What is a CTA?

Program Objective

"To increase regional tourism by inspiring front-line hospitality employees and volunteers to turn every visitor encounter into a positive experience."

CTA = Certified Tourism Ambassador™

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.

Upon completion of all certification program requirements, front line employees and volunteers are awarded the Certified Tourism Ambassador^TM designation and may use the initials CTA behind their name, i.e., John Smith, CTA.  The designation remains current as long as the CTA renews their certification annually.

"I would have to say that one of the most rewarding parts of being a facilitator for the CTA program is at the end of the class seeing the excitement on their face - that they really, truly understand that tourism really is a big business and that they're the ones making a difference - that they're the ones that are the brand - they're the ones that are the face of our city and our region - and they're the ones making that emotional connection to get our visitors and our guests coming back to our businesses and back to our destinations."

Lisa Oyler, CTA
Director of Training & Asst. Director of Human Resources
Tucson Ambassador Program Class Instructor
Loews Ventana Canyon Resort
Tucson, AZ

Many cities boast fabulous restaurants, interesting sightseeing and unique attractions-but inevitably, the most memorable experiences we have as a traveler involve the people we meet.

This is the foundation of the Certified Tourism Ambassador^TM program-YOU are the reason visitors have a wonderful or not-so-wonderful experience.   Knowing your area and taking pride in sharing it with visitors makes a lasting impression!  Positive visitor experiences increase the benefits of tourism for all businesses, and word-of-mouth stories - whether in person or online - encourage more visitors to choose your destination.

In reality, YOU are a vital, inseparable part of that experience!

• 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

YOU can make your area shine in the eyes of the visitor!