Sunday Conversation: with LaTivia Rivers Manager, Columbus Welcome Center

Q: Let’s start with your story. What path led you to become the Manager of the Columbus Welcome Center, and what inspires you most about the work you do each day?

Rivers: My lifelong career in tourism began in 1996 at the Columbus Convention & Visitors Bureau. In that role, I worked closely with the Georgia Visitor Information Center in Columbus, which gave me an early appreciation for the important role the state-run welcome centers play as the “front porch” to the entire state. When the opportunity arose to become Visitor Information Center Manager in 2016, it felt like a natural next step. Ten years later, I continue to be inspired by the visitors we meet each day. Every conversation is different, but our goal remains the same: help them get where they’re going and leave them with a positive impression of Georgia that brings them back again. Whether we’re helping someone get from point A to point B with directions or sharing travel ideas from our inspirational travel guide, it’s always with a friendly smile wishing them a great Georgia day.

Q: The Welcome Centers are often a visitor’s first impression of Georgia. How do you and your team approach creating a welcoming, informative, and memorable experience for travelers entering the state?

Rivers: We want every visitor to experience Georgia’s renowned Southern hospitality the moment they step through our doors. We take notice of what they look at on our brochure racks and take every opportunity to engage, so we can make their stop at our center the best experience possible. We start by asking where they’re headed and what they’re interested in. Then, we provide guides, maps, and information on a range of experiences they can find on the way to their destination – from mountains to beaches. By showing them places to visit, we hope they will spend more time here, return for another stay, and share their experiences with friends and family, helping spread the word about all that Georgia has to offer and inspiring future visits.

Q: Columbus has a rich blend of history, culture, arts, and outdoor adventure. When visitors walk through your doors, what are the top things you love to highlight about our city?

Rivers: Columbus has something for everyone, and I love sharing our local community with visitors. History buffs can explore the National Infantry Museum, the only major museum in the country dedicated to the American Infantryman, and the National Civil War Naval Museum, dedicated to the CSS Jackson. Art and culture seekers will want to visit the Columbus Museum, which recently reopened with reimagined galleries, and experience the legacy of Ma Rainey, the “Mother of Blues,” at the Ma Rainey House and Blues Museum. Outdoor enthusiasts can walk or bike the 22-mile Chattahoochee RiverWalk, raft the world’s longest urban whitewater course with Whitewater Express, and explore the rose and Japanese gardens at the Columbus Botanical Garden. Sports fans can immerse in the vibrant energy of a Columbus Clingstones game.

Columbus is also just an hour from the Little White House Historic Site in Warm Springs, where President Franklin D. Roosevelt spent time relaxing and receiving polio treatment in the mineral pools, and Providence Canyon State Park, known as Georgia’s “Little Grand Canyon” for its dramatic red rock formations.

Q: Georgia operates nine state Visitor Information Centers. What makes the Columbus location unique within that statewide network?

Rivers: We have a unique location on I-185 as the only Visitor Information Center along this route from Atlanta. We see a mix of travelers, from families going to visit Fort Benning to business travelers in town for a conference. Our center is a convenient stop between Atlanta and South Georgia, and we have an outdoor space for pets, making it a great spot to stretch and take a break along the way. While all nine centers may differ in location and appearance, our mission is the same: assist travelers as much as possible, because visitors support local jobs, small businesses, and entire communities.

Q: Your team provides service from 8:30 AM to 5:30 PM daily, with extended restroom hours. What does a “day in the life” look like for the Welcome Center staff?

Rivers: Every day brings something new and exciting, as each visitor has their own unique questions and interests. Our work involves maintaining displays, stocking brochures, and engaging with visitors to meet their needs. The goal is to turn a simple stop into a lasting positive impression of Georgia that makes out-of-state guests want to return and in-state residents keep exploring our state.

Q: Tourism is a major economic driver. From your perspective, how does the Welcome Center contribute to Columbus’ local economy and business community?

Rivers: By engaging visitors and sharing information about places to eat, stay, and explore, we help them make choices that can lead to sales at restaurants, hotels, shops, and attractions in communities all across the state. That visitor spending supports jobs, small businesses, and boosts our state and local economies.

