Join the Next Tourism for All Cohort

The Charlottesville Albemarle Convention and Visitors Bureau (CACVB) is committed to building a welcoming environment for all, colleagues, community, and visitors alike. The Tourism for All program is a welcoming initiative created by Destinations International, the CACVB and TripAdvisor.


Sign-up to join our second annual training cohort focused on the four pillars of Tourism for All. In addition to completing six training sessions, you will receive support to create a welcoming statement and action plan that integrates two Tourism for All pillars into your business model.

This program is available to Charlottesville and Albemarle County businesses, attractions, and community leaders in the hospitality and tourism industry who are committed to creating a welcoming environment for all. We are looking for collaborative, eager learners to help us shape our annual program. Participants should have ownership/management support, the time to participate in all six sessions and the ability to craft and implement an action plan focused on two of four pillars: internal practices for attraction and retention, welcoming customer service, meaningful community partnerships, and inclusive promotion.

Complete the form below to apply for the upcoming cohort. FAQs are found further down this page.

Applications for the 2024-2025 cohort are now closed. Please stay tuned for information on next year's cohort.

Mission, Vision, and Values

Pledge Mission: To welcome all visitors, we aim to improve the quality of life for residents, support a robust tourism ecosystem, and drive overnight visitation through innovation and collaboration.  

Pledge Vision: To create the best possible experience for visitors and quality of life for residents by being the most inclusive, diverse, welcoming, thriving destination in the Southeast. 

Pledge Values: To uphold the values of resiliency, unity, diversity, creativity, and responsibility and let these ideals lead the work we do.We can empathize with what it feels like to connect and feel like you can safely and responsibly immerse yourself into the intricate fabric of a place. A welcoming environment captures these sentiments, recognizing that people of all backgrounds, perspectives, and abilities exist in the world.

What are the Tourism for All Pillars?

Pillar 1: Ensure my business environment is safe, welcoming, and inclusive for my organization, my employees, and colleagues.    

Pillar 2: Ensure my business environment is safe, welcoming, and inclusive for my customers, the community, and visitors.  

Pillar 3: Develop meaningful partnerships and collaborations for the betterment of my community.  

Pillar 4: Develop promotional strategies that include and attract people of all backgrounds and abilities.

What is expected of participants?

Cohort members are expected to participate in the six pledge sessions and provide thoughtful feedback to fellow cohort members. By the end of the program, participants will have created a welcoming statement and an action plan that addresses two of the four pledge pillars.

When are the sessions?

Session 1
Welcome and Pledge Program Overview
August 6, 2024, 9-11 AM, In-Person

Session 2
Pillar 1 & Welcome Statement
September 10, 2024, 9-10:30 AM, Virtual

Session 3
Pillar 2 & Visitor Experience
September 24, 2024, 9-10:30 AM, Virtual

Session 4
Working Lunch - Intro to Action Planning
November 19, 2024, 10 AM - 1 PM, In-Person

Session 5
Pillar 3 & Community Partnerships
December 3, 2024, 9-10:30 AM, Virtual

Session 6
Pillar 4 & Marketing
January 7, 2025, 9-10:30 AM, Virtual

Graduation & Tourism for All Conference
February 11, 2025, In-Person

*Action plans must be completed by January 28, 2025

What is the benefit of participating?

As part of the Tourism for All program, you will learn how to create a welcoming and inclusive experience for visitors and community members. You will also get the opportunity to work with other local leaders and small businesses, learn about the values and challenges you share, and get inspired to kick-start this work in our community.

You will receive individualized support in creating and implementing a welcome statement and action plan that will have a measurable impact on your business. We estimate this support, in addition to the meaningful networking opportunities participants receive, would cost at least $5,000 if provided by a consultant. By applying for the program, you have access to it completely free.

Meet Our Graduates

Cohort 1 - 2023-2024

We also offered the opportunity to audit this program to a handful of local and statewide organizations with the hopes of improving training throughout the community and commonwealth. These participants were:

  • Jenny Biche, City of Charlottesville Economic Development
  • Wirt Confroy, Virginia Tourism Corporation
  • Jane Lammay, Virginia Tourism Corporation
  • Jennifer Lyon, Thomas Jefferson's Monticello