Willkommen! 

The New Braunfels Tourism Ambassador Program is a tailored educational program created for front‑line employees, hospitality professionals, community members, and anyone passionate about our city! It offers practical tools and insights to promote tourism and elevate visitor experiences!

Certified Ambassador Will Receive:

Certificate of completion 

Ambassador pin

Stickers

Exclusive events

“New Braunfels means legacy and leverage. It’s river days and Wurstfest nights, small-town familiarity mixed with big-vision ambition. Where community isn’t theoretical, it’s committees, booth shifts, sponsorship calls, and showing up when no one is watching. New Braunfels is contrast: tradition and growth, boots and boardrooms, beer tents and business strategy. It’s where I run operations by day and help build events, raise money, and elevate young professionals by night. It’s relationships that compound, business partners, Jaycees, local owners, volunteers, all interconnected. It’s pride without pretense. Hard work without apology. Familiar faces who watched me grow, fall, rebuild, and lead. New Braunfels means I don’t have to choose between ambition and belonging. It’s home, not because it’s small, but because I’ve expanded inside of it.”

-Kate Pierce, River City Resorts

“New Braunfels means home. It means a place where you can live, work and play. It’s a place that people around Texas look forward to visiting every year and we’re lucky enough to experience it on a daily basis.”

-Madison Crowe, Wurstfest

“It wasn’t just another town, it was where you went to slow down, float the river, and enjoy a carefree summer day. New Braunfels means tubing, music playing somewhere nearby, and the joy of being outside. It’s laughing with friends and feeling like you’re on vacation without ever leaving Central Texas. It also feels like old school Texas charm that you can't find everywhere.”

-Annie Fritz, French Cowboys

“Being in New Braunfels is a time of joy, serenity and feeling of belonging. Whether a resident or visitor, you feel a part of something unique and extraordinary. For me, New Braunfels represents community with a warm and accepting personality. It is a place where folks can experience a little of everything-Beauty. Relaxation. Live Music. Wildlife. Art & Culture. Shopping. Delicious Cuisine. In spite of our exceptional city growing, it still has maintained the distinctive character and charm which first made me love it and want to spend the rest of my life here.”

-Tonya Williams, City of New Braunfels