Recent research conducted by the U.S. Bureau of Labor Statistics indicates that the hospitality industry overall has continued to see gains despite broader economic challenges. This past spring, the leisure and hospitality sector was identified as one of the top contributors to job growth, along with the healthcare sector. Over the next decade, the hospitality sector is projected to continue growing at an estimated 5%, with a workforce that is expected to comprise approximately 12% of the global workforce by 2034. Despite the projected growth, specific segments, particularly the accommodation sector, remain below pre-pandemic employment levels, mainly due to a slower recovery of business travel. At the same time, a knowledge gap persists between perceiving hospitality as merely a steppingstone to other careers and understanding the wide range of long‑term opportunities the sector itself offers. 

One Organization aiming to change the narrative messaging is the destination marketing organization, VisitGreenvilleSC. Greenville, South Carolina, is renowned for its warm, down-to-earth, and inviting atmosphere, which seamlessly blends elements of nature, culture, and Southern hospitality. From natural attractions to cultural gems and an award-winning cultural scene, there is something for everyone to explore. To keep the destination thriving, VisitGreenvilleSC has invested in several initiatives, including certification programs, hospitality seminars, fundraising efforts, and tourism development programs to enhance Greenville County’s tourism economy. By investing in tourism education and providing targeted personnel support, Greenville enhances visitor experiences and supports hospitality employees through challenges, ultimately contributing to a stronger, more welcoming community. 

Certified Tourism Ambassador Program

To help close the knowledge gap, VisitGreenvilleSC has partnered with the Tourism Ambassador Institute® to launch their Certified Tourism Ambassador Program in November 2023. This internationally recognized certification program strengthens connections between front-line hospitality employees, residents, and Greenville’s thriving visitor economy. The program builds upon service excellence and shared destination knowledge across frontline teams and community leaders. Through this initiative, VisitGreenvilleSC is helping build a stronger, more connected community while setting a new standard for destinations across the Southeast. 

Since its launch in 2023, the program has certified 488 tourism ambassadors, equipping participants to serve as stewards of Greenville’s brand by learning how to exceed visitor expectations, advocate for the industry, and gain firsthand knowledge of the region’s economy, culture, heritage, and experiences. In doing so, it helps to foster a deeper appreciation for the vital role tourism plays in strengthening both the visitor economy and the community as a whole. In 2024, visitor spending in Greenville’s hotels, restaurants, and other businesses contributed to an overall economic impact representing roughly $2.5 billion. 

By offering visitors more options upon arrival in Greenville, the ambassadors not only educate them about the area's culture but also help generate additional economic impact that might not have occurred otherwise. Since the program’s launch, local businesses have seen their employees sign up in record numbers, with more signing up for future classes. Further, the program has fostered a strong partnership among participants through networking opportunities that encourage them to share best practices learned while supporting visitor needs.  

To earn certification, participants must complete a required pre-class reading and assignment, participate in a half-day interactive classroom session, and successfully pass an exam facilitated by trained VisitGreenvilleSC team members. As part of the program, they have access to certification opportunities, networking events, career advancement, and strengthened relationships with community leaders. Once certified, the ambassadors have enhanced their knowledge to better educate both residents and the broader community on the positive direct and indirect impact of tourism.  

A visitor’s experience in Greenville County is often defined by the connections they make with locals, and those interactions leave a lasting impression. As the program grows, VisitGreenvilleSC believes that certifying more residents and front-line hospitality professionals will directly elevate the overall visitor experience. Time and again, visitors share that it’s the people they meet who make their trip unforgettable, inspiring them to return and encourage others to visit as well, in turn, driving more spending at local businesses and restaurants, strengthening Greenville’s economy. To learn more about the VisitGreenvilleSC Certified Tourism Ambassador program, please visit the following page. To learn more about the CTA Network and the Tourism Ambassador Institute®, we invite you to visit the following page.

À la Heart GVL

Hospitality thrives when its people are supported. À la Heart GVL launched on June 1, 2025, to provide emergency assistance to Greenville County hospitality workers facing personal crises (injury, illness, disaster, or death in the family). The fund was established by the Greenville Chapter of the South Carolina Restaurant and Lodging Association in partnership with VisitGreenvilleSC and community supporters.

The program’s public launch during National Travel & Tourism Week underscored the sector’s commitment to its people. Greenville County has more than 56,000 hospitality workers, and the fund has already raised over $200,000 in its first year, with a commitment of $250,000 for the next three years. Applications and donations are available online, alongside a Resource Hub that directs workers to services such as housing, legal, and mental health support.

Additional resources available for hospitality professionals include a resource hub with a comprehensive directory of trusted organizations dedicated to supporting those in need within the Greenville community. The resource hub supports hospitality employees in their search for housing, health and wellness resources, employment opportunities, legal aid, mental health support, and financial assistance. From affordable housing options to mental health services, these resources ensure that every hospitality employee in Greenville feels empowered and supported. Hospitality professionals seeking assistance are encouraged to complete the Emergency Assistance Application. Destination organizations interested in implementing a similar initiative in their communities can visit the website for more information. Organizations interested in donating to the program can do so here. 

Summary

VisitGreenvilleSC’s formula is simple yet powerful: train and connect the people who shape visitor experiences, support them when they need it most, and align the broader community around the value of tourism. Programs like the Certified Tourism Ambassador Program train frontline workers to be knowledgeable about the Greenville area, empowering them to be effective community leaders. Organizations such as the À la Heart GVL program offer crucial support to frontline employees in the hospitality sector during unexpected crises, including illness, injury, or natural disasters. That combination empowers Greenville to transform vibrant visitor demand into lasting economic prosperity and meaningful social impact today and for generations to come.