Discover The Palm Beaches Launches Certified Tourism Ambassador™ Program

WEST PALM BEACH, Fla. – Oct. 25, 2024 – Discover The Palm Beaches (DTPB) has launched a Certified Tourism Ambassador™ (CTA) program for the community and tourism partners. The CTA program is an industry-recognized certification accredited through the Tourism Ambassador Institute® that will educate and engage the community about local tourism, as well as how to enhance the visitor experience to strengthen the overall tourism economy. Other destination marketing organizations such as Anaheim, Tucson, Greater Lansing, and many more have activated CTA programs and have seen positive outcomes for their in-destination visitor experience. 

This comprehensive visitor experience program positively affects the tourism industry by training front-line workers at hotels, attractions, events, restaurants, and more throughout The Palm Beaches. The CTA program curriculum teaches its ambassadors about the power of tourism and provides more knowledge about the destination itself including its history, natural resources, and major assets, attractions and activities.

“Discover The Palm Beaches is committed to being great stewards of our destination and enhancing the overall quality of place for both our residents and visitors alike,” explained Milton Segarra, president and CEO of DTPB. “This program empowers our hospitality and tourism workers with even more knowledge, skills, and competencies to perform their job at their highest capacity. It creates a chain reaction that leads to a better visitor experience, a positive image of our destination, and boosts our overall economic impact to the community.”

The Tourism Ambassador Institute customizes the CTA program for each destination through research and collaboration and worked closely with DTPB to design a specific curriculum suited for The Palm Beaches. CTA programs have proven they strengthen talent retention and development in the hospitality space leading to improvements in customer satisfaction ratings and employee team morale. One of the objectives of certification is to increase regional tourism by inspiring front-line hospitality employees and volunteers to turn every visitor and resident encounter into a positive experience.

The new CTA program will establish a new standard of tourism partnership in The Palm Beaches and keep the tourism community aligned and connected through shared values and vision. For more information and to sign up to become an accredited Palm Beaches Tourism Ambassador, visit https://www.thepalmbeaches.com/ctaprogram.  

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About Discover The Palm Beaches

Discover The Palm Beaches is the tourism marketing corporation for the collection of 39 cities and towns known as The Palm Beaches in Southeast Florida, stretching from Boca Raton to Jupiter. Tasked with growing visitation and the local tourism economy, the organization works year-round to bring travelers to visit Palm Beach County. The Palm Beaches have a rich history as America’s First Resort Destination®, where genuine hospitality is a way of life among a vibrant and welcoming blend of people, cultures and coastal towns. Tourism is among the county’s major industries, generating an annual economic impact of approximately $10 billion and supporting more than 85,000 local jobs. For more information about The Palm Beaches, visit www.ThePalmBeaches.com or follow on social media on Instagram, Facebook, TikTok, YouTube, X, Threads, Pinterest and LinkedIn.

About Tourism Ambassador Institute®

Over 60,000 CTAs have been certified since the founding of the Tourism Ambassador Institute® (TAI) in 2006.  TAI licenses and accredits local Accredited Providers, often destination marketing organizations (DMOs), to offer the Certified Tourism Ambassador™ (CTA) program at the local level. There are currently over 30 local programs in 20 states.

The institute, founded by industry veteran Mickey Schaefer, FASAE, CAE, CTA, customizes the CTA program for each destination through research and collaboration with key stakeholders. Community engagement and alignment focus businesses on enhancing the experience for visitors and residents by working together with the hospitality sector, local government, economic development and more. Go to CTANetwork.com for more information.

MEDIA CONTACT: 

Discover The Palm Beaches Public Relations Team

[email protected]

(561) 233-3030