Certified Tourism Ambassador™ (CTA) Program

Over 60,000 certified since 2006! A ground-breaking nationwide certification program for front-line hospitality workers. The Certified Tourism Ambassador™(CTA) Program is a certification program that goes well beyond basic customer service training. Mission Mobilizes a destination’s front line to turn every visitor encounter into a positive experience, thus creating a brand culture of quality service Company Overview • Upon completion of all program requirements, front line employees and volunteers are awarded the Certified Tourism Ambassador™ (CTA) designation and may use the initials CTA behind their names, i.e., John Smith, CTA. • Certification, unlike training, is ongoing and provides lasting value to the industry and the visitors and tourists it serves. • The program is highly customized for each destination through six important phases: Phase One – Research & Planning Phase Two – Customized Program Development Phase Three – Field Testing Phase Four – Train the Trainer Phase Five – Program Roll-Out Phase Six – Ongoing Program Management • The process of working through these phases involves key stakeholders in the development of the program’s Body of Knowledge, thus, engendering critical buy-in to the program’s success. • The Tourism Ambassador Institute™ (TAI) is the oversight body that ensures a high level of program quality over time. The CTA designation is conferred by the TAI in cooperation with a Destination Marketing Organization (DMO), which can be a DMO, CVB, Chamber of Commerce, or other entity. These organizations agree to uphold certain standards of practice as a licensed TAI Accredited Provider. • The program’s certification component, with annual renewal, strengthens the program in the eyes of the front-line workers and their employers and, as such, has lasting value over time to a city, region, and the nation as the program grows from city to city.