Empowering a Destination: The Pocono Mountains’ Path to 800 Certified Tourism Champions

The Challenge

Before launching the ambassador program, the Pocono Mountains Visitors Bureau identified a major opportunity: to unify and empower its community with a shared understanding of what makes the region special. While the Poconos welcomed millions of visitors annually, many frontline workers and residents lacked consistent, up-to-date knowledge to represent the destination confidently. PMVB saw the potential to turn that gap into a strength by creating a scalable, engaging training solution that would transform locals into passionate, well-informed advocates.

The Solution

The Pocono Mountains Visitors Bureau sought a solution that could meet the scale, diversity, and high standards of their destination while offering flexibility for future growth. After considering traditional in-person training programs and static print materials, they chose to partner with Learn Tourism for a more dynamic, accessible, and data-informed approach. The decision was driven by Learn Tourism’s commitment to listening closely to PMVB’s goals and tailoring a solution that would feel both authentic and practical.

Learn Tourism delivered a customized curriculum aligned with PMVB’s vision, using smart content population to reflect the destination’s unique culture, history, and hospitality. The intuitive learning management system empowered learners to engage on their own schedule, while PMVB administrators gained immediate insight through real-time dashboards and analytics that showed progress, engagement, and certification rates. Updates and improvements to course content could be made in seconds, allowing the bureau to stay responsive and relevant.

"I've referred this course to all of our Real Estate Agents, who are the best to help SELL the Poconos! The ones who took the course, loved it. Great job!"
— Christine Wilkins, Poconos Ambassador

The Results

After implementing the Learn Tourism platform, the Pocono Mountains Visitors Bureau saw immediate and measurable success. With over 500 enrollments and hundreds of certified ambassadors, the program quickly became a key initiative in strengthening visitor engagement through knowledgeable, passionate locals. Learners achieved an average quiz score of 80%, with more than 60% earning perfect scores, underscoring how effectively the course content resonates and sticks.

Feedback from participants has been overwhelmingly positive. 90% are likely to recommend the course, and the majority reported feeling more confident in representing their region and assisting visitors. Testimonials—from real estate agents to frontline hospitality workers—speak to the course’s practical value, cultural relevance, and inspirational tone.

The real-time analytics dashboard allowed PMVB to track progress and engagement instantly, supporting smarter outreach and continuous improvement. Learn Tourism’s customized curriculum, smart content population, and easy-to-edit platform allowed the bureau to maintain full creative control while delivering a professional, scalable experience.

Armed with a growing base of certified champions, PMVB is on track to meet its goal of 800 ambassadors by year-end, strengthening tourism and building a shared pride of place that benefits everyone in the region.