience platform built on adult-learning and business-psychology principles, hosting 145+ on-demand courses across five service lines: Custom Course Development, Tourism Ambassador Training, Destination Training, Workforce Development, and English for Tourism Training. The platform features customizable environments, real-time analytics, twelve distinct lesson types, and the proprietary TEA (Transformative, Engaging, Accessible) education framework, with Thinkific's Thinker AI assistant integrated since February 2026 to deliver around-the-clock personalized learner support.

Name

Learn Tourism

Legal name

Learn Tourism, Inc.

Website

https://learntourism.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Learn Tourism is a nonprofit 501(c)(3) tourism academy offering a white-labeled learning platform, 145+ courses, and custom course development for destination marketing organizations, travel agents, and hospitality workforce worldwide.

Ownership category

akta.pro rank

Product category

Tourism Education and Training

NAICS

Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Adult Continuing Education & Lifelong Learning Tours (THAKAGAL)

akta.pro secondary industry

Adult Skill-Building Expeditions & Courses (Leadership, Survival, Navigation) (THAAAOAC)

Keywords

• Tourism education services
• Online learning platform
• Workforce development training
• Destination training courses
• Nonprofit training academy

Headquarters

HQ city

Florida

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Educational Services and Subscriptions: Primary revenue from providing learning platform access, custom course development, and training services to destination marketing organizations, tourism bureaus, and hospitality businesses. Subscription-based model for private academies with per-seat or site licensing.
2. Donations and Charitable Contributions: As a 501(c)(3) nonprofit, Learn Tourism receives tax-deductible donations to support scholarship programs, low/no-cost training for emerging professionals, sustainability training in disadvantaged communities, and regenerative tourism initiatives.
3. Event Revenue: Virtual symposiums and workshops priced at $79+ per ticket generate revenue while showcasing expertise. Events feature multiple workshops and panels with industry speakers.
4. Sponsorship and Promotional Services: Brand awareness and thought leadership opportunities for tourism industry companies through online courses, blog posts, panel discussions, and the Business Class Podcast. Collaborator benefits include talent attraction and connecting with destination marketers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Learn Tourism is a nonprofit 501(c)(3) tourism academy that delivers training, certification, and educational programming for the global tourism industry through a white-labeled Learning Experience Platform. The organization offers 145+ on-demand courses spanning tourism ambassador training, destination training, English for tourism, and hospitality workforce development, alongside custom course development services, virtual symposiums, and a Business Class Podcast. Its primary customers are destination marketing organizations, travel agents, hospitality employers, and tourism professionals seeking measurable training outcomes.

Product overview

Learn Tourism is a nonprofit 501(c)(3) academy offering a platform-plus-services model for tourism education. The core is its white-labeled Learning Experience Platform (LEP) enabling organizations to deploy customized courses with real-time analytics. This platform supports five distinct service offerings: Custom Course Development (instructional design and business psychology consulting), Tourism Ambassador Training (front-line workforce certification), Destination Training (travel agent education), Workforce Development (hospitality/tourism career programs), and English for Tourism (language training). Additional services include a 70+ speaker network for keynote engagements, Virtual Symposiums (online workshop events), the Business Class Podcast, Sponsorship opportunities, and an Education With Empathy platform philosophy. The platform hosts 145+ courses with content available on demand.

Differentiator

Problem solved

Functional benefit

Products and services

• Learning Experience Platform White-labeled, cloud-based learning environment for destination organizations and tourism employers, featuring customizable courses, modules, lessons, quizzes, certifications, branded certificates of completion, and a real-time analytics dashboard for tracking student progress and KPIs.
• Custom Course Development Consulting and creation service that builds customized learning experiences for tourism clients using instructional designers, business psychologists, and subject matter experts aligned to the Transformative. Engaging. Accessible. (TEA) education model.
• Tourism Ambassador Training Certification program that upskills frontline destination workers and community ambassadors around Education With Empathy principles, designed to protect destination reputation and drive positive word-of-mouth marketing.
• English for Tourism Training Language training program developing fluency in English for tourism professionals, covering grammar, vocabulary, listening, speaking, cultural competence, and customer service specific to the travel industry.
• Destination Training Online training program for travel agents and advisors that builds destination product knowledge, expands their reach, ensures timely delivery, and supports network growth while quantifying leads for destinations.
• Workforce Development Tourism workforce preparation program spanning hospitality management, tourism marketing, travel operations, and entrepreneurship, using instructional design and online learning for flexible delivery to individuals and employer cohorts.
• Tourism Keynote Speakers Booking network of 70+ speakers, educators, and subject matter experts available for in-person or virtual keynote speeches, workshops, seminars, and learning tracks on tourism topics.
• Virtual Symposium Annual online workshop event featuring instructor-led sessions and panel discussions on community sentiment, visitor experience, content marketing, and responsible tourism, with tickets starting at $79 per attendee.
• Business Class Podcast Standalone podcast series featuring interviews with tourism and hospitality business leaders, destination marketing professionals, and sustainable local economy creators, distributed via Apple Podcasts and hosted by CEO Stephen Ekstrom.

