The Association of Canadian Travel Agencies and Travel Advisors (ACTA) will now recognize select travel advisor certifications from other jurisdictions and organizations as equivalent to its Certified Travel Counsellor (CTC) and Certified Travel Manager (CTM) designations, subject to established equivalency requirements.
The new pathway allows individuals who hold recognized equivalent credentials, including the U.S.-based The Travel Institute’s Certified Travel Associate (CTA) or Certified Travel Counselor (CTC), to apply toward ACTA’s CTC or CTM without duplicating coursework.
“We recognize that many travel advisors working in Canada hold credentials from other countries and institutions that are equivalent to ACTA's CTC or CTM designations,” said Suzanne Acton-Gervais, president of ACTA.
“Our goal is to reduce barriers and avoid unnecessary duplication by recognizing these travel advisors' qualifications, supporting their eligibility to convert to ACTA's CTC or CTM designations, and enabling them to gain the recognition and benefits that come with them.”
Conversion Details and Eligibility
To qualify for equivalency and conversion, applicants must:
- Hold a valid travel advisor certification recognized as equivalent to ACTA’s CTC or CTM
- Be currently employed in the Canadian travel industry
- Agree to uphold ACTA’s Code of Ethics
- Provide an Employer Verification Letter confirming current or recent employment
The conversion fee for eligible applicants is $180 CAD, plus applicable taxes. Approved applicants will have their CTC or CTM designation activated for 2026. Membership can then be renewed annually under the CTC or CTM category.
New Lapel Pins Launching in 2026
In 2026, ACTA will introduce new CTC and CTM lapel pins. Each certified member will receive a pin recognizing their designation. The association says the pins are intended to serve as a visible symbol of professional achievement and commitment within Canada’s travel industry, to be worn at ACTA and other industry events.
Membership Benefits
ACTA says earning a CTC or CTM designation reflects a commitment to professionalism and ongoing learning. Benefits of membership include:
- Access to exclusive offers and priority opportunities for ACTA’s international experiential learning programs
- An ACTA membership card displaying the designation
- Inclusion in ACTA’s Certified Member Directory
- Recognition in the ACTA Vision newsletter
- A digital certificate recognizing the designation
- Official CTC/CTM logos for professional use
Applications can be submitted through ACTA’s Equivalency to CTC/CTM Conversion Pathway.
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