Visit Buffalo Launches Tourism Ambassador Program
Inaugural certification begins OCTOBER 29, empowering frontline workers with national accreditation and local expertise
Visit Buffalo is proud to launch the Buffalo-Erie County Tourism Ambassador Program—a new initiative that will elevate hospitality standards across the region and connect local hospitality partners, like hotels, restaurants and arts and cultural organizations. The industry recognized Certified Tourism Ambassador™ certification program includes a half-day seminar, which equips participants with advanced customer service skills and deeper knowledge of local history, attractions, and community highlights.
Graduates finish with the tools to deliver exceptional experiences to visitors and tourists. The program launches with a full capacity, 30-person cohort of local hospitality partners who registered for the inaugural certification session on Wednesday, Oct. 29. Members of the media were invited to a 10 a.m. press conference and interview opportunity during a break.
Those who pass the exam will earn the international Certified Tourism Ambassador designation, which is signified as CTA next to names — “Jane Smith, CTA.” The program, initially subsidized by Visit Buffalo, is open to anyone who interacts with visitors. Participants range from hospitality management, front-desk clerks and bartenders to cab and bus drivers, docents, Airbnb hosts, law enforcement, school personnel, and others working throughout the tourism and service sectors.
“To stay competitive as a destination, we need to empower the people who represent Buffalo every day,” said Patrick Kaler, CTA, president and CEO of Visit Buffalo. “The CTA program gives our frontline ambassadors the tools to create meaningful connections with visitors, deepen civic pride, and help shape a welcoming image of our region. This initiative is about elevating service, celebrating our people, and ensuring visitors encounter the best of Buffalo.”
Mickey Schaefer, CTA, president and founder of CTA Network LLC and the Tourism Ambassador Institute®, said the Buffalo program aligns well with local priorities.
“Visit Buffalo has taken a research-driven approach from the very beginning,” said Schaefer, a Fellow of the American Society of Association Executives and a Certified Association Executive. “Their team has carefully evaluated community needs, service expectations, and visitor feedback to ensure the program is tailored to Buffalo’s identity and strengths. That commitment to strategic planning and stakeholder collaboration is exactly what leads to long-term program success, higher visitor satisfaction, and stronger destination branding.”
The CTA program is designed to increase regional tourism by inspiring frontline workers to turn every encounter with travelers into a positive, memorable experience. The initiative promises lasting impact—improving customer satisfaction, strengthening community pride, and reinforcing the region’s reputation as a welcoming place.
ABOUT TAI AND CTA
More than 60,000 Certified Tourism Ambassadors, or CTAs, have been certified since the founding of the Tourism Ambassador Institute® in 2006. As the oversight entity, the institute licenses and accredits local providers, often destination marketing organizations, like Visit Buffalo. They in turn to offer the industry-recognized Certified Tourism AmbassadorTM program at the local level. There are 31 programs in 21 states and Bermuda. CTAs work in retail, restaurants, lodging, government, nonprofits, hospitals, universities, and other settings. Local details available at VisitBuffalo.com.
