Academy of Hospitality & Tourism prepares students for success and fuels the industry

Hospitality and tourism is booming in West Michigan. It’s no wonder. For decades, private and public sector partners in our community have rallied around a commitment to elevate Grand Rapids and Kent County as a premier visitor destination and, at the same time, enhance the quality of life for area residents.

That commitment has paid off. Just ask Forbes, which dubbed Grand Rapids the best right-sized city in America circa 2024.

“Grand Rapids is in the Midwest, so it won’t brag about itself, but make no mistake; this is the best right-size city in America, with the stats, the people and the ‘want to’ needed to continue to drive forward,” the article contends.

More recently, Grand Rapids has been named one of America’s 10 Best Towns To Visit (CNN), the #1 U.S. City on the Rise (LinkedIn) and a Top 20 Place to Start a Career (WalletHub).

What does all this national recognition mean for the local hospitality and tourism industry? One thing it means is, the industry is not only competing for visitors, but also for talent to staff positions that make visitors (and residents) feel welcome and accommodated. And the talent the industry attracts must reflect the growing diversity of the local community and of the visitors we hope to attract.

Experience Grand Rapids, whose mission is to grow an exceptional community by sharing Grand Rapids with the world, has developed a series of programs designed to grow and diversify the local talent pool: the Academy of Hospitality & Tourism, Savor & Soar, and Craft Your Career.

Academy of Hospitality & Tourism

In 2019, Experience Grand Rapids partnered with Grand Rapids Public Schools, Grand Valley State University’s Hospitality and Tourism Management Program and AHC Hospitality to launch and advise the Academy of Hospitality & Tourism at Ottawa Hills High School.

The Academy is designed to expose high school students from all backgrounds to a variety of hospitality and tourism career opportunities in event management, recreation and attractions, lodging, food and beverage, sustainable tourism and more. The Academy employs a proven experiential hands-on learning curriculum designed by NAF, a national education nonprofit that brings schools and businesses together to better prepare students for college, career, and future success.

The Ottawa Hills High School Academy of Hospitality & Tourism welcomed its first cohort of freshman students in the fall of 2019 and, despite some pandemic setbacks, celebrated 17 graduates in 2023. Through May 2026, 5 more students graduated from the program.

Program features include:

• Industry-Aligned Curriculum: The curriculum aligns with national standards and has garnered validation from the Global Travel and Tourism Partnership, ensuring students receive a comprehensive and industry-relevant education.

• Real-World Connections: The Academy is designed to connect classroom teachings with real-world applications, enabling students to gain practical skills and experiences that prepare them for a wide array of roles within the hospitality and tourism management industry.
• Post-Graduation Opportunities: Upon completion, students emerge equipped with marketable skills, ready to enter the workforce. Additionally, they have the option to pursue advanced placement opportunities in Grand Valley State University, Ferris State University, and Michigan State University degree programs or explore a combination of both career entry and higher education.

The Tourism Industry of Michigan (TICOM) honored the Academy of Hospitality & Tourism with a 2020 Governor’s Award for Innovative Tourism Collaboration in the Education and Training category. Since its launch, we’ve worked with our partners to expand the program to multiple schools throughout the region and create stronger connections between education and industry.

Savor & Soar

Experience Grand Rapids Vice President of Engagement & Inclusion, Jordoun Eatman, leads our work with the Academy and notes that engaging a diverse population of students and their parents is a critical component of the program.

“Equity is important when you see who has historically held leadership positions in the industry and recognize that African American and Hispanic employees have traditionally worked in lower level jobs. We aim to change that,” he says. “That’s why it’s important to educate parents. If an individual worked in hospitality and struggled to advance and make ends meet, they might not aspire for their children to enter the field.”

To overcome that hurdle and give students from the Academy and other area high schools and their parents a behind-the-scenes peek into the inner workings of a 4-star hotel, Experience Grand Rapids collaborated with the Amway Grand Plaza Hotel and other industry partners to host Savor & Soar: A Hospitality and Tourism Summit in November 2023.

The event showcased the hotel’s culinary, events, and sales & services operations and featured a tour of the hotel’s commercial kitchen, etiquette training related to table setting and service, an exploration of large-scale event planning, two dynamic panel discussions led by industry experts, a five-course formal dinner and a career fair where students, parents and guardians could learn about careers and apply for jobs in the industry.

More than 130 student participants, as well as parents, guardians and educators, gained a deeper understanding of the industry through their Savor & Soar experience. The event also gave employers the space to have more meaningful discussions with those considering hospitality and tourism careers. Eight out of 10 respondents to an after-event survey said they had an improved perspective of the hospitality industry after participating and 100% felt that the event prioritized diversity and inclusion.

Savor & Soar was also recognized by the Tourism Industry of Michigan (TICOM), earning a 2024 Governor’s Award for Innovative Tourism Collaboration.

The first Savor & Soar was such a success that we’ve made it an annual event. Each year features new behind-the-scenes experiences and a fresh roster of industry professionals for students to learn from and interact with.

Craft Your Career

Convincing students (and their parents) to view hospitality and tourism as viable career opportunities is an essential part of our workforce development initiative. In 2026, we launched Craft Your Career, a campaign designed to inspire the next generation to explore meaningful, long-term careers in hospitality and tourism. 

By showcasing real stories from professionals across the industry, Craft Your Career aims to reshape perceptions and position hospitality as a viable and rewarding career path for students, graduates and early-career talent.

Craft Your Career brings to life the real experiences behind the industry, featuring local professionals who have built dynamic careers in restaurants, hotels, attractions and beyond. Through a series of short “Day in the Life” videos and a broader brand story, the campaign highlights the creativity, growth and opportunity that define hospitality careers today.

The goal is for people to see hospitality not just as a job, but as a craft where they can grow, lead and leave their mark. The campaign emphasizes the diversity of roles and career journeys within hospitality, highlighting opportunities in operations, marketing, culinary arts, guest experience and leadership—many of which begin with entry-level jobs and evolve into long-term careers. A Career Pathways Quiz helps visitors to the Craft Your Career website find a career that fits their personality and connects them to the possibilities that exist in Grand Rapids.

We greatly appreciate the creativity, knowledge, time and support that our education and industry partners contribute to ensure student success and build a pipeline of qualified talent that will fuel the vital hospitality and tourism industry in West Michigan