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Tourism Ambassadors for Wales


15 May 2019

The first ever pan-Wales workshop on tourism ambassador schemes has been announced in Tourism Week. The workshop is a collaboration between Snowdonia National Park Authority and the Next Tourism Generation Project and will highlight the benefits of ambassador schemes.

This free event - Tourism Ambassadors for Wales: Best Practice and Lessons Learnt – will take place on June 20th at the Imperial Hotel in Llandudno. Lord Dafydd Elis-Thomas AM Deputy Minister for Culture, Sport and Tourism, will welcome participating businesses, trade associations and destination managers.

In stressing the importance of this national event, Wales Tourism Alliance Chair, Andrew Campbell said, "collaborative and partnership working is at the heart of all successful tourism development. Ambassador schemes have a proven track record in promoting active networking, improving local knowledge, developing more effective digital and customer service skills, and enhancing the destination visitor experience. This ‘best practice’ workshop will be invaluable for those needing to know more about the benefits of such schemes and for destinations wishing to enhance their competitive edge."

Ambassadors from Wrexham, Denbighshire, Brecon Beacons and the Gower peninsula will talk about their schemes and the benefits for businesses and the destination. “Training gives ambassadors in-depth knowledge and helps them to effectively promote, enhance and develop their destination collectively. Ambassadors show visitors the unique appeal of their areas, which makes them want to stay for longer and return for another visit. In essence, ambassador schemes can support sustainable tourism benefiting the local economy, community and environment” highlights Dr Sheena Carlisle of the Next Tourism Generation Project at Cardiff Met.

Current and potential future ambassadors will discuss and contribute to the Snowdonia National Park Authority’s planned Yr Wyddfa (Snowdon) pilot programme around Llanberis, Beddgelert and Rhyd Ddu as part of the Snowdon Partnership Plan.

Catrin Glyn, Snowdon Partnership Officer said that ‘’this will be a great opportunity to gather best practice from other schemes across Wales and to open up discussion with businesses about the potential of piloting an Ambassador Scheme in the Yr Wyddfa area. The area has so much to offer visitors and local people alike from the dramatic landscape to world renowned hill-walking routes. Yr Wyddfa is home to vibrant, energetic communities and a mosaic of upland hill farms. The Welsh language and culture is at the heart of not only the daily lives of the people who live and work here, but is integrated into the landscape too.  An ambassador scheme could be a way of celebrating our heritage and promoting what makes the area so special. We hope that the event will offer a clear and coherent way forward which will help us deliver Cynllun Yr Wyddfa (Snowdon Plan).”

The workshop will be chaired by Iwan Thomas, Chief Executive Officer of Pembrokeshire Local Action Network for Enterprise and Development (PLANED). There will be a networking lunch and exhibitors, including Discover Tourism (a new Anglesey education resource for primary schools), Keep Wales Tidy (Green Key and Blue Flag), Experience Community, Family Holiday Association, Sustainability Lab Bangor University, Snowdonia Society, Snowdonia Active and Wales Official Tour Guides Association.

Notes to Editors

The Next Tourism Generation Project funded by the European Commission aims to strengthen collaboration between industry, learning providers and government to address digital and sustainability skills gaps.

If you require further information, please contact the Next Tourism Generation Communications Officer, Heini Jones, at | 02920 416021.

The Snowdon Partnership brings together the organisations and landowners that are responsible for the on-the-ground management of the mountain, ranging from conservation work and path management to tourism, farming and mountain rescue.

The Plan was launched in February 2018 by the Minister for Environment for the Welsh Government, Hannah Blythyn.

The Snowdon Partnership Plan can be seen at  

For more information contact Ioan Gwilym, SNPA’s Corporate Services Communications Officer 01766 772 253 / 07900 267506 or e-mail