According to the organization, the revised curriculum includes expanded cruise education developed with support from Cruise Lines International Association (CLIA), alongside updated modules designed to strengthen advisors’ business development and client engagement skills.
Guida Botelho, CTIE, Vice
President of The Travel Institute, said: “Success for travel advisors today means being skilled communicators,
confident sellers, lasting relationship builders, AND being geography and
travel experts.”
She added: “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.”
A major addition to the program is an all-new cruise module developed with
support from CLIA. The module covers cruise categories, product
differentiation, global itineraries, marketing approaches and client
qualification techniques. The content is sponsored by AmaWaterways, Royal Caribbean and Scenic Cruises.
The updated curriculum also includes a revised sales module aimed at helping advisors convert enquiries into bookings through modern communication methods and client-focused sales strategies. In addition, the all-inclusive travel section has been expanded to address the evolution of the resort segment, including destination comparisons, resort classifications and traveller preference matching.
Beyond education, the CTA certification is designed to support professional
development and industry recognition. Graduates receive inclusion in The Travel
Institute’s Certified Travel Agent Directory, access to digital credentials,
marketing resources through the Certified Graduate Toolkit and supplier
recognition opportunities.
Botelho said: “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.”
She referenced findings from The Travel Institute’s Changing Face of Travel
Agents survey and the 2025 CTA Graduate Insights survey, which found that 81%
of recent CTA graduates reported measurable business growth after completing
the certification.
Lori Speers, Vice President of Business
Development and Executive Team member at KHM Travel Group,
highlighted the role of education in professional advancement. “Professional development is not a one-time event—it’s a commitment
to continuous growth.”
She added: “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.”
The CTA remains a core component of The Travel Institute’s three-tier
certification framework, which also includes the Certified Travel Counselor
(CTC) and Certified Travel Industry Executive (CTIE) designations. The organization
reports that more than 31,000 professionals have graduated from its
certification programs.
The self-paced program is delivered through an interactive e-learning
platform and includes peer support groups, virtual coaching sessions, practical
application exercises and video guidance from industry executives.
Charles Sylvia, ECC, Vice
President, Industry and Trade Relations at CLIA, said: “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 also encouraged advisors to continue their professional development
through CLIA’s advanced certification programmes after completing the cruise
training included in CTA 11th Edition.
Tags: Guida Botelho, The Travel Institute
