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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Heather O'Neal, CTA, Ann Arbor, MI
The Himalayan Lodge

"Before becoming a CTA I thought I knew of all the hidden gems in our city. To my surprise since then I have learned there is still more to discover in this town. Now as a CTA I have permission to seek out new places and experience more of my city - the city where I was born. It’s like having a license to inquire, pry, learn, explore, discover so that I can share my knowledge with my next guests and the visitors I meet downtown and at the bells. And hopefully in part because of my CTA insights and demeanor, these visitors will return to the city I love - Ann Arbor."


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"The CTA program has brought positive exposure to tourism throughout our county and helped our industry be recognized as a leader in economic development and job creation."

Linda Freybler, CTA, CEO
Calhoun County 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