Seven million visitors, $2 billion pumped into the local economy, 22,000 jobs, and a savings of nearly $600 in taxes per household. That’s the impact of tourism in the Richmond region.

We all benefit. And we all have opportunity to help grow these numbers.

“Hotel occupancy in the Richmond region is shattering records,” says Jack Berry, president and CEO of Richmond Region Tourism. “2014 surpassed 2013 in hotel occupancy and revenue, and 2015 is on track to pass 2014. Tourism in the Richmond region is definitely in the fast lane.”

When tourism industry representatives gathered at Lewis Ginter Botanical Garden earlier this year to celebrate National Travel and Tourism Week, the focus was on ways to further boost tourism by giving area residents the skills and knowledge to serve as ambassadors for the region. To make this goal possible, industry officials announced the expansion of the “I am Tourism” Ambassador training program, a free half-day workshop that provides a visitor’s perspective on our hometown.

“With the UCI World Road Cycling Championship around the corner and visitors from around the globe coming to Richmond, it’s more important than ever that employees, volunteers, and Richmond region residents possess the skills and knowledge necessary to be ambassadors for the destination and help ensure that our visitors have an excellent experience,” says Katherine O’Donnell, vice president of community relations at Richmond Region Tourism.

By equipping local business owners and residents with the skills and connections, the I am Tourism training program turns everyday residents into tourism ambassadors capable of providing a richer experience for visitors. To date, Richmond Region Tourism says that it has trained more than 400 participants, including hundreds of businesses, hotels, and restaurants.

Over the winter Catherine Illian and her husband, Matt, invested in 20 bikes to launch Richmond Rides, which now provides a growing series of bicycle tours that focuses on exploring the past and experiencing the present.

Illian says that she was attending networking events in the area when she first learned of the I Am Tourism training and quickly signed up. “I appreciated the overview of the tourism industry in Richmond and the updates on current trends in the industry. It is very encouraging to know that Richmond has one of the fastest growing tourism markets in the state with record growth over the last few years” says Illian. “I specifically learned that much of what is driving tourism in Richmond currently is the craft beer and food scene.”

While she’s already known as an expert in tourism, Illian says that her participation in the I am Tourism Ambassador program gave her an opportunity to broaden her knowledge. “We ended with a bus tour of Richmond. As a bicycle tour company owner, it is always helpful to take another person’s tour.”

The bus tour, which is sponsored by James River Transportation and Let’s Get Frank Tours, caps off a two-hour classroom session. Frank Williamson, who has been giving similar tours for 16 years, covers 408 years of Richmond history in each tour. Departing from the Convention Center, the first stop is Maggie L. Walker’s house before hitting Brown’s Island, Shockoe Slip, and even the home of Edgar Allan Poe’s sweetheart.

“We just scratched the surface,” says Williamson at the conclusion of his tour. “Richmond history is so diverse. As a 74-year-old native, I know the city backwards and forwards.” When asked about his role as part of the I am Tourism workshop, he responds with a smile, “There’s so much to show people.”

Amy DuFour, marketing director at Capital Ale House, agrees. “There is always something new and exciting to share with visitors. Richmond continues to grow as a destination, with our wonderful craft breweries, wineries, restaurants, and attractions,” says DuFour.

With three Capital Ale House locations in the Richmond area, DuFour says that she isn’t the only one at the restaurant who will participate in the I am Tourism workshop — two general managers and two marketing managers will take the next class offered this summer. “The Ambassador program teaches us about all of the unique places and cool things to do in RVA, allowing us to better serve our out-of-town guests when they visit. I need to be able to answer questions efficiently and offer suggestions. I want to make sure our guests know about and can explain all of the exciting and fun things RVA has to offer them.”