The best visitor experiences often begin with a simple question.

"Where should I eat?"

"What should I see?"

"What makes this place special?"

The answers rarely come from a brochure.

They come from people.

A hotel employee sharing a favorite local restaurant.

A resident recommending a neighborhood festival.

A server explaining a local tradition.

A volunteer welcoming a first-time visitor.

These moments help visitors move beyond attractions and discover the authentic character of a destination.

That's what the Champions program is all about.

This learning environment helps hospitality professionals, local businesses, students, volunteers, community leaders, and residents build the knowledge and confidence needed to help visitors experience the best of Baton Rouge.

Because local expertise creates memorable experiences.

Why Local Knowledge Matters

Today's travelers are looking for more than places to visit.

They're looking for:

• Authentic experiences
• Local recommendations
• Cultural connections
• Hidden gems
• Community stories
• Personal interactions

Visitors increasingly value insights from people who know and love a destination.

When residents and hospitality professionals understand their community and feel confident sharing it, they help visitors create more meaningful experiences.

That benefits both visitors and the destination itself.

Becoming a Baton Rouge Champion

A Champion is someone who helps visitors experience Baton Rouge through a local perspective.

Champions help visitors:

• Discover local experiences
• Explore cultural attractions
• Connect with community traditions
• Support local businesses
• Navigate the destination
• Feel welcomed and included

Champions come from all backgrounds and professions.

They may work in:

• Hospitality
• Restaurants
• Attractions
• Retail
• Events
• Transportation
• Education
• Community organizations

Or they may simply be people who care deeply about Baton Rouge and enjoy sharing their city with others.

Tourism Creates Community Opportunity

Tourism contributes to the economic vitality and cultural vibrancy of Baton Rouge.

Visitors support:

• Restaurants and culinary businesses
• Hotels and lodging providers
• Museums and cultural institutions
• Festivals and events
• Small businesses
• Entertainment venues
• Historic attractions
• Community organizations

Tourism helps create jobs, support entrepreneurship, generate economic activity, and strengthen community assets that benefit residents and visitors alike.

Education helps people better understand tourism's role and their ability to contribute to positive visitor experiences.

The Learn Tourism Partnership

This learning environment was developed in partnership with Learn Tourism, a nonprofit organization dedicated to advancing tourism through education, workforce development, instructional design, and learning technology.

Learn Tourism works with destinations across North America to create learning experiences that help communities engage, inspire, and educate stakeholders.

For the Champions program, Learn Tourism provides:

Educational Strategy

Helping destinations create learning experiences that align with visitor experience and community engagement goals.

Instructional Design

Applying adult learning science and behavioral psychology to create engaging educational experiences.

Learning Experience Technology

Providing the online learning platform that supports participants, administrators, reporting, and ongoing program growth.

Analytics and Reporting

Helping organizations measure participation, engagement, and learning outcomes.

Learner Support

Providing resources and support that help participants succeed throughout their learning journey.

Learning Built for Tourism

Unlike generic training providers, Learn Tourism focuses exclusively on tourism, hospitality, destination development, and community engagement.

Our expertise includes:

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

By combining learning science with tourism expertise, we help destinations create educational experiences that are engaging, measurable, and impactful.

Strong Destinations Invest in People

Tourism education helps communities:

Strengthen Visitor Experiences

Helping people create more welcoming and memorable interactions.

Build Community Pride

Encouraging greater understanding and appreciation of local assets and experiences.

Develop Destination Advocates

Creating informed champions who confidently share their community with others.

Support Professional Growth

Providing opportunities for continuous learning and skill development.

Foster Local Connections

Helping residents, businesses, and organizations work together to strengthen the destination.

The most successful destinations are supported by people who are informed, engaged, and passionate about their community.

About Learn Tourism

Learn Tourism is a nonprofit organization dedicated to advancing tourism through innovative educational practices and professional development initiatives.

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

Our work includes:

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

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

Frequently Asked Questions

What is a destination champion?

A destination champion is someone who helps visitors connect with a community by sharing local knowledge, recommendations, stories, and experiences that create memorable visits.

Why is local knowledge important in tourism?

Visitors increasingly seek authentic experiences and trusted recommendations. People who understand their destination can help visitors discover meaningful experiences and create stronger connections to the community.

Why is tourism education important?

Tourism education helps improve visitor experiences, strengthen workforce skills, increase community pride, support local businesses, and encourage destination advocacy.

What role does Learn Tourism play?

Learn Tourism provides educational strategy, instructional design, learning technology, analytics, and tourism education expertise that help destinations create impactful learning experiences.

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 visitor interaction is an opportunity to share what makes Baton Rouge special.

Whether you're interested in destination champion programs, visitor experience training, community engagement, tourism education, workforce development, or professional growth, there are always opportunities to continue learning.

Explore More from Learn Tourism

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

Explore LearnTourism.org