Of all the reasons people travel to Billings – our amazing hiking trails, the rich history of Southeast Montana and our burgeoning food and beverage scene, to name just a few – our locals are what make Billings such a special destination for our millions of guests.

Visitors want the inside scoop on the best places to explore, play, eat and drink, and they often strike up conversations with residents to find those hidden gems that other tourists may never think to discover.
You are what makes Billings such a special destination. They want to get to know our locals, and better understand our culture. Your conversations with them result in them wanting to come back to Billings again and again - and share their experiences with friends and loved ones.


The Billings Tourism Ambassador Program is a multi-faceted program that serves to increase tourism by inspiring frontline employees, volunteers, and citizens to turn every visitor encounter into a positive experience. When visitors have a positive experience, they are more likely to return in the future and share their experience with others.

This program is part of the nationally recognized Certified Tourism Ambassador Network and offered locally by Visit Billings.

The program offers bespoke training, along with exclusive content and networking opportunities. As a Certified Tourism Ambassador, we’ll also outfit you with some Billings-branded merchandise to help you embrace your important new role.

Visit the Certified Tourism Ambassador Network website to register to represent our destination.


Our Certified Tourism Ambassadors are known as Trail Guides.
In Billings, we encourage visitors to forge their own paths. No matter if you’re interested in outdoor adventure,
Western heritage, Montana cuisine, or a combination of it all, there is a trail you can follow to a memorable getaway.
So, as a Trail Guide, or Certified Tourism Ambassador, you can help our visitors find that perfect path to discover what
they’ll enjoy most about Billings.

Trail Guide Resources

Resource Library