Why Become a CTA?

The goal of the CTA program is to increase tourism - by inspiring front-line employees and volunteers to turn every visitor encounter into a positive experience.

Through reading assignments and a half-day of in-class participation, front-line personnel will learn:
• their role in increasing tourism
• the best practices for creating a good experience
• specific features of Grand Rapids and West Michigan
• how to utilize local resources
• how to exceed customer expectations

Armed with this training and professional certification, front-line personnel will better inform, impress and empower visitors, greatly enhancing their enjoyment of our city.

During the first 6 months of the year CTAs can also take advantage of free enhanced training on the following topics:

• Cultural Diversity
• Disability Advocates
• Gender & Sexuality Ally Training
• City Sneak Peek with the City Senior Planner
• Human Trafficking
• Emergency Homeland Security Training for Citizens
• Navigating the Rapid & DASH Bus System
• Be Nice Training

Due to the COVID-19 - all future classes and trainings have been cancelled.

Front-Line Benefits

The Certified Tourism Ambassador^TM designation is a nationally recognized measure of excellence and a great résumé enhancer. It can lead to increased business, higher tips, career advancement and more.

Employer Benefits

Research shows that Certified Tourism Ambassadors^TM on staff improves customer service ratings, employee satisfaction and team morale. All of which helps encourage repeat business.

Cost

There is a one-time application fee of $35.00 per person and an annual renewal fee of $10 to participate in the CTA program.

Become a Grand Rapids Tourism Ambassador!

You can help make Grand Rapids an even more enjoyable experience for visitors - and advance your career at the same time!

If you work or volunteer in the local tourism or hospitality industry, you can become a Certified Tourism Ambassador^TM (CTA). This official industry designation is presented by Experience Grand Rapids on behalf of the nationwide Tourism Ambassador Institute®.