Billings is more than Montana's largest city

It's a gateway to extraordinary landscapes, rich cultural heritage, outdoor adventure, and authentic Western experiences.

Every year, visitors come to Billings to explore the Yellowstone River Valley, experience local culture, connect with history, attend events, and discover the communities that make this region unique.

Yet what often leaves the most lasting impression isn't a landmark or attraction.

It's the people.

A welcoming conversation. A helpful recommendation. A shared story. A genuine connection.

Those moments shape how visitors experience a destination and influence whether they return, recommend Billings to others, or become advocates for the community.

That's why Visit Billings is committed to investing in tourism education and workforce development.

This learning environment helps hospitality professionals, tourism ambassadors, community champions, local businesses, volunteers, and residents better understand the value of tourism, strengthen visitor experiences, and confidently share the stories that make Billings a remarkable place to visit and call home.

When a community understands tourism and takes pride in its destination, everyone benefits.

The Learn Tourism Approach

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

Learn Tourism's mission is to educate, empower, and inspire the tourism industry, helping tourism professionals advance their careers, strengthen their organizations, and create meaningful visitor experiences.

Every learning experience we create is built around three core principles:
Transformative
Learning should create lasting change.
Participants should leave with practical skills, increased confidence, and a deeper understanding of how their actions contribute to the visitor experience, local economy, and community well-being.

Engaging
People learn best when they are active participants in the learning process.
Our courses are intentionally designed to encourage interaction, reflection, storytelling, exploration, and real-world application rather than passive information consumption.

Accessible
Learning should be available when, where, and how people learn best.
Through an approach known as Education with Empathy™, Learn Tourism creates educational experiences that are flexible, inclusive, and designed to support learners with diverse backgrounds and experiences.

Behind every course is expertise in:
- Tourism Education
- Adult Learning Science
- Instructional Design
- Behavioral Psychology
- Hospitality Training
- Workforce Development
- Learning Technology
- Community Engagement

Learn Tourism applies research-backed methodologies in adult education, behavioral science, and instructional design to create learning experiences that engage and inspire.
Contact Learn Tourism

Why Tourism Education Matters

Tourism supports local businesses, creates jobs, generates tax revenue, strengthens community amenities, and contributes to economic vitality.

However, successful destinations are not built solely through marketing campaigns or visitor attractions.

They are built by informed, engaged people.

Tourism education helps communities:

  • Strengthen visitor experiences
  • Improve hospitality and customer service
  • Build local pride
  • Support tourism ambassador initiatives
  • Encourage destination stewardship
  • Increase awareness of tourism's economic impact
  • Create stronger connections between residents and visitors
  • Develop a skilled tourism workforce

When residents and frontline employees understand the value of tourism and feel connected to their community's story, they become powerful ambassadors for their destination.

Tourism Ambassadors Make a Difference

Many of the people who influence a visitor's experience don't work in traditional tourism roles.

They may be:

  • Hotel employees
  • Restaurant staff
  • Retail associates
  • Event volunteers
  • Attraction employees
  • Transportation providers
  • Community leaders
  • Students
  • Local residents

Tourism ambassador training helps these individuals become confident advocates for their destination by building destination knowledge, communication skills, hospitality awareness, and pride of place.

The result is a more welcoming community and a stronger visitor experience.

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 throughout North America and beyond, helping destinations, attractions, hospitality organizations, and tourism professionals deliver impactful educational experiences. 

Learn Tourism provides expertise in:

  • Tourism Ambassador Programs
  • Tourism Certification Programs
  • Destination Training
  • Visitor Experience Education
  • Workforce Development
  • Professional Development
  • Leadership Training
  • Sustainable Tourism Education
  • Instructional Design
  • Learning Experience Platforms

In addition to customized destination learning environments, Learn Tourism offers online courses, webinars, conferences, speaking engagements, podcasts, and professional development opportunities designed specifically for the tourism industry. 

Frequently Asked Questions

What is a tourism ambassador?

A tourism ambassador is someone who helps create memorable visitor experiences by sharing local knowledge, offering recommendations, providing assistance, and representing their community with pride and enthusiasm.

What is tourism ambassador training?

Tourism ambassador training helps individuals develop destination knowledge, communication skills, hospitality awareness, visitor engagement techniques, and a deeper understanding of tourism's role within their community.

Why is tourism important to communities like Billings?

Tourism contributes to local economies by supporting businesses, generating jobs, attracting investment, and helping fund community amenities that benefit both residents and visitors.

What is tourism workforce development?

Tourism workforce development focuses on helping individuals build the skills, knowledge, and competencies needed to succeed in hospitality, tourism, visitor services, destination marketing, and related industries.

What is Learn Tourism?

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

How can destinations create successful tourism ambassador programs?

Successful tourism ambassador programs combine destination knowledge, community pride, visitor experience training, hospitality skills, ongoing professional development, and accessible learning opportunities that engage participants over time.

Continue Learning

Education is one of the most powerful tools available for strengthening communities, supporting workforce development, and creating exceptional visitor experiences.

Whether you're looking to deepen your knowledge of Billings, strengthen your hospitality skills, become a tourism ambassador, or continue your professional development journey, there are always opportunities to learn more.

Explore More from Learn Tourism
- Tourism Ambassador Training
- Destination Workforce Development
- Visitor Experience Education
- Professional Development Courses
- Learn Tourism 365
- Sustainable Tourism Resources
- The Business Class Podcast
- Live Webinars and Industry Events
- Learn Tourism Conference
- Destination Training Solutions
Explore LearnTourism.org