The growing network of Flint & Genesee’s Certified Tourism Ambassadors can tell you all about it: Every time we meet a visitor in our area, we have a chance to help create a positive experience in Flint & Genesee.
This is true for all of us. Whether we’re welcoming friends or family from out of town, offering restaurant advice on social media, or helping a stranger with directions on the sidewalk, we find ourselves presented with occasions to showcase what’s great about our community. It’s important to seize these opportunities.
The U.S. Travel Association reports that tourism is a $2.9 trillion industry, supporting 15 million jobs across the country. They note that “one in every 11 U.S. jobs depends on travel, making it a critical driver of our economy.” In Genesee County, visitors spent $615.8 million in 2023, generating $73 million in state and local tax revenue and supporting 8,180 jobs, according to a recent report published by the Michigan Economic Development Corporation.
There’s no doubt about it. Tourism is crucial to the success of our local economy.
That’s why Explore Flint & Genesee, Genesee County’s convention and visitors bureau, offers the Certified Tourism Ambassador (CTA) program. In addition to earning an industry- recognized certification, CTAs learn how to turn every visitor encounter into a great experience – and help strengthen the destination brand of Flint & Genesee.
While Flint & Genesee benefits from activated tourism ambassadors, our CTAs gain community pride. Through engagement events, a CTA Spotlight newsletter, and special invitations to events and attractions, Flint & Genesee CTAs stay connected to their community and each other.
And there’s benefit for businesses, too.
An international survey of CTA employers conducted by the Tourism Ambassador Institute shows that 79% report positive behavior changes among staff, 81% report positive customer comments, and 85% report increased destination knowledge among staff. In Genesee County, 21 hospitality partner employers have earned the prestigious Blue Star Designation, signifying that at least 50% of team members are CTAs.
Contact Explore Flint & Genesee to request a training course for your organization or register for an upcoming training course at ExploreFlintandGenesee.org/CTA.