Conwy Tourism Ambassador Programme

This application is submitted subject to further consultation with the trade and would seek to adopt a similar approach and model as the Tourism Ambassador Scheme in Denbighshire https://www.denbighshireambassador.wales/ which has been very successful and well received by businesses within the tourism industry.  The background research work undertaken so far has been through close communication with our colleagues in the other North Wales Counties and the Snowdonia National Park to ensure that there is an element of consistency across the majority of the region in any programme that is developed and to also ensure ease of use, understanding, recognition and access for users and visitors alike. 

A number of tourism businesses in Conwy have expressed their desire to see the same Tourism Ambassador Scheme in Conwy and undertake the same proposals identified and implemented in Denbighshire as outlined below: 

• Online learning/ knowledge-based modules  – Bronze, Silver, Gold and Specialist levels with the 
• Continuation of focussed local learning journeys/networking opportunities/workshops.
• Online toolkit of resources 
• Mentoring & capacity building sessions

Online Learning/ Knowledge-based Modules

The programme would be described as a tiered training programme that aims to build a community of Tourism Ambassadors for their area who would also have the potential to progress to be a County wide/North Wales Region Ambassadors.  It would be an online learning resource using a variety of learning techniques (text, video, images) culminating in a ‘quiz’ for each module that would need to be passed to be able to receive the accreditation. It has been identified that online digital modules for tourism businesses would improve the overall visitor experience. Its aim is to create a baseline knowledge level and service standard, providing businesses confidence when communicating to visitors about the area’s natural and cultural resources. 

The Ambassador digital modules will offer a number of e-learning modules.  Themes are still to be decided based on the input from the trade but as an example could include topics such as:- 

• Visitor Welcome, Sense of Place/ Knowledge of the local area – Rural Conwy e.g. did you know/ facts?
• Food & Drink
• Arts & Culture
• Castles & Heritage
• Landscapes/ Outdoors 
• Develop knowledge and use of the Welsh language 
• Responsible Tourism 

The online model allows flexibility for Ambassadors to learn at their own pace, convenience and location. Ambassadors would be asked to complete three core modules providing a broad knowledge of the local area, culture and language and could then chose to complete additional modules that are then relevant and/or of interest to them. We are exploring options for awarding ambassadors recognition following module completion. Something quality with a local feel which Ambassador would feel proudly to display at their premises. 

Modules could be added and revised on the platform as and when appropriate.  The platform will be managed and coordinated by Conwy County Council’s tourism development service. 

Online Toolkit of Resources

Ambassadors were keen to develop an online bilingual toolkit of resources which may include: 

• Films on various local topics
• High quality local photography/ films 
• Learning Journey/workshop notes/discussions 
• Links to relevant websites
• Blogs/Vlogs/Podcasts
• Easy access to branding tools to link with existing marketing campaigns such as the suite Conwy ‘Get Wrapped Up’ Marketing Campaign.

Mentoring and capacity building sessions

Ambassadors have a variety of knowledge and skills which could be shared and utilised to improve business engagement and the visitor experience. Ambassadors will be encouraged to become mentors/ buddy to other Ambassadors to share relevant knowledge where required, develop relationships and cross networking.

We could offer the opportunity for capacity building sessions which will tie into the overall aim of the ambassador and aid practice of the online modules.  These could be done in partnership with other organisations such as business Wales, Coleg Llandrillo etc and would consist of short learning sessions in subjects such as photography, filming, marketing, customer service depending on what Ambassador feedback. 

The costs involved in the project will be the research, consultation and copywriting of online learning/ knowledge-based course modules.  Production of modules & technical build of website to host training modules and online resources (including translation for a fully bilingual learning resource).  There will also be an element of funding for the promotion, engagement, & launch to the trade.