Visit Lake Charles is inviting hospitality, tourism, arts, entertainment and recreation professionals across Southwest Louisiana to participate in Destination SWLA, a free educational training program designed to strengthen local knowledge and enhance the visitor experience. 

The program provides frontline staff and community partners with insight into Southwest Louisiana’s restaurants, attractions, events and visitor experiences, while also offering an overview of Visit Lake Charles and its role as the region’s official destination marketing organization. 

“I feel prepared and knowledgeable on what our area offers for all those out-of-town visitors we get in our line, and even for our locals that may not know about some of the wonderful attractions we have,” said Ashley Frantz, the owner of Lulu’s Specialty Cones & More. 

Participants will learn about area highlights, suggested itineraries and visitor resources that help guide guests to experiences across Louisiana’s Playground. The training is designed for anyone who interacts with visitors, whether they are new to the industry or experienced professionals. 

“Moving Destination SWLA to an online format has helped us reach partners across Southwest Louisiana in a more accessible way,” said Madison Yates, destination services specialist at Visit Lake Charles, who oversees the Destination SWLA training program. “It’s been rewarding to see participation grow and more partners complete the program.” 

Destination SWLA is offered virtually year-round, making it easy for partners across the region to participate. 

2026 Destination SWLA Virtual Training Dates 

  • March 26, 2026, at 9 a.m. 
  • June 1, 2026, at 2 p.m. 
  • Sept. 22, 2026, at 9 a.m. 
  • Dec. 10, 2026, at 2 p.m. 

To register for an upcoming session, visit the Visit Lake Charles Partner Education page.  

Businesses interested in scheduling a customized training session for multiple staff members may contact Yates to arrange a private training at myates@visitlakecharles.org or (337) 502-4353. 

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About Visit Lake Charles
Visit Lake Charles, the official destination marketing organization for Lake Charles/Southwest Louisiana, is the only organization in Southwest Louisiana providing advocacy, promotion, and education for the tourism industry. For more information on Visit Lake Charles and things to see and do in Louisiana’s Playground, log on to www.visitlakecharles.org.