Certified Tourism Ambassador® (CTA) Program
Is Proud to suPPort CtA In 20 yeArs of PosItIve vIsItor exPerIenCes VisitTucson.org
Certified Tourism Ambassador® (CTA) Program Celebrates 20th Anniversary Enhancing the Attendee and Visitor Experience Attendees, visitors, and residents will see CTAs staffing visitor centers, serving meals, working attractions, conducting traffic, giving speeches, and running cities. They are among over 60,000 who have earned the industry-recognized, professional designation – Certified Tourism Ambassador® (CTA) – since the program’s founding in May 2006. Today, there are 30 CTA programs in 20 U.S. states who are joining the year-long 20th Anniversary celebration. The Certified Tourism Ambassador® (CTA) program is the only international, industry-recognized certification that aligns the entire community – from the front-line to the mayor – to strengthen tourism and deliver quality experiences for attendees, visitors, and locals. Each program is customized and administered by a Destination Marketing Organization (DMO) at the local level Savvy CTA destinations continue to leverage CTA as a point of differentiation in the site selection process. Event planners and tour operators report that CTA tips the scale in favor of a “CTA City.” Knowing the destination is constantly ‘geared up’ to welcome attendees matters. TUCSON was the second destination to launch the CTA program in 2007. “As early adopters of CTA, we’ve built a growing network of Tucson ambassadors who deliver exceptional visitor experiences and elevate our destination’s reputation,” said Felipe Garcia, CTA, CEO of Visit Tucson. “Since its launch, CTA has delivered clear, measurable value as more than a training but as an opportunity for connection between residents and employees across indus-
CTA Summit speaker, Jack Johnson, Chief Advocacy Officer (retired), Destinations International with CTA Founder, Mickey Schaefer, FASAE, CAE, CTA.
tries to a shared understanding of tourism’s value, while creating advocates who represent Tucson every day. Businesses that embrace the CTA program provide their employees with added training and foster career growth as well as create a well-informed workforce.” SEATTLE’s early 2025 launch of the CTA program positioned the community to welcome the FIFA World Cup and beyond. “From our recent Seattle Convention Center expansion to our reimagined waterfront and beyond to the great outdoors, we are excited to have shown our city to the world,” said Tammy Canavan, FCDME, CTA, President & CEO, Visit Seattle. “The CTA program aligns beautifully with who
CELEBRATING 20 YEARS OF CTA EXCELLENCE
Choose Lansing® was the first destination in Michigan to implement the Certified Tourism Ambassador™ program, recognizing the power of hospitality to elevate the visitor experience. Congratulations on 20 years of building stronger destinations through service, knowledge, and community pride.
we are – An inclusive city forged from nature.” PALM BEACH COUNTY has had equal success. “Since launching in December 2024, the reach and influence of the CTA program have delivered clear, measurable value,” said Milton Segarra, CDME, CTA, President & CEO of Discover The Palm Beaches. “CTA is more than a training program. It connects residents and employees across industries to a shared understanding of tourism’s value, strengthens our front-line experience, and has fostered an unexpected network of passionate community advocates.” “Overall, CTA has become a powerful tool in enhancing service delivery and deepening our community’s connection to tourism, creating a network of ambassadors who actively represent the destination every day.” ANAHEIM / ORANGE COUNTY is the longest-running, continuous CTA destination – launching in 2008. “The Certified Tourism Ambassador® program is a direct investment in the people shaping Anaheim’s future,” said Mike Waterman, CTA, President & CEO, Visit Anaheim. “By empowering our hospitality community with deeper knowledge, pride, and a shared sense of purpose, we’re unlocking new opportunities for growth while elevating every visitor interaction. As Anaheim enters a defining era of momentum, CTA ensures we’re not just keeping pace, we’re setting the standard as a welcoming, world-class destination.” The Founder, Mickey Schaefer, FASAE, CAE, CTA, reflected on the 20-year milestone. “The success of the CTA program stems from the dedication and commitment of the destinations of all sizes who have chosen to make their front-line and community engagement a priority”, said Schaefer. “Sustainability has been proven. Surviving two recessions and a pandemic, the CTA certification program has provided a rallying point. It’s all about community engagement – bringing people together and building connections to strengthen the tourism economy. Creating a tourism home. That’s the very essence of CTA.”
Mickey Schaefer, CAE, CTA, Founder, with Warren Beneville, CTA, Warm Welcome Volunteer, Tucson International Airport, Visit Tucson’s CTA of the Year.
New CTAs outside the Franklin County PA Visitor Center.
