The Hidden Costs of DIY Ambassador Programs for DMOs

The Hidden Costs of DIY Training: Why Many DMOs Regret Building Their Own Tourism Ambassador Programs

Introduction

Destination Marketing Organizations (DMOs) know that a well-designed tourism ambassador program can be a game-changer. It creates engaged locals, improves visitor experiences, and strengthens community pride. However, when it comes time to implement a program, some DMOs attempt to build their own from scratch rather than partnering with an expert.

At first glance, this might seem like a cost-saving measure. However, many DMOs underestimate the actual cost of developing, maintaining, and evolving a high-quality program. In reality, a DIY approach often leads to delays, burnout, outdated content, and higher expenses in the long run.

Here’s why so many DMOs end up regretting their decision to go the DIY route.

1. The Time Investment is Vastly Underestimated

Building a quality ambassador program requires more than just pulling together existing resources. It takes hundreds of hours to research, design a curriculum, create content, and implement effective learning methodologies.

• Curriculum Development: Most DMOs don’t have in-house instructional designers, which means training content is often too long, too dry, or lacks clear learning outcomes.
• Content Creation: Writing text-based modules is one thing, but what about videos, quizzes, interactive elements, and real-world application exercises?
• Stakeholder Input: Many DIY projects get bogged down in revisions as different departments and stakeholders try to weigh in on every decision.

Reality Check: DMOs who build their training often find that what they thought would take a few months actually stretches into 12–18 months or more.

2. Maintaining & Updating Content is a Constant Burden

Once a DIY program is built, the work doesn’t stop.

• Destination information changes constantly. What happens when new hotels, attractions, or policies need to be added?
• Learner engagement must be monitored. If completion rates drop, how will you adjust the training to make it more engaging?
• Staff turnover disrupts continuity. If the person responsible for managing the program leaves, will anyone know how to update it?

Many DMOs realize too late that they lack the time or resources to continually improve their programs, leading to outdated, underutilized training.

3. The Risk of Low Engagement & Ineffectiveness

Many DIY programs fail because they don’t incorporate modern learning principles that make training stick.

• Long text-heavy PDFs and slide decks don’t work—most learners won’t retain the information.
• Without interactive elements like quizzes, scenario-based training, and real-world applications, the program becomes just another box to check.
• A lack of incentives and clear outcomes leads to low participation and minimal impact.

4. It Often Ends Up Costing More Than Partnering With an Expert

DMOs who go the DIY route often don’t calculate the full cost of internal development. Consider:

• Staff time: Even if you don’t hire an external provider, the salaries of those working on the program add up quickly.
• Technology costs: Buying and maintaining a Learning Management System (LMS) isn’t cheap.
• Missed opportunities: The longer it takes to launch, the longer you miss out on the benefits of an engaged ambassador network.

In many cases, partnering with an expert like Learn Tourism ends up being faster, more effective, and surprisingly cost-efficient.

The Smarter Alternative: A Hybrid Approach

Rather than spending months (or years) struggling to build a program from scratch, many DMOs find that a hybrid approach works best. With Learn Tourism, DMOs can:

✅ Customize a proven framework instead of starting from zero.
✅ Launch in just 10 weeks instead of waiting over a year.
✅ Update content easily with a flexible, scalable platform.
✅ Ensure high engagement with expert-designed learning experiences.

Conclusion

A well-built ambassador program is an investment in your destination’s future. The question isn’t whether you need one—it’s how to build it in the most efficient, impactful way possible.

For many DMOs, the decision to go DIY ends up being more costly, time-consuming, and frustrating than expected. If you’re considering an ambassador program, let’s chat about how Learn Tourism can help you skip the learning curve and get straight to impact.

👉 Schedule a call today to explore the best path forward for your destination.