Every destination has landmarks, attractions, and experiences.

What transforms a destination into a place people remember is the knowledge, hospitality, and passion of the people who bring those experiences to life.

In Lexington, visitors discover world-renowned horse farms, rich Bluegrass traditions, exceptional culinary experiences, historic neighborhoods, thriving arts and culture, and authentic Kentucky hospitality.

The people who share those experiences play a vital role in shaping how visitors perceive and remember the destination.

That's why VisitLEX created the LExpert program.

This learning environment was designed to help hospitality professionals, tourism stakeholders, volunteers, students, business leaders, and community advocates become trusted experts on Lexington and stronger ambassadors for the visitor experience.

When local knowledge meets genuine hospitality, extraordinary experiences happen.


What Is a LEXpert?

An LEXpert is someone who understands Lexington's story and takes pride in sharing it with others.

LEXperts help visitors:

  • Discover unique local experiences
  • Navigate the destination with confidence
  • Connect with Lexington's culture and heritage
  • Explore beyond the expected
  • Experience authentic Kentucky hospitality

Whether you work in hospitality, attractions, events, retail, transportation, education, tourism, or simply love your community, you have the opportunity to help visitors create meaningful memories and lasting connections.

LEXperts are destination advocates, storytellers, and community champions.


Why Tourism Matters

Tourism helps strengthen Lexington's economy, support local businesses, and enhance quality of life throughout the community.

Visitors support:

  • Hotels and lodging providers
  • Restaurants and culinary businesses
  • Horse farms and equine attractions
  • Distilleries and beverage experiences
  • Museums and cultural institutions
  • Retail businesses
  • Sports and event venues
  • Local entrepreneurs and small businesses


Tourism generates economic activity, creates employment opportunities, supports community amenities, and helps showcase the people and places that make Lexington unique.

When residents understand tourism's value, they become stronger advocates for their destination and more effective hosts for visitors.

The Learn Tourism Approach

Customized Training for Tourism

This learning environment is powered by Learn Tourism, a nonprofit organization dedicated to advancing tourism through innovative education, workforce development, and professional learning.

Our mission is to educate, empower, and inspire the tourism industry. 

Every learning experience we create is built around three core principles:

Transformative

Education should create meaningful change.

Participants should leave with practical knowledge, stronger skills, and greater confidence in their ability to serve visitors, support their organizations, and contribute to destination success.

Engaging

People learn best when they actively participate.

Our programs are intentionally designed to encourage interaction, reflection, storytelling, exploration, and real-world application rather than passive consumption of information. 

Accessible

Learning should be available when, where, and how people learn best.

Through our Education with Empathy™ philosophy, we create flexible, inclusive learning experiences that support learners with diverse backgrounds, experiences, and goals. 

Behind every course is expertise in:

  • Tourism Education
  • Adult Learning Science
  • Instructional Design
  • Behavioral Psychology
  • Hospitality Training
  • Tourism Workforce Development
  • Learning Technology
  • Community Engagement


Learn Tourism applies research-backed methodologies in adult education, behavioral science, and instructional design to create courses that engage and inspire learners.

Tourism Education Creates Stronger Destinations

Successful destinations invest in people.

Tourism education helps communities:

Strengthen Visitor Experiences

Equipping individuals with destination knowledge and hospitality skills that improve visitor satisfaction and engagement.

Develop Tourism Ambassadors

Helping community members become confident advocates who proudly share local experiences and recommendations.

Support Workforce Development

Providing tourism and hospitality professionals with opportunities for skill development, career growth, and lifelong learning.

Build Community Pride

Increasing awareness of local assets, cultural heritage, economic impact, and tourism's role in community success.

Encourage Destination Stewardship

Helping communities grow responsibly while preserving the qualities that make destinations distinctive and memorable.


About Learn Tourism

Learn Tourism is a 501(c)(3) nonprofit academy dedicated to delivering effective and efficient education programs that engage, inspire, and empower stakeholders. 

Today, Learn Tourism supports more than 65 destination and tourism learning environments throughout North America and beyond, helping destination organizations educate stakeholders, strengthen workforce development efforts, and improve visitor experiences. 

Learn Tourism specializes in:

  • Tourism Ambassador Programs
  • Destination Education
  • Tourism Workforce Development
  • Visitor Experience Training
  • Hospitality Education
  • Professional Development
  • Community Engagement Initiatives
  • Sustainable Tourism Education
  • Learning Experience Platforms
  • Instructional Design and Curriculum Development


Through conferences, webinars, podcasts, online learning, destination-specific training programs, and consulting services, Learn Tourism helps destinations transform education into action.

Frequently Asked Questions

What is a tourism ambassador?

A tourism ambassador is someone who helps create positive visitor experiences by sharing destination knowledge, offering recommendations, answering questions, and representing their community with pride.

Why is destination knowledge important?

Visitors increasingly seek authentic local experiences. Individuals who understand their destination's history, culture, attractions, and unique characteristics are better equipped to help visitors create meaningful and memorable experiences.

What is tourism workforce development?

Tourism workforce development focuses on helping individuals build the skills, knowledge, and competencies needed to succeed in tourism, hospitality, visitor services, destination marketing, and related industries.

Why does tourism education matter?

Tourism education helps improve visitor experiences, strengthen workforce skills, increase community engagement, support local businesses, and contribute to sustainable destination growth.

What is Learn Tourism?

Learn Tourism is a nonprofit organization focused on tourism education, workforce development, tourism ambassador training, instructional design, learning technology, and professional development for tourism professionals.


Continue Your Learning Journey

The best tourism professionals, hospitality leaders, and destination advocates never stop learning.

Whether you're developing your destination expertise, strengthening hospitality skills, exploring leadership opportunities, or becoming a stronger ambassador for Lexington, there are always opportunities to continue growing.

Explore More from Learn Tourism

  • Tourism Ambassador Training Programs
  • Tourism Workforce Development Resources
  • Visitor Experience Education
  • Professional Development Courses
  • Learn Tourism 365
  • Sustainable Tourism Education
  • The Business Class Podcast
  • Live Webinars and Industry Events
  • Learn Tourism Conference
  • Destination Training Solutions


Visit learntourism.org today!