Jacksonville is full of stories — from its rich history and vibrant neighborhoods to hidden gems and bustling cultural districts. To help share those stories with visitors and neighbors alike, Visit Jacksonville offers a free Tourism Ambassador training program that empowers residents to become local guides, storytellers, and ambassadors for their city.
What Is the Program?
The Tourism Ambassador program is a no-cost, four-hour training designed for anyone who regularly interacts with guests in Jacksonville and Duval County — from front-desk staff, shop owners, or restaurant servers, to everyday locals who love their city and want to share it.
Participants who complete the full session become certified Jacksonville Tourism Ambassadors, gaining access to updates, event invitations, and a network of fellow ambassadors.
Training Format & Agenda
Each session includes:
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Classroom time & quiz (about 2 hours) — an introduction to Jacksonville’s attractions, marketing strategy, and traveler needs (lunch from Clara’s Tidbits is included)
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Guided walking tour of downtown (90 minutes) to experience the city firsthand
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Wrap-up at the Downtown Visitor Center (15 minutes) to conclude the training
Classes run on select dates (often midday) and have a minimum of 10 and maximum of 30 participants. If attendance is too low by a week before, a class may be canceled and participants will be shifted to the next one.
Organizations or businesses can also request to hold private or on-site sessions for their teams at no extra cost.
Upcoming training dates include: