To me, influence is less about being seen and more about being useful. It is measured not by what we know, but by what others are able to do because we chose to share it. Influence is built in everyday interactions through a thoughtful question, a new perspective, or a shared insight.
Frida Bahja · In Her Own Words
Her Story
About Frida
Frida Bahja is a tourism research professional dedicated to helping destinations make better decisions through data, insights, and strategic analysis. She has more than eight years of tourism research experience spanning destination organizations and academic scholarship. Frida holds a Ph.D. in Hospitality and Tourism Management from the University of Central Florida and a Master's Degree in Hospitality Management from the University of South Florida. She has published in reputable tourism journals and remains actively engaged in the applied tourism field through participation in national and international conferences. Her research experience includes leading the research program for Visit Savannah and Visit Tybee Island, conducting research affiliated with UCF’s National Center for Integrated Coastal Research, and assisting on various research projects at UCF’s Rosen College. She also serves as Adjunct Faculty at the University of Central Florida's Rosen College of Hospitality Management, teaching and mentoring the next generation of tourism professionals. She is recognized as a thoughtful, analytical, and academically grounded leader who bridges the gap between research and practice in the tourism industry.
Her Interview
Ten minutes with Frida
01What do you attribute your success to?
I attribute my success to curiosity, perseverance, and a genuine love of learning. Throughout my career, I have embraced opportunities to grow through both academic research and industry experience, always looking for ways to expand my knowledge and challenge myself. I have also been fortunate to learn from many inspiring mentors, colleagues, and peers whose guidance, support, and perspectives have helped shape my professional journey and contributed to my growth along the way.
02What’s the best career advice you’ve ever received?
One of the best pieces of career advice I have received is that your first answer is rarely your best answer. It taught me to dig deeper, challenge assumptions, and stay open to new perspectives.
03What advice would you give to young women entering your industry?
Ask questions, seek out mentors, and be open to learning from people with different experiences and perspectives. Most importantly, remember that your unique voice and perspective have value.
04What are the biggest challenges or opportunities in your field right now?
One of the biggest opportunities in tourism research right now is the growing availability of data. We have access to more information than ever before, from visitor movement and spending patterns to sentiment and behavioral insights, which creates tremendous potential for destinations to make more informed, strategic decisions. At the same time, one of the biggest challenges is that much of tourism data remains fragmented across multiple sources, platforms, and methodologies. The challenge is integrating it, validating it, and transforming it into meaningful insights that support decision-making.
05What values are most important to you in your work and personal life?
I value lifelong learning, meaningful relationships, and making a positive impact. Whether through my work or personal life, I want to continue growing, support those around me, and contribute in ways that create lasting value.
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