Tourism is big business in Rapid City and the Black Hills. To help grow and continue to develop Rapid City as a tourism destination, ensuring visitors have a positive experience is important, as they’ll share about their time in our community for years to come.

“Tourism touches every part of Rapid City and everyone here plays a role, whether they realize it or not,” said Brook Kaufman, CEO of Visit Rapid City. “To continue to have a strong tourism economy, it’s imperative that we’re the best we can be, as these visitors become advocates for our destination.”

All of these reasons are why Visit Rapid City has officially launched the Rapid City Area Tourism Ambassador Program, which is designed to strengthen the tourism industry through teaching hospitality professionals, volunteers and residents the power of tourism and the direct impact they have on the visitor experience.

An accredited provider, Visit Rapid City presents the official CTA™ designation on behalf of the Tourism Ambassador Institute, which oversees the certification program. This program has proven to be successful in other destinations and is the first of its kind in South Dakota, where it will help foster and support a destination-wide network of top-tier service, a welcoming culture and a warm community.

As South Dakota’s second-largest industry, tourism helps keep the economy of Rapid City moving and has a far-reaching impact on the quality of life, amenities, culture and sense of place. Every resident in Rapid City plays a role in the visitor experience, whether they’re interacting with concertgoers at The Monument, offering a restaurant recommendation or giving directions. Each visitor interaction counts and has an impact on the bottom line of the community.

From an industry perspective, travel supports 7,262 jobs in Rapid City, with the potential to support more as year-round tourism products and capacity expand. The Rapid City Tourism Ambassador Program will increase participants destination knowledge and confidence, while they will also receive a nationally recognized certification. The first class takes place May 24, 2023, with classes offered each month. The full schedule is available at VisitRapidCity.com/CTA.

“Rapid City has enjoyed and benefited from significant visitor spending over the last few years,” added Kaufman. “Through the Tourism Ambassador Program and certifying our locals, we’ll help ensure that Rapid City continues to put our best foot forward as a destination.”