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The term “Antarctic ambassadorship” is increasingly used to represent an individual’s connection to Antarctica and their subsequent advocacy. However, there is little clarity regarding the concept. To address this, we combined a literature review with an expert elicitation workshop. We argue that (i) the concept of Antarctic ambassador has been understood in myriad ways; (ii) Antarctic ambassadors have a connection to, knowledge of and passion for Antarctica; (iii) they also have a commitment to defending and advancing Antarctic values and (iv) Antarctic ambassadorship is about more than advocacy. We propose the first comprehensive definition of Antarctic ambassadorship. We hope this will provide a cornerstone upon which future research, and a more informed governance of Antarctic tourism, can be built.