The Know Your Northumberland Ambassador programme is a wide ranging programme which serves to increase tourism by inspiring front line employees or volunteers to turn every visitor encounter into a positive experience. When visitors have a positive experience they are more likely to return in the future and also share their experiences with others. Everyone benefits the visitors, the industry, the local economy and more importantly, the front line worker.

The Know Your Northumberland programme not only teaches the basics of exceeding customer expectations, it also teaches why tourism is so important and gives valuable destination product knowledge to your frontline.

The learning objectives focus on giving your frontline employees the tools and confidence they need to create memorable experiences. Imagine the possibilities of a knowledgeable and up to date front line who understands the importance of tourism and a renewed sense of pride.

2016 Course Dates:

The programme is accredited by Northumberland College. It is intended that this programme will be repeated in 2015-16 to enable delegates to attend and complete as many components as possible.

Each attendee will receive fact sheets as part of their participation which will build up to produce a “Know Your Northumberland” file. In addition we will provide badges and logos for websites which will identify participants as being Ambassadors of Northumberland to visitors.

Delegates who attend three courses will achieve a bronze certificate, for five courses a silver level “Know Your Northumberland” certificate will be issued and attendance at seven courses will be awarded a gold level diploma in “Know Your Northumberland” and be recognised Northumberland Ambassadors.

Class of 2014/2015


"The course was informative and well-run. The whole team involved ensured that each day out was properly co-ordinated, with information being provided well in advance so that travel arrangements could be sorted out. The Blue Badge Guide who came along with us was interesting, well-informed and fun. I met new people, made new friends and learned lots about our beautiful county that I didn't know, I didn't know!"

April Atkinson

"The Know Your Northumberland course provided a great insight into Northumberland. Each day was carefully thought-out with a balance of iconic attractions and hidden gems. The supporting information was extremely detailed, and the knowledge gained from the whole experience has proved very beneficial for helping to promote the county"

Bethany Gallacher, PR & Social Media Assistant, Northumberland Tourism

“Mark and I really enjoyed the Ambassador days, they were well constructed, organised and interesting, and Laura our guide for most of the days was hugely knowledgeable. It was lovely to visit so many tourist attractions and learn more about the great history of Northumberland and its people over the years. We have been able to use our new found knowledge of to advise guests and customers where to visit. There wasn’t a part of the course we didn’t enjoy, we had well informed, enthusiastic guides – you could just tell how much they loved their jobs! We would highly recommend the course, it is such good value for money and good fun, we loved it and glad we made the effort to do all eight days! “

Carol Armstrong & Mark Pinner, Redesdale Arms, Rochester

"Initially I took part in the ambassador programme to get a better understanding of Northumberland and what it had to offer. After completing the programme I've actually gained a lot more than just knowledge of the area - one of the biggest things I realised is that Northumberland has more to offer than just lots of great places. The best places I've visited were made by the people working there and this is something which I'm going to take forward in my business - people make places!" "The course was well organised and communication before and during the event was always excellent - I would 100% recommend the course to others"

David Wilson, Guided Walks Leader

“Although I thought I had a good general appreciation of the many and varied visitor attractions in our beautiful county the Know Your Northumberland familiarisation Courses have greatly added to my knowledge, taking me to corners of the county I had never visited before and giving me invaluable experiences to pass on to our visitors. New experiences to remember and share` include the fascinating visit to Blyth Battery, the up close and personal sighting of the wild cattle of Chillingham and the walk across the border on the historic Union Chain Bridge. I was able to use my newly acquired knowledge directly when a visitor came in asking about a stone -age village near Wooler. I hadn’t been aware of the Maelmin site previously but having been told about it as we passed it on the bus en route to Flodden I was able to tell the visitor exactly where it was and make her a copy of the relevant page from the Cheviot & Wooler Know Your Northumberland Information Pack. Result one very happy customer!”

Jenny Kinnear, Senior Tourist Information & Library Assistant, Corbridge

Booking Information:

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