More than 40 Carmarthenshire business representatives attended the first tourism ambassador celebration in the county.

The event, organised by Carmarthenshire County Council's tourism department, was held at County Hall.

Councillor Hazel Evans, cabinet member for regeneration, leisure, culture and tourism, presented awards to the businesses.

This came after a presentation highlighting the importance of tourism to Carmarthenshire.

Following the ceremony, businesses were invited to discuss potential improvements with the council's tourism team to enhance Carmarthenshire as a thriving tourist destination.

The Carmarthenshire tourism ambassador scheme provides participants with knowledge and training on the unique features of the county.

The council encourages more people to participate in the scheme and become ambassadors.

Paul Raven from Tea Traders in Carmarthen praised the programme, saying: "Our tea shop is located in the centre of Carmarthen.

"We welcome visitors to the town every day.

"Completing the ambassador programme is easy. I love that the bite-sized modules can be completed online in my own time.

"It's a fantastic resource and a brilliant way to help me learn more about Carmarthenshire and Wales.

"I would recommend the programme to any local businesses who are keen to help visitors discover more about Wales and our wonderful town."

The programme is an opportunity for individuals to learn about Carmarthenshire's history, culture and activities.

It is a chance to gain a deeper appreciation of the county, improve job prospects and meet new people.

Councillor Evans expressed her gratitude to the awardees, saying: "I was delighted to award these individuals who are truly passionate about this county and are helping promote what Carmarthenshire has to offer as a vibrant and popular tourist destination.

"The council is extremely proud of what you have achieved and thank you for leading the way."

In 2023, tourism in Carmarthenshire generated £683million.

The tourism team is urging businesses and residents to learn more about the county’s picturesque coast, countryside, historical sites and hidden gems to attract more visitors and boost the economy.

For those interested in becoming a Carmarthenshire tourism ambassador, more information is available on the council’s website.

Updates on county events and activities can be found on the Discover Carmarthenshire site.