Detroit is a city of innovators, creators, builders, and storytellers.

From world-class music and culture to professional sports, architecture, culinary experiences, innovation, and entrepreneurship, Detroit continues to inspire visitors from around the globe.

Yet the city's greatest asset has always been its people.

Every recommendation, every welcoming conversation, every shared story, and every positive visitor interaction helps shape how people experience Detroit and what they remember long after they return home.

That's why Visit Detroit created the Tourism Champion program.

This learning environment was designed to help residents, hospitality professionals, community leaders, volunteers, students, and frontline employees become stronger advocates for Detroit by deepening their understanding of the destination, its tourism industry, and the important role they play in creating memorable visitor experiences.

When people feel connected to their community, they become powerful champions for its future.

What Is a Tourism Champion?

A Tourism Champion is someone who proudly shares their community with others.

Tourism Champions help visitors:

  • Discover local experiences
  • Navigate the destination
  • Feel welcomed and included
  • Connect with Detroit's culture and neighborhoods
  • Experience the city through authentic local perspectives


Whether you work in hospitality, retail, attractions, transportation, events, education, government, or simply love your city, you can help create experiences that strengthen Detroit's reputation and encourage future visitation.

Tourism Champions serve as ambassadors, storytellers, advocates, and hosts who help showcase the very best of Detroit.

The Learn Tourism Approach

The Tourism Champion learning environment is powered by Learn Tourism, a nonprofit organization dedicated to advancing the tourism industry through innovative education, workforce development, and professional learning.

Learn Tourism's mission is to educate, empower, and inspire the tourism industry. 

Unlike generic online training, every Learn Tourism learning experience is designed around three guiding principles:

Transformative

Education should create meaningful change.

Participants should leave with practical skills, increased confidence, and a stronger ability to contribute to their organizations, communities, and visitor experiences.

Engaging

People learn best when they actively participate.

That's why Learn Tourism courses encourage interaction, exploration, storytelling, reflection, and real-world application rather than passive information consumption. 

Accessible

Learning should be available when, where, and how people learn best.

Through its Education with Empathy™ philosophy, Learn Tourism creates flexible and inclusive learning experiences designed to meet learners where they are. 

Our team combines expertise in:

  • Tourism and Hospitality
  • Adult Learning Science
  • Instructional Design
  • Behavioral Psychology
  • Learning Technology
  • Workforce Development
  • Community Engagement


This combination allows us to create learning experiences that are both practical and impactful. Learn Tourism applies research-backed methodologies in adult education, behavioral science, and instructional design to create courses that engage and inspire learners. 

Why Tourism Matters

Tourism is much more than attracting visitors.

Tourism supports:

  • Local businesses
  • Restaurants and hospitality providers
  • Arts and cultural organizations
  • Sports and entertainment venues
  • Small business entrepreneurs
  • Jobs and workforce development
  • Community investment
  • Quality-of-life amenities enjoyed by residents


A thriving visitor economy helps strengthen neighborhoods, support economic opportunity, and create a more vibrant community for everyone.

When residents understand tourism's impact, they become stronger advocates for their destination and more effective champions for their community.

Tourism Education Creates Stronger Communities

Education helps destinations create informed, engaged, and empowered stakeholders.

Tourism education supports:

Community Pride

Understanding Detroit's history, culture, attractions, and visitor economy helps strengthen local pride and engagement.

Tourism Ambassador Development

Tourism Champions gain the knowledge and confidence needed to represent Detroit positively and authentically.

Workforce Development

Training helps tourism and hospitality professionals strengthen customer service, communication, leadership, and visitor engagement skills.

Visitor Experience Excellence

Informed community members and frontline employees help create memorable experiences that encourage repeat visitation and positive word-of-mouth.

Sustainable Destination Growth

Communities that understand tourism are better equipped to support responsible growth and long-term success.

About Learn Tourism

Learn Tourism is a 501(c)(3) nonprofit academy dedicated to delivering effective and efficient education programs that engage, inspire, and empower stakeholders.

Today, Learn Tourism supports more than 65 destination and tourism learning environments, helping destinations, attractions, hospitality organizations, tourism boards, and community stakeholders deliver impactful educational experiences. 

Learn Tourism specializes in:

  • Tourism Champion Programs
  • Tourism Ambassador Training
  • Destination Education
  • Tourism Workforce Development
  • Visitor Experience Training
  • Hospitality Education
  • Community Engagement Programs
  • Professional Development
  • Sustainable Tourism Education
  • Learning Experience Platforms
  • Instructional Design and Curriculum Development


Through conferences, webinars, podcasts, online learning, consulting, and customized destination training programs, Learn Tourism helps communities strengthen their tourism ecosystems through education. 

Frequently Asked Questions

What is a Tourism Champion?

A Tourism Champion is someone who helps create positive visitor experiences by sharing destination knowledge, offering recommendations, welcoming guests, and promoting their community with pride.

Is a Tourism Champion the same as a tourism ambassador?

Tourism Champions and tourism ambassadors share many of the same goals. Both focus on creating welcoming visitor experiences, promoting community pride, and helping visitors connect with a destination.

Why is tourism education important?

Tourism education helps people better understand their destination, improve visitor interactions, strengthen community pride, and contribute to positive economic and social outcomes.

What is tourism workforce development?

Tourism workforce development focuses on building the skills, knowledge, and capabilities needed for success in tourism, hospitality, visitor services, destination marketing, and related industries.

What is Learn Tourism?

Learn Tourism is a nonprofit organization focused on tourism education, workforce development, instructional design, learning technology, tourism ambassador programs, and professional development for the tourism industry.

Continue Your Learning Journey

The most successful destinations are built by people who care deeply about their communities and continually invest in learning.

Whether you're developing your hospitality skills, strengthening your destination knowledge, exploring tourism careers, or becoming a stronger advocate for Detroit, there are always opportunities to continue growing.

Explore More from Learn Tourism
- Tourism Champion & Ambassador Programs
- Tourism Workforce Development
- Visitor Experience Training
- Professional Development Courses
- Learn Tourism 365
- Sustainable Tourism Education
- Destination Leadership Resources
- The Business Class Podcast
- Live Webinars and Workshops
- Learn Tourism Conference
Visit LearnTourism.org