About CTA

CTA Program Objective - To increase regional tourism by inspiring front-line hospitality employees and volunteers to turn every visitor encounter into a positive experience.

Accredited through the Tourism Ambassador Institute® and administered at the local level, the Certified Tourism AmbassadorTM (CTA) program is industry-recognized certification. It's the only program in existence today that gives an official designation (John Sample, CTA) to individuals - from Mayors, to General Managers, to Drivers, to Waiters - people who care about their destination and want everyone who visits to talk positively about their experience.

With over 17,000 current CTAs and 50,000 certified since its inception, this affordable program has proven success in aligning the destination's people infrastructure - its stakeholder businesses and front-line - to build tourism by Enhancing the Visitor ExperienceTM. Through its locally-customized curriculum, the CTA program focuses on the experience given to visitors, whether they are leisure travelers, business travelers, or attendees.