become an RVA

tourism ambassador

I Am Tourism Ambassadorship Program

Free training to represent our region

Want to help more and more visitors discover our wonderful region? The I Am Tourism ambassador program can help you do it. This program from Richmond Region Tourism provides free training for those who would like to serve as ambassadors of our region. To learn more, watch the IAT informational video, which features a number of our region’s Ambassadors, or email Valerie Knorr at for additional information. 

I Am Tourism workshops: 

  • Help participants learn what’s in their own backyard and also gain a visitor’s perspective of our region and knowledge of our many tourism products and offerings.

  • Prepares attendees to represent the Richmond Region at special events and in our communities every day!

    •  Upon completion of the workshop, attendees receive a certificate of completion, an I Am Tourism lapel pin, and a regional attractions guest pass to experience first-hand the many offerings of our vibrant region.  

 The I Am Tourism Ambassador Program will:

  • Meet industry demand by offering frequent workshops.

  • Continue engagement by staying in touch with our graduates through Ambassador-specific updates and communications.

  • Offer volunteer opportunities that give Ambassadors the chance to serve as the faces of the region.

  • Connect with the business community by offering business-focused I Am Tourism workshops.

UPCOMING I Am Tourism In-person & virtual workshops - registration IS NOW OPEN

Location: All in-person I Am Tourism classes are held at: 

The Greater Richmond Convention Center
403 North 3rd Street
Richmond VA, 23219

Next In-Person Class
Wednesday, July 21, 2021
8:00 - 12:30 AM 
Register Here!

Questions? Call Valerie Knorr at 804-783-7442 or email

Each class is limited to four people per organization. Cancellations must be made at least one working day before the event. Please note that if you do not cancel in advance or attend, you are responsible for a $15 no show fee. Call 804-783-7442 to cancel; emailed cancellations will not be accepted. Substitutions may be made at any time. Parking is available for a fee at the parking deck on Third and Marshall Streets. 

I Am Tourism Ambassador Academy

Looking to further expand your knowledge of all things RVA? Once you’ve completed the I Am Tourism Program, you’re eligible to sign up for the new I Am Tourism Ambassador Academy. Richmond Region Tourism has partnered with The Valentine to provide this free, six-week course focusing on Richmond history and the city today. Click here to learn more. 


Through the Richmond Region Tourism Foundation, we are able to enhance the program thanks to the generous support of our sponsors:            

   Towne Bank    Valentine logo       images.jpg       KD logo for CR section