Make your front-line employees Sonoma County Certified Tourism Ambassadors.
The CTA Awards Luncheon 2018.
Becoming a CTA will help you and your employees better help the tourists that come to your business.
The CTA program is perfect for businesses owners and employees alike in Sonoma County.
The CTA Class is not only informative, but fun! You'll get to meet other hospitality and tourism business from all around Sonoma County.
Gain valuable insight into tourism and hospitality in the 4-hour long CTA course.

Sonoma County Certified Tourism Ambassador (CTA) Program

What is the Sonoma County CTA Program?

Sonoma County Tourism launched the Certified Tourism Ambassador (CTA) program to improve visitation by inspiring front-line hospitality employees and volunteers to work together to turn every visitor encounter into a positive experience. In nearly six years, over 2,500 tourism professionals, community members and volunteers have become CTA certified.

Who is the Sonoma County CTA Program for?

The CTA Program is for hospitality employees, business owners, managers, community members, students and volunteers. The class curriculum includes four modules: The Power of Tourism; Discovering Sonoma County; Knowing Finding, and Using Resources; and Exceeding Customer Expectations. The program includes a one-time, 4-hour class followed by a 1-hour open book test. Here is a list of Sonoma County employers who support the CTA program.

What are the benefits of becoming a Sonoma County CTA?

Sonoma County CTAs not only learn about Sonoma County, they are invited to go explore it! The CTA Program hosts educational tours and events around the county, where you have the opportunity to meet other CTAs, visit places you've never been in Sonoma County, and get one-of-a-kind personalized experiences.

You will also be added to our private CTA email newsletter, "The Ambassador" and Facebook Group, which includes volunteer opportunities, discounts and freebies from businesses around the county, industry insights, and more.

How do I sign myself or my employees up?

You can register here to sign up for a future Sonoma County CTA class here. The certification class is $49/person. Please email us if you would like more information on registering.

Private Classes: We also offer private CTA certification classes for your team! If you have 10-40 team members, we would be delighted to teach a class just for you ($49/person for a 4-hour certification class). Please email [email protected] for more information.

Testimonial from Anne-Marie Nordquist: "Just a short note to thank you for a most informative, fun and very inspirational presentation yesterday! All three of us from Sonoma really enjoyed the day, and are so happy we came!"

What are some of the upcoming CTA programs and events?

Lunch & Learn: January-March share in presentations by our VP's of Global Tourism Development, Marketing & Communications, and Group Business Development as they discuss where Sonoma County Tourism is heading as a stewardship organization. Includes lunch! CTAs can email: [email protected] for registration information.

Partner Information Program (PIPs): Listen to select partners from all over the county share information on their businesses followed by a quick Q&A. CTAs can email: [email protected] for registration information.

Sonoma County CTA Newsletters

CTA Ambassador Winter 2019/20
CTA Ambassador Fall 2019

Additional Information for Current CTAs

How to Renew Your 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.