The New Tourism Ambassador: How Destination Leaders Can Harness Local Champions for Modern Impact

Tourism ambassadors aren’t what they used to be—and that’s a good thing. Twenty years ago, a tourism ambassador might’ve been someone handing out brochures at a visitor center, sharing a few local tips, or representing a city in a ceremonial role. Fast forward to today, and these local stakeholders have become key players in how destinations are experienced, promoted, and sustained.

The role of the tourism ambassador—especially those drawn from the community, not celebrity designees—has evolved from passive participation to active, strategic involvement. As destination organizations look to engage modern travelers, build local pride, and compete in an attention-driven market, the time to rethink and retool ambassador programs is now.

From Welcome Committee to Change Agents

Modern tourism ambassadors are storytellers, sustainability advocates, and trusted voices for both residents and visitors. They offer an insider’s view that no ad campaign can replicate. They help connect a visitor’s experience with a destination’s values.

“I feel more confident now about my ability to welcome visitors to our area. This program was really enjoyable! Although I’m from Elkhart and have worked here for the past four years, it felt like a whole new world to me.”
— Samantha Herring, Elkhart Tourism Champion​

In many communities, ambassadors now support visitor services, shape local content, promote inclusivity, and even help manage tourism flow to reduce strain on infrastructure and natural assets.

Technology Is the New Toolbelt

Gone are the days when training was a half-day orientation followed by a stack of pamphlets. Today, tourism training is on-demand, mobile-friendly, and multilingual—just like the travelers themselves.

Learn Tourism the nonprofit academy’s Learning Experience Platform, makes it possible for destinations to:

• Offer real-time updates on tourism data, attractions, and events

• Track participation, completion, and impact

• Adjust content on the fly

• Scale training across entire regions, even globally

“[Learn Tourism] takes care of the heavy lift so we can focus on what we do best. It's easy to update, requires little to no maintenance and produces results we can proudly share with our community.”
— Sheila Dougherty, Redding Tourism & Marketing Group​

Purpose Drives Participation

Today’s travelers want more than pretty postcards—they want purpose, authenticity, and values they can connect with. The same is true for tourism ambassadors. Programs that align with sustainability, inclusivity, economic impact, and community pride resonate more deeply with participants.

That’s why smart destinations are reframing their training not as a checkbox certification, but as movement building. These ambassadors become champions who:

• Understand the why behind tourism

• See themselves as part of a larger mission

• Actively shape the visitor experience with pride and ownership

“[Learn Tourism] has been a beacon of knowledge for us. As the DMO for Erie and Ottawa counties, the training provided has been instrumental in improving our visitor services and enhancing the overall guest experience.”
— Angie George, Shores and Islands, Ohio​

What Destination Leaders Need to Do Now

To fully leverage today’s tourism ambassadors, DMOs must shift their mindset and approach. Here’s what that looks like:

1. Make Training Easy to Access

Meet learners where they are. Mobile-ready platforms, flexible timelines, and self-guided formats lower the barrier to entry and scale effortlessly.

2. Design for Lifelong Learning

Ambassador programs should be more than a one-time course. They should create learning paths that lead to professional development, specialized knowledge, and new career opportunities.

3. Gather Data and Share Stories

Track participation, engagement, and feedback. Use these insights to update training, prove ROI to stakeholders, and celebrate success stories publicly.

4. Make It Fun, Relevant, and Real

Add interactivity, trivia, local guest speakers, and user-generated content. Showcase diverse voices from the community to create programs people want to join—and finish.

“This course was comprehensive, and I feel much more prepared to share my knowledge about the Poconos. Thank you for such an informative program!”
— Genamarie Rosado, Poconos Ambassador

Local Champions, Global Impact

Tourism marketing is no longer just about attracting visitors. It’s about engaging communities, celebrating culture, and ensuring tourism is sustainable for the economy, the environment, and everyday people.

Local stakeholders are your greatest untapped resource. When empowered with the right training and tools, they become the voice, heart, and face of your destination.

So don’t just train ambassadors. Build champions. Cultivate advocates. And design programs that inspire locals to take pride in where they live and what they share with the world.

About Learn Tourism the nonprofit academy...
Learn Tourism is a 501c3 nonprofit organization dedicated to advancing the tourism industry through innovative educational practices and professional development initiatives. Our mission is to harness the power of science, business psychology, and adult education to build sustainable economies and enrich the tourism landscape.