VADMO Announces First Class for Tourism Leadership Institute

(VTLI)

For more information on the certification program, go to vadmoleadership.com

The Virginia Association of Destination Marketing Organizations (VADMO) is pleased to announce its inaugural class roster for their new tourism leadership credentialing initiative, the VADMO Tourism Leadership Institute (VTLI).  This innovative program was developed to prepare industry professionals who want to advance their careers to blend their knowledge, skills and abilities with leadership theory and business strategy.

The VTLI will focus on leadership, communication, advocacy, community development, finance and management, and has been brought to industry professionals in partnership with the Virginia Tourism Corporation (VTC). The University of Lynchburg Professional Development Institute will work with VADMO to certify the credentials, which will provide a Certified Virginia Tourism Professional (CVTP) designation to the program graduates.

Participants in VTLI’s First Class for CVTP Credentials:

• Casey Armstrong, Richmond Region Tourism
• Ellen Frazier, Marion Community & Economic Development
• Mary Fugere, Hampton Convention & Visitors Bureau
• Tracey Gardner, Madison County
• LaTonya Hamilton, Halifax County Tourism Department
• Samantha Johnson, City of Staunton
• Justin Kerns, Winchester/Frederick Convention & Visitors Bureau
• Brooke Love, Carroll County Tourism
• James McCann, City of Portsmouth
• Lisa Meriwether, Visit SoSi - Danville
• Laura Messer, Virginia Tourism Corporation
• Ben Owen, Halifax County Tourism Department
• Paige Read, Town of Culpeper Economic Development & Tourism
• Kelly Rowland, Visit Martinsville
• Erika Tolbert, Pulaski County Tourism
• Patty Williams, Lexington & Rockbridge Area Tourism
• Judy Winslow, Smithfield Isle of Wight Tourism

​A selective enrollment process was used by VTLI to ensure industry-only participation and to target Virginia tourism’s current and emerging leaders.  Industry experts will serve as course moderators and presenters to cover tourism industry best practices. 

VTLI is a one-year (1) program that will include four (4) required, in-person sessions with a Tourism Impact Project as a part of the certification process. The sessions will be held in four (4) different regions across the Commonwealth. The course work is designed to move participants toward earning an industry credential with a planned recertification process.  These quarterly, in-person meetings will provide important peer-to-peer networking opportunities in addition to the educational content and testing. 

The University of Lynchburg’s Professional Development Institute (pdi.lynchburg.edu) is excited to partner with VADMO to support this innovative program.  According to John Zinn, Executive Director of PDI, “this initiative complements our Travel, Tourism, and Hospitality portfolio and we look forward to working with tourism professionals across the Commonwealth."  The PDI offers non-credit professional development, personal enrichment, and lifelong learning programs on campus, in the community, and online.

“The VTLI program and the new CVTP credential is an important initiative that will have a positive impact on the tourism profession in the Commonwealth of Virginia,” said Rita McClenny, President of the Virginia Tourism Corporation.  “Through this credentialing opportunity, tourism staff in our localities will have access to cutting-edge training modules, current trends and challenges facing the tourism industry, and be trained with best practices in leadership, management, communications and public financing.”

 “VADMO Welcomes this first class to the Tourism Leadership Institute.  We are privileged to have this partnership with the Virginia Tourism Corporation to provide professional development and industry credentials to top tourism leaders in the Commonwealth,” said Paige Read, President of VADMO. “We have worked hard to develop a meaningful and relevant credentialing program that is in place to grow the depth and opportunities for tourism professionals across Virginia.  The University of Lynchburg’s Professional Development Institute will be a great credentialing ally for this new initiative that we believe will continue to evolve and provide critical leadership training to our profession.”

The program outline:

Session I: Transformative Leadership: Discovering Styles and Best Practices for Tourism Excellence

September 24-25, 2024

South Boston VA

Session II: Engaging Voices: Mastering Effective Communication Strategies and Advocacy for Tourism Professionals

January 14-15, 2025

Richmond VA

Session III: Destination Success: Strategic Management Tools for DMOs 

April 8-9, 2025

Harrisonburg VA

Session IV: Finance & Flourish: Mastering Financial Literacy and Team Culture

June 17-18, 2025

Smithfield VA

For more information on VTLI and VADMO, please visit the VADMO website at www.vadmo.org or www.vadmoleadership.com.

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About VADMO:  The Virginia Association of Destination Marketing Organizations (VADMO) is a membership-based association of independent destination management organizations and supporting businesses who share political and community support with the primary mission of promoting their areas as meeting and tourism destinations. 

Our Mission: To offer our members advocacy, networking and professional development opportunities for the purpose of member destination success.  

About University of Lynchburg

Established in 1903, the University of Lynchburg is a comprehensive private university in the foothills of Virginia’s Blue Ridge Mountains. With over 100 undergraduate majors, minors, and certificate programs, 15 master’s programs, and three doctoral degrees, Lynchburg offers a personalized, life-changing educational experience. It is regularly recognized by U.S. News & World Report and The Princeton Review and stands out as one of 44 “Colleges that Change Lives.”

About the Professional Development Institute

The Professional Development Institute offers non-credit professional development, personal enrichment, and lifelong learning programs on campus, in the community, and online.  The PDI empowers individuals, organizations, and communities to thrive by inspiring a lifelong journey of discovery and achievement.

huge success with all available seats selling out in advance of the event.  VADMO recognized Best in Class tourism programs with our annual VIRGO Awards, and the Fall Meet Up in Winchester highlighted the growing Agri-Tourism sector. 

Additionally, VADMO Members represented you at the statewide Legislative and Tourism Day in Richmond and will continue to contribute to similar events to stay active and keep government officials informed about our industry.

The best way to receive maximum benefit from your VADMO membership investment is to take an active role on committees and in planning the meetings. The committees in which you and your staff may consider participating include Awards, Tourism Sales, Membership & Recognition, Education & Content, Marketing & Communications, and Sponsorship.

New in 2025 will be the introduction of the VADMO Tourism Leadership Institute (VTLI), which is an initiative being developed by VADMO in partnership with Virginia Tourism Corporation, to provide professional development and credentials to its participants. VTLI will be a year-long program that will include four (4) sessions and a Capstone Project to be completed for graduation. Your investment in this important program will provide you with valuable credentials for you and your tourism office.

All of these opportunities are available to you with your dues investment, and for FY25, we are keeping dues at the same rate as last year.

If you have other questions or want to work with VADMO in new ways, please contact the VADMO office at vadmo@associationbuilders.com. I look forward to seeing you at a future VADMO event!

Sincerely,

Paige Read
VADMO President

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