MCVB Director Guerra Earns CTE Designation


Austin, Texas, November 13, 2017 – Dee-Dee Guerra, Executive Director, has completed all coursework toward her Certified Tourism Executive (CTE) designation from Travel & Tourism College, a program of the Texas Travel Industry Association (TTIA).  In addition to completing the coursework, Ms. Guerra also completed a capstone project required for the certification designation.

The capstone project Guerra chose to take on was an onboarding tool that can be used by staff to instruct stakeholders of the McKinney Convention & Visitors Bureau - City Council members, new Board members, and civic groups - to understand the value and ROI (return on investment) the MCVB is contributing to the City of McKinney as a destination. This onboarding tool will also be useful in developing, nurturing, and cultivating relationships with MCVB’s city partners which includes attractions, hotels, event venues and others involved in McKinney’s hospitality industry.

“I am so excited to acquire this designation from TTIA,” said Guerra.  “I started working on this capstone project when I first started Travel College in June of 2015. It is a living breathing document that changes throughout the year as the role and purpose of our DMO (Destination Marketing Organization) changes, the circumstances change within the city and the MCVB and as I learn more about the industry and how I can help the stakeholders understand the role of the MCVB and the economic impact tourism provides to the City of McKinney. This tool will help me to be a better leader, as well as helping me tell the story of the MCVB, while being fiscally responsible with the city’s hotel tax dollars, as this is how we are funded.”

Travel & Tourism College (TTC) provides participants with an intensive professional education full of marketing, leadership and management courses taught by college professors and seasoned travel and tourism professionals from around the country.

Over the past three years, Ms. Guerra attended TTC courses that covered such topics as the emotional IQ of today's marketing campaigns, hands-on strategies for handling any crisis situation, how to create eco-friendly and sustainable tourism products, management excellence, positively outrageous customer service, essential strategies for tourism marketing success, and how relationships affect advocacy and engagement.  

“I am amazed by the amount of innovative solutions and ideas that I was able to bring back over these past three years, many of which I have implemented,” Guerra said, adding that she would highly recommend the TTC program to anyone wishing to move their career forward in the travel and tourism industry.

“With this CTE designation, DeeDee has taken her career a step further, increasing her knowledge and expertise in all aspects of travel & tourism marketing and management,” said David Teel, President/CEO, Texas Travel Industry Association.  “She has increased her knowledge on current trends in the travel industry, social media and research, and is prepared to take on new and larger responsibilities within the travel industry.”

Travel & Tourism College is open to all travel & tourism professionals from across the United States. TTC attendance is eligible for continuing education credits with the Texas Association of Convention & Visitors Bureaus, the Texas Municipal League, and the International Association of Amusement Parks and Attractions.  For more information on Travel & Tourism College, visit

About McKinney Convention & Visitors Bureau (MCVB)
The McKinney Convention and Visitors Bureau’s goal is to attract visitors to the community to generate economic impact by promoting and developing McKinney as a destination for business and leisure travelers alike. The MCVB works with individuals, tour operators, brides, reunion groups, meeting and event planners, travel writers and other journalists and our tourism partners (attractions, hotels, restaurants and cultural venues) to help visitors enjoy their time in McKinney. Our services are all complimentary, as the MCVB is funded by hotel tax.

About Travel & Tourism College (TTC)
Travel & Tourism College (TTC) is a program presented by the Texas Travel Industry Association (TTIA).  TTC is a three year certification program consisting of a week of intensive tourism marketing and management courses offered in June of each year.  TTC is open to all travel & tourism professionals from across the United States. Travel and tourism professionals who complete this three-year program and a capstone project receive the Certified Tourism Executive (CTE) designation.

About Texas Travel Industry Association (TTIA)
The Texas Travel Industry Association (TTIA) is a non-profit organization made up of businesses, organizations, associations and individuals dedicated to developing Texas tourism to its fullest potential. TTIA’s mission is to improve the quality of life in Texas by strengthening travel and tourism. For more information about the Texas Travel Industry Association, visit or contact the office in Austin at (512) 328-8842.