Quantifiable outcome

• 26% more revenue per employee for organizations offering online training
• +1 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core, major and minor.

• Thinkific Labs Inc.coreTechnology or Integration · 24 February 2026Learn Tourism is an early adopter of Thinkific's Thinker AI assistant, which delivers personalized learner support, instant answers, and contextual recommendations. The AI tool is included with Thinkific Plus plans starting February 24, 2026, and Learn Tourism uses it to support thousands of learners across certification and professional development programs.
• Tourism Trade Associations WorldwidecoreStrategic or Co-development PartnerLearn Tourism works with over 40 destinations and trade associations worldwide to provide tourism education and training programs. The organization serves as a nonprofit academy partner for these associations to deliver consistent certification and workforce development.
• U.S. Cultural & Heritage Marketing CouncilmajorStrategic or Co-development PartnerStrategic partner in cultural heritage tourism education. Learn Tourism provides the platform to engage and connect DMO partners and their communities in cultural and heritage tourism initiatives.
• Tourism CaresmajorStrategic or Co-development PartnerGeneral member of Tourism Cares, supporting responsible tourism and community engagement in the tourism industry. Affiliation visible in partner logos section of website.
• Heritage Tourism StudiominorStrategic or Co-development PartnerHeritage Tourism Studio founder Heidi Schlag serves as special guest on Learn Tourism webinars, providing expertise on technology, storytelling, and heritage tourism evolution. Helps DMOs and cultural organizations create connected regional visitor experiences.
• ServiceSpeaks SolutionsminorStrategic or Co-development PartnerCEO Stephanie Emrich of ServiceSpeaks Solutions leads workshops for Learn Tourism's Virtual Symposium on moving beyond traditional customer service to create stewardship-focused visitor experiences.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• MindEdge: MindEdge provides online professional development courses for working adults, including tourism, hospitality, and management content. Comparable as a smaller, focused online learning provider serving adult professional audiences with subscription-based training offerings.
• Thinkific: Thinkific is the underlying learning platform powering Learn Tourism's course delivery and a partner (Thinker AI). While not a direct education competitor, it is an enabling platform comparable in its role as an online course creation and delivery infrastructure for course-based businesses.
• Eventbrite: Eventbrite is a ticketing and event management platform that overlaps with Learn Tourism's virtual symposium ticketing business ($79+ per ticket). Comparable as an enabling platform for the event-based portion of Learn Tourism's monetization strategy.

Broad incumbents

• Coursera: Coursera is a broad incumbent in online professional education with tourism, hospitality, and travel management courses from universities and partners. Comparable as a scaled online learning provider serving adult professionals seeking certification, though it operates far beyond the tourism niche.
• Skillsoft: Skillsoft is a broad incumbent in enterprise professional and leadership training with corporate subscription models. Comparable as a scaled, subscription-based professional development provider targeting workforce capability building for organizations.
• LinkedIn Learning: LinkedIn Learning is a broad incumbent offering professional development courses including hospitality, customer service, and management content. Comparable as an enterprise-focused adult learning platform that competes for the same professional training budgets as Learn Tourism.

Direct peers

• U.S. Travel Association: U.S. Travel Association is the national trade organization for the U.S. travel industry, offering education, research, and advocacy to tourism professionals. Comparable as a mission-driven tourism industry body that delivers education and resources to the same audience as Learn Tourism.
• Destinations International: Destinations International is the trade association for destination marketing organizations (DMOs), offering professional development, certification (CDME), and training resources. It is directly comparable because Learn Tourism's core customers are DMOs and this organization delivers overlapping education programs to the same buyer.
• American Hotel & Lodging Educational Institute (AHLEI): AHLEI is the training and certification arm of the American Hotel & Lodging Association, offering professional development and credentialing for hospitality and tourism workers. Like Learn Tourism, it serves industry professionals with structured certification programs, but with deeper specialization in lodging operations.

Regional players

• World Travel & Tourism Council (WTTC): WTTC is a global tourism body representing the private sector, with research, policy, and education initiatives for tourism professionals. Comparable as an international tourism education and advocacy organization serving a similar professional audience across global markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@diytourism
• Facebookfacebook.com/learntourismorg
• LinkedInlinkedin.com/company/learntourism
• Instagraminstagram.com/learntourismorg

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Learn Tourism