The Travel Institute launches CTA® 11th Edition

 

FRAMINGHAM, MA June 2, 2026 – The Travel Institute, a non-profit organization and the global leader in travel industry education, has launched CTA® 11th Edition, the latest evolution of its Certified Travel Associate, CTA®, certification program for travel advisors. The gold standard for advisor education in the U.S. and Canada, the program is updated throughout to reflect the evolving role of today’s travel advisor. Major updates include expanded cruise education developed with support from Cruise Lines International Association, CLIA, as well as strengthened curriculum around selling strategies and all-inclusive travel planning.

 

 

“Success for travel advisors today means being skilled communicators, confident sellers, lasting relationship builders, AND being geography and travel experts,” asserted Guida Botelho, CTIE, vice president, The Travel Institute. “CTA 11th Edition ensures travel professionals strengthen their real-world travel knowledge and their business skills to ensure credibility with the consumers who count on them,” she explained. CTA 11th Edition’s major, market-driven enhancements include:

 

 

• All-New Cruise Module: Developed with support from Cruise Lines International Association, CLIA, this critical new module recognizes cruising as a significant, growing global travel segment. Advisors build knowledge on cruise categories, product differences, global itineraries, marketing strategies, and client qualification and matching techniques. Notably, the new module is sponsored by AmaWaterways, Royal Caribbean, and Scenic Cruises.

 

• Strengthened Skillset for Selling: Sales is one of the most vital skills of a successful advisor. The reworked selling module empowers advisors to more easily convert initial inquiries into rewarding bookings by utilizing modern communication and positioning strategies within a client-centric sales cycle.

 

• Updated Approach to All-Inclusives: Reflecting the rapid evolution of the high-demand, all-inclusive resort category, advisors learn to incorporate distinct resort categories, critical destination comparisons, preference matching, along with a structured approach to recommending traveler experiences.

 

 

In addition to being an advanced education program, the CTA is also a professional positioning tool.According to Botelho, certified graduates not only gain expanded knowledge and skills, they also benefit from increased visibility and credibility within the industry through a range of career-enhancing assets such as inclusion in The Travel Institute’s Certified Travel Agent Directory, launched in 2019 to facilitate client leads; verifiable Digital Credentials to market expertise in public channels; access to the Certified Graduate Toolkit with marketing and business development resources; and access to exclusive supplier recognition opportunities.

 

 

“The CTA is more than education—it’s a tangible career path for travel advisors and, while our industry does not require certification, those who invest in it see results in their business growth, efficiency, and confidence; all of which leads to enhanced client relationships and lasting professional credibility,” Botelho explained, citing The Travel Institute’s Changing Face of Travel Agents survey, which repeatedly indicates higher earnings and satisfaction for The Travel Institute’s certified graduates as well as the 2025 CTA Graduate Insights survey indicating 81% of recent CTAs report measurable business growth after earning their CTA, as well as other indicators supporting the CTA’s value.

 

 

“Professional development is not a one-time event—it’s a commitment to continuous growth,” shared Lori Speers, vice president of business development, executive team for KHM Travel Group, which encourages advisors to invest in their CTA and also hosts annual CTA study groups for its advisors. “Travel advisors who invest in education and certification consistently position themselves to deliver greater value to their clients. The Travel Institute’s certification programs, specifically the CTA, have long set the benchmark for professional excellence in our industry, providing a trusted path for advisors who are serious about elevating their careers and our profession as a whole,” Speers continued.

 

 

A flagship program for The Travel Institute, the CTA continuously evolves in response to marketplace demands and trends, expert input, best practices, and user feedback. Designed as a practical, career-focused certification, its curriculum combines real-world practical tips on business development, sales and marketing strategy, itinerary planning, travel insurance, destination knowledge, customer service, ethics, and communication skills into a comprehensive professional development experience that can be immediately applied in an advisor’s daily role. The Travel Institute’s 3-tier certification program, which also includes the Certified Travel Counselor, or CTC, and the Certified Travel Industry Executive, CTIE, has more than 31,000 graduates today.

 

 

Self-paced with flexible scheduling and a self-study format, the CTA is delivered via a best-practice, interactive, e-Learning platform. Learning strategies also include Peer Support: An online, invitation-only support group; Coaching: Virtual group sessions with study and testing tips; Practice Scenarios: Real-world application exercises and knowledge checks; and Expert Tips: Video insights from industry executives.

 

 

For CLIA’s Charles Sylvia, ECC, vice president, industry and trade relations, “Collaboration across the travel industry is essential to advancing advisor professionalism and expertise. Our strong alliance with The Travel Institute is a wonderful example of that shared commitment. The inclusion of cruise education within the CTA program helps advisors deepen their cruise knowledge while also supporting progress toward CLIA’s cruise-definitive certification pathways,” Sylvia said, encouraging advisors to transition their expertise toward advanced CLIA certifications after mastering cruise basics in CTA 11th Edition.

 

 

Prospective students can enroll now in the CTA 11th Edition program. Additionally, advisors and agency owners alike are invited to attend a complimentary webinar or visit the CTA webpage to learn more.