The Front Line Ambassadors Program is intended to provide front line staff with the necessary resources to provide exemplary service to their guests. As part of the program, we have developed a Front Line Ambassadors Tool Kit: a collection of guides, itineraries, and maps of Richmond.


Advance your destination knowledge by completing the Richmond Destination Ambassador Certificate Program. This online program allows front-line staff to become Destination Ambassadors for Richmond and learn all they need to know so they can tell their guests what to see and do here while they visit! Sign up to start your journey to becoming a Destination Ambassador and exploring all that Richmond has to offer and contributing to your guest’s unforgettable stay in Richmond.

How it Works

Step 1: Visit

Step 2: Click the ‘sign up now’ button

Step 3: fill out your details and click ‘create account’

Step 4: Check your email and verify your account

Step 5: Login

Step 6: There are two courses available. Please make sure to click the ‘Richmond Destination Ambassadors’ course

Step 7: Complete the course. Upon completion, you will receive a certificate of appreciation and be mailed a destination pin! Abigail will reach out to collect your mailing address.

Who Qualifies to Participate?
  • Hotel Employees
  • Restaurant Employees
  • Attraction Tour Guides and Interpreters
  • Destination Management Organization Volunteers
  • Visitor Servicing Representatives

If you have questions about qualifying for the program, please contact Abigail at


Each year, Tourism Richmond holds destination training webinars and FAMs to assist you with learning more about Richmond.

Destination Training Workshops and Webinars
2024 Richmond Destination Training Webinar

We are pleased to invite you to our first Destination Training webinar of 2024. Destination Training will provide you and your industry peers with knowledge about Richmond, and why it is a can’t-miss part of the Metro Vancouver experience. By attending our webinar training, you will gain knowledge in:

  • Tourism Richmond resources
  • Steveston Village
  • Central Richmond
  • Activities to do in Richmond
  • Food and Beverage
  • Experience Attractions

Date and Time:

Tuesday, June 11: 2:00pm – 3:00pm

Click below to register! Questions? Please email Abigail at

FAM Tours
2024 Tourism Challenge FAMs

It’s that time of the year again. The Tourism Challenge is back, and we are offering FAMS to assist you in navigating the attractions in Richmond and collect up to 11 stamps in one single day!

  • McArthurGlen Designer Outlet (1 stamp)
  • Richmond Olympic Oval – ROX Museum (1 stamp)
  • Richmond Cultural Centre – Art Gallery and Museum (2 stamps)
  • Gulf of Georgia Cannery National Historic Site (1 stamp)
  • Steveston Tram (1 stamp)
  • Steveston Museum and Post Office (1 stamp)
  • Steveston Neighborhood Challenge (2 stamps)
  • Britannia Shipyards National Historic Site (1 stamp)
  • Lulu Island Winery (1 stamp)

Spend the day uncovering Richmond’s treasures by exploring stamp locations and other attractions aboard the Richmond Discovery Shuttle. The shuttle service is returning for Summer 2024 providing a free bus to explore Richmond!

The tour begins at the renowned McArthurGlen Designer Outlet, a popular shopping destination and a stop along the Discovery Shuttle route.

Fun fact: FAM Participants can collect a stamp from McArthurGlen Designer Outlet, contributing to the “Other” Tourism Challenge category.

Limited spots are available for two tour dates:

  • Wednesday, May 8th, 2024: 9:30am – 4:00pm (approx.)
  • Thursday, May 16th, 2024: 9:30am – 4:00pm (approx.)

Participating Guidelines:

To qualify for participation in the FAM tours, you must be either a Front-Line Employee of a Richmond hotel, a Tourism Richmond stakeholder, or possess a valid Tourism Challenge Passport. As these FAMs are highly sought after, we will be prioritizing attendees who have not attended previous Tourism Challenge FAMs.

We will contact you to confirm your attendance a week before the tour. Additional guests (plus ones) will be placed on a waitlist and can join if space allows. If you wish to bring a plus one, please email Abigail.

Pick-up and Drop-off Location and Time:

Pickup will be located at McArthurGlen Designer Outlet. Please meet inside the outlet at Caffe Artigiano. Due to the packed schedule, please arrive promptly at 9:30am.

Address: 7899 Templeton Station Rd #1082

The easiest way to get to the FAM is via SkyTrain. Those wishing to travel by car can park at McArthurGlen and will need to inform us of their license plate number so we can register them with the site team. We will be ending the tour at River Rock Casino Resort for access to Bridgeport SkyTrain station and will also do a drop-off at McArthurGlen parking lot for car drivers.

Please click below to RSVP and to view the itinerary for each day.

Please RSVP for FAM #1 by Thursday, May 2nd. Your registration will be confirmed by Friday, May 3rd.

Please RSVP for FAM #2 by Thursday, May 9th. Your registration will be confirmed by Friday, May 10th.

If you have any questions, please email Abigail at

We look forward to hosting you!



Quick reference guides intended to educate you about Richmond as destination. Included are guides to biking, birding, and the culinary scene.



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