Tourism Ambassadors for Wales

Best practice and lessons learnt shared at first ever Wales workshop on tourism ambassadors.

PLANED CEO, Iwan Thomas has chaired the first ever pan-Wales workshop on tourism ambassador schemes held in North Wales.

Lord Dafydd Elis-Thomas AM Deputy Minister for Culture, Sport and Tourism, welcomed participating businesses, trade associations and destination managers to the workshop, a collaboration between Snowdonia National Park Authority and the Next Tourism Generation Project, which highlighted the benefits of ambassador schemes.

Speaking about the event PLANED CEO Iwan Thomas said: “It was a pleasure to Chair this national event representing PLANED, hearing from the areas of Wales that currently have tourism ambassador schemes, and to understand further about the benefits of being able to market destinations in this way. Lots to take away and look at for Pembrokeshire, which has so much to offer, and which builds on the work of our many great ambassadors for the county already here.”

In stressing the importance of this national event, Wales Tourism Alliance Chair, Andrew Campbell said; “Collaboration 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 outlined 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.

In addition to presentations and networking, exhibitors at the event included Keep Wales Tidy (Green Key and Blue Flag), Experience Community, Family Holiday Association, Snowdonia Society, Snowdonia Active and Wales Official Tour Guides Association.