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Six Steps to Creating Your Tourism Ambassador Program

Creating a tourism ambassador program might sound like a big task, but fear not! We’ve got your back with a simple, step-by-step guide to get you started on the right foot.

Step 1: Set Goals and KPIs

First things first, let’s nail down what you want to achieve. Define your program’s objectives, budget, number of ambassadors, and engagement targets. What do you want to see as a result of your program? Get those goals and key performance indicators (KPIs) down on paper, and you’re off to a great start!

Step 2: Develop an Incentive Strategy

Now, let’s talk rewards! Decide how you’ll thank your ambassadors for their hard work. Whether it’s upfront incentives, rewards after activities, or bonuses tied to specific goals, make sure your ambassadors feel appreciated and motivated to spread the word about your destination.

Step 3: Identify Strong Ambassadors

It’s time to find your dream team! Look for volunteers who are passionate about your destination, engage with your brand, and have a buzzing online presence. These are the folks who will bring your ambassador program to life and make a real impact.

Step 4: Invite Stakeholders

Spread the word and get the party started! Announce your program and extend invitations to potential candidates, focusing on high-impact influencers and top-performing advocates. The more, the merrier!

Step 5: Launch Training

Equip your ambassadors with all the tools they need to shine. Provide them with essential information, incentives, and guidance on how to represent your destination like rockstars. With the right training, they’ll be ready to hit the ground running!

Step 6: Track Success

Keep an eye on those KPIs and watch your program soar! Monitor social metrics, website traffic, and visitor volume to measure your program’s impact. And don’t forget to celebrate those wins along the way!

Bonus: Engage Stakeholders

Get everyone on board and watch the magic happen! Align various stakeholders, from transportation hubs to local businesses and government entities, to support your tourism efforts. Together, we can make your destination shine brighter than ever before!

Feeling overwhelmed? Don’t sweat it! We’re here to lend a hand every step of the way. Let’s create an ambassador program that takes your destination from good to absolutely amazing! Let’s chat about your destination!


Rebecca Barnes

Rebecca aka DMO's Best Friend is the CEO of Imagine. With more than three decades of experience launching and operating award-winning companies, she gained invaluable insights into the intricate challenges that businesses encounter. Harnessing this expertise, she has build successful tourism marketing programs, initiatives, and campaigns for counties, cities, towns, venues, hotels, and captivating destinations. In her free time, she enjoys spending time with her Grands, reading, traveling, and sleeping.

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