Q: Many families stop at Visitor Information Centers while traveling. What resources or information do you offer that travelers tend

Rivers: Travelers really appreciate having tangible resources they can rely on during their trip, specifically the Official Georgia Travel Guide, produced by our Explore Georgia team, and the Georgia Department of Transportation’s Official Highway & Transportation Map. We also share brochures for the communities they’re visiting, giving them firsthand information on attractions, restaurants, and accommodations to help plan their stay and make the most of their visit. We also engage families with fun freebies like coloring sheets for kids to enjoy in the car, giveaways, and postcards – simple yet thoughtful touches that help our visitors feel welcomed and appreciated.

Q: Columbus continues to grow as a destination—Whitewater rafting, the RiverWalk, museums, military history, arts, and sports. How has visitor interest changed or expanded in recent years?

Rivers: We’ve seen a shift in visitors looking for personalized, local recommendations as opposed to standard information they can find online. This helps them tailor their visit to their specific interests and discover unique experiences they might not have heard about otherwise.

Q: The Welcome Center closes only for Thanksgiving Day, Christmas Eve, and Christmas Day. How do you manage staffing and morale for a team that serves the public almost every single day of the year?

Rivers: Our team’s commitment to public service makes all the difference. We have dedicated staff who work together to cover shifts and support one another, knowing that serving visitors is why we’re here. Since all nine Visitor Information Centers operate on the same schedule, we share a sense of teamwork across the state, which helps keep morale high and ensures every visitor receives a friendly, helpful experience.

Q: Your email invites the public to reach out for information. What kinds of questions or requests do you commonly receive from travelers, new residents, or even local businesses?

Q: Collaboration is key in tourism. How does the Welcome Center partner with local attractions, hotels, restaurants, and events to ensure visitors get the most up-to-date and accurate information?

Rivers:In addition to my role supporting visitor services, our department’s Regional Tourism Managers serve as a direct link between local tourism partners and our Visitor Information Centers. By staying closely connected with hotels, restaurants, attractions, and event organizers, they help ensure we’re sharing the latest travel offerings from across the state with the visitors who walk through our doors. Their updates are also shared with our Marketing & Communications team to help expand the reach of local experiences to in-state, out-of-state, and even international travelers.

Q: As someone on the front lines of hospitality, what is one thing you wish more people knew about the value of visitor information centers in today’s digital age?

Rivers:One thing I wish more people knew is that Visitor Information Centers are destinations unto their own. Our team offers real-time, personalized information you just can’t get online. There is incredible value in human connection, and the face-to-face interactions we have with our visitors are one of the meaningful ways we bring Georgia to life. They can feel our excitement when we share our local recommendations to help them experience our state, giving them a true taste of Georgia’s legendary hospitality the moment they walk through our doors.

Q: Columbus is transforming—new developments, trails, arts projects, sports tourism, and more. What upcoming changes or initiatives excite you most when you think about promoting our city?

Rivers: Since we serve as a state center promoting all of Georgia’s regions, our local hospitality partners – VisitColumbusGA (the designated local convention & visitors bureau), Sports Council Columbus, and Greater Columbus Georgia Chamber of Commerce – would be able to share the most up-to-date information and exciting plans on destination development and community projects locally in Columbus.

Q: What upcoming changes or initiatives excite you most when you think about promoting our city?

Rivers: Since we serve as a state center promoting all of Georgia’s regions, our local hospitality partners – VisitColumbusGA (the designated local convention & visitors bureau), Sports Council Columbus, and Greater Columbus Georgia Chamber of Commerce – would be able to share the most up-to-date information and exciting plans on destination development and community projects locally in Columbus.

Q: Looking ahead, what is your vision for the Columbus Welcome Center over the next 3–5 years?

Rivers: Working alongside our statewide team of regional representatives and marketing professionals, we’re always thinking about how to enhance the visitor experience. Looking ahead, that means continuing to deliver on Georgia’s promise of outstanding hospitality, service, and memorable experiences for our visitors.

Q: And finally…What does “welcome” mean to you—not just as a job title, but as a personal philosophy for serving people?

Rivers: It’s about making our guests feel at home, showing Georgia’s authenticity and hospitality, and creating memorable experiences that inspire them to return. It’s the first and lasting impression that keeps Georgia on their minds. I love people and what I do, and that’s why I’ve dedicated my career to serving visitors and helping them experience the very best of our state.