In this episode of Business Class, I sit down with Brad Dean, President & CEO of Explore St. Louis, to explore what it really means to lead with heart in the tourism industry. From his unexpected leap from finance to hospitality, to his people-first leadership philosophy, Brad shares what makes a great team, why humility matters, and how St. Louis is rewriting its narrative with sports, arts, and authenticity. We also dive into the evolving role of AI, the future of destination marketing, and the value of learning from every chapter of your journey. It’s candid, thoughtful, and full of takeaways for anyone passionate about travel, leadership, and reinvention.

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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