England Tourism Ambassador Scheme

Where It Began

The North East Wales Tourism Ambassador Scheme originally started in 2013. The scheme was formed to strengthen links between stakeholders working within the tourism industry, and was aimed at Businesses from Denbighshire, Flintshire and Wrexham.

Denbighshire had approximately 40 North East Wales Tourism Ambassadors but recognised the need to evaluate the scheme and research new ways of managing and expanding the offer.

After researching other Ambassador Schemes across the UK and further afield; it was decided to have a blended learning approach – both online and face to face activity. Thanks to funding through the Welsh Government Rural Communities – Rural Development Programme 2014-2020 (which is funded by the European Agricultural Fund for Rural Development and the Welsh Government) and Denbighshire County Council the online Tourism Ambassador Scheme was formed in 2017.

Ambassador.wales was launched in 2019, and provides people with training about the tourism offer and the natural and cultural resources across Wales, from a number of regional courses.

Due to the continued success of the courses and the enthusiasm of the ambassadors in Wales, England Ambassador was launched in 2022, with Oswestry being the first to release their own tourism course. All courses offer a variety of online training modules on a variety of themes and a host of online resources.

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