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Indiana Tourism Academy

In 2022, ITA launched the Indiana Tourism Academy. The mission for the academy is to spark innovation, deepen expertise and build empowering connections among tourism professionals through engaging education and immersive experiences. 

Graduates of the academy are designated as a "Certified Indiana Tourism Professional."

Why:

  • Need to educate more individuals in the tourism industry to deepen Indiana's tourism bench for the future
  • This is the only education program for tourism industry professionals to grow their knowledge on a statewide level

Who:

  • Any individual in the Indiana tourism industry who is looking to grow in their knowledge of the industry from a statewide perspective
  • Preferred two years in the tourism industry
  • ITA limits one person per organization in each class

What:

Over the course of a year, participants will attend seven in-person sessions. One will be held as a pre-conference workshop and the others will be held from 9-4pm (local meeting time) covering core topics:

  • New in 2026: Pre-Conference Leadership Workshop - Monday, March 16, 2026 in the afternoon
  • Tuesday, March 17 - Tourism 101 (held during Indiana Tourism Conference in March and will only be a one hour session)
  • Monday, May 18 - Tourism 201: Strategic Opportunities in Destination Management (Visit Dubois County)
  • Wednesday, August 12 - Tourism 301: Destination Development (Indianapolis International Airport)
  • Wednesday, November 4 - Tourism 302: Cultivating the Destination Experience (Visit Lafayette West Lafayette)
  • Wednesday, December 16 - Tourism Marketing and Research (Indiana State Museum - Indianapolis)
  • January - Tourism Advocacy in Downtown Indy

Participants will participate in six zoom calls throughout the year from 10-11:30am (EST). The 2026 dates are:

  • Wednesday, February 18
  • Wednesday, April 15
  • Wednesday, June 17
  • Wednesday, September 16
  • Wednesday, October 21
  • Wednesday, February 2027 (TBD)

Other Requirements: 

  • Participants will submit a final "project" that will showcase the information learned and apply it to a destination/community/region; past projects can be viewed here.
  • Participants will have a leadership component that will be discussed on the virtual calls, thanks to ITA's partnership with Fired Up! Culture.
  • Participants will leave with an overarching understanding of the tourism industry and be able to articulate that to others as well as advocate for the industry.

Application and Program Details:

  • 2026 Cost for the academy is $999/Member and $1199/Non Member. This includes:
    • All six sessions and - outside of the conference session - lunch and parking.
    • An individual Birkman Assessment and one hour coaching session.
    • Registration to one ITA Summit (Executive, Marketing, Attraction or Advocacy).
    • Payment is due before the annual conference. 
      • An applicant may withdraw their application until their Birkman Assessment is completed and receive a full refund. 
      • An applicant may withdraw their application after their Birkman Assessment and up to February 28 and receive a partial refund. 
      • After March 1, any participant who withdraws from the program, for any reason, will not receive a refund.
      • If a participant leaves their organization during the program it is at the discretion of ITA and their former employer on whether they can continue in the program.
  • In addition to the application, a letter of recommendation from a current ITA member and a current resume is required.
  • Please complete this application as a fillable PDF and save it named "2026 Academy Application Your Name". Deadline to apply for 2027 is January 8, 2027.
  • New in 2026, Academy graduates are eligible for the Spark Award, sponsored by Fired Up! Culture, this award will honor alumni whose passion and innovation spark growth across Indiana’s destinations. 

Please contact Carrie Lambert if you have any questions.

What past graduates have to say about their experience in the academy:

"A major benefit was gaining a broader and deeper understanding of the tourism industry as a whole. Since my role is primarily focused on marketing and research, it was incredibly valuable to learn more about areas beyond my day to day responsibilities." Kim Fox, 2025 Graduate.

"My two biggest takeaways from the academy were the day we spent learning about all the different ways innkeepers tax is collected and the day at the State House." Haley Anderson, 2024 Graduate.

"One of my biggest takeaways was the shift in perspective from simply promoting a destination to strategically stewarding it. The academy deepened my understanding of tourism as an economic drive and a tool for community development." Grace Caswell, 2024 Graduate.