Two decades in, CTA program brings a human touch to visitor experience
July 14, 2026 | Izzi Joseph
Since then, tens of thousands of people have been certified through the program, which currently claims 30 destinations across 20 states. That includes Flint & Genesee, which became an official CTA destination in 2015.
“We’ve had incredible buy-in from our community partners for the Flint & Genesee CTA program, and for good reason,” said Amari Steward, executive director of Explore Flint & Genesee, which serves as the Accredited Provider for the Flint & Genesee CTA program. “Our CTAs create a personal connection in a tech-driven world. They help visitors feel genuinely welcomed and connected to our community.”
According to Steward, CTAs are prepared to deliver exceptional customer service and answer all sorts of questions visitors have about a community. However, she notes that the most important factor is how they’re taught to make each interaction personal.
For example, when asked about what there is to do in the area, a CTA knows to answer with a question of their own: “How much time do you have, and what are you interested in?”
This approach helps tailor the visitor experience to the individual, which goes a long way in creating a positive experience, Steward said. “When that happens, they’re more likely to return, and they’re more likely to say positive things about our community to others. That kind of word of mouth is incredibly powerful in attracting new visitors, and it plays a critical role in growing our local economy.”
Since the Flint & Genesee program launched, hundreds of hospitality professionals, volunteers, and engaged residents have earned their certification. Today, there are more than 280 active Flint & Genesee CTAs working to create and reinforce a positive perception of the community.
Looking ahead to the program’s next 20 years, Steward foresees an ever-growing local ambassador network. While the program is typically promoted to those in the hospitality industry, she is quick to note that it’s open to everyone and anyone with an interest in Flint & Genesee.
“Our CTAs include municipal workers, park employees, health care professionals, and retirees,” Steward said. “So long as a person is interested in learning more about our region’s history and assets — and how to share that story with others — they’re a great fit for the program.”
So you want to become a CTA. Here’s how the Flint & Genesee CTA program works:
Complete the Course
Participants receive a comprehensive binder that covers the region’s history, present-day attractions, and ways to exceed visitor and customer expectations. Participants are recommended to set aside at least two weeks to complete the reading, after which they will attend a half-day classroom session and complete an open-book examination.
Earn the Certification
Participants will receive a credential, certificate, lapel pin, and accompanying initials that can be used behind their name to denote their commitment to their profession as a Certified Tourism Ambassador™ (e.g., Jim Smith, CTA). The CTA logo may also be used on websites and business cards/communications with approval.
Stay Involved
CTAs receive exclusive access to the Flint & Genesee CTA newsletter and networking opportunities held at attractions throughout Genesee County.
There is a one-time non-refundable, non-transferable application fee of $30 per person and a minimal annual renewal fee.
Upcoming ambassador trainings are scheduled for Sept. 24 and Dec. 10. Learn more at ExploreFlintandGenesee.org/CTA.