Team London Ambassadors

Every summer, hundreds of Team London Ambassadors welcome tourists at destinations around the city. Known as London’s ‘friendly face’, they show the world the best we have to offer.

600 volunteers take part in the programme each year, dedicating 15,000 hours across nine locations for the six busiest weeks of the summer. 95 per cent of visitors in 2018 were more likely to recommend London as a place to visit after interacting with an Ambassador. 

The Team London Ambassadors programme has grown from strength to strength since its inception during the 2012 Olympic and Paralympic Games. In March 2017 it won the Tourism Society Award, which recognises outstanding contributions to the development and success of the tourism industry in the UK.

If you’re interested in volunteering, sign up to our volunteer mailing list.



London is blessed with museums, sporting venues, theatres and tourist attractions and I am incredibly proud of what we have to offer. In my role as Mayor, I will work to capitalise upon these cultural riches and grow our tourist industry. The warm welcome you give to visitors from the rest of the UK and the world will help me to achieve this.

Sadiq Khan's message to Team London Ambassadors 

The ambassador role

Team London Ambassadors are the welcoming face of London, and provide visitors with helpful, accurate and timely information at major tourist hot-spots during the busiest months of the year.

You will be an enthusiastic and self-motivated individual with good communication skills and a willingness to help members of the public. Whilst knowledge of London is helpful it is not essential as we will give you all the information and training you need to complete the role. 

As the face of London, you will be offering friendly and helpful advice to both tourists and locals. You’ll have the opportunity to brush up on your own knowledge and impart pearls of wisdom about the hidden gems that our great city boasts. Our Ambassadors ensure that every single visitor has the best possible experience in London and you will need to be able to think on your feet to answer the wide range of queries you will receive from visitors.

About you


  • Willingness and ability to deliver an excellent level of customer service
  • A love of London and desire to share this with others
  • Self-motivated and pro-active attitude
  • Willingness to work as a team and offer help to others
  • Be practical and use common sense
  • Respectful of others with a commitment to equality and diversity
  • Good spoken English communications skills
  • Can listen carefully to requests from visitors
  • Additional languages are welcomed


  • Offer friendly and helpful advice to both tourists and locals
  • Share the gems of our city
  • Help to make each interaction personable and welcoming 
  • Support the public with up to date information and guidance, e.g. opening times, transport enquiries
  • Proactively approach visitors who seem in need of assistance 
  • Provide advice and support to a range of different people including Londoners, tourists, people with disabilities, young people and those that do not speak English.
  • Listen to and carefully follow instructions from your Team Leader or GLA staff
  • Follow the Team London Code of Conduct at all times

About the opportunity and commitment

This year Ambassadors will be at nine locations, including: Tower of London, Piccadilly Circus, Parliament Square, St James's Park, Trafalgar Square, Exhibition Road (V&A Museum) and Gatwick Airport (North & South Terminals).

The programme will operate seven days a week between 29 July – 6 September. Days are split into two shifts of four hours, with one shift in the morning and one shift in the afternoon. 

All new Ambassadors will need to commit to the following:

  • Attend a one-hour session at a selection day at City Hall.
  • Attend a full day Foundation Training session at City Hall.
  • Volunteer for a minimum of five shifts during the summer period at a location and shift time of your choice.  

Please note: if we receive more applications than places available, we will select volunteers based on how well they demonstrate they meet the criteria in the role description in their application and at the selection day. If you are not successful this time we will signpost you to alternative volunteering opportunities in Team London.


Travel Expenses

  • Ambassadors who are based at central locations may receive travel expenses for up to zones 1-6 (equivalent to a maximum of £13.20 per shift) depending on the area in which they live. 

  • Ambassadors volunteering at Gatwick Airport are able to claim up to £25 per day, for public transport or mileage costs. Free parking is also offered at Gatwick. Please bear in mind that this will be reimbursed at the end of the summer and not before. 

  • Travel expenses and daily refreshment allowances are pre-loaded onto a pre-paid card provided to the volunteer at Foundation Training.

Refreshment Allowance

  • Each volunteer will receive £6 per shift for refreshments. This will be loaded onto your pre-paid card in advance of your shifts. The card can be used at most cafes and supermarkets.

Uniform and Accreditation

  • Ambassadors are provided with a unique uniform that makes them easily identifiable to the public. This is yours to keep, along with your accreditation pass. It must only be worn during Ambassador duties. 

Other benefits

  • In addition to the experience gained in interacting with the public, all Ambassadors are provided with customer service training and a range of special opportunities from our host venues including free entry and discounts.  

  • Once you are recruited and part of the wider Team London Ambassador programme, there will be the opportunity to volunteer in key roles for some of our Major Events including the London Marathon and Ride London. 

How to apply

If you’re interested in volunteering, sign up to our mailing list. 

All prospective volunteers will need to attend a selection event session in order to become an Ambassador. These informal sessions should take no longer than an hour, and will give you the chance to meet some current Ambassadors!


What will the role entail? 

As an Ambassador you will be based around an information point, and will interact with members of the public on a range of topics. These may include questions about transport links, the quickest route from A to B, suggestions for things to do in the area and information about wider London offerings, for example museums, exhibitions and so on. The role is so much more than handing out maps to visitors; it’s about talking to Londoners and visitors alike to help them get the most out of the capital.

How can I prepare for my shift?

As well as attending the Foundation Training, you’ll be expected to do some ‘homework’ and get to know your location. As well as basic information, such as the nearest toilets, cash machines, post offices and transport hubs, you should brush up on local restaurants, theatres and attractions. You will be provided with information to help you to do this.

How do shifts work?

Shifts are available to book on an individual basis, with morning and afternoon shifts available on all days from Wednesday 29 July to Sunday 6 September. 

Do we get a break?

You will be offered a 20-minute break. If you have any medical or dietary requirements that require an additional break, your Team Leader will accommodate this.

Can I volunteer for two consecutive shifts?

Yes, this will be possible if the shifts are available. In this case, we encourage you to take a longer lunch break which your Team Leader will accommodate. 

Can you organise Blue Badge parking at my location?

We will contact landowners to see if Blue Badge parking is available in the vicinity. Blue Badge car parking is available at Gatwick. Team London Ambassadors is an inclusive volunteering programme which aims to encourage volunteering in all Londoners. We strive to ensure that our opportunities are accessible, and that volunteers have the support they need. If you have any queries, or require reasonable adjustments for the selection centre or whilst on shift, please contact [email protected]

I’m under 16 – can I take part?

No, unfortunately this opportunity is only available to those aged 16 and over.

If you have any further questions about the programme of the selection process drop us an email on [email protected] 

Team London Ambassadors 2019

Published: 21 August 2019

Team London Ambassadors 2019

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