Linda John has helped shape communities through her work in the tourism industry and with destination management organizations (DMOs) for more than three decades, both locally and across the country. From transforming Eau Claire’s identity to advising DMOs nationwide, her work has influenced how communities position themselves, how leaders develop and how tourism drives long-term economic vitality.
Today, her influence continues at a national and global level. As a member of the Foundation Board for Destinations International, the world’s largest resource for destination organizations, she supports research, education and leadership development for professionals across the industry. She is also a certified destination marketing executive and a certified executive coach.
Linda’s career and leadership began and evolved at the community and regional level. During her 27-year tenure leading Visit Eau Claire, she helped shift the region from a traditional tourism model to a community defined by culture and creativity. Under her leadership, music became a defining element of the city’s identity, amplified by nationally recognized artists like Bon Iver and strengthened through major music festivals and events, which helped draw visitors while showcasing the region’s creative energy. By elevating arts and music as part of the area’s identity and aligning tourism with economic development, she helped position Eau Claire as a destination people actively choose not just to visit but to invest in and call home. These efforts helped position Eau Claire within a broader national conversation about how mid-sized communities can leverage music and the arts as drivers of tourism and economic growth.
“Create a place where people want to live, and people will want to visit,” Linda said.
From evolving visitor engagement by transitioning from physical spaces to digital platforms and mobile experiences, including the creation of a mobile “Eau Claire-Stream” Airstream stage that took local musicians and the region’s story on the road, her work extended far beyond destination marketing. It was about building systems and relationships that could sustain growth over time.
While leading Visit Eau Claire Linda continued investing in her own growth, earning her master’s degree in Training and Human Resource Development from UW-Stout in 2016. Drawn to understanding people and relationships, she chose a path that deepened her ability to lead and influence others.
“I was fascinated by people, relationships and interactions,” she said. "We are operating in a time of unprecedented change, especially within the tourism industry. The pace isn’t slowing down; it’s accelerating. And with that acceleration comes not just opportunity, but real pressure on leaders and teams to adapt, often without a clear roadmap. If I can help individuals and organizations not just respond to change, but lead through it with clarity and confidence, then I know I’m contributing at the level that today’s moment demands.”
That decision proved pivotal. Her graduate education opened the door to coaching certifications and expanded her ability to create impact not just within a single community but across organizations and industries. In 2020, Linda departed Visit Eau Claire and began her work through her own consulting business, Linda John Consulting, and Fired Up! Culture, an organizational development firm. In these roles, she partners with DMOs and other industries across North America to strengthen leadership, build healthy workplace cultures and create sustainable systems for growth. Her approach centers on helping leaders develop self-awareness, navigate change and align strategy with people, work that continues to shape organizations at scale.
“At the end of the day, the impact I hope to have is deeply human,” she said. “If I can help them feel more grounded, more capable and more aligned in that work, then the ripple effect extends far beyond any one individual.”
Connection has been a defining thread throughout her career; one she continues to see reflected across the tourism industry through fellow Stout graduates. “I run into Stout graduates all over the country,” she said. “Being a Stout graduate means connection, community and friendships everywhere. It also represents a quality education and a shared understanding of who we are as professionals.”
Whether she is coaching executives, advising organizations or helping emerging leaders grow, Linda’s focus remains on creating an impact that extends beyond any one role or community. Her work reflects the importance of strong relationships, strategic thinking and a commitment to helping others reach their full potential.
