The Big Picture

The Visitor Experience: The Next Competitive Battle Ground

"Customer Service is the Next Competitive Battleground"

Jeff Gregoile, (former) CFO

Dell Computers

In this increasingly competitive environment, everyone is chasing the tourism dollar.  Our companies are working hard to stay viable - our workers are concerned about keeping their jobs - our destinations are competing with one another (and other countries) for a share of the convention and tourism market.

Millions of dollars are spent marketing destinations - and even more if you combine the overall marketing spend of a destination's venues and attractions.  But, in reality, very little time or money is spent to focus on THE EXPERIENCE our visitors will have once they get here.

That's why, it's more important than ever before to concentrate on the experience given to the visitor (e.g. business traveler, convention attendee, leisure traveler).  The frontline is the face of that experience - they are what the visitors will remember - they are the emotional connection that can make (or break) the visit.

Program Objective

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

The Need for the Certified Tourism Ambassador™

Tourism is big business. Visitors spend money attending to business, touring attractions, or learning about the history of the area. This infusion of "new money" into the local economy often holds local tax increases at bay and gives the city extra money to enhance its infrastructure-making the destination more appealing over time.  As a result, destinations spend lots of money courting convention and leisure travelers.

But in reality, no amount of money will make up for the visitor having a bad experience, which negatively impacts the destination's brand and overall image.

Benefits of the Ambassadors Program

The beauty of the CTA designation is that it provides frontline employees and volunteers critical training that helps improve their attitudes and their performance.  It gives them a chance to meet one another, learn from each others' experiences, and celebrate together.  All of this strengthens the program over time as the program matures.

The benefits are numerous and build on each other, which creates a Benefits Cycle, as follows:

Ambassadors Program Benefits Cycle™

This exciting, ground-breaking program has many features that translate into a wide variety of benefits that permeate, and elevate, the entire hospitality and business community.

Certification, unlike training, is ongoing and provides lasting value to the industry and the visitors and tourists it serves.