Code of Guiding Practice

Draft Version

to discuss during WFTGA Convention 2026 in Fukuoka

introduction

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PREAMBLE

The World Federation of Tourist Guide Associations (WFTGA) is committed to the highest standards of ethics and professional excellence. In a world shaped by global challenges, shifting political landscapes, and environmental pressures, tourist guides play a unique role as cultural ambassadors, interpreters of heritage, and bridges between cultures.

As an Affiliate Member of the United Nations World Tourism Organization (UN Tourism) and a partner of UNESCO, the WFTGA has endorsed the UN Tourism Global Code of Ethics for Tourism and works actively to implement its principles through everyday guiding practice.

Our Foundation of Trust and Respect

This Code is built on a fundamental belief: we assume that you, your colleagues, and all those you encounter in your professional practice are striving to do their best. We approach one another with respect, speak to the highest version of each other, and take seriously the perspectives and experiences of all. We do not judge, we do not assume negative intent, and we seek to understand before seeking to be understood. This spirit of grace, openness, and good faith is the foundation upon which professional excellence is built.

This Code is addressed directly to you, the tourist guide.

It serves as a practical framework to support you in your daily work and professional decisions. It outlines the standards and values that define professional guiding practice, protecting both your professional integrity and the communities and heritage you serve.

I. PROFESSIONAL IDENTITY AND FOUNDATIONS

1. Professional Roles and Responsibilities

You must:

Follow internationally recognised standards for guiding (ISO 18513:2003, EN 13809:2003, EN 15565:2008)
Understand and communicate the distinction between Tourist Guide, Tour Guide, Tour Manager, and other tourism roles
Guide only in areas and languages for which you are properly trained and qualified
In unfamiliar regions, engage qualified local guides rather than conducting tours yourself

2. Knowledge and Professionalism

Your professional practice must demonstrate:

Accurate, unbiased information free from prejudice or propaganda (SDG 4)
Clear distinction between facts, opinions, legends and traditions
Continuous updating and fact-checking of knowledge using reliable sources
Balanced presentation of controversial subjects
Professional appearance and behaviour with courtesy and integrity

3. International Standards

You should:

Implement the principles of the UN Tourism Global Code of Ethics for Tourism (SDG 17)
Respect UNESCO conventions on cultural and natural heritage protection
Stay informed of and comply with local laws and professional regulations

II. PROFESSIONAL RIGHTS, FAIRNESS AND SOLIDARITY

4. Your Rights and Responsibilities

Your Rights as a Professional:

You have the right to:

Fair remuneration that reflects your training, expertise, and the value you provide
Safe working conditions that protect your health and wellbeing
Access to training and continuous professional development
Professional respect and recognition from employers, operators, and clients

Your Responsibilities:

You must:

Advocate for fair working conditions and appropriate pay for all tourist guides (SDG 8)
Not support business models that undermine professional guiding, including models based solely on tips without guaranteed base compensation (“free tours”), or arrangements that treat guiding as unpaid work when it is commercial activity
Treat guiding as a skilled profession deserving of fair rates that reflect training, expertise, and value provided
Support colleagues who depend on guiding as their primary livelihood by maintaining professional standards even if guiding is secondary income for you

5. Professional Business Conduct

You must:

Not undercut established professional rates—price dumping undermines the profession and disadvantages colleagues
Not actively solicit or “poach” clients from fellow guides or undermine their business relationships
Honour agency agreements—when commissioned through tour operators or agencies, do not redirect their clients to your private services
Share knowledge and foster cooperation with colleagues
Act fairly and respectfully towards clients, colleagues, hosts, and stakeholders
Never engage in exploitation, harassment, or discrimination

Employer Responsibilities:

Associations and employers must support guides’ rights and ensure ethical working conditions that allow guides to practise this Code.

III. ETHICS AND SUSTAINABILITY

6. Ethics, Human Rights and Diversity

You must:

Respect human dignity and actively reject all forms of discrimination (SDG 10)
Promote mutual understanding, tolerance, inclusivity and appreciation of cultural diversity
Address complex or difficult subjects – such as colonial history, war, and social injustice – with sensitivity and clarity
Acknowledge past wrongdoing where relevant and ensure historical memory is treated with dignity
Facilitate inclusive experiences that challenge discrimination and promote equity

7. Political Neutrality and Critical Awareness

Guiding Principles:

Maintain political neutrality in guiding activities – avoid using your position to advance personal political agendas
Neutrality does not mean silence – you should not avoid sensitive topics when they are culturally or historically relevant
Present multiple perspectives on political issues in a clear, factual manner
Clearly distinguish between fact, interpretation, and opinion

Professional Boundaries:

