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VISIT Milwaukee is developing an exciting program…the Milwaukee Tourism Ambassadors Program. It is part of a nationwide certification -- the Certified Tourism Ambassador™ (CTA) Program - designed to mobilize a destination's front line hospitality workers and volunteers to turn every visitor encounter into a positive experience. This in turn will strengthen our Brand Promise. The premise is simple: If front-line employees and volunteers who come into immediate contact with the visitor provide quality service to visitors including convention attendees, leisure tourists and business travelers, the guest is more likely to have a positive experience. Visitors who have a positive experience are more likely to return at some point in the future and share their perceptions with their friends and family. Everyone benefits - the tourist, the hospitality industry, the front-line ambassador and most importantly the local economy. Upon completion of all of the program requirements, front line employees and volunteers are awarded the Certified Tourism Ambassador™ (CTA) designation and may use the initials CTA behind their names. The beauty of the CTA certification is that it strengthens the program in the eyes of the front-line workers and their employers, while providing front-line employees and volunteers critical training that helps improve their attitudes and their performance. It gives them a chance to meet one another, learn from each others' experiences, and celebrate together. Certification, unlike training, is ongoing and provides lasting value over time to a city, region, and the nation as the program grows from city to city. This exciting, ground-breaking program offers VISIT Milwaukee and its partners a way to collaborate to ensure a front-line that "lives the brand" at every opportunity. The main ingredient of the CTA Program is pride - pride in our history, pride in our present, and pride in what we are building for the future. It is the perfect program to ensure that the entire community is delivering our Brand Promise now and into the future. Bill Otto, President and CEO of Marcus Hotels & Resorts and VISIT Milwaukee Executive Committee member and Joe Bartolotta, President of Bartolotta Restaurant Group and VISIT Milwaukee Board member have agreed to be our honorary co-chairs for the Milwaukee Tourism Ambassador Program.