Collaboration At Work: I Am Tourism Ambassadors

Last year, 7 million people came to visit our region, bringing $2.19 billion into our local economy! Tourism depends on each one of us: those who work in the industry daily and those who live here and tell others about it.

Katherine O'Donnell, Richmond Region Tourism
Article by Katherine O’Donnell, Vice President of Community Relations for Richmond Region Tourism

As a destination we thrive on repeat visitation, making Richmond Region’s residents one of our biggest assets. Their recommendations matter. Last spring, Richmond Region Tourism relaunched its “I Am Tourism Ambassador” training program to engage, educate, and activate members of our community in tourism and destination knowledge. Increasing resident awareness of the region’s attributes and bolstering regional pride is a priority for the CRC’s Quality Place work group.

This innovative workshop is endorsed by the CRC and, as a result, financially supported by the Greater Richmond Chamber Foundation and Genworth. The program has trained more than 800 citizens ranging from parking enforcement specialists to Fortune 500 employees. During the UCI Road World Championships, 74 Ambassadors filled nearly 200 shifts at Visitor Info Desks at key locations and assisted 25,000 visitors. High demand for the free class continues, and registration fills as soon as it is open. Learn more at


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