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

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

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

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.

Support the show