A Smarter Way to Train: How VisitLEX Upgraded to a Custom, Cost-Effective Tourism Ambassador Solution

The Challenge

VisitLEX recognized an opportunity to reignite local engagement and elevate visitor experiences by replacing a dated, resource-heavy training model with something more nimble and impactful. After stepping away from a licensed tourism ambassador program in 2013 due to high costs and time commitments, they sought a modern solution that could be easily updated, tailored to Lexington’s unique brand, and accessible to a wide range of stakeholders. This proactive move aimed to unify the community around a shared story and empower residents to become enthusiastic advocates for the city.

The Solution

VisitLEX initially discovered Learn Tourism while exploring more agile and cost-effective alternatives to their previous Tourism Ambassador certification program. Having heard about the platform’s success with other destinations—including Baltimore—they were drawn to its ability to deliver customized, mobile-friendly training at scale. They considered other options but found most lacked the flexibility, storytelling focus, and community-first approach they wanted.

What set Learn Tourism apart was its ability to rapidly build a branded, locally authentic learning experience—complete with stakeholder interviews, community-driven content, and real-time analytics. The VisitLEX team collaborated closely with Learn Tourism to shape the course curriculum around key outcomes like “Front Porch City” sentiment, the impact of tourism, and how locals can help support visitors. The platform’s ease of use, multi-device compatibility, and tiered learning options made it ideal for training a wide variety of community partners.

"Thank you! Really appreciate all you’ve done to help us with our Lexpert program!" - Mary Quinn, VisitLex

From concept to launch, VisitLEX had full visibility into the buildout process, including stakeholder calls, branding integration, and a co-developed launch timeline targeting Valentine’s Day, framed as a way to “show Lexington some love.

The Results

Since launching the LEXpert training, VisitLEX has seen measurable success in building community pride and improving visitor readiness across Lexington. More than 500 participants have enrolled in the course, representing a diverse range of frontline workers, students, and local advocates. Over 90% of survey respondents say they would recommend the training to others, with many praising the course’s storytelling, ease of use, and relevance to their daily roles.

Participants shared hundreds of positive reflections, often citing a renewed sense of pride in their city and a deeper understanding of how to welcome guests with warmth and confidence. The flexible format allowed learners to complete the program on their own time, many doing so on mobile devices, without sacrificing depth or engagement.

“This course helped me fall in love with my hometown all over again.”
— Front Desk Associate, Downtown Hotel

“It’s easy to use, and I finished it on my phone between shifts. Everyone in hospitality should take this.”
— Restaurant Server

VisitLEX not only reintroduced a training culture across its community but also set a new standard for accessible, locally driven tourism education—one that’s scalable, sustainable, and built to reflect Lexington’s unique spirit.