Measures to improve tour guide services

China's tourism industry is undergoing a transformative phase, driven by the rapid growth of domestic and inbound travel. In response to the evolving demands of the market, the Ministry of Culture and Tourism recently unveiled new regulations for tour guide certification.

The tour guide grading assessment management measures, which took effect on March 1, aim to strengthen the qualifications and skills of tour guides across China, improving service quality and ensuring the profession evolves alongside the growing tourism industry, according to the ministry.

The introduction of these measures follows the vigorous development of Chinese tourism, and represents a significant update to the 2005 trial tour guide management measures, the ministry said.

"In recent years, the rapid growth of the tourism market has created new demands for the professional skills and service standards of tour guides," said an official from the ministry.

The official emphasized that revisions have been made based on previous regulations in order to strengthen the development of the tour guide workforce, optimize talent supply and enhance the quality of tourism services.

The measures consist of 25 articles across six chapters, including assessment methods, conditions and procedures, supervision, incentive mechanisms and supplementary clauses.

The revisions represent a shift in how guides are certified and provide clarity on how the system works for both aspiring and experienced professionals, experts said.

The revised measures lay the responsibility for administering guide assessments on the Ministry of Culture and Tourism and provincial-level cultural and tourism departments.

They also stipulate that mid-level and senior guides be assessed every two years, while top-level guides will be assessed every four years. Notably, the assessment for intermediate and senior guides will now be "primarily in written form" but may include interviews, depending on the circumstances. For top-level guides, the traditional format has been retained but may also include written tests if necessary.

Wei Kai, president of the tour guide branch of the Shandong Tourism Trade Association, believes that from an industry regulation perspective, the revised measures further clarify the responsible entities for implementing tour guide qualification assessments, and standardize the rules and methods for the assessments, which will help enhance the social status and professional recognition of tour guides, making the profession more attractive and stable.

Xu Wenfeng, head of the Chongqing Tourist Guide Association, emphasized the positive impact the revisions will have on the quality of the workforce.

These institutionalized adjustments provide flexibility and a foundation for future assessment and ensure that guides can plan their professional growth effectively, Xu said.

He noted that the measures were timely, as in recent years, with the boom in the domestic tourism market and the rapid growth of both inbound and outbound tourism, the demand for tour guides has surged, making it a popular career choice in the job market.

In the 2024 national tour guide qualification exam, a total of 317,800 candidates registered, a 45.12 percent year-on-year increase, according to the test organizer.

The quality of candidates has also significantly improved, with many holding undergraduate degrees, Xu said.

As the tourism market becomes more customized, with more varied but smaller scale and specialized tours, the tour guide industry is also evolving quickly toward greater professionalism and personalization, he added.

The measures propose enhancing the supply of foreign language guides and decoupling language proficiency from rank assessments. Specifically, the measures state that language skills will be certified through existing systems, ensuring that guides retain their language qualifications even after advancing in rank.

This means tour guides' language skills are acknowledged as part of their professional certification without requiring a separate re-qualification process, which streamlines the certification process and helps address the shortage of high-level foreign language guides.

Xu pointed out that ensuring an adequate supply of highly skilled foreign-language tour guides has become a crucial factor in enhancing the quality of tourism services.

"In Chongqing, this issue is particularly pressing. Currently, the city has only a little over 1,000 foreign-language tour guides, with the majority specializing in English. There is a severe shortage of guides fluent in less common languages," Xu said, adding that the new measures could help address the issue.

The measures also improve incentive mechanisms and encourage career advancement by simplifying the conditions under which tour guides can apply for promotions, particularly following achievements in national or provincial competitions.

A dedicated "incentives" section has been introduced to outline the responsibilities of cultural and tourism departments, travel agencies and industry organizations in supporting tour guides' advancement.

Cultural and tourism authorities under the State Council, China's Cabinet, have said they will continue to improve the tour guide rank assessment system, incentivizing guides to advance in rank. Local cultural and tourism departments at the county level and above are encouraged to include senior and top-grade guides in talent recruitment policies and to provide support for intermediate and higher-ranked guides in areas such as professional development and training.

Additionally, travel agencies are encouraged to establish and implement salary and performance evaluation systems that align with guide ranks, further motivating guides to pursue higher levels of professional development.

Li Jian, deputy secretary-general of the China Association of Travel Services' tour guide committee, believes that the measures are closely aligned with high-quality development.

He noted the measures provide a clear and structured pathway for the institutionalization and standardization of tour guide rank promotions.

Zhang Xiaoxu, a tour guide from North China's Shanxi province, said raising one's professional rank is crucial for a tour guide, as it is linked to career honor and competitiveness.

"The new measures further relax the conditions for promotion, which motivates me to step up learning and strive to improve my professional standing," Zhang said.

Wang Yu, a tour guide from Shaanxi province, believes the measures will encourage tour guides to provide better services to tourists, as the knowledge points covered in the tour guide evaluation system help to push individuals to improve their professional competence and expand their knowledge base.

"In addition to taking in basic knowledge, I will continuously work on enhancing my overall abilities and develop unique perspectives," Wang said.

Stricter oversight of fraudulent activities during assessments or violations by staff members will be subject to penalties, with the measures outlining the conditions under which a tour guide's certification may be revoked.

Li said his organization will effectively promote, implement and enforce the policy, while developing a comprehensive plan for the advancement of tour guide ranks.

Focus will be placed on strengthening training programs for guides and enhancing their professional skills and overall competencies, Li said.

yangfeiyue@chinadaily.com.cn