Enhancing the Visitor Experience

Enhancing the Visitor Experience
Industry-Recognized Certification

Enhancing the Visitor Experience
Industry-Recognized Certification

Enhancing the Visitor Experience

Enhancing the Visitor Experience
Industry-Recognized Certification

Enhancing the Visitor Experience
Industry-Recognized Certification

Enhancing the Visitor Experience

Enhancing the Visitor Experience
Industry-Recognized Certification

Enhancing the Visitor Experience
Industry-Recognized Certification


Investing In Your Destination's
People Infrastructure

The Certified Tourism AmbassadorTM (CTA) program is industry-recognized certification that aligns the destination's people infrastructure ─ its stakeholder businesses and front-line ─ to increase tourism by Enhancing the Visitor ExperienceTM. With over 17,000 current CTAs and 50,000 certified since its inception, this affordable program drives visitor spending through in-depth knowledge of the destination 'product'; gives destinations a competitive advantage; and ensures consistent delivery of a positive destination brand experience. In today's consumer-driven world, savvy destinations realize the importance of CTA. More 



Destinations Committed to the Visitor Experience.
Over 17,000 CTAs & Growing! 

  • USA

  • CTA Spotlight
  • Testimonials

CTA Spotlight

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Dee Tokarski, CTA, Grand Rapids, MI
Airport Ambassador, Gerald R. Ford International Airport

"I LOVE being a CTA, because it gives me the opportunity to share my love of West Michigan with visitors, with residents, with the curious, and with those looking for something to do. People listen, because of the pin. People ask me about the pin, so I have the chance to tell them about the program and invite them to become a part of us. The camaraderie among those of us who are CTAs is wonderful!"


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"We are proud that Louisville has over 700 CTAs. This national certification program helps us elevate Louisville as a meeting, convention, and leisure destination. We want our visitors to have outstanding service and the best experience…CTA helps ensure this."

Karen Williams, CTA, President & CEO
Louisville Convention & Visitors Bureau


CTA In The News

Downtown Guides Earn National Certification
Posted 01/04/2021

Fun fact: approximately 100 years ago, Olympia was home to a bicycle parade centered around Read More

Experience Olympia & Beyond Announces the Thurston Tourism Ambassador Program
Posted 08/28/2020

Thurston County, Wash. August 28, 2020 - Starting this fall, Thurston County will have a new Read More

Posted 02/19/2020

BUTTE COUNTY, CA - Butte County is training a cadre of CTA's. CTA stands for "Certified Read More

Bermuda Shorts and a Huge Smile are Proudly Worn by the First International CTA of the Year
Posted 07/11/2019

Bermuda businessman Dennie O'Connor, CTA sees hospitality not as a job, but a passion. A Read More

Become a Grand Rapids Ambassador
Posted 12/23/2015

Click on the link to view this great video! Become a Grand Rapids Ambassador   Read More

CVG leads region in Certified Tourism Ambassador program training
Posted 12/21/2015

COVINGTON, Ky. (Dec. 21, 2015) - The Cincinnati/Northern Kentucky Airport (CVG) has had 49 Read More

This Isn't Peanuts!
Posted 09/09/2015

Volunteer at Charles Schultz Sonoma County Airport Puts CTA Program Over Milestone 15,000 CTAs Read More

Lawton Fort Sill now home to Certified Tourism Ambassadors
Posted 06/03/2015

LAWTON, Okla._Tourism partners in Lawton Fort Sill received a national certification in hospitality Read More

2015 International CTA of the Year Aims to Give Greater Columbus Visitors the Ultimate Experience
Posted 06/01/2015

Amy Huggins, CTA wants every visitor to leave with a smile and a great feeling. Amy Huggins, Read More

All-Star Ambassadors Prepare to Help Visitors...
Posted 04/29/2015

by Larry Davis Local12 Note: Click on link at bottom to see video story. CINCINNATI -- It Read More

Tourism 'ambassadors' will help city visitors
Posted 04/20/2015

Did you know Cincinnati was the first U.S. city to establish a Jewish hospital and publish greeting Read More

Cincinnati recruiting tourism ambassadors for All-Star game events
Posted 04/16/2015

by Erik Zarnitz WLWT5 Note: Click on link at bottom to see video story. CINCINNATI -The Read More

Tourism ambassadors help sell Lansing
Posted 04/15/2015

by Vickki Dozier Lansing State Journal In 2010, the Greater Lansing Convention & Visitors Read More

