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Sonoma County CTA Program

Sonoma County Tourism launched the Certified Tourism Ambassador program to train front-line employees and volunteers in the hospitality industry. The goal is to improve visitation by inspiring front-line hospitality employees and volunteers to work together to turn every visitor encounter into a positive experience. Please read this visitor blog post to hear about impressive "SONOMA-STYLE SERVICE".


The CTA Program is the most significant and successful destination knowledge program ever created in Sonoma County. In the last three years 1,800 tourism professionals have engaged with the program.

Sonoma County Certified Tourism Ambassador from Sonoma County Tourism on Vimeo.

You are invited to Invest in your professional development and earn your CTA designation in this compelling, interactive four-hour class followed by a one-hour open book test. This prestigious designation will follow you throughout your career as you renew annually by attending key Sonoma County events and networking with your peers.

Enroll today and bring a friend. Learn more about the program and sign up for a class at www.CTANetwork.com.


CTA Annual Awards

Join us to honor the spirit of service in the Sonoma County travel industry.

Thursday, February 22, 2018
Soda Rock Winery
$35 per person for CTAs and guests

Register here

CTA Exclusive Event

Check your email for upcoming editions of THE AMBASSADOR or our Facebook Page (Sonoma County Tourism Ambassador) for the latest news and events.


Upcoming 2018 Classes:

January 16th, 9:30am-1:30pm at Sonoma County Tourism
February 6th, 9:30am-1:30pm at Sonoma County Tourism
March 29th, 9:30am-1:30pm at Sonoma County Tourism
April 10th, 9:30am-1:30pm at Sonoma County Tourism
May 31st, 9:30am-1:30pm at Sonoma County Tourism
June 26th, 9:30am-1:30pm at Sonoma County Tourism
August 21st, 9:30am-1:30pm at Sonoma County Tourism
September 18th  9:30am-1:30pm at Sonoma County Tourism
October 11th, 9:30am-1:30pm at Sonoma County Tourism
December 13th , 9:30am-1:30pm at Sonoma County Tourism

Register online at www.ctanetwork.com and click on "Become A CTA". The certification class is 4 hours and the cost is $49.

If you are interested in receiving more information, please email us at [email protected]

Private CTA Certification Classes for Your Team:

Would you like us to bring the CTA Certification Class to your place of business?
If you have 10-40 team members, we would be delighted to teach a class just for you.
Cost: $49 per person for a 4-hour certification class (materials and a/v included)
Contact Mo McElroy, Chief Sonomambassador at [email protected]


CTA Renewal Certification

In order to maintain the CTA designation, all CTAs are expected to continue their education and grow their capabilities on an ongoing basis, year-after-year.  This process is called Renewal of Certification. See more info.


Thanks to These Sonoma County Employers

View the full list here.



Read past CTA E-News here:

Spring 2017
December 2016
November 2016
August 2016
July 2016
June 2016


Certified Tourism Ambassadors of the Year 2016

These individuals consistently exceed customers' expectations, possess a strong knowledge of the region and its attractions, and promote the ideals of Sonoma County Tourism and the Tourism Ambassador Institute. Congratulations! The winners are:

2016 CTA of the Year
Lori Rooney, North Bay Biz Magazine


Northern Sonoma County
Emily Mccutchan, Wilson Winery


Central Sonoma County
Corrine Bishop, Safari West


Pacific Coast
Rick Young, River's End Restaurant & Inn


Sonoma Valley
Salli Pemelton, Beau Wine Tours


West County
Andrea Caron, Silk Moon Gallery


Russian River
Deb McGauley, Korbel Winery


Familiarization Trips

Be sure to read the CTA Monthly Ambassador Newsletter for upcoming trips around the county to include farms, wineries and attractions. Check out the recent hightlights.


CTA Freebies and Discounts  

We have been invited to Osmosis Spa for a great deal on Enzyme baths, Korbel Winery , Soulstice Spa, and Sonoma Canopy Tours, and more. Remember to add an offer from your company too so we can come and visit you. Earn points for taking advantage of these offers. Find more info       


Custom CTA Name Badges Now Available

You may now order your very own Name Badge from our local supplier.

Crown Trophy Petaluma
1350 Industrial Ave #A
Petaluma CA 94952
(707) 766-6820 Fax (707) 766-9482

REF:  CTA name badge
$11.00 per badge plus 8.25% tax


"Thank you for a wonderful CTA class last week! I really enjoyed meeting you and learning more about Sonoma County. I think I could teach a class on Sonoma Valley and I thought I knew about most of the county but, I really learned a lot in this process. You have inspired me to take a road trip somewhere I've never been in the country at least once a month. I think this class is very valuable and hope more people in our industry take advantage of this opportunity. You rock!" Michelle Lacy, Sonoma Valley Visitors Bureau

"Well, it's official — I'm a Certified Tourism Ambassador for Sonoma County! I had to study a lot, complete a number of learning exercises, take a grueling half-day class, and pass a test, and now I have my fancy lapel pin. What does this mean? CTAs are basically people who help you at any step in a visit to the region, providing background information, helpful tips and advice — we make it way more likely that, on your way out of town, you say "wow, that was awesome! Next time, you're coming with me!" to all your friends! I learned a lot while I was studying and already used some of it! My sister is coming to visit with her dog and I found a list of dog-friendly beaches in the Visitor's Guide; and yesterday I surprised a library patron asking about the county seat with the fascinating history of the campaign between Petaluma and (ultimately victorious) Santa Rosa to become the new county seat in 1854 (moving from the city of Sonoma). Thanks, Ken Fischang, for poking me until I actually got around to signing up! It was a super fun and useful class! "Jon Haupt, Sonoma County Wine Library


Volunteer Opportunity!

Sonoma County Tourism is seeking outgoing, personable, friendly volunteers to help interview travelers departing the Charles M. Schulz-Sonoma County Airport as part of an exciting and interesting research project. Get involved in this once-a-month survey today by contacting [email protected] or by calling 707-522-5800 (ask for Beth). You will also be eligible to earn CTA points by volunteering! Find more info.

1000th Certified Tourism Ambassador for Sonoma County

Congratulations to Antoinette Allison of Pure Luxury, the 1000th Certified Tourism Ambassador for Sonoma County. The CTA program trains front-line tourism staff to make every visitor experience a positive one. Visitors - look for a CTA around Sonoma County for answers to your questions! Nice work Antoinette! 








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