Every year on 21st February, tourist guides around the world come together to celebrate International Tourist Guide Day (ITGD), honouring their profession and its vital role in society. The 2025 theme, “Tourist Guides as Peace Ambassadors,” highlights the unique contribution of guides in fostering understanding, inclusion, and harmony among cultures.

“As tourist guides, we don’t just share knowledge—we build bridges between people, cultures, and histories,” says Sebastian Frankenberger, President of the World Federation of Tourist Guide Associations (WFTGA). “True peace begins with dialogue, understanding, and respect, and we play a key role in promoting these values every day.”

From historic battlefields to UNESCO heritage sites and vibrant urban centres, tourist guides are at the forefront of storytelling. They help visitors connect with the past, reflect on the present, and envision a more peaceful future.

This year, the WFTGA is celebrating ITGD in Malaysia, where tourist guide trainers are gathering for the Tourist Guide Trainer Convention. Under the theme “Sustainable Training Without Borders,”discussions will focus on how guide training must evolve to remain relevant while staying true to the core mission of guiding: fostering knowledge, cultural exchange, and peace.

The WFTGA invites guides, tourism professionals, and organisations worldwide to join the celebration by organising events, sharing stories, and promoting the role of guides as peace ambassadors.

Get Involved!

Tourist guides and associations are encouraged to share their ITGD activities and experiences on social media using #WFTGA and #ITGD2025. Contributions will be highlighted in WFTGA’s reports and communications.

For more information, visit: www.wftga.org