Launched as a pilot in April 2024, the Galway Street Ambassadors programme is a vital voluntary initiative that enhances tourism in Galway by providing personalized, knowledgeable, and welcoming assistance to visitors. Through their 3-hour shifts, ambassadors offer directions, share local insights, and promote cultural events, contributing to Galway’s reputation as a vibrant, hospitable destination.
The programme’s volunteer-driven model, supported by the Galway Volunteer Centre, Galway Culture Company, and Fáilte Ireland, fosters community engagement and sustainable tourism while boosting the local economy and winning the Best Arts, Culture, Heritage & Cursaí Gaeilge award at the 22nd Annual Mayor’s Awards in 2025.
The programme aims to make visitors feel at home by offering personalized support and sharing insights about Galway’s cultural, historical, and practical offerings. Volunteers, identifiable by their vibrant blue uniforms, patrol the city’s bustling streets, engaging with tourists to provide directions, event information, and recommendations. The programme is particularly active during the busy summer months, when Galway hosts numerous festivals, such as the Galway International Arts Festival and the Galway Oyster Festival, attracting thousands of visitors.
The initiative is funded by the Galway Culture Company, with support from the Government of Ireland through the Department of Tourism, Culture, Arts, Gaeltacht, Sport, and Media, and operates in collaboration with Fáilte Ireland to promote sustainable and culturally enriching tourism. Its success lies in its volunteer-driven model, which leverages local passion and knowledge to enhance Galway’s reputation as a welcoming destination.
Responsibilities
Galway Street Ambassadors undertake a range of tasks to assist tourists and promote Galway’s unique character. Their primary responsibilities include:
Providing Information and Directions: Ambassadors walk designated routes in Galway’s city centre, offering practical advice such as directions to landmarks (e.g., Eyre Square, the Latin Quarter, or Salthill), public transport options, and nearby amenities like restaurants and pubs. They also guide visitors to cultural events, such as performances at the Galway Arts Festival or traditional music sessions in venues like Tigh Coili or The Crane Bar.
Volunteers provide insights into Galway’s history, culture, and lesser-known attractions, helping tourists discover hidden gems beyond mainstream sites. For example, they might recommend a walking tour of medieval Galway or a day trip to Connemara or the Aran Islands, tailoring suggestions to visitors’ interests.
In partnership with Fáilte Ireland, ambassadors signpost tourists to ongoing festivals, exhibitions, and activities, such as the Galway Film Festival (a UNESCO City of Film event) or the Brittany Fest Galway, which celebrates cultural ties with Lorient, France. This ensures visitors maximize their experience of Galway’s vibrant event calendar.
By offering a friendly, approachable presence, ambassadors create a welcoming atmosphere, aligning with Galway’s nickname, the “City of the Tribes,” known for its hospitality. They help visitors navigate the city’s cobbled streets, lively pubs, and colourful shop facades, fostering a sense of connection to the local community.
The programme encourages exploration of Galway’s diverse offerings in a way that reduces pressure on over-visited sites, promoting sustainable tourism practices that benefit both visitors and the local community.
Voluntary
The Galway Street Ambassadors programme is entirely volunteer-driven, relying on the dedication of individuals who are passionate about their city and eager to share it with others. Key aspects of the voluntary work include:
Volunteers are required to commit to at least one 3-hour shift per month, making the role accessible to people with varying schedules. Shifts are typically scheduled on Thursdays and Fridays, with plans to expand coverage during peak tourist seasons. Volunteers work in pairs to enhance safety and collaboration, fostering a supportive team environment.
The programme attracts a wide range of participants, including lifelong Galway residents, recent arrivals, and international volunteers. This diversity enriches the programme, as ambassadors bring varied perspectives and experiences to their interactions with tourists. For example, some volunteers may share personal stories of Galway’s history, while others highlight its multicultural vibrancy.
Volunteers undergo training provided by the Galway Volunteer Centre, which equips them with customer service skills, local knowledge, and cultural awareness. Training ensures ambassadors are confident in engaging with tourists and representing Galway effectively. Potential volunteers are interviewed to assess suitability, and successful applicants receive ongoing support from the programme’s coordinators.
Volunteering as a Street Ambassador offers opportunities to connect with the local community, meet new people, and develop skills in communication and tourism. Donncha Foley, Development Manager at Galway Volunteer Centre shared, “Becoming a Galway Street Ambassador is a great opportunity to get involved in your community. It’s a chance to learn about your local area, meet new people and develop new skills.”
Impact on Tourism
The Galway Street Ambassadors programme has made a significant impact on tourism in Galway, aligning with the city’s strategic goals to increase visitor numbers by 20pc and tourism revenue by 25pc (to €735m) by 2025. Specific contributions include:
Ambassadors create a positive first impression, making tourists feel valued and supported. Mayor Cllr Peter Keane emphasized their role, stating, “Our city is a fantastic place to visit – and the Galway Street Ambassadors are playing an important new role by being a welcome and helpful face on the street.”
By directing tourists to local businesses, events, and attractions, ambassadors boost the local economy. Tourism is a major driver in Galway, generating over €400m annually and supporting jobs in hospitality, retail, and cultural sectors.
The programme highlights Galway’s status as a UNESCO City of Film and a hub for festivals, reinforcing its reputation as a cultural capital. Ambassadors help visitors engage with events like the Cúirt International Festival of Literature or the Macnas Halloween Parade, enriching their experience.
By guiding tourists to a broader range of sites and events, ambassadors help distribute visitor traffic, reducing strain on popular areas like Shop Street and promoting sustainable exploration of Galway’s offerings.
The programme fosters civic pride among volunteers and residents, reinforcing Galway’s identity as the “City of the Tribes.” Volunteers act as ambassadors not only for tourists but also for the local community, showcasing Galway’s hospitality and cultural heritage
Future plans include expanding shift schedules to cover more days, particularly during festivals, and potentially integrating ambassadors into other tourism initiatives, such as the Galway Convention Bureau’s Conference Ambassador programme, to further boost business tourism. The programme’s success may also inspire similar initiatives in other Irish cities, contributing to a national model for volunteer-led tourism support.
