Powered by Learn Tourism
Helping People Become Experts on Phoenix
TAP into PHX
Every great destination has attractions, events, restaurants, hotels, and experiences.
What truly sets exceptional destinations apart is the people who help visitors discover them.
A concierge recommending a hidden gem.
A restaurant server sharing a local favorite.
A rideshare driver helping a guest find an unexpected experience.
A resident proudly explaining what makes their community unique.
These moments help transform visitors into fans and first-time guests into future advocates.
That's the purpose of TAP into PHX: Be the Expert.
This learning environment helps hospitality professionals, tourism stakeholders, frontline employees, volunteers, students, and community members build destination knowledge and visitor experience skills that help guests get the most from their time in Greater Phoenix.
Because expertise creates better experiences.
Why Destination Expertise Matters
Today's visitors have access to more information than ever before.
What they often seek most is trusted local knowledge.
Visitors want to know:
- Where locals spend their time
- What experiences are unique to the destination
- How to make the most of their visit
- Which neighborhoods to explore
- What events are happening
- Where they can find authentic experiences
People who understand their destination become valuable resources for visitors.
Destination expertise helps transform information into meaningful experiences.
Tourism Supports a Thriving Community
Tourism contributes significantly to the vitality of Greater Phoenix and communities throughout the region.
Visitors support:
- Hotels and resorts
- Restaurants and hospitality businesses
- Attractions and museums
- Arts and cultural organizations
- Sporting events
- Meetings and conventions
- Retail businesses
- Local entrepreneurs
Tourism helps create jobs, support local businesses, generate economic activity, and strengthen amenities enjoyed by both residents and visitors.
When people understand tourism's value, they become stronger advocates for the destination and more effective hosts for guests.
What Does It Mean to Be a Destination Expert?
A destination expert does more than answer questions.
They help visitors connect with a place.
Destination experts understand:
Local Experiences
The attractions, neighborhoods, restaurants, events, and experiences that define the destination.
Visitor Needs
How to help travelers create memorable and enjoyable experiences.
Community Culture
The stories, traditions, and values that shape the region.
Hospitality Excellence
The importance of creating welcoming and positive interactions.
Destination Pride
How local knowledge helps strengthen both visitor experiences and community identity.
The best destination experts are lifelong learners who continually deepen their understanding of the places they represent.
The Learn Tourism Partnership
This learning environment is powered by Learn Tourism, a nonprofit organization dedicated to advancing tourism through innovative education, workforce development, instructional design, and learning technology.
Learn Tourism partners with destination organizations, associations, and tourism leaders throughout North America to create educational experiences that improve visitor experiences, strengthen workforce development efforts, and support community engagement.
Our partnership includes:
Educational Strategy
Helping align learning initiatives with destination goals and visitor experience priorities.
Instructional Design
Applying adult learning science and behavioral psychology to create engaging and effective educational experiences.
Course Development
Transforming destination expertise into meaningful learning opportunities.
Learning Experience Technology
Providing the online learning platform that supports learners, administrators, reporting, and long-term program growth.
Learning Analytics
Helping organizations measure participation, engagement, learner progress, and program effectiveness.
Built on Learning Science
At Learn Tourism, we believe education should create measurable impact.
Our expertise combines:
- Adult Learning Science
- Tourism Education
- Instructional Design
- Behavioral Psychology
- Workforce Development
- Hospitality Training
- Visitor Experience Education
- Learning Technology
We apply research-backed methodologies in adult education, behavioral science, and instructional design to create learning experiences that are transformative, engaging, and accessible.
Unlike generic training providers, Learn Tourism focuses exclusively on tourism, hospitality, destination management, and professional development.
Tourism Education Creates Better Visitor Experiences
Learning helps destinations create informed, confident, and engaged stakeholders.
Tourism education can help:
Improve Visitor Experiences
Helping people create memorable and welcoming interactions.
Build Destination Knowledge
Increasing understanding of local experiences, attractions, and communities.
Strengthen Workforce Development
Providing opportunities for professional growth and career advancement.
Increase Community Pride
Helping people better understand and appreciate the destination they represent.
Develop Trusted Experts
Creating knowledgeable resources who help visitors confidently explore the region.
Knowledge helps create stronger experiences for everyone.
About Learn Tourism
Learn Tourism is a nonprofit organization dedicated to advancing tourism through innovative educational practices and professional development initiatives.
Today, Learn Tourism supports more than 65 destination, association, workforce development, and tourism learning environments across North America and beyond.
Our work includes:
- Tourism Ambassador Programs
- Destination Expert Programs
- Visitor Experience Training
- Tourism Workforce Development
- Hospitality Education
- Learning Experience Platform Technology
- Instructional Design Services
- Course Development
- Learning Analytics and Reporting
- Professional Development Programs
Through online learning, conferences, webinars, destination-specific programs, consulting services, podcasts, and educational technology solutions, Learn Tourism helps organizations transform learning into action.
Frequently Asked Questions
What is TAP into PHX: Be the Expert?
TAP into PHX: Be the Expert is Visit Phoenix's destination education program designed to help participants strengthen their knowledge of Greater Phoenix and create better visitor experiences.
Why is destination expertise important?
Destination expertise helps individuals provide better recommendations, create stronger visitor experiences, build confidence, and help travelers discover authentic local experiences.
What is visitor experience training?
Visitor experience training helps individuals develop the skills, knowledge, and confidence needed to create positive and memorable interactions with visitors.
What role does Learn Tourism play?
Learn Tourism provides educational strategy, instructional design, course development, learning technology, analytics, and tourism education expertise that help power the learning environment.
What is Learn Tourism?
Learn Tourism is a nonprofit organization specializing in tourism education, destination expert programs, workforce development, instructional design, learning technology, hospitality education, and professional development for tourism professionals.
Continue Learning
The best destination experts never stop exploring, learning, and sharing.
Whether you're interested in destination expertise, visitor experience excellence, hospitality education, tourism workforce development, professional growth, or community engagement, there are always opportunities to continue learning.
Explore More from Learn Tourism
- Destination Expert Programs
- Visitor Experience Training
- Tourism Workforce Development
- Hospitality Education
- Professional Development Courses
- Learn Tourism 365
- The Business Class Podcast
- Live Webinars and Workshops
- Learn Tourism Conference
- Learning Technology for Tourism Organizations
Explore LearnTourism.org