ABOUT TAI AND CTA The Tourism Ambassador Institute® (TAI) licenses and accredits local tourism entities as Accredited Providers (APs), such as Destination Marketing Organizations (DMO), to confer the Certified Tourism Ambassador® (CTA) professional designation at the local level. CTA Network LLC is the administrative entity for the certification program. Since the program’s founding in May 2006, over 60,000 CTAs have achieved this professional designation. At present, there are 30 programs in 21 U.S. states.
The Institute was founded by Mickey Schaefer, FASAE, CAE, CTA. In recognition of her dedication to the meetings & conventions industry, Schaefer was inducted by the Events Industry Council (EIC) into the industry’s prestigious Hall of Leaders; presented the Lifetime Achievement Award by the Professional Convention Management Association (PCMA); named four times among the “25 Most Influential in the Meetings Industry” by Successful Meetings magazine; and “Top Six Industry Leaders” by Smart Meetings magazine. Certified Tourism Ambassador® CTA Destinations CTANetwork.com
Visit Tucson
same ingredients indigenous to the Sonoran Desert that were used hundreds of years ago. An excellent way to discover these historical flavors is a trip to the Mission Gardens, where native foods are preserved and cultivated for use. Meeting attendees can enjoy a private cooking class utilizing these heritage foods within the Mission Garden. Dark Sky City – The fun doesn’t stop when the sun goes down. Tucson is a special astronomy city thanks to all the observatories on top of the mountains surrounding it. Tucson has a very dry, dark sky and more than 300 cloudless days a year. Light pollution restrictions throughout the city ensure that the night sky is very visible. Tucson’s very own Saguaro National Park was named an Urban Night Sky Place, joining only eight other locations in the world with the same designation. Meeting and Incentive Planners can offer attendees on-site stargazing at their opening receptions.
Tucson, Arizona celebrates the natural beauty of the Sonoran Desert with a National Park that hugs the East and West sides of the city. With over 300+ days of sunshine annually, there’s an array of outdoor activities and adventures for groups including jeep tours, zip lining, high desert golf, and hiking amongst the giant cactus. Tucson has been a wellness destination for centuries and continues to be a place where people can relax, rejuvenate, and leave better than when they arrived, thanks to the amazing weather and abundance of natural beauty. Tucson’s world-class collection of hotels, resorts, destination spas, historic hotels, and dude ranches ensure there really is something for every group. If luxury is what your group is seeking you will find it at one of the many resorts tucked into the mountains surrounding Tucson including the Loews Ventana Canyon, JW Marriott Starr Pass Resort, Omni Tucson National and the Westin La Paloma, all of which have recently been fully renovated. As the first UNESCO City of Gastronomy in the United States, Tucson has a food scene that dates back hundreds of years. To this day, chefs are creating culinary masterpieces using the
Tucson is engaged with the Arts – filled with performing arts theaters, contemporary galleries, museums, and music festivals, Tucson delivers on a thriving arts scene. Restored art deco theaters such as Fox Tucson and the Rialto draw world class entertainers and entertainment. Both theaters are also popular backdrops for the annual Jazz Festival and the Mariachi Festival. Native American textiles and paintings are on display at the Tucson Desert Art Museum and the Tucson Museum of Art & Historic block. At the University of Arizona Museum of Art, groups will find an impressive Renaissance collection. Active meeting attendees and art lovers can take a mural tour by bike and enjoy the warm southwestern sunshine. Tucson boasts a lively walkable downtown that has over 600 new hotel rooms in its downtown and university districts. These two areas connect with a modern streetcar, making downtown Tucson a favorite for those groups who prefer to have dining options right outside their door. While downtown, make a stop in Barrio Viejo, one of Tucson oldest neighborhoods, stroll down streets filled with colorful historic adobe homes, steeped in history. This amazing destination within a destination is scheduled to receive a National Historic Landmark designation. Groups can enjoy having a world class meal in the cozy enclosed courtyard of a 150-year-old adobe home or try their hand at the art of glassblowing at the Sonoran glass school. The El Presidio Neighborhood, also downtown, is one of Tucson’s most historic areas and is known for its authentic history, and
well-preserved architecture. The neighborhood was originally a Fort established by the Spanish in 1775. Today visitors can tour the Presidio Museum, and enjoy dining in Tucson’s oldest restaurant, El Charro. Tucson Convention Center – a cultural hub With an extensive $100 million dollar renovation completed, the TCC has been thoroughly modernized. Venue updates throughout the 27 acre campus in downtown Tucson includes 233,000 sq ft of new and refurbished meeting and event space, increased venue capacity, new public walkways and gathering places, water features, sculptures and hardscape, and new eco-friendly landscaping. Embracing state-of-the-art technology, the facility now hosts an impressive array of Digital touch points with more than 70 additional display screens, way finders, and the first of it’s kind augmented reality installation. The cutting-edge digital media network installed on campus will guide, inform, and direct meeting attendees while also entertaining and educating them on local history. Honoring the past as one of the longest continuously livedin communities in the US, and the vibrant tapestry of these cultures is an important part of the TCC’s mission to be a “Tucson Cultural Center” that also hosts conventions and sporting events and plays a central role in the economic prosperity of the city. Why Citywide groups love it? Citywide groups love the charm and character of downtown Tucson, with its historic brightly painted adobe homes, and well-preserved architecture.
