Destination FAQ

What is the Certified Tourism Ambassador^™ (CTA) Program?

The Certified Tourism Ambassador^TM Program is a ground-breaking, nationwide certification program that serves to increase tourism by training and inspiring front-line hospitality employees and volunteers to work together to turn every visitor encounter into a positive experience. 

Thousands of CTAs are joining together for the first time - all across the country - who are committed to building tourism by Enhancing the Visitor Experience^TM.

The premise is simple:  If front-line employees and volunteers (those who come into immediate contact with the visitor) provide quality customer service to visitors (convention attendees, tourists, business travelers, etc.), the visitor is more likely to have a positive experience. Visitors who have a positive experience are more likely to return at some point in the future.  They will share their perceptions with their friends.  Everyone benefits - the tourist, the hospitality industry, the local economy and, most importantly, the front-line ambassador.

Upon completion of all program requirements, front line employees and volunteers are awarded the Certified Tourism Ambassador^TM (CTA^TM) designation and may use the initials CTA behind their names, i.e., John Smith, CTA.  Over 7,000 CTAs have completed the program since its inception in 2006.

How do I find out if there's a CTA program in my city/region?

The program is highly customized for each destination through the oversight entity, the Tourism Ambassador Institute^TM, which accredits and licenses Accredited Providers at the local level.

To see if there's a program in your area, go to Who's On Board?

How much does it cost?

There is a modest, one-time enrollment fee and a modest annual certification renewal fee, both of which are $49 or under.  The specific fees for your city are shown within the enrollment application.  The fee is kept low - less than $1.00 per week - as the program is highly subsidized by key industry stakeholders who have united together to bring this program to their destination.  The program is approximately 60% employer paid across destinations.

Why should an employee become a CTA?

The CTA program has many benefits:

• Expands your industry social network - provides you with opportunities to network with and learn from your peers across the area and across the country. 
• Provides you with a meaningful credential (e.g. John Smith, CTA) that is visible to family, friends, employers, co-workers and, most importantly, visitors.
• Helps you stay "in the know" with regular updates.
• Offers "Freebies & Discounts" that give you free or discounted prices to experience attractions and gain first-hand knowledge of the things visitors ask about.  Offered for your family too, in some instances!
• Increases business which may lead to more tips or pay increases.
• Builds skills you'll have for a lifetime.
• Shows your commitment to the hospitality industry, which may lead to career advancement. Savvy employers are seeking CTAs because they know CTAs "get it".

What do they need to do to become a CTA?

Every certification program requires successful completion of a core curriculum.  The following recaps the requirements to earn and maintain the CTA designation:

• Complete the Enrollment Application (online or paper) and pay the application fee
• Select an upcoming class that fits your schedule
• Complete required reading and pre-class exercises
• Attend the classroom session and actively participate in all classroom exercises
• Earn a passing score on the open-book exam at the end of the session
• Demonstrate your commitment to earning the CTA designation by renewing your
  certification annually (50 points per year by visiting attractions, attending networking events, reading, etc.)

Upon successful completion, participants will earn the Certified Tourism Ambassador^TM designation and receive a CTA certificate and lapel pin.  An annual renewal process of certification is also necessary to maintain your certification.

What do they receive if they become a CTA?

Upon successful completion of the program you'll receive:

• A certificate, suitable for framing, showing your designation as a CTA
• A gold lapel pin which identifies you as a Certified Tourism Ambassador^TM
• Exclusive log-in access to the entire CTANetwork.com web site where you can take advantage of exclusive offers, information and networking opportunities available only to CTAs!   
  

What is taught?  What will they learn?

Comprised of four modules, the Body of Knowledge is defined through extensive research.  Highly customized for each destination, the learning material covers the important elements of tourism, regional attributes/attractions and customer service, as follows:

Module 1:  The Power of Tourism

Module 2:  Discovering Your Region

Module 3:  Knowing, Finding, Using Resources

Module 4:  Exceeding Customer Expectations

The curriculum is delivered through pre-class reading assignments and in-class participation. The interactive classroom setting makes it an interesting, fun way to expand your knowledge and your ability and confidence to answer visitor questions.  And, the Pre-Class Reading & Resource document becomes a valuable, handy tool to use to help visitors!

Where and when are classes taught?

Classes are conducted regularly, at various times and in various locations, throughout your area.  Go to the Schedule of Classes and select a class that fits your schedule.

How do they apply and sign up for a CTA class?

Signing up is easy!

• Go to Sign Up for a Class on the home page and click on Application Form.
• IMPORTANT:  Before completing the application, make sure there is a CTA program in your area!
• Review the Schedule of Classes and select a class that fits your schedule, or indicate you'll select it later.
• Complete the Application Form and finalize payment.
• If you prefer, a paper-based application is also available.

It is encouraged that each person complete their own form, as it is a formal application process.

What happens if they become a CTA and move to an area where no CTA program is offered?

They will go into the "CTA At Large" category where they can maintain your CTA designation and obtain regular national updates.  If they later move to a city where a CTA program is offered, once they change their address, they'll automatically be enrolled in that city's program.

Who should become a CTA?

Anyone that is directly or indirectly involved in serving visitors!                          

Who gets the questions about things to see and do?  YOU

Who gets asked for directions?  YOU

Who gets a chance to create a positive and memorable experience?  YOU

CTAs from all parts of the industry are joining together, including the following industry sectors:

• Airport
• Attraction/Site/Venue (museum, cultural, gaming, sports, etc.)
• City/County/State Government
• Convention Center/Conference Center
• Hotel/Lodging (hotel, motel, B&B, RV park, etc.)
• Lounges/Nightlife
• Restaurant (upscale, café, etc.)
• Shopping/Retail
• Tourism Entity (CVB, DMO, Chamber, etc.)
• Transportation (shuttle, cab, limo, etc.)
• Other (education, hospital, real estate, corporation, banking, etc.)

CTAs by their very nature, are people who want to give back...they want to make sure they leave a good impression on the visitor.  And, that builds pride, which is a powerful feeling!

Here's what your fellow CTAs said the exceptional front-line employee or volunteer does consistently:

• Puts strangers at ease - helps them
• Is dedicated to their employer and city
• Sets aside their own beliefs and problems to serve the customer
• Sees work as more than a "job"
• Asks and listens to start the visitor relationship - Every time they engage they're building a bond
• Gives them options...if they want to shop, tells them about the mall, boutique shops, etc.
• Makes them smile...even if they've been frustrated traveling here
• Uses information as their "tool" - they're "armed"
• Spreads the word about current things going on - who's in town, etc.
• Is proactive - if the "lost" visitor doesn't come to them, they go to the visitor
• Treats them as if it's the first time they've heard the question, even if they've heard it 100 times.
• Gives a little bit of themselves in the interaction
• Smiles and has fun!

If this describes you, you should become a CTA!!