Tourism Ambassadors

The Cambrian Mountains Initiative (CMI) is a wide-ranging project that aims to help promote rural enterprise and add value to products and services in Mid Wales. The project was instigated by HRH The Prince of Wales who, as its President, wants to help sustain traditional upland farms, rural communities and the natural environment.

As CMI President, His Royal Highness wishes to recognise high quality tourism establishments including hotels, restaurants, self-catering accommodation and visitor attractions. The new scheme began in 2011 and acknowledges the Ambassadors’ important contribution to the overall sustainability of the region, including their use of Cambrian Mountains and other local food produce as well as their role in helping connect visitors to the countryside and culture of rural Mid Wales.

The award of the prestigious accolade Cambrian Mountains Tourism Ambassador is based on independent advice each year to His Royal Highness. The establishments listed below are current CMI Ambassadors and more are hoped to be announced in due course.

These establishments have signed up to strict criteria and CMI brand principles and they are entitled to use the CMI Tourism Ambassadors brand identity.

The Cambrian Mountains brand identity incorporates the royal watercolour of Cwm Berwyn in the heart of the Cambrian Mountains that was painted by HRH The Prince of Wales. The distinctive brand represents some of the best of what is available in the region. The brand signifies not only the best taste and quality but also a clear, distinctive point of difference.

Authorised use of the brand is strictly regulated to ensure that core values are adhered to and advanced. CMI Tourism Ambassadors may also display the Ambassadors’ plaque to signify their unique status and quality.

Cambrian Mountains Tourism Ambassadors 2011

Hotels

The Falcondale (Lampeter) www.thefalcondale.co.uk

The Metropole (Llandrindod Wells) www.metropole.co.uk

Ynyshir Hall (near Machynlleth) www.ynyshirhall.co.uk

The Castle Hotel (Llandovery) www.castle-hotel-llandovery.co.uk

The New White Lion Hotel (Llandovery) www.newwhitelion.co.uk