The Niagara-on-the-Lake Ambassadors program will return for its sixth season beginning May 15, with a record 110 volunteers set to welcome visitors to the town.

The volunteer-run program has expanded this year with the addition of 28 new ambassadors, all of whom have completed training ahead of the tourism season.

Ambassadors wearing blue vests will be stationed throughout Old Town on Fridays, Saturdays, Sundays and holidays from Victoria Day weekend through Thanksgiving.

Volunteers will greet visitors at the information kiosk beside the courthouse on Queen Street, stroll the heritage district offering directions and recommendations, and staff the courthouse itself from noon to 4 p.m.

According to the program, ambassadors greeted more than 62,000 visitors from more than 100 countries during the 2025 season.

Organizers say the program is intended to provide visitors with a welcoming introduction to Niagara-on-the-Lake while helping tourists explore local attractions, businesses and historic sites.

A short introductory video about the ambassador program is available through Tourism Niagara-on-the-Lake.

Laurie Harley, co-lead of the ambassador program, said the initiative depends on support from local organizations and tourism partners.

“The all-volunteer program wouldn’t be possible without the support of Tourism Niagara-on-the-Lake, the Town of Niagara-on-the-Lake, and a dedicated group of tourism partners,” Harley said.

“They are our champions. They host site visits, provide in-kind support, keep ambassadors informed and most importantly encourage them to continue to share the unique NOTL story and create unforgettable memories for our visitors.”