The Certified Tourism Ambassador program, launched in 2006 on the premise that the best way to market a destination is through its people, recently certified its 5,000th travel-industry worker. The CTA program was created by Mickey Schaefer, CAE, president, Mickey Schaefer and Associates, Tucson, Ariz., to train front-line employees—those who face visitors and meeting attendees—to be ambassadors for their destinations. The program reaches beyond front-desk clerks at hotels, says Schaefer, ...

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