The London Ambassadors Programme

Become an Ambassador for London

What are London Ambassadors?

The London Tourism Vision stipulates what tourism elements are needed to host a successful Olympic and Paralympic Games in 2012, and recognises that quality information on the destination is key to the visitor experience. Thus neighbourhood wardens, BID staff, rangers and associated service providers are perfectly placed to improve the experience of visitors to London with the skills gained from this Level 2 customised award that is nationally recognised.

The role of a London Ambassador:

• To provide an approachable local on-street welcome to all visitors on behalf of London;
• To proactively assist visitor queries (by supplying helpful information - for instance, did you know that Beefeaters got their name because they were originally paid with meat?);
• To communicate reliable local information and signpost key attraction and facilities across London to visitors;
• To inspire visitors to explore and enjoy London;
• To ensure visitors enjoy London in a safe and secure environment;
• To be a well-informed and visible presence on the streets of London that helps promote London as a Global City.

About the London Ambassadors programme

This nationally recognised customised award provides the skills and support to allow neighbourhood wardens, BID staff and rangers to offer a successful London Ambassador service. The London Ambassadors network includes 182 trained in 2007/08 and 190 that are due to be trained 2008/09.

• Specialist customer care to assist visitors to London, the most popular tourist city by visitor number;
• Visitor perceptions and requirements;
• Cultural awareness;
• Facts & Figures on tourism in London;
• Overview of the London Olympic and Paralympic Games, opening on 21 July, 2012;
• Overview of essential visitor information - travel methods & routes, tourist attractions.

Plus, these special course features:

• Training is subsidised by the London Development Agency;
• The London Ambassador training is a nationally recognised Level 2 customised award;
• The award was developed in conjunction with the London Development Agency and Visit London;
• All who pass the assessment receive a comprehensive post-course training manual, a customised London City Guide and a customised London Z-Card;
• Scheme accreditation - when 60% of a scheme completes training it will be promoted as a location with excellent visitor welcome.

Schemes are promoted online by Visit London:  

Who is it funded by?

Heavily subsidised by the London Development Agency, London Ambassador training is funded by the London Development Agency, supported by LTRC, and costs £50 per delegate (for 1 day's training, including lunch and refreshments).

Ambassadors will be identifiable with an 'i' badge & a Totally London marque.

The role of London Ambassadors will also be promoted in City Guides, in-flight press, TICs and other media forums. Plus, all delegates receive a comprehensive post-course training manual and a London City Guide.

Who can be a London Ambassador?

This training is ideal for neighbourhood wardens, BID staff, rangers, traffic enforcement officers, park keepers, parks staff, London Underground staff, train drivers and security staff and police community support officers.

Download a London Ambassador Flyer  

When 60% or more of a scheme completes its training, the scheme is promoted as a location with an 'excellent visitor welcome' by Visit London, one of the leading visitor resources in the capital.

Contact details & Booking:

  Terry Bowen  Candidates information pack Book training

Training times:

 08:45-17:00, 1 day including refreshments.

Testimonials:

"The course gave me a really good overview of attractions beyond my normal patch. Working in the West End, we deal with hundreds of enquiries from tourists each day and I now have the information and confidence to deal with these enquiries more effectively."

Francisco Franco Mendes, Street Warden

"All the wardens in the service would be able to use the training in their everyday patrolling. Since completing the training I have paid more attention to visitors to the area who look lost, who are carrying an A-Z or a map. I will try to go more out of my way to assist, often walking with the visitor to the location needed (if local), or to the local tube, train or bus."

Chloe Newman, Street Warden

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London Development Agency
The Mayor of London's agency for business and jobs.  

Visit London
The agency for London tourist information.