Tourism Ambassadors = More Visitors + Longer Stays

Tourism is more than just a passing industry; it's a dynamic force that shapes economies and creates lasting memories for travelers. In this journey, Tourism Academy's CEO and co-founder, Stephen Ekstrom, a seasoned traveler himself, has tirelessly worked to advance the tourism industry and promote sustainable tourism practices. In this article, we'll explore how well-trained tourism ambassadors can make all the difference in attracting more overnight visitors and extending their length of stay.

The Role of Tourism Ambassadors

Tourism ambassadors serve as the frontline representatives of a destination. They are the friendly faces and local experts who welcome visitors and provide them with valuable insights into the area. These individuals are pivotal in creating positive first impressions and shaping the visitor experience.

Creating Memorable Experiences: Well-trained tourism ambassadors are skilled in sharing their knowledge about the destination's unique attractions, history, and culture. They can suggest personalized itineraries and activities that align with each visitor's interests, ensuring a memorable and tailor-made experience.

Enhancing Safety and Comfort: Ambassadors can also contribute to the safety and comfort of visitors. They guide navigating the area, offer safety tips, and assist in emergencies, making travelers feel more secure and confident during their stay.

Fostering Authentic Connections: Stephen Ekstrom's commitment to authenticity and kindness resonates in the work of tourism ambassadors. These individuals are not just guides but storytellers, sharing local anecdotes and connecting personally with visitors. Such interactions leave a lasting impression and often result in positive reviews and word-of-mouth recommendations.

Attracting More Overnight Visitors

Attracting overnight visitors is crucial for the tourism industry's sustainability and economic impact. Well-trained tourism ambassadors contribute significantly to achieving this goal.

Personalized Recommendations: When tourists have access to ambassadors who can provide tailored recommendations, they are more likely to extend their stay. Visitors may discover hidden gems and unique experiences that compel them to stay longer and explore further.

Trust and Confidence: Visitors who feel well-informed and confident about their destination choices are likelier to book longer stays. Ambassadors build trust by providing accurate information and addressing concerns, ultimately encouraging travelers to stay overnight.

Positive Reviews: Satisfied tourists share their experiences on travel platforms and social media. Positive reviews and word-of-mouth endorsements generated by well-trained ambassadors can attract more overnight visitors, creating a positive feedback loop.

Extending the Length of Stay

Extending the length of stay not only benefits the destination but also leads to increased revenue for local businesses. Here's how tourism ambassadors contribute to this:

Engagement and Exploration: Ambassadors can spark visitors' curiosity and enthusiasm, encouraging them to explore and stay longer. They may recommend additional activities or day trips that keep tourists engaged beyond their initial plans.

Hospitality and Customer Service: Tourism ambassadors' warm and hospitable nature ensures visitors feel welcome and valued. This positive experience often translates into extended stays as tourists seek to immerse themselves further in the local culture.

Events and Special Experiences: Ambassadors can promote upcoming events and memorable experiences, enticing visitors to extend their stay to attend these unique opportunities.


In tourism, well-trained tourism ambassadors are the bridge between destinations and visitors. Their role extends beyond providing information; they are storytellers, facilitators, and ambassadors of kindness. As Stephen Ekstrom's favorite quotes remind us, "Do the best you can until you know better. Then when you know better, do better," and "When one teaches, two learn." Well-trained tourism ambassadors embody these principles, continuously learning and sharing, ultimately helping destinations attract more overnight visitors and extend their length of stay. Their invaluable contribution enhances the visitor experience and contributes to the long-term sustainability of the tourism industry.


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