Certified Tourism Ambassador® (CTA) Program Celebrates 20th Anniversary
May 4, 2026
FOR IMMEDIATE RELEASE
Contact: Mickey Schaefer, FASAE, CAE, CTA Founder, CTA Network LLC President, Tourism Ambassador Institute®
913-558-0325
mickey@mickeyandassociates.com
Attendees, visitors, and residents will see CTAs staffing visitor centers, serving meals, working attractions, directing traffic, giving speeches, and running cities.
They are among over 60,000 who have earned the industry-recognized, professional designation – Certified Tourism Ambassador® (CTA) – since the program’s founding in May 2006. Today, there are 30 CTA programs in 20 U.S. states who are joining the year-long 20th Anniversary celebration.
The Certified Tourism Ambassador® (CTA) program is the only international, industry-recognized certification that aligns the entire community – from the front-line to the mayor – to strengthen tourism and deliver quality experiences for attendees, visitors, and locals. Each program is customized and administered by a Destination Marketing Organization (DMO) at the local level. DMOs prompt enrollment by asking, “Has your team become certified?"
Savvy CTA destinations continue to leverage CTA as a point of differentiation in the site selection process. Event planners and tour operators report that CTA tips the scale in favor of a “CTA City.” Knowing the destination is constantly ‘geared up’ to welcome attendees matters.
Anaheim / Orange County is the longest-running, continuous CTA destination – launching in 2008. “The Certified Tourism Ambassador® program is a direct investment in the people shaping Anaheim’s future,” said Mike Waterman, CTA, President & CEO, Visit Anaheim. "By empowering our hospitality community with deeper knowledge, pride, and a shared sense of purpose, we’re unlocking new opportunities for growth while elevating every visitor interaction. As Anaheim enters a defining era of momentum, CTA ensures we’re not just keeping pace, we’re setting the standard as a welcoming, world-class destination.”
In 2007, Tucson was the second destination to launch. “As early adopters of CTA, we’ve built a growing network of Tucson ambassadors who deliver exceptional visitor experiences and elevate our destination’s reputation,” said Felipe Garcia, CTA, CEO of Visit Tucson. “Since its launch, CTA has delivered clear, measurable value as more than a training but as an opportunity for connection between residents and employees across industries to a shared understanding of tourism’s value, while creating advocates who represent Tucson every day. Businesses that embrace the CTA program provide their employees with added training and foster career growth as well as create a well-informed workforce.”
Seattle’s early 2025 launch of the CTA program has positioned the community to welcome the FIFA World Cup and beyond. “From our recent Seattle Convention Center expansion to our reimagined waterfront and beyond to the great outdoors, we are excited to show our city to the world,” said Tammy Canavan, FCDME, CTA, President & CEO, Visit Seattle. “The CTA program aligns beautifully with who we are – An inclusive city forged from nature.”
Palm Beach County has had equal success. “Since launching in December 2024, the reach and influence of the CTA program have delivered clear, measurable value,” said Milton Segarra, CDME, CTA, President & CEO of Discover The Palm Beaches. “CTA is more than a training program. It connects residents and employees across industries to a shared understanding of tourism’s value, strengthens our front-line experience, and has fostered an unexpected network of passionate community advocates.” “Overall, CTA has become a powerful tool in enhancing service delivery and deepening our community’s connection to tourism, creating a network of ambassadors who actively represent the destination every day.”
The Founder, Mickey Schaefer, FASAE, CAE, CTA, reflected on the 20-year milestone. “The success of the CTA program stems from the dedication and commitment of the destinations of all sizes who have chosen to make their front-line and community engagement a priority”, said Schaefer. “Sustainability has been proven. Surviving two recessions and a pandemic, the CTA certification program has provided a rallying point. It’s all about community engagement – bringing people together and building connections to strengthen the tourism economy. Creating a tourism home. That’s the very essence of CTA.”
ABOUT TAI AND CTA
The Tourism Ambassador Institute® (TAI) licenses and accredits local tourism entities as Accredited Providers (APs), such as Destination Marketing Organizations (DMO), to confer the Certified Tourism Ambassador® (CTA) professional designation at the local level. CTA Network LLC is the administrative entity for the certification program.
Since the program’s founding in May 2006, over 60,000 CTAs have achieved this professional designation. At present, there are 30 programs in 20 U.S. states.
The Institute was founded in May 2006 by Mickey Schaefer, FASAE, CAE, CTA. In recognition of her dedication to the meetings & conventions industry, Schaefer was inducted by the Events Industry Council (EIC) into the industry’s prestigious Hall of Leaders; presented the Lifetime Achievement Award by the Professional Convention Management Association (PCMA); named four times among the “25 Most Influential in the Meetings Industry” by Successful Meetings magazine; and “Top Six Industry Leaders” by Smart Meetings magazine.
Related Links:
Certified Tourism Ambassador® CTANetwork.com