You must not promote extremist, populist or discriminatory views
You must uphold universal values such as human rights, democracy and the rule of law
When discussing controversial topics, provide historical context and acknowledge different viewpoints without imposing your political stance

8. Sustainability and Environmental Responsibility

You should:

Model and encourage environmentally responsible behaviour (SDG 13)
Educate visitors about environmental challenges and conservation efforts relevant to the places you guide
Reduce the ecological footprint of your tours
Support sustainable tourism initiatives (SDG 12)

Sustainability means:

Environmental: Limit resource use, reduce waste, protect nature
Social: Respect host communities, support decent work (SDG 8)
Economic: Promote local businesses and fair income distribution (SDG 11)
Personal: Maintain healthy work-life balance and prevent burnout (SDG 3)

To address overtourism (SDG 11):

Educate guests on responsible behaviour
Spread visits across different times or routes
Recommend lesser-known sites to reduce pressure on popular locations
Support visitor caps where necessary

IV. CULTURAL SENSITIVITY AND REPRESENTATION

9. Cultural Sensitivity

You must:

Show respect for local cultures, traditions, values and religions
Respect the laws, customs, and cultural heritage of host communities
Uphold the privacy and dignity of local residents
Approach sacred or sensitive sites with discretion and awareness
Facilitate genuine and respectful cultural exchanges (SDG 17)

10. Hospitality and Representation

You should:

Welcome guests warmly and represent the host country with pride and authenticity
Promote intercultural understanding and encourage open dialogue
Present the country in a positive, but honest and balanced way

V. PRACTICAL GUIDING COMPETENCIES

11. Digital Responsibility

You must:

Protect guest privacy, particularly when taking or sharing photos online
Avoid sharing sensitive information about vulnerable communities, sacred places or endangered ecosystems
Respect intellectual property rights and cultural sensitivities in digital content
Be mindful of how your digital presence represents your profession and destination

12. Group Management and Tour Operations

Group Size Standards:

You must:

Keep group sizes manageable: maximum 20 people outdoors, 15 indoors
Use audio systems (whisper systems, headsets) for groups of 12 or more (SDG 11)
Not use loudspeakers—they disturb local communities and the visitor experience

Operational Standards:

Ensure pathways and entrances remain accessible to others
Adapt group size and behaviour to suit each location
Respect quiet zones and local rhythms—keep noise to a minimum

13. Advocacy and Professional Participation

You are encouraged to:

Recognise your role in advancing the UN Sustainable Development Goals (SDGs) by promoting responsible travel
Contribute to destination planning and tourism policy discussions as an expert on visitor experience and sustainability
Share your expertise with policymakers to improve tourism strategies
Advocate for policies that support professional guiding standards

IMPLEMENTATION AND COMMITMENT

Living Document

This Code is a living document, subject to periodic review in consultation with the global guiding community. The WFTGA commits to reviewing this Code regularly to ensure it remains relevant to evolving professional contexts.

Professional Integration

For Individual Tourist Guides:

By embracing this Code, you commit to implementing these standards in your everyday work. As a tourist guide, you are an interpreter of culture and history, and an ambassador for respectful, sustainable tourism that builds global understanding.

For Associations and Training Bodies:

Embed this Code into training curricula and professional certification frameworks
Support implementation through training, peer learning, and mentorship
Report on Code adoption and impact, sharing best practices

For Employers:

Support implementation by providing fair working conditions and professional recognition
Integrate this Code into quality standards and operational guidelines

Compliance

Compliance should be encouraged through:

Training and professional development
Certification programmes and quality standards
Peer learning and mentorship
Positive recognition of exemplary practice

This Code emphasises education and continuous improvement rather than punitive enforcement, whilst maintaining flexibility that respects regional contexts and core ethical principles.

Accountability

The WFTGA will:

Establish a review mechanism to assess Code effectiveness
Conduct periodic consultation with the global guiding community
Share best practices and implementation case studies
Maintain the Code as a flexible framework that respects cultural diversity whilst upholding universal ethical standards

CLOSING COMMITMENT

By embracing this Code, you commit to advancing professional, ethical, and sustainable guiding practice that enriches visitor experiences, supports host communities, protects heritage and ecosystems, and contributes positively to global tourism development.

As a professional tourist guide, you are:

An educator who shares knowledge with accuracy and passion
A cultural ambassador who builds bridges between peoples
A sustainability advocate who protects heritage and environments
A skilled professional deserving of respect, fair treatment, and continuous development

Together, we advance the guiding profession globally, creating meaningful experiences that transform both visitors and the places they visit.

World Federation of Tourist Guide Associations (WFTGA)
First Adopted: [Date]
Endorsed in alignment with: