How VisitGreenvilleSC Builds Community Connections Through Tourism
VisitGreenvilleSC launched its Certified Tourism Ambassador® program in 2023 to strengthen community connections to tourism, support workforce development, and foster greater understanding of the visitor economy. Since its launch, the program has certified more than 900 people across 230+ organizations, with survey results showing that certified participants are more likely than non-participants to recognize tourism’s positive impact on residents’ quality of life.
Destination Profile
About Greenville
Greenville, SC, is a mid-sized destination in the foothills of the Blue Ridge Mountains. Known for its culinary scene, arts and culture, and outdoor recreation, Greenville offers a distinctive mix of vibrant urban experiences and natural beauty, along with the Southern hospitality that helps define the destination.
Destination Organization
Geographical Location
Greenville, SC, is in the southeast United States, midway between Atlanta and Charlotte.
Destination Population Size
580,000
Organization Budget Size
US$150,000
Destination Challenge
As Greenville’s visitor economy grew, VisitGreenvilleSC needed a stronger way to connect residents, community stakeholders, and hospitality professionals to tourism. The challenge was creating an ongoing pathway for people to build destination knowledge, support the hospitality workforce, and stay engaged beyond a single event or training.
The Project
VisitGreenvilleSC launched the Greenville Certified Tourism Ambassador® (CTA) program in 2023, partnering with the Tourism Ambassador Institute® and local stakeholders to create a destination-specific program. Through certification, ongoing CTA Experiences, destination updates, and volunteer opportunities, the program gives hospitality professionals and community members a way to build their knowledge of Greenville and stay connected to the visitor economy. CTA has also become a tool for workforce development and broader community engagement, creating an ongoing relationship with participants rather than a one-time training.
Results and Key Performance Indicators (KPIs)
Since launching in late 2023, Greenville’s CTA program has certified more than 900 people representing 230+ organizations, with 72% of participants coming from outside traditional hospitality roles. Earned media has helped expand the program’s reach, including 87 enrollments attributed to a single GVLToday story. CTA-certified respondents also reported stronger perceptions of tourism in VisitGreenvilleSC’s 2026 Stakeholder Survey: 89% agreed tourism adds to residents’ quality of life, compared with 68% of non-CTAs, while 95% agreed VisitGreenvilleSC adds to quality of life, compared with 76% of non-CTAs.
Lessons Learned
One of our biggest lessons has been how powerful it is to invite more people into the work of tourism. Traditionally, VisitGreenvilleSC’s relationship with a hospitality business may have centered on an owner, general manager, or one primary contact. CTA has broadened that connection. It gives employees at all levels, as well as people outside the traditional hospitality industry, a direct relationship with our organization and a meaningful role in the visitor economy. We’ve learned that when people are given the knowledge, access, and opportunity to participate, they become more connected not only to VisitGreenvilleSC, but to the destination itself.
Actionable Advice
Find simple, meaningful ways to invite people into the work of your destination. In-person engagement is especially powerful because it builds relationships and gives people a stronger connection to the place and to one another. Don’t overcomplicate it. Give people useful knowledge, opportunities to experience the destination firsthand, and clear ways to stay involved. Start with what you can sustain, listen to what participants value, and build from there.
Top Takeaways
1.
Invite people into the work of tourism. People are more likely to understand and support the visitor economy when they can see a meaningful role for themselves in it.
2.
Look beyond traditional tourism stakeholders. People in education, government, transportation, real estate and other sectors can become valuable partners and advocates for the destination.
3.
Certification is the beginning, not the end. Continued learning, experiences, volunteer opportunities and connection give people reasons to stay engaged and strengthen their relationship with the destination.
Greenville, South Carolina
Greenville, SC, is a mid-sized destination in the foothills of the Blue Ridge Mountains.
34.84828223183, -82.40475480961
Michelle Guevara, CTA, is the Director of Destination Experiences at VisitGreenvilleSC, where she leads efforts to enhance the visitor experience, strengthen community and partner engagement, and advance tourism product development. During her seven years with VisitGreenvilleSC, her work has included convention services, stakeholder engagement, visitor services, and community-facing initiatives that connect people with Greenville’s visitor economy. Michelle led the launch of Greenville’s Certified Tourism Ambassador® program and continues to provide strategic oversight as the program has grown, with a focus on creating meaningful ways for residents, hospitality professionals, and community partners to engage in the work of the destination.