Tourism for All Cohort

Join our annual Tourism for All cohort focused on the four pillars of the Tourism for All program. After six sessions, walk away with essential connections to other industry members and receive support in creating a welcoming statement and action plan for your organization.

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.

Current cohort members can access program materials through the online learning management system Canvas. Click here to access Canvas or reset your credentials.

Mission, Vision, and Values

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.  

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. 

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?

Participants should have ownership/management support, the time to participate in all mandatory 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. Participating members should provide thoughtful feedback to fellow cohort members and maintain a safe space to ask questions and learn from each other. The CACVB highly recommends participants be available for the Tourism for All conference, held annually in February. Industry members that are unable to meet the expectations will be removed from the program.

When are the sessions?

Session 1
Welcome and Overview
Tues., Sept. 9, 2025, 9-11 AM, In-Person

Session 2
Pillar 1 Focus
Tues., Sept. 30, 2025, 9-10:30 AM, Virtual

Session 3
Pillar 2 Focus
Tues., Oct. 21, 2025, 9-10:30 AM, Virtual

Session 4
Pillar 3 Focus
Tues., Nov. 18, 2025, 9-10:30 AM, Virtual

Session 5
Pillar 4 Focus
Tues., Dec. 9, 2025, 9-10:30 AM, Virtual

Session 6
Action Planning Session
Tues., Jan. 6, 2026, 10 AM-1 PM, In-Person

Deadline for Action Plans
Friday, Feb. 13, 2026

Tourism for All Conference
Tues., Feb. 24, 2026 (Snow Date: Tues., Mar. 3, 2026)

What are the benefits of the cohort?

As part of the Tourism for All cohort, you will learn how to create a welcoming and inclusive experience for visitors and community members. You will also get the opportunity to connect with other local leaders and small businesses, learn about shared values and challenges, and create actionable steps for kick-starting this work in our destination. You will receive individualized support in creating and implementing a welcome statement and action plan, along with access to supportive resources through the cohort’s learning management system Canvas.


In addition to the meaningful networking opportunities participants receive, the cohort program is valued at least $5,000 if provided by a consultant. By applying, you have access to it completely free. Successful cohort members receive special recognition at our Tourism for All conference.