Business Tourism Ambassador Scheme

Carmarthenshire County Council is excited to announce the launch of a brand-new Tourism Business Ambassador Scheme, marking an important step in strengthening the county’s tourism sector.

Supported through UK Government Shared Prosperity Fund (SPF), the pilot initiative will invite up to 10 Carmarthenshire tourism businesses to take part, offering a valuable opportunity to:

• Integrate the Carmarthenshire Ambassador course into staff inductions and ongoing training
• Receive bespoke one-to-one support from Angharad Harding of Aim High Business, who will guide businesses through every step of the process
• Enhance visitor experience through improved local knowledge, confidence, and customer engagement

Each participating member of staff who completes the course will receive a certificate, window sticker, and pin lapel badge, helping businesses proudly showcase their commitment to championing Carmarthenshire.

The scheme builds upon the wider Wales Ambassador programme and aims to create a strong, well-connected network of tourism champions who promote Carmarthenshire’s culture, heritage, landscape, hospitality, and attractions.

Businesses selected for the pilot will be supported throughout the programme, embedding the Ambassador course into their organisations and championing best practice across the tourism sector.

For more information, or to express interest in future phases of the scheme, please contact

 Tourism@carmarthenshire.gov.uk