The Strong Comeback Case for Hard-Hit Tourist Guides
Photo Credit: Tourist guides (like the one pictured here) have been badly hurt by the pandemic. But the prospects are looking good. Flickr / JB
Skift Take
For tourist guides who have been able to hang on to their jobs, grasp new trends, and buff up on technology, the time to shine is near as travel starts to rebound. Sadly, that's a smaller group.
While tourist guides are among the most decimated professional ranks in tourism during the pandemic, they may emerge among the strongest from the crisis.
The worth of a guide is expected to rise as the need for unique experiences and interactions deepens among travelers who have been relentlessly grounded by Covid-19. A great guide with the ability to tell a story, interpret a theme, connect clients with local communities, and create purpose and meaning in trips has become more valuable.
“The reason we enter into this profession is first and foremost a love for our cities, towns and destinations,” said Alushca Ritchie, president of the World Federation of Tourist Guide Associations, which represents guides from more than 100 countries. “Without this passion, our stories and knowledge won't inspire.”
But whether cities, towns and destinations have the same passion for guides is questionable. Beyond lip service acknowledging their value, guides tend to be unsung heroes i
