The Gower Ambassadors Project was originally instigated under the Gower Landscape Partnership programme, with further funding and support from Swansea Rural Development Partnership through the Welsh Government Rural Communities – Rural Development Programme 2014-2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government.  The project was delivered by Gareth Kiddie Associates.

Seeing the value in the ambassador scheme, Tourism Swansea Bay wanted to ensure they remained active and well utilised for the destination, local events and tourism trade. So, with funding from Welsh Government Sustainable Development Fund, they took on the project of coordinating the Gower Ambassadors in July 2018. Since then the programme has grown from strength to strength and is continuing to evolve and recruiting more ambassadors.