Blog Post: What is the CTA Program?

• A ground-breaking nationwide certification program for front-line hospitality workers.

• Mobilizes a destination’s front line to turn every visitor encounter into a positive experience, thus creating a brand culture of quality service.

• 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.

For more information, visit www.ctanetwork.com.