Hospitality Month is launched
Posted 03/31/2015

by Sarah Lagan The Royal Gazette Hospitality Month was launched at City Hall this afternoon Read More

Hospitality ambassadors 'polish' Rochester's apple
Posted 03/27/2015

by Jeff Kiger PostBulletin.com While Rochester is known for its hospitals, hospitality is key Read More

Experience Columbus Certifies 2,000 Tourism Ambassadors
Posted 03/24/2015

COLUMBUS - Since launching the Greater Columbus Tourism AmbassadorTM Program in 2013, Experience Read More

Rebranding brings multimillion-dollar boost to N. Ky. tourism
Posted 03/20/2015

A new branding campaign is being credited for an $11 million increase in economic impact from Read More

Our town is a tourist destination
Posted 03/08/2015

by Amy Schneider, CTA Columbia Daily Tribune The mission of the Columbia Convention and Read More

Lake County CTA program conducts first focus groups; county, Marymount collaborate
Posted 01/29/2015

Lake County News LAKE COUNTY, Calif. - On Dec. 9, the Lake County Board of Supervisors, upon the Read More

America’s Cup is an airport ‘game changer’
Posted 01/22/2015

The Royal Gazette by Sarah Lagan Higher visitor numbers during the America's Cup, a certified Read More

Alcoa High students become tourism ambassadors
Posted 09/25/2014

By Matthew Stewart The Daily Times Blount County's tourism development program has found its Read More

Enhancing visitors' experience
Posted 07/17/2014

Galveston Daily News By JOHN WAYNE FERGUSON GALVESTON - A Park Board-sponsored program has Read More

Joe Jarosh is CTA of the Year
Posted 07/17/2014

Green Bay Press Gazette Without Door County business owner Joe Jarosh, a Certified Tourism Read More

Grand Rapids CTA Program Recognized As The Fastest Growing In The Country
Posted 06/12/2014

In just ten months Experience Grand Rapids has trained 1,002 CTAs GRAND RAPIDS, Mich. (June 12, Read More

Mississippi transplant is Stockton’s lead ambassador
Posted 05/21/2014

Central Valley Business Journal STOCKTON - Joshua Mangum is a relative newcomer to Stockton, but Read More

Fort Collins plans state-first tourism program
Posted 05/19/2014

by Pat Ferrier The Coloradoan More than 1 million tourists visit Fort Collins every year. The Read More

Galveston Island Convention & Visitors Bureau Launches CTA Program
Posted 05/09/2014

Galveston Island, TEXAS (May 5, 2014) - In an effort to enhance the tourist experience, the Read More

Mayor Coleman Certified as Tourism Ambassador
Posted 04/17/2014

For Immediate Release Read More

CTA Founder Receives Honor
Posted 03/25/2014

Congratulations to Mickey Schaefer, CEO & founder of the Tourism Ambassador Institute and the Read More

The Impression That You Get
Posted 02/01/2014

by Jennifer N. Dienst PCMA Magazine When it comes to destinations, you can talk about brands Read More

Tourism Ambassadors group keeps growing
Posted 01/22/2014

Green Bay Press Gazette Eleven more people have completed the Certified Tourism Ambassador (CTA) Read More

Healthy Living in Rochester: The Mayo Clinic Effect
Posted 01/10/2014

by Beth Erickson Virgin Atlantic Blog Exceptional Service Whether you're a patient Read More

CTA Accredited Provider Summit Hailed by Attendees
Posted 01/07/2014

by Todd McElwee USAE News More than 30 Certified Tourism Ambassador (CTA) program leaders Read More

San Antonio CVB Tourism Ambassador Program Certifies 1,000
Posted 11/01/2013

Texas Meeting + Events The San Antonio Convention and Visitors Bureau has certified 1,000 Read More

CTA Program Bestows 10,000th CTA in Columbus
Posted 10/02/2013

by Dave Kovaleski MEETINGSNET The Certified Tourism Ambassador program reached a milestone in Read More

Venue Staff Can Make (or Break) an Attendee's Experience
Posted 09/27/2013

Samantha Whitehorne Associations Now A new report shows how venue staff can affect an Read More

Be part in making Grand Rapids great
Posted 09/23/2013

Wood TV GRAND RAPIDS, Mich (WOOD) - During ArtPrize, the community opens up to thousands of Read More