Plus, it’s completely walkable from one end to the other. Visit Tucson offers a wide range of services and offerings for the discerning planner. Visit Tucson’s “YOU FLY WE BUY” program allows two people to fly to Tucson for a custom site inspection. Visit Tucson will take care of all the details including transportation and accommodations. With Visit Tucson’s “MASTER ACCOUNT CREDIT” program groups can receive a credit directly to the master account at the conclusion of the meeting, up to $5,000.00. These two programs can make all the difference to planners choosing a location for their meeting. www.TucsonOnUs.com
Great Moments are waiting for you in Franklin County, PA!
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hether you’re a history buff, an outdoor enthusiast, or just someone looking to get away from the hustle and bustle, there’s something for everyone to enjoy in Franklin County. Located in south central Pennsylvania, Franklin County offers visitors a place to slow down and relax, while still staying within easy travel distance of big cities and attractions. Experience charming small-town America where the residents are ready to welcome you with a smile. Visit locally owned shops with a variety of unique goods, hard-to-find collectibles, and friendly faces ready to make you feel at home. Sample farm fresh local produce and delicious regional favorites like sticky buns, whoopie pies, or chicken and waffles. No matter what sort of adventure you have in mind, start your journey at the Franklin County 11/30 Visitors Center. Located in downtown Chambersburg, the Visitors Center is your source for everything there is to see and do in Franklin County. Explore exhibits on local history, talk with the staff to get the inside scoop on upcoming events, and grab publications to help you plan your trip. Or get a jump start on your planning by visiting ExploreFranklinCountyPA.com, there you’ll be able to browse publications, learn about upcoming events, local history, and much more.
History happened here in Franklin County! Travel back in time and experience frontier settlements and forts, like historic Fort Loudoun. Built in 1756, it was originally used as a supply base for the British campaign to oust the French from Fort Duquesne during the French-Indian War. Today, visitors can explore the grounds, tour the buildings during special events, and watch historical reenactments. Discover stopovers used by the Underground Railroad by following the Roads to Freedom guide, found at the Franklin County 11/30 Visitor Center. Interested in more Civil War era history? Discover sites of confederate raids, learn about the Burning of Chambersburg, and more at the Franklin County 11/30 Visitors Center! Franklin County offers four seasons of outdoor enjoyment. Located in the heart of the Cumberland Valley and framed by the beauty of the South, North, and Tuscarora Mountains Franklin County is home to two national trails – the Appalachian and the Tuscarora, four state parks, and the lands of three state forests. The waters of Franklin County are perfect for fishing, floating, and kayaking. Falling Spring is a small limestone spring fed creek that offers wild rainbow and brown trout. The Conococheague Creek has spots near Rabbit Run Creek and Martins Mill Park in Greencastle for kayakers and floaters to drop in. During the times of low wa-
two unique dining options in a historic setting. Or pay a visit to Neighbors Food Hall in downtown Chambersburg. There you can choose between delicious wood-fired pizza, juicy smash burgers, rich bowls of ramen, or flavorful fried chicken! Cap off your visit to Neighbors with a visit to Hunnies for unique hard scoop ice cream flavors, sundaes, and milkshakes. Visit old-fashioned ice cream parlors and bakeries with shoo-fly pies and whoopie pies along the Sweets Trail. Feeling thirsty? Check out the Franklin County Pour trail for a list of locally owned breweries, distilleries, and wineries offering craft brews and delicious food. Reenactment at Fort Loudoun Historical Site
ter levels, it’s an easy float, but when the water is higher, it picks up speed – so just keep that in mind when planning your water excursions. In winter grab your skis, snowboards, or hop on your snowmobile for a chance to explore the slopes and trails of Franklin County’s state parks or Whitetail Ski Resort. No matter if you’re seeking a family-friendly day of connecting with nature, hiking a quiet trail, or meeting an intense outdoor challenge, Franklin County is for folks on the move! Great arts and entertainment options are waiting for you as well! Enjoy live theatre at Totem Pole Playhouse and enjoy a powerhouse of talent and creativity in the midst of beautiful Caledonia State Park. From symphony orchestras to big bands, classic rock, children’s theatre, dance companies, comedians and everything in-between the Luhrs Center in Shippensburg brings a great deal of variety year-round. Downtown Waynesboro offers several locations for art-lovers to enjoy, including Gallery 50. Curated by artist Marti Yeager, Gallery 50 has nearly 500 different pieces of art and artisan wares for you to browse and purchase. If you’re interested in a hands-on crafting experience, try your hand at pottery at the Ceramic Arts Center.
