Carmarthenshire County Council launches Tourism Business Ambassador Scheme

In readiness for Wales Ambassador Week 2025 (17–24 November), Carmarthenshire County Council has launched a brand-new Tourism Business Ambassador Scheme, marking an important step in strengthening the county’s tourism sector.

Supported through the UK Government Shared Prosperity Fund (SPF) investment, 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.

Carmarthenshire Business Ambassador Certificate

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.

Cllr Hazel Evans, Cabinet Member for Regeneration, Leisure, Culture and Tourism, said:

“This pilot is an exciting milestone for Carmarthenshire’s visitor economy. Thanks to Shared Prosperity Fund investment, we are able to help businesses empower their staff with deeper knowledge, confidence and pride in our county. By working together, we can ensure every visitor enjoys a warm welcome and an authentic experience rooted in the stories, people and places that make Carmarthenshire so special.”

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.

Wales Ambassador Week, running 17–24 November 2025, celebrates the invaluable role ambassadors play in promoting Welsh destinations. The launch of this new business-focused scheme is a fitting way to recognise the contribution tourism makes to Carmarthenshire and to further strengthen the region’s visitor offer.

For more information, or to express interest in future phases of the scheme, please contact Tourism@Carmarthenshire.gov.uk