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Tourism Skillshop

The Tourism Skillshop webinar series is one of many programs from State of Washington Tourism (SWT). Launched in April 2022, the Skillshop is a key component of industry advocacy and education for tourism stakeholders in Washington.

Each webinar highlights a specific issue or skill for tourism professionals to discuss with industry experts. SWT hosts these live webinars on the third or fourth Thursday of every month from 10 to 11 a.m.

These webinars are moderated by SWT’s Matthew Ozuna and are free and open to all tourism stakeholders. All skillshops are recorded and shared with registrants, as well as made available to view on the SWT YouTube channel.

Upcoming Webinars

Thursday, Oct. 29: Adapting the Transformation Economy in the Tourism Sector | Register Here

The Transformation Economy will be the subject of the next Tourism Skillshop on Thursday, Oct. 29, at 10 a.m. This book from bestselling author B. Joseph Pine II builds on his seminal work, The Experience Economy, to explain the next stage of how people assign value to goods, services, and experiences.

For tourism practitioners, applying this knowledge to product development and visitor engagement can yield a competitive advantage. As the transformation economy evolves, we will need to think more creatively and holistically, fostering deeper connections among people, places, and experiences.

This expanded role encourages practitioners to embrace elements of destination stewardship, advocacy, and coaching to create transformational offerings. While this shift will require new ways of thinking and working, it can ultimately create greater value for visitors and communities while helping tourism entities differentiate themselves in a competitive marketplace.

This webinar will provide attendees with clear frameworks and real-world examples of the transformational economy. It will help them build customer loyalty, create premium value, and drive sustainable growth. Join the discussion with SWT’s Matthew Ozuna, Transformational Travel Council co-founder Jake Haupert, and other industry experts.

Tourism Skillshops are free to attend. All webinars are recorded and shared with registrants and posted to SWT’s YouTube playlist. For questions, please email Matthew Ozuna. Sign up for SWT’s Industry Update newsletter and follow SWT on LinkedIn to register for upcoming Skillshops. 

Past Webinars

Past webinar topics have covered everything from planning for agritourism in rural communities to dark sky tourism, as well as:

Browse All Recordings on SWT’s YouTube channel.

View examples of Skillshop webinars below.