Baltimore's story is told through its neighborhoods, history, culture, attractions, waterfront, culinary experiences, sporting events, and—most importantly—its people.

Visitors may come for the Inner Harbor, museums, sporting events, historic sites, festivals, and local experiences, but what often leaves the greatest impression is the way they are welcomed.

A recommendation from a local resident.

A conversation with a hospitality professional.

A story shared by someone who takes pride in their city.

These interactions help visitors connect with Baltimore in meaningful ways.

The Tourism Champion program reflects Visit Baltimore's commitment to creating informed, engaged, and enthusiastic advocates for the city and the visitor experience.

This learning environment helps residents, hospitality professionals, volunteers, students, tourism stakeholders, and community advocates build knowledge, strengthen skills, and develop a deeper understanding of Baltimore and its tourism industry.

About the Tourism Champion Program

The Tourism Champion program was developed by Visit Baltimore to help participants explore the city's attractions, culture, history, tourism assets, and visitor economy.

Visit Baltimore created the program content, learning objectives, and destination-specific curriculum to reflect the organization's vision for community engagement and visitor experience excellence.

Learn Tourism serves as the educational technology and learning experience partner supporting the delivery of the program.

Together, Visit Baltimore and Learn Tourism help make destination education accessible, engaging, and measurable.

Why Tourism Matters

Tourism contributes to the vitality of communities throughout Baltimore.

Visitors support:

• Local businesses
• Restaurants and hospitality providers
• Cultural institutions
• Attractions and museums
• Entertainment venues
• Community events
• Arts organizations
• Local entrepreneurs

Tourism creates jobs, generates economic activity, supports neighborhood businesses, and helps showcase the people and places that make Baltimore unique.

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

The Learn Tourism Partnership

This learning environment is powered by Learn Tourism, a nonprofit organization dedicated to advancing tourism through innovative education, workforce development, instructional design, and learning technology.

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

For the Tourism Champion program, Learn Tourism provides:

Learning Experience Technology

The online learning platform that supports enrollment, course delivery, learner progress tracking, certificates, reporting, and program administration.

Instructional Design Support

Educational expertise that helps transform destination knowledge into engaging and effective learning experiences.

Learning Analytics

Tools and reporting that help administrators understand participation, engagement, completion rates, and program effectiveness.

Learner Support

Ongoing platform support and resources that help ensure a positive learning experience for participants.

This partnership allows Visit Baltimore to focus on destination expertise while leveraging Learn Tourism's specialized tourism education infrastructure.

Built on Learning Science

At Learn Tourism, we believe education should do more than provide information.

It should inspire action.

Every learning experience we support is grounded in:

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

Our team applies research-backed methodologies in adult education, behavioral science, and instructional design to create educational experiences that engage learners and encourage meaningful outcomes.

Creating Community Champions

Tourism champions help visitors:

• Discover local experiences
• Connect with Baltimore's neighborhoods
• Learn about local culture and history
• Navigate the destination
• Support local businesses
• Feel welcomed and included

Tourism champions may work in hospitality, attractions, retail, transportation, events, education, government, or simply be residents who care deeply about their community.

The knowledge they share helps transform visits into memorable experiences.

About Learn Tourism

Learn Tourism is a nonprofit organization dedicated to advancing tourism through education, workforce development, instructional design, and learning technology.

Today, Learn Tourism supports more than 65 destination and tourism learning environments across North America and beyond.

Our areas of expertise include:

• Tourism Ambassador Programs
• Destination Education
• Visitor Experience Training
• Tourism Workforce Development
• Hospitality Education
• Learning Experience Platform Technology
• Instructional Design
• Course Development
• Learning Analytics and Reporting
• Professional Development Programs

Through online learning, webinars, conferences, destination-specific training programs, consulting services, podcasts, and educational technology solutions, Learn Tourism helps destinations strengthen tourism through education.

Frequently Asked Questions

Who created the Tourism Champion program?

The Tourism Champion program, branding, curriculum, and destination-specific educational content were developed by Visit Baltimore to support its community engagement and visitor experience goals.

What role does Learn Tourism play?

Learn Tourism provides the learning platform, instructional design expertise, learner support, analytics, and educational technology that help power the program.

What is a tourism champion?

A tourism champion is someone who helps create positive visitor experiences by sharing local knowledge, offering recommendations, welcoming visitors, and representing their community with pride.

Why is destination education important?

Destination education helps people better understand their community, improve visitor interactions, strengthen local pride, and contribute to positive tourism outcomes.

What is Learn Tourism?

Learn Tourism is a nonprofit organization specializing in tourism education, tourism ambassador programs, workforce development, instructional design, learning technology, and professional development for tourism professionals.

Continue Learning

Every city benefits from people who understand its story and are passionate about sharing it.

Whether you're exploring Baltimore's history, strengthening visitor experience skills, participating in a tourism champion program, or pursuing professional growth, learning helps create stronger communities and better visitor experiences.

Explore More from Learn Tourism

• Tourism Ambassador Programs
• Destination Education Resources
• Visitor Experience Training
• Tourism Workforce Development
• Hospitality Education
• Professional Development Courses
• Learn Tourism 365
• The Business Class Podcast
• Live Webinars and Workshops
• Learn Tourism Conference

Explore LearnTourism.org