Embrace Connections: Tico Soto’s Inspiring Journey in Tourism and Personal Growth

In this episode of Business Class, Learn Tourism Stephen Ekstrom welcomes Tico Soto, the founder of Tourism Tactics by Tico, to discuss his nearly three-decade journey in the tourism industry. With a warm and engaging style, Tico shares his insights on building relationships, navigating challenges, and the importance of passion in tourism.

Tico's career began in Lake Charles, Louisiana, in 1996, where he stumbled upon the tourism sector almost by accident while working in banking. A serendipitous job ad sparked his curiosity about the tourism office in his hometown. Tico candidly recounts his transition from banking to tourism, highlighting a key moment when he realized his true calling while training as a junior loan officer. After seeing a travel job in the classifieds, he decided to take a leap of faith—an instinct that would shape his career.

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