How Destination Training Programs Can Flip the Script on Negative Local Perceptions

Every destination marketer knows that one of the biggest challenges isn’t just attracting visitors—it’s getting locals to buy into the vision of their community.

A thriving tourism economy depends on engaged, enthusiastic locals who act as advocates for their destination. But what happens when locals are the most prominent skeptics? When they believe there’s “nothing to do” or that their city isn’t “worth visiting”?

Instead of fighting against these perceptions, a well-structured destination training program can flip the script—turning passive or even hostile residents into empowered ambassadors who actively promote the community.

Why Do Locals Struggle with Destination Pride?

Many cities and regions struggle with internal negativity, which can be rooted in:

• Economic struggles or decline – When locals see businesses closing or industries shifting, they may assume the city has little to offer.
• Lack of awareness—Residents don’t always experience their city as visitors do and may not be familiar with attractions, events, or tourism's impact.
• Historical negativity – A long-standing reputation, whether fair or not, can shape perceptions over time.
• Community disconnect – If residents feel excluded from development or tourism initiatives, they may be resistant to supporting them.

How Training Programs Change the Narrative

A strategic destination training program—whether an ambassador program, frontline training, or resident engagement initiative—does more than educate. It helps locals reframe their understanding of their community’s values. Here’s how:

1. Show Locals the Economic Impact of Tourism

Many residents don’t realize how much tourism fuels local businesses, supports jobs, and drives economic growth. Training programs can: ✅ Highlight key data on visitor spending and its direct benefits to the community.
✅ Share real stories of business owners, employees, and families who thrive because of tourism.
✅ Help residents see themselves as stakeholders in tourism success rather than bystanders.

2. Provide Firsthand Experiences

Locals often think they “know everything” about their city, but experiencing it like a visitor can change perspectives. ✅ Offer guided tours or site visits for program participants.
✅ Include interactive activities where they engage with attractions, museums, or restaurants they might overlook.
✅ Create an incentive-based learning experience—those who complete the training earn rewards, exclusive experiences, or perks.

3. Equip Locals with Positive Messaging

It’s not enough to tell people to “be positive” about their city—they need the right tools. Training should: ✅ Teach simple ways to respond to common complaints or negative comments from visitors.
✅ Provide talking points about what makes the city unique and why it’s worth visiting.
✅ Empower them with visitor recommendations—even if they don’t frequent certain spots, they can still suggest experiences for different traveler types.

4. Foster a Sense of Ownership & Pride

Residents need to feel like they belong in the story of their destination’s success. ✅ Give them an active role—allow participation in events, advisory boards, or volunteer opportunities.
✅ Share their voices—feature local stories, testimonials, and perspectives in marketing efforts.
✅ Recognize their efforts—certifications, badges, or public acknowledgment reinforce their importance.

Real-World Success Stories

Cities that have implemented ambassador and training programs have seen measurable shifts in local attitudes. For example: 📌 A town with a struggling downtown revitalized local pride through resident-led tours and business spotlights.
📌 A tourism office in a historically overlooked town trained 500+ locals as certified tourism ambassadors, boosting visitor satisfaction scores.
📌 A regional campaign integrated training with community storytelling, increasing positive sentiment in online reviews by 40%.

The Bottom Line: Your Locals Are Your Best Storytellers

A community that believes in itself is far more powerful than any ad campaign. The most authentic, credible promotion comes from those who live and breathe the destination every day.

Instead of fighting against negative perceptions, destination marketers should invest in training programs that empower locals to lead the charge.

When locals see their city through a new lens, they naturally become the best ambassadors for its future.

Want to explore how an ambassador training program can change the narrative in your community? Let’s talk.