Greater Lansing CVB: FOX47 Morning Blend
Posted 09/18/2013

Senior V.P. Julie Pingston talks about how to become a Certified Tourism Ambassador through the Read More

Could you be an ambassador for Grand Rapids?
Posted 08/14/2013

by Andrew Krietz MLive.com    GRAND RAPIDS, MI - The next time someone looks Read More

How well do you know Grand Rapids?
Posted 08/14/2013

GRAND RAPIDS, Mich. (WOOD) - How well do you know Grand Rapids, Kalamazoo or Lansing? Enough to be Read More

Tourism Ambassadors welcome visitors to Sonoma County
Posted 07/09/2013

by Robert Digitale The Press Democrat  Wanting a glimpse of some of the attractions Read More

Travel and tourism week: The secret's out
Posted 05/08/2013

by Warren Bluhm Door County Advocate Christine Salmon reminded participants about the Read More

A plan for Michigan’s tourism industry
Posted 05/07/2013

by Charlsie Dewey Grand Rapids Business Journal Well timed with the goals of the Read More

Dublin to begin CTA Program
Posted 04/27/2013

by Jennifer Holt ThisWeek Community News Dublin is creating its own special kind of Read More

500th Sonoma County Tourism Ambassador Certified
Posted 04/12/2013

SONOMA COUNTY, CALIF. - Sonoma County Tourism certified its 500th tourism ambassador, six months Read More

Chamber training to support tourism
Posted 04/05/2013

The Record STOCKTON - Aiming to improve the tourist's experience of Stockton, the Convention Read More

Blount to start state’s first Certified Tourism Ambassador Program
Posted 04/02/2013

The Daily Times Blount County is establishing the first Certified Tourism Development Read More

16 Earn Tourism Ambassador Designation
Posted 03/13/2013

Door County Daily News Door County now has 16 new tourism ambassadors. The 16 completed the Read More

Volunteer ‘ambassadors’ to help Arnold Sports Festival attendees
Posted 02/26/2013

by Brian R. Ball Columbus Business First More than 300 bellhops, concierge service Read More

Posted 02/26/2013

COLUMBUS, OH (Feb. 26, 2013) Just in time for Columbus largest annual event, 300 new tourism Read More

Mayor, Local Officials Graduate CVB Ambassador Program
Posted 01/30/2013

CORPUS CHRISTI (Kiii News) - Corpus Christi Mayor Nelda Martinez is the newest ambassador for Read More

San Antonio Convention and Visitors Bureau Launches Certified Tourism Ambassador Program
Posted 11/20/2012

In keeping with San Antonio's priority on the attendee experience, the San Antonio Convention & Read More

Tourism bureau wants rep in Mexico
Posted 10/29/2012

by Neal Morton mySA As convention bookings and hotel occupancy rates inch closer to Read More

Sonoma County puts out welcome mat for tourists
Posted 03/04/2012

By STEVE HART THE PRESS DEMOCRAT Each year, Sonoma County draws 7 million visitors, who spend Read More

City wants to fluff up the welcome mat
Posted 07/01/2011

July 1, 2011 Post-Bulletin.com, Rochester, MN By Ken Hanson kenhanson@postbulletin.com It's Read More

Baltimore's Inner Harbor Gears Up for Summer Tourism
Posted 06/14/2011

by Amy McNeal bmore - Baltimore News Tourism is heating up for the summer in Baltimore. As the Read More

Stites: We must be advocates for region to boost tourism
Posted 06/12/2011

by Doug Stites Lansing State Journal Have you ever thought about making Greater Lansing even Read More

Door County celebrates National Tourism Week
Posted 05/13/2011

by Warren Bluhm Door County Advocate If you're in Door County, it must be time to unwind. Read More

It's Happening in Lansing
Posted 05/10/2011

Scott Keith is president and CEO of Lansing Entertainment & Public Facilities Authority (LEPFA) Read More

Area Workers Learn to Promote Tourism
Posted 08/25/2010

When people visit the Lansing area, their experiences can be shaped by encounters with taxi Read More

Frisco leaders converge on Collin College for ambassador program
Posted 06/15/2009

A mayor, chamber of commerce president, executive chef, a police officer and a college student Read More

Anaheim signs up Disney District workers for tourism etiquette classes
Posted 08/03/2008

The Los Angeles Times Paloma Esquivel Los Angeles Times Staff Writer If Disneyland is Read More