Destination & Industry Development Update

Tourism Richmond has had a busy and exciting few months, and with summer now underway, we’re pleased to share some highlights from the Visitor Services team. 

Front Line Ambassadors Program 

The Visitor Services team oversees the Front Line Ambassadors Program, which helps equip front-line staff with the tools and training needed to deliver exceptional visitor service to guests in Richmond. Through the program, participants can access complimentary Destination Training courses, educational workshops, guides, itineraries, maps, and familiarization tours. 

Tourism Challenge FAM Tours 

In May, our team hosted three Tourism Challenge familiarization (FAM) tours for front-line industry partners. Staff from attractions, hotels, shopping centres, and other tourism businesses in Richmond and Metro Vancouver were invited to explore the destination, learn more about its offerings, and earn stamps along the way. Hosted aboard the 24-seat wrapped Richmond Discovery Shuttle, the tours included stops at McArthurGlen Designer Outlet Vancouver Airport, Richmond Olympic Oval, Richmond Museum, Richmond Art Gallery, Gulf of Georgia Cannery National Historic Site, Britannia Shipyards National Historic Site, LuLu Island Winery, Richmond Nature Park, and River Rock Casino Resort.

Each tour was well received, and we are grateful to the participating attractions and partners who helped make them possible. We look forward to welcoming industry peers on future FAM tours. 

Les Clefs d’Or Tourism Showcase 

The Tourism Richmond team also represented the destination at the annual Les Clefs d’Or Tourism Showcase. This trade show and networking event is designed to educate front-line tourism and hospitality professionals about local activities and offerings across the province, helping them better serve their guests.

Vancouver Coast and Mountain Visitor Services Networking Meeting  

Tourism Richmond was pleased to participate in the 2026 Vancouver Coast and Mountain (VCM) Visitor Services Networking Meeting, hosted by Destination BC and the City of Langley. Held at the Coast Langley City Hotel & Convention Centre in downtown Langley, the meeting brought together visitor centres from across the VCM region for meaningful discussions on the opportunities and challenges in visitor servicing. 

As part of the experience, participants were invited on a FAM tour of downtown Langley, where they explored the city’s vibrant mural art and enjoyed olive oil tastings at All of Oils. 

Thank you to Destination BC and Discover Langley City for hosting an engaging and valuable opportunity for learning, connection, and collaboration. 

Summer Engagement Check-Ins 

The team has also restarted its annual Summer Engagement Check-Ins in partnership with Kaizen Excellence. Through this initiative, Tourism Richmond’s Destination Ambassadors will make monthly visits to hotels and shopping centres in central Richmond to deliver brochures, maps, and information about current happenings. These visits are intended to strengthen engagement with front-line industry partners and keep them informed about the destination’s many offerings. 

Summer Soccer Training Course 

As Vancouver hosts exciting matches during the FIFA World Cup 2026™, Tourism Richmond is inviting front-line staff to complete the Summer Soccer Training Course. This free course is designed to help staff and their teams build the knowledge and confidence needed to support visitors during the tournament, while also sharing relevant Richmond information from official sources. 

Front-line staff who complete the course will be automatically entered for a chance to win one of three FIFA-branded water bottles. The contest is open now through July 20. To complete the course, please visit Tourism Richmond’s Partner Hub for more information.  

Tourism Richmond looks forward to continuing to support and connect with front-line partners throughout the summer season. We appreciate the ongoing enthusiasm and participation of our industry community as we work together to create exceptional visitor experiences in Richmond.