Tourism groups brief committee on Certified Tourism Ambassador program and economic impact of visitors

Representatives of Michigan destination marketing organizations on the House Committee on Resources and Tourism described the Certified Tourism Ambassador (CTA) program and argued for its role in strengthening visitor experiences, local economies and workforce development.

Julie Pinkston, president of the Michigan Association of Convention and Visitors Bureaus and president and CEO of Choose Lansing, told the committee Michigan’s convention and visitors bureaus have rebranded as destination marketing organizations and that the state’s organizations include roughly 55 members. Pinkston said visitor spending in Michigan totaled $29,300,000,000 in 2023 and that updated 2024 figures are expected later in the summer. “So, the economic impact is extensive for the state of Michigan,” she said.

Amari Stewart, executive director for Explore Flint and Genesee, gave details on the Certified Tourism Ambassador program, which she described as a customized, industry-recognized certification for frontline workers. Stewart said the CTA curriculum covers four modules: the power of travel and tourism, discovering the region, knowing and finding resources, and exceeding customer expectations. The program, she said, is designed to create consistent messaging and improve visitor-facing customer service.

Local adoption examples cited by the presenters included a "Blue Star" designation for businesses and institutions where at least 15% of employees are CTA-certified, and the Flint Cultural Center where presenters said 50% or more of employees are certified. Stewart said the Genesee County Parks and Recreation system has integrated CTA certification into hiring practices and that more than 30 local attractions and hotels have committed to the Blue Star designation.

Committee members thanked the presenters and encouraged other regions to consider the CTA program. Representative Martin noted his personal experience taking the program when he served as a county commissioner and praised the program’s value for coordinating meetings, events and visitor services. The committee excused absent members by unanimous consent and adjourned; it plans to meet again April 30.

The presentation emphasized workforce development in tourism, consistent visitor messaging across stakeholders, and local examples of CTA implementation, but it did not include any committee action or votes.