Friends of Southwest Virginia is inviting tourism businesses and professionals across the region to participate in Tourism Readyâ„¢ Southwest Virginia, a new complimentary workforce training initiative designed to strengthen hospitality, build employee confidence, and help visitors discover more of Southwest Virginia.
Developed in partnership with Consult-1, the program kicks off in October with interactive, four-hour workshops in Floyd, Abingdon, and Norton. Training opportunities are designed for frontline employees, business owners, managers, and tourism professionals working in restaurants, lodging properties, attractions, retail businesses, visitor centers, and other tourism-related organizations.
Made possible through funding from the Appalachian Regional Commission (ARC) and GO Virginia, Tourism Readyâ„¢ represents an investment in Southwest Virginia's tourism workforce. By providing accessible, practical training opportunities, the initiative aims to strengthen local businesses, support workforce development, and enhance the visitor experience throughout the region.
"Every person who welcomes a visitor has the opportunity to shape how they experience Southwest Virginia," said Kim Davis, executive director of Friends of Southwest Virginia. "Tourism Readyâ„¢ is about investing in our tourism workforce and giving our tourism-related businesses the tools to succeed. When our regional tourism employees feel confident, our visitors have better experiences, our local businesses benefit, and our entire region becomes a stronger destination."
Tourism Readyâ„¢ Southwest Virginia offers two training opportunities designed to meet the needs of tourism professionals at different stages of their careers.
The Welcome & Engage workshop is an interactive workshop designed for frontline employees. Participants are expected to gain practical skills to deliver exceptional customer service, create memorable visitor experiences, and confidently recommend Southwest Virginia's attractions, communities, outdoor adventures, and other regional experiences.
The LEAD workshop is designed for business owners, managers, and tourism leaders, focusing on leadership development and the skills needed to build and support strong hospitality teams.
Both training opportunities emphasize practical knowledge and skills that participants can apply in their workplaces.
October Training Schedule
The first round of Tourism Readyâ„¢ Southwest Virginia workshops will take place at three locations across the region:
• Tuesday, Oct. 27: Welcome & Engage - Profitt House Community Room, 203 E. Oxford St., Floyd - Workshops at 8:30 a.m. and 1:30 p.m.
• Wednesday, Oct. 28: Welcome & Engage - Heartwood, One Heartwood Circle, Abingdon - Workshops at 8:30 a.m. and 1:30 p.m.
• Thursday, Oct. 29: Welcome & Engage - High Knob Destination Center, 1147 Laurel Ave. SW, Norton - Workshops at 8:30 a.m. and 1:30 p.m.
• Friday, Oct. 30: LEAD - Heartwood, One Heartwood Circle, Abingdon - Workshop at 8:30 a.m.
All workshops are complimentary. Space is limited, and advance registration is encouraged. Tourism businesses and organizations are encouraged to share this opportunity with their employees and regional partners.
"Tourism is a regional effort, and every positive visitor experience creates opportunities beyond a single business or community," Davis added. "We encourage our partners to invest in their teams and help us build a culture of hospitality that benefits all of Southwest Virginia."
The October workshops mark the first phase of Tourism Readyâ„¢ Southwest Virginia. Friends of Southwest Virginia will use participant feedback to help develop a sustainable regional training model, creating opportunities for continued workforce development through spring 2027.
For additional program information and registration, visit www.TourismReadySWVA.com.
