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“Community Alignment”

About CTA

CTA Program Objective

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

Certified Tourism Ambassador™

The Certified Tourism Ambassador™ (CTA) program is industry-recognized certification that strategically aligns a community’s people infrastructure — destination leaders, stakeholder businesses and the tourism front-line — to strengthen tourism and deliver quality experiences for visitors and locals.

Accredited through the Tourism Ambassador Institute® and administered at the local level, CTA is the only program that gives an official designation (John Sample, CTA) to individuals — from Mayors, to General Managers, to Drivers, to Waiters — people who care about their destination and want to be strategically connected at every level.  


Community Alignment




A Positive Experience =

$ More Visitors
$ More Spending
$ Return Intentions!

The CTA Advantage:
Going Beyond Customer Service Training



International, industry-recognized  certification: John Sample, CTA. 


Aligns stakeholders to work together to enhance tourism, with traditional and non-traditional partners. 


Keeps your front-line connected to destination vision and brand strategies. 


Customized curriculum focuses on  destination product and increased tourism  spending.


Leveraging CTA as a point of differentiation.  Event planners and tour organizers report that CTA tips the scale in their site selection.  


Employers of CTAs report proven behavior change in key areas, year-over-year.

Anaheim Destination Guide Ad

Proudly celebrating over 10 years as a CTA destination,
Visit Anaheim prompts visitors to look for the pin.


CTA Strong In the Face of Adversity


Franklin County (PA) strong. Together we are here for you.
Together we will rise.



About the Founder

“Until the inception of this certification program, there was no consistent way to align an entire community around the importance of tourism to the local economy.”

Mickey Schaefer, FASAE, CAE, CTA
President, Tourism Ambassador Institute®
Founder, CTA Program

• Named five times to 25 Most Influential in the Meetings Industry,
  Meetings News/Successful Meetings, most recently 2015
• 2013 Six Top Industry Leaders, Smart Meetings
• 2006 Inductee, Hall of Leaders, Events Industry Council