This master thesis is about the role of ambassador models for the development of rural regions using the example of the “Styrian Iron Route”. Various future scenarios for the Styrian Iron Route are developed in order to support or enhance the already existing ambassador model. Thereby special attention needs to be paid to the involvement of the industrial heritage as well as on different target groups. Due to its past as a mining region, the studied area is in a permanent structural transformation, characterized by a strong decline and overaging of the population. The main focus is to explore how ambassador models can be of assistance in counteracting. Interviews have been conducted with ORF-Steiermark commissioning editor Gerhard Koch, Ms. Nina Sillipp, Master of Arts, and MMag. (FH) Gerfried Tiffner from the association “Steirische Eisenstrasse” (Styrian Iron Route). The first stage was to collect relevant literature and statistical data. Thus made it possible to recognise and consider potentials and problem areas for this region. Additional to those mentioned sources, a SWOT analysis from the association “Steirische Eisenstrasse” served as an important basis for the description of possible future scenarios. As an own independent, scientific achievement, this master thesis results in three different future scenarios: Continuation of the business and fame oriented approach, establishment of a citizen-based network, as well as a combination of both. As a result nine potential ambassadors have been concluded. Each of those mentioned approaches entails several advantages and disadvantages, which are summarized and graphically processed. Thus, for example the citizen-based ambassador model exhibits a higher range of coverage than other types, whereas the communication and interaction between the ambassadors may be hindered.