How can tourist guides navigate their ethical responsibility in an era dominated by alternative truths, populist politics, and corporate influence? This keynote addresses the critical role of guides as mediators of factual accuracy and cultural understanding amidst growing societal and political pressures.
The session will explore strategies for confronting distorted narratives, fostering resilience against external influences, and shaping professional training standards. In the subsequent discussion, participants will examine the importance of a shared ethical framework and the strength of community in upholding integrity and trust in a rapidly changing world.

Speaker: Sebastian Frankenberger, President of WFTGA