Destination Niagara USA Launches Destination Niagara Academy to Empower Frontline Tourism Ambassadors

Niagara Falls, NY — Destination Niagara USA (DNUSA) is proud to announce the launch of Destination Niagara Academy (DNA), the official destination education and visitor services ambassador program for Niagara County.

Destination Niagara Academy is a free, web-based training program designed to provide hospitality and tourism professionals, community members, and destination partners with in-depth knowledge of Niagara Falls USA and the skills needed to create exceptional visitor experiences.

Accessible from any computer, tablet, or mobile device, the program features a series of engaging readings and videos organized into five modules:
• Course Overview
• The Impact of Tourism
• The Power of a Warm Welcome
• Discover Niagara Falls USA
• Review and Resources

Participants gain a deeper understanding of Niagara Falls USA’s attractions, events, transportation options, and tourism assets while strengthening their customer service and communication skills. The program is designed to build confidence in engaging with visitors and reinforce the important role frontline employees play in shaping the destination experience.

“Every interaction a visitor has in our destination helps shape their perception of Niagara Falls USA,” said John Percy, President and CEO of Destination Niagara USA. “With more than $1 billion spent by visitors in Niagara County each year, tourism is a vital part of our local economy. From hotel front desks and restaurant servers to retail associates and attraction staff, our frontline employees are often the first and most memorable ambassadors for our community. Destination Niagara Academy provides the tools and knowledge they need to confidently share our destination’s story and help create experiences that encourage visitors to return and recommend Niagara Falls USA to others.”

Upon successful completion of the program, participants will receive a certificate of achievement and be entered for a chance to win a $100 Visa gift card awarded monthly or a $500 Visa gift card awarded twice each year.

Tourism remains one of Niagara County’s leading economic drivers. According to the latest data from Tourism Economics, visitors spend more than $1 billion annually throughout Niagara County, supporting local businesses, generating tax revenue, and sustaining thousands of jobs. As a result, the quality of the visitor experience plays a critical role in the continued success and growth of the region’s tourism economy.

“Visitors often remember the people they meet just as much as the attractions they experience,” said Patty Shanley, Director of Visitor Services for Destination Niagara USA. “When our hospitality workforce and community members are knowledgeable, welcoming, and confident in sharing information about the region, it elevates the overall visitor experience. Destination Niagara Academy helps ensure that everyone who interacts with visitors has the resources they need to make a positive and lasting impression.”

As tourism continues to play a vital role in Niagara County’s economy, Destination Niagara Academy serves as an investment in both the visitor experience and the people who help make the destination memorable. For more information or to enroll in Destination Niagara Academy, visit academy.niagarafallsusa.com.

Destination Niagara USA works to ensure Niagara County is a preferred international destination for group and leisure travel. It supports its mission to expand the economic prosperity of Niagara County by generating individual and group visitation. For more information, visit NiagaraFallsUSA.com.