become an RVA

tourism ambassador

I Am Tourism Ambassador Program

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.

  • IAT graduates are eligible to participate in the 6-week Ambassador Academy presented in partnership with The Valentine. To learn more about the IAT Ambassador Academy, click HERE.

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

Next In-Person Class:
Wednesday, September 15, 2021                              
8:00 AM to 12:30 PM

In-person class includes two-hour classroom session and 90-minute motorcoach tour with Bill Martin.

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

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

Next Virtual Class on Zoom:
Tuesday, October 19, 2021                              
9:00 AM to 11:00 AM

Virtual class includes classroom presentation on Zoom and virtual video tours of Bill Martin’s favorite places.

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

Each class is limited to four people per organization. Cancellations must be made at least one working day before the event. 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. 


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