LAKE COUNTY >> The Lake County Tourism Ambassadors Program will be a certification program that serves to increase tourism by inspiring front-line hospitality employees and volunteers to work together to turn every visitor encounter into a positive experience.
“This huge initiative begins in January with a series of focus groups, a subject matter expert panel and an extensive online/print survey to the front line and management,” according to a statement from Matt Perry, county administrative officer. “Insights garnered from our focus groups and other research will be used to develop the program curriculum.”
This “new future” of tourism is accomplished by customizing a program for Lake County that is more than just training — it”s certification. Successful candidates will receive the designation Certified Tourism Ambassador (e.g. John Smith, CTA) and will renew their certification on an annual basis to maintain their knowledge and skill base, Perry stated. The nationwide certification program, which has been featured in USA Today, the L.A. Times and Business Week Online, is being adopted by Destination Marketing Organizations (DMOs) across the country. More than 8,000 individuals have achieved the CTA designation nationwide to date, and the number continues to grow.
If front-line employees and volunteers (those who come into immediate contact with the visitor) provide quality service to visitors, the visitor is more likely to have a positive experience, Perry stated.
“Visitors who have a positive experience are more likely to return at some point in the future. And, they will share their perceptions with their friends,” he stated. Everyone benefits — visitors, hospitality workers and their employers and the local and regional economies.”
Once the curriculum is field tested, “train-the-facilitator” sessions will be conducted with a select group of hospitality industry representatives. Perry anticipates the kickoff of the countywide program to take place in July.
