Become a Certified Tourism Ambassador™ (CTA) 

Now's a great time to become a Certified Tourism Ambassador™ (CTA). When you become a CTA you increase your knowledge of our area, gain an important network of industry colleagues, and help the Tucson and Southern Arizona tourism and hospitality industry thrive. See class dates and register below or email here for more information.

What’s a CTA?

A Certified Tourism Ambassador™ (CTA) is a person who wants to be informed and knowledgeable about all that Tucson and Southern Arizona have to offer. Becoming a CTA enables you to become an expert in something you already love – Tucson! You'll expand your knowledge of the attractions, experiences, gastronomy, history, and culture of the area, as well as the multibillion-dollar travel and tourism industry. You'll then use that knowledge to make every visitor encounter a positive one.

They Know Stuff!

CTAs have completed required reading, taken a half-day classroom course, and passed an exam to gain their accreditation. Want more specifics?  Read the program requirements below. 

They Are Lifelong Learners

CTAs keep their fingers on the pulse of our area and ensure they're informed about what's new. They visit places of interest and attend events annually that celebrate the people, places, and things that make our region so unique and worth visiting. 

They Share Their Knowledge

CTAs strive to educate not just themselves but everyone they meet about the great things there are to see and do in Tucson and Southern Arizona.

Why is the Visitor’s Experience so Important?

The Tucson area hospitality industry brought in $2.75 billion to Pima County in 2022. Creating a positive visitor experience and hospitable environment is important because many Tucsonan’s livelihoods rely on tourism. Visitor expenditures help keep taxes down and provide Tucson and Pima County with the funds to make Tucson a better place to live and a better place to visit. As our community continues to focus on recovering from the economic impacts of the pandemic, Tucson CTAs play a vital role in continuing to make our area to the welcoming destination it's always been.

The Tucson Tourism Ambassador (TTA) program is designed to create an inspired, informed, and resourced community to enhance the Tucson visitor experience and keep visitors coming back!

What’s in it for you? 

Becoming a Certified Tourism Ambassador™ is a meaningful credential and impressive addition to your résumé. 

The CTA program will:

  • Expand your social network - CTA provides you excellent opportunities to get to know and learn from your peers. 
  • Help you stay informed with regular updates and continuing education.
  • Offer "Freebies & Discounts" to CTAs that give you free or discounted prices to experience attractions and gain first-hand knowledge of the things visitors ask about.

The Tucson Tourism Ambassadors Program provides you with a national certification, not just training. By completing the program, you’ll receive a credential and accompanying initials that can be used to denote your commitment to hospitality as a Certified Tourism Ambassador™ (e.g., Jim Smith, CTA).

Becoming a Tucson Tourism Ambassador helps you attain valuable knowledge about all Tucson and Southern Arizona has to offer, tips to help you exceed customer expectations, and the necessary skills to advance your career.

The CTA certification course costs $45 and requires the successful completion of a core curriculum.

Get with the Program!

To earn the CTA designation a student must:

  • Complete required reading
  • Complete learning assignments
  • Attend half-day classroom session
  • Complete open-book examination

Upon successful completion, participants will earn the Certified Tourism Ambassador™ designation, along with a certificate of completion and lapel pin.

A $25 annual renewal process that includes continuing education and staying abreast of local attractions and information, is also necessary to maintain your certification.

By becoming a Certified Tourism Ambassador™ you’ll have the tools and knowledge necessary to create a more memorable and positive visitor experience and you’ll reap the benefits. Being a CTA is a great achievement and an official designation to add to your resume.

Upcoming Classes:

Tuesday, May 14, 2024 - registration deadline is Tuesday, April 30 - This class will be held in person at the Historic Pima County Courthouse located at 115 N Church Ave. Suite 200 from 8:30 a.m. to 1 p.m.

Wednesday, June 19, 2024 - registration deadline is Wednesday, June 5 - This class will be held in person at the Historic Pima County Courthouse located at 115 N Church Ave. Suite 200 from 8:30 a.m. to 1 p.m.

Tuesday, August 13, 2024 - registration deadline is Tuesday, July 30 - This class will be held in person at the Historic Pima County Courthouse located at 115 N Church Ave. Suite 200 from 8:30 a.m. to 1 p.m.

Need to Reschedule?

You can reschedule your registration to a later class date up to two weeks prior to your registered class. Rescheduling is subject to availability.

If you need to reschedule your class within the 2-week deadline, your registration will be canceled. You forfeit your $45 registration fee, and you’ll need to re-register for a future class.

You can reschedule your class date before the two week cut-off a maximum of two times. If you need rescheduling after that, you forfeit your $45 registration fee and will need to re-register for a future class.

To reschedule, please contact us.

Private Classes

If you have 10+ team members you would like to train at an on-site location, we would be delighted to teach a class for your staff. The cost is $45/person for a half-day certification class, with venue and refreshments provided by the purchaser. For information or to schedule a private CTA certification class for your team, please email for more information.

Provide a Freebie or Discount

Interested in sharing a special offer or discount with CTAs? Inviting CTAs and their families to your attraction, event, restaurant, or experience is a great way to promote your business and increase word-of-mouth with the very people who will be providing visitors information and suggestions about what to see and do in our area. This is a great audience to reach, so we ask you to provide your best deals to this valuable group of tourism ambassadors and help raise the level of service and knowledge throughout our destination. For more information, click here.  

Ready to Renew?

Don't let your CTA certification lapse! Save money and renew by October 31 for $25. Renew by December 31 for $35. Make sure to renew your CTA credentials every year to remain active and keep all your CTA benefits.  Renewal takes less than 10 minutes and you only need 50 points to renew. Points are easy to earn and you’ve probably already racked up more than you know. You can earn points by visiting attractions, attending events, and reading newsletters, just to name a few. It’s a simple process and it helps keep you current with what’s happening in Tucson.

There are five points categories:

  1. Visiting attractions — 10 points
  2. Reading a book, an article, or a report — 5 points
  3. Attending CTA networking and Visit Tucson events— 5 points
  4. Volunteering in the tourism or hospitality sectors — 5 points
  5. Attending tourism or hospitality focused educational programs/seminars — 5 points

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