Celebrating the Success of the NTTAP

Posted 01/07/2010

Dallas Fort Worth & Beyond - Press Release 

Posted during PCMA Annual Meeting, January 12-13, 2010, Dallas, Texas 

DALLAS/FORT WORTH, Texas (January 7, 2010) - The Dallas/Fort Worth Area Tourism Council (DFWATC)and Foundation are pleased with the first year success of the new CTA (Certified Tourism AmbassadorTM) program. The DFW area program, which began in May 2009, has certified more than 725 CTAs in its North Texas Tourism Ambassador Program. The CTA corps includes people from all walks of the hospitality industry from airport workers and volunteers to lodging, restaurant, and attractions employees, to transportation and government workers.

The mission of the North Texas Tourism Ambassadors Program (NTTAP) is to increase tourism and travel to the area by inspiring front‐line employees and volunteers to work together to turn every visitor encounter from arrival to departure into a positive experience in the North Texas region. As the state's #1 travel destination, representing more than one‐third of all the state's tourism spending of $60.6 billion (2008), it is vital to make sure that the region creates a culture of hospitality for all visitors. 

Mark D. Thompson, Board Chairman of DFWATC and vice president of marketing for the Irving CVB, stated, "We're excited that the DFW area is the first in Texas to implement this program and proud to join other destinations that have developed the CTA program with the Tourism Ambassador InstituteTM.  We're elated to report that we've already certified more than 725 ambassadors in just the first six months of the program, and aim to certify a total of 3,000 CTAs by the time the Super Bowl arrives in North Texas next year."

The cities and the region have made a commitment to visitors through the support of this program to ensure employees and volunteers have the tools and confidence they need to create memorable experiences for visitors when they come to the North Texas region for business or pleasure.

Thompson adds, "In addition to providing impeccable experiences directly to visitors - whether they're in the area for leisure, business travel, part of a conference or convention, or another reason - the program also directly impacts meeting professionals. Happy attendees are more productive attendees and have better perceptions of their experiences, and we are confident these experiences make Dallas‐Fort Worth an even stronger meetings and convention destination."

The CTA corps also provides another direct benefit to planners - a certified, trained, committed group of industry professionals who have indicated their desire to make an ongoing contribution to the tourism industry. This corps can be mobilized for conference assistance or as a volunteer corps for large conventions or events. Dallas‐Fort Worth CTAs served as airport greeters for the PCMA 2010 conference in Dallas, will serve as volunteers for the RCMA Conference in Fort Worth later this month, and will be an essential portion of the volunteers needed for the Super Bowl in 2011, to name just a few examples. The CTA corps serves as a wonderful resource and distribution channel to engage these professionals in events throughout the DFW area.

To find out more about the Dallas/Fort Worth Area Tourism Council or the North Texas Tourism Ambassador Program, please visit DFWandBeyond.com or CTANetwork.com.

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The Dallas/Fort Worth Area Tourism Council was formed in 1978 as a cooperative marketing organization by the cities of Arlington, Dallas, Fort Worth, Grand Prairie, Grapevine and Irving. Banding together all segments of the tourism industry, the Council represents 32 North Texas counties, over 42 area communities, area hotels, major area attractions, museums, restaurants, shopping/retail establishments, transportation companies and support services to the industry.  The DFWATC Foundation was formed to help build the capabilities of the North Texas tourism workforce through education and training.