ACTA launches CTC, CTM equivalency conversion pathway

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 Travel Institute’s Certified Travel Associate (CTA) or Certified Travel Counselor (CTC) — to apply toward ACTA’s CTC or CTM without duplicating coursework, reducing barriers and supporting adoption of ACTA professional designations.

Suzanne Acton-Gervais, president of ACTA, said: “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.”

And Acton-Gervais continued: “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.”

In 2026, ACTA will introduce new CTC and CTM lapel pins. Each certified member will receive a pin recognizing their designation — a distinguished and visible symbol of professional achievement, expertise and commitment to excellence in Canada’s travel industry, to wear with pride at ACTA and other industry events.

Eligibility Criteria for CTC or CTM 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, and each year thereafter, their membership can be renewed under the CTC or CTM category.

To apply click here: Equivalency to CTC/CTM Conversion Pathway

Why Earn Your ACTA Certification?

The CTC and CTM professional designations reflect your commitment to professionalism and lifelong learning, while enhancing your credibility and trust with customers and peers.

Additionally, an ACTA membership provides the following benefits:

• Access to exclusive offers and priority opportunities for ACTA’s International experiential learning programs
• An ACTA membership card displaying your designation
• Inclusion in ACTA’s Certified Member Directory
• Recognition of your achievement in the ACTA Vision newsletter
• A digital certificate recognizing your designation • Official CTC/CTM logos for professional use

Go to www.acta.ca for more.