As the global tourism industry continues to recover and evolve in the post-pandemic era, the role of tourist guides has never been more essential. At the Shanghai Institute of Tourism (SIT), we believe that guides are not only interpreters of destinations but also educators for responsible travel behavior. To that end, we have developed a holistic approach to cultivating next-generation guides who are skilled, globally aware, and socially responsible.
Cultivating Responsibility: From Training to Practice
In 2024, SIT launched the “Responsible Tourist Behavior Guidelines”, drafted by our Tour Guide Service Skills Training Workshop. These guidelines, now embedded in our core curriculum and field training modules, provide a comprehensive framework on how tourists — and guides — can protect natural and cultural heritage, support local economies, and promote ethical, sustainable, and respectful interactions.
Our students are trained not only to memorize facts or deliver performances, but to embody and promote responsible tourism principles. Topics include waste reduction, energy conservation, fair trade, cultural sensitivity, and wildlife protection — areas that are increasingly critical in today’s global tourism landscape.
Professional Education with Global Impact
As part of China’s “Double High Plan,” SIT has actively built a multi-layered training system rooted in industry integration, cultural innovation, and international standards:
Annual enrollment in tourism management exceeds 130 students, with 40 from vocational-integrated pathways.
Double-certified instructors comprise over 90% of the faculty, supported by a strong industry-mentor system.
Red Tourism Cultural Festivals and the “3332 Talent Project” ensure that students receive interdisciplinary, experiential, and values-based education.
International affiliations include membership in ATLAS and ISTTE. Our faculty regularly participate in global conferences and forums, with SIT leading efforts to establish the International Urban Tourism Research Alliance.
Guiding a Better Future: Results and Reflections
Our tourism graduates have achieved:
99% employment rate, with many becoming core staff in travel agencies, tourism boards, and cultural institutions.
Over 30% continue with bachelor’s degrees, and 70% pass national English or professional qualification exams.
Students and teachers have won numerous awards in national and international competitions, including tourism innovation and guiding skills showcases.
Our collaboration with leading companies like Trip.com (Ctrip) has also produced global-standard training modules for tour guiding, ensuring our students are ready to serve in multilingual, cross-cultural, and high-stakes tourism environments.
Call for Global Collaboration
As a WFTGA partner and supporter, we invite fellow institutions and guiding professionals around the world to join us in promoting responsible tourism, sharing pedagogical tools, and exploring co-training or exchange opportunities. Together, we can build a community of tourist guides who lead not only with knowledge — but also with ethics, empathy, and ecological awareness.
By Liu Tang
Director, Tour Guide Service Skills Training Workshop
Shanghai Institute of Tourism, China
williamliutang@126.com
