What do donuts in Amish country, curious bison in Wyoming, and 30,000 learners have in common? A passionate conversation about the evolution of tourism marketing and the power of education. In this episode, Stephen Ekstrom is joined by Chris Cavanaugh, founder of Magellan Strategy Group, to explore a winding career path from brand management to quirky consulting—and the birth of the DIY Tourism Marketing movement.
Together, they unpack the importance of curiosity, the need for accessible and transformational learning, and why mid-career tourism pros are the key to the industry’s future. From bison encounters to building the next generation of tourism leaders, this episode delivers real stories and real strategies.
It’s also your sneak peek at what’s coming to the 2026 Learn Tourism Conference, featuring a newly expanded DIY Marketing learning track for professionals ready to roll up their sleeves and elevate their impact.
📚 Come for the stories. Stay for the strategy. Leave with skills.
Learn more and register at learntourism.org
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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