Baltimore’s tourism industry is investing in the people who often make the first—and most lasting—impression on visitors.

Through Charm City Certified, the Visit Baltimore Education and Training Foundation is offering free, self-paced training designed to help hospitality workers, volunteers, students and community members become more knowledgeable and confident ambassadors for the city.

Launched in June 2025, Charm City Certified is the first course offered through Visit Baltimore’s Tourism Academy, an online learning platform focused on strengthening Baltimore’s tourism and hospitality workforce.

The approximately one-hour course covers tourism fundamentals, Baltimore knowledge and best practices for creating authentic, welcoming and memorable visitor experiences. Because the course is mobile-friendly, participants can complete the training from a phone, tablet or computer and pause and resume the program as needed.

“We built this because training without measurement is just activity. We wanted to know whether someone finishes more confident and ready to represent this city. In our first cohorts, completion rates came in well above what training programs typically see,” said Mia Blom, senior director of government and community affairs and executive director of the Visit Baltimore Education & Training Foundation.

That emphasis on measurement is producing strong early results.

During its first year, Charm City Certified recorded 551 enrollments representing 144 partner organizations and 338 completions, resulting in a 61 percent completion rate. According to a case study prepared by the Foundation, that compares favorably with a cited industry benchmark of roughly 20 to 30 percent for voluntary training programs.

The Foundation is also measuring more than participation.

Among participants completing pre- and post-training assessments, the general cohort reported a 1.94-point increase in confidence on a five-point scale in their ability to represent Baltimore as a destination. A separate cohort of volunteers associated with CIAA activities experienced a 1.66-point confidence increase.

Participants also demonstrated strong knowledge of the community. General participants averaged 91.5 percent on community knowledge assessments, while the CIAA cohort averaged 88.1 percent. More than 95 percent of the general cohort scored above the program’s 75 percent mastery threshold.

Blom said the credential is also expanding into Baltimore’s broader workforce development and education infrastructure.

“Charm City Certified, our hospitality and tourism credential, is now one of several industry credentials offered through Baltimore City Public Schools Career and Technical Education (CTE), rolling out by the first quarter,” she said.

The program has also received institutional recognition. In September 2025, Charm City Certified was adopted by the Baltimore Workforce Development Board, providing the program with additional connections to the broader workforce development system.

Employers are beginning to incorporate the certification into their own workforce strategies as well. According to the Foundation’s case study, hospitality partners have integrated Charm City Certified into employee onboarding, and the Hilton Baltimore Inner Harbor reported benefits including more confident staff interactions and positive guest experiences.

For Blom, the ultimate measure of success is whether visitors experience a consistent level of hospitality throughout the city.

“My hope is that visitors feel it the moment they arrive, that someone’s first impression of Baltimore, at a hotel desk, at an event, at a table, is warmth and readiness, not uncertainty,” Blom said. “It is a shared standard employers and frontline staff across Baltimore train on, accessible to anyone in this workforce, wherever they are. That is how a credential becomes a reputation.”

Participants who successfully complete Charm City Certified also receive access to an Insider Pass, featuring special offers and discounts from participating Baltimore restaurants, attractions and businesses. The benefit encourages hospitality workers and community ambassadors to experience Baltimore themselves so they can better recommend destinations to visitors.

Charm City Certified is one piece of a broader workforce development strategy. Visit Baltimore’s Tourism Academy is also designed to provide free professional development in areas including customer service, business etiquette, workplace safety, self-awareness and team building.

The initiative comes as tourism continues to represent an important part of Baltimore’s economy. Visit Baltimore reported that 28.5 million people visited the city for overnight and day trips in 2024, generating approximately $4.3 billion in economic activity.

While designed with the hospitality and tourism workforce in mind, Charm City Certified is open to the broader Baltimore community. Residents, students, volunteers, small-business employees and anyone interested in becoming a stronger ambassador for the city can participate at no cost.