FIRST impressions matter and Tamworth's is safe in the hands of festival ambassadors.
A team of 30 aged anywhere from 17 to 70 will parade Peel Street and beyond to answer any question festival-goers throw at them.
Among the ambassadors is 2017 Princess of Country Music Tara Grant.
"I love the festival and I'll jump at any chance to be involved," she said.
"I think this one is going to be very different, so I'm excited to see that.
"We're giving off an impression and representing Tamworth, for people who haven't been here before we want to make sure we are putting off great vibes in welcoming them to our town."
The ambassadors are volunteers and have spent the last three months brushing up on their knowledge of the town and the festival.
Some have come from as far as Victoria to wear the honour; all are outgoing, smiley and ready to welcome people to the city.
The ambassador stand is in Fitzroy Plaza.