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The Cambrian Mountains Initiative

The Cambrian Mountains Initiative 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, wishes to sustain traditional upland farms, rural communities and the natural environment. The area includes some of the most beautiful, unspoilt landscapes in Europe with rare natural habitats and wildlife plus ways of farming that have roots stretching back to the Middle Ages.

His Royal Highness wishes to recognise high quality tourism establishments in the region, including hotels, restaurants, self-catering accommodation and visitor attractions. Cambrian Mountains Tourism Ambassadors are appointed to acknowledge their contribution to rural life and the area’s economy and environment, 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.

Tourism Ambassadors are entitled to use the unique Cambrian Mountains Tourism Ambassadors brand identity which incorporates the royal watercolour of Cwm Berwyn in the heart of the Cambrian Mountains that was painted by HRH The Prince of Wales.

The appointment of CMI Tourism Ambassadors is based on independent advice to HRH The Prince of Wales and administered by the not-for-profit Cambrian Mountains Company (CMCo). Please see also

Cambrian Mountains Tourism Ambassador