You may have seen the recent opportunity to become an official Tourist Guide for Llandudno promoted locally. The course has recently got underway delivered by qualified trainers of Wales Best Guides Enterprises Ltd, the training and business arm of WOTGA, the Wales Official Tourist Guides Association.  WOTGA is an association of professional tourist guides in Wales. The “Official” bit comes from an endorsement letter from the Welsh Government, unique amongst tourist guiding associations in the UK nations.  

Training courses are structured in Levels which are awarded certification and badging, matching a global network of recognition in tourist guiding.

• Level 1 White Badge is for a single site, such as a castle or museum
• Level 2 is also a White Badge for a town or park walking tour
• Level 3 is a Green Badge for a region involving guiding on a moving vehicle (most often a coach or car)
• Level 4 is the prestigious Blue Badge covering the whole of Wales and all types of guiding including longer endeavours, such as lowland country walks and special sites

An official Wales-badged guide gives confidence that quality and standards in guiding are the best. This covers things like entertaining and informative content, safe and manageable itineraries and the creation of memorable experiences for the tourist, whether a local undertaking, a community-led event or a visitor from overseas. There are over 100 official guides located in every corner of Wales.

One of the criteria for attending the Llandudno course has been the achievement of the Gold standard Ambassador course for Conwy.  The word “Ambassador” means a promoter or representative of a particular body or activity. Undertaking an Ambassador course provides a knowledge base for those proud of their communities and looking for opportunities for sharing this knowledge with visitors and their communities.

For a while now, Wales Best Guides Enterprises representatives have participated in Ambassador networking, seeing official tourist guiding as natural progression for Ambassadors. Conwy County Borough Council, sponsors of the Conwy Ambassador scheme, have led the way with a course in Conwy, called the White Badge for the Walled Town of Conwy, in early 2025. Successful participants have been awarded their badges and have begun delivering tours on a commercial basis, earning income and adding to the local economy by showcasing the town’s assets. Some of the group have become Cadw volunteers interpreting Conwy Castle and answering questions for the paying public.

Funded by the UK Government’s Levelling Up Shared Prosperity Fund, with a contribution from participants , the Llandudno White Badge course has attracted those already involved in tourism and heritage in the town, as well as new entrants.

Adrian Hughes of the Home Front Museum regularly guides tours around Llandudno already but recognises the benefits that working with others to a standard can improve what he already does and make his content reflecting the war stories of his town even more powerful.

Rodney Davies is creating a networked offer of tours within Llandudno, inspired by his experiences on the White Badge in Conwy where guides now collaborate to create a regular schedule of tours. With fellow participant Jo, various regular themed tours will be on offer for 2026.

Rodney says;

“The Ambassador courses were amazing, they opened one’s eyes to the amazing part of North Wales where we live, its culture, history, geography, its stories to name but a few. The white badge course has changed my life and I am so excited about developing a future in North Wales tourism. Our new venture Llandudno Guided Walking tours now has a number of guided walks, and lots more coming for 2026! All helping to promote this amazing part of North Wales, and give something back to others, showcasing this fabulous place we all call home. Thank you to all the sponsors!” 

The course is running from Llandudno Museum – grateful thanks to Manju and the team at this gem of a museum on Gloddaeth Street for providing a venue and site for practice. From the Museum base the guides will be out on foot for the next few months on a Tuesday learning a tour route before they undertake a practical exam of their guiding skills and knowledge.  

Along the way, so many features of Llandudno town are supporting the course, Mostyn Estates, Penderyn Whisky, The Great Orme Copper Mines and the Pier.

Once the trainee guides have been awarded their badges look out for a schedule of tours. Tell all your friends! Tell all your guests and come along yourself!