Farms and orchards are the backbone of Franklin County. Did you know that 97% of Franklin County farms are family owned and operated? For generations local farmers and their families have cared for the beautiful, lush farmland and orchards that make up Franklin County and provide highly nutritious produce, meat, milk, and eggs. Farm markets and roadside stands are plentiful throughout the county offering a variety of seasonal produce like famous juicy Chambersburg peaches, crisp apples, sweet berries, cherries, pears, and more. In addition, many local farm markets and stands offer a variety of homemade jams, jelly, and baked goods too. Come taste your way across Franklin County and be sure to take some fresh local produce home to enjoy! No matter what sort of visit you’re looking for, Franklin County is a gem of a location that delivers a variety of great moments and experiences to fit your needs. Visit ExploreFranklinCountyPA.com for more inspiration on planning your perfect trip.
After a long day of exploring, you’re sure to work up an appetite. Whether you’re craving something comforting that reminds you of home, something with a bit of international flavor and flair, or fresh produce to make your own meal at home there are options to fit your every need. In Greencastle try B Street 104 Restaurant and Pub and Gem’s Alehouse and Wood-Fired Kitchen, Kayaking at Long Pine Reservoir
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Are You a CTA City? Destination Leaders + Frontline CTAs =
Mike Waterman, CTA
Tammy Canavan, FCDME, CTA
J. Felipe Garcia, CTA
Milton Segarra, CDME, CTA
President & CEO Visit Anaheim
President & CEO Visit Seattle
President & CEO Visit Tucson
President & CEO Discover the Palm Beaches
Patrick Kaler, CTA
Brad Jones, CTA
Julie Pingston, CDME, CMP, CTA
Beth Erickson, CTA
President & CEO Visit Buffalo
Executive Director Visit Bellevue
President & CEO Choose Lansing
Gina Gemberling, CDME, CTA
Heath Dillard, CDME, CTA
Dave Herrell, CTA
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President & CEO VisitGreenvilleSC
President & CEO Visit Quad Cities
POSITIVE ATTENDEE EXPERIENCE
Amari Steward, CTA
Tony Lyle, CTA
Executive Director Explore Flint & Genesee
Executive Director Visit Galveston
Mary Robinson, CDME, CGMP, CTA
Jenissa Meredith, CDME, MA, CTA
Pete Bradley, CTA
Executive Director Explore Brighton Howell Area
President & CEO Sweetwater County Travel & Tourism
President Visit Central Delaware
Laura Schoen Amy Schneider, Carbonneau, IOM, CTA CTA Dir. Destination Development Visit Brookings SD
Director Columbia MO CVB
President & CEO Visit Loudoun County
Melaine Rottkamp, Julie Kirkpatrick, CDME, CTA, CGSP CTA, CDME President & CEO Destination Dutchess
Interim President & CEO Visit Cincy
Beth Pierce, CTA
Linda Freybler, CTA
Executive Director Iron Range Tourism Bureau
CEO Calhoun Co. Visitors Bureau
th Janet Pollard, CTA
Nicole Flora, CTA
John Cooper, CTA
Executive Director Franklin County Visitors Bureau
Executive Director Lake County Chamber
President & CEO Yakima Valley Tourism
Certified Tourism Ambassador® (CTA) Proven Community Engagement Mickey Schaefer, FASAE, CAE, CTA
Joe Ward, CTA President Experience Rochester and Mayo Civic Center
Ryan Hauck, CTA CEO Experience Fayetteville
60,000+ Certified
Michael Hensley, CTIS, CTW, CTA President + CEO Discover Michigan’s Thumbcoast
20 States & International
President & Founder 913-558-0325 Text or Call mickey@mickeyandassociates.com
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