About CTA

About CTA

The Certified Tourism AmbassadorTM Program is a ground-breaking internation certification program for front line workers and volunteers.  Accredited and licensed through the Tourism Ambassador InstituteTM, the Certified Tourism AmbassadorTM (CTA) Program is a certification program that goes well beyond basic customer service training.  It is designed as a lasting program that mobilizes a destination's front line toward the goal of turning 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 ExperienceTM.

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 (meeting/convention attendees, tourists, business travelers), 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 AmbassadorTM (CTATM) designation and may use the initials CTA behind their names, e.g. John Smith, CTA.  Over 40,000 CTAs have completed the program since its inception in 2006.

CTAs enjoy many benefits such as invitations to industry events, regular updates to help them stay in the know, special "Freebies & Discounts" offers so they can gain first-hand knowledge of area attractions/venues, and valuable skills they will have for a lifetime.  In addition, they have exclusive access to the CTANetwork.com, the online community for CTAs.

Employers of all sizes and industry segments are enjoying the program's many benefits.  The CTA program reinforces their current training and builds upon it with a rich, customized curriculum that is designed to build employees' knowledge about the destination and their pride for living and working there. 

The CTA Program is a natural fit to help destinations achieve a myriad of objectives including uniting front line employees and volunteers, increasing overall convention and tourism business, increasing the economic impact of tourism and building a positive brand and destination image.

Read success stories about destinations across the country!

CTA Pride... Catch It!