By Viola Lewis, Head of Training (2019 to 2026)
As I approach the constitutional end of my term as Head of Training it is time to reflect on achievements whilst highlighting the critical strategic work that now needs to begin – work that will require fresh leadership and vision.
Major Achievements: Sabah Trainer Convention and Beyond
The past two years have brought two landmark successes for WFTGA’s Training Division.
Our inaugural Trainer Convention in Sabah, Malaysia, in February 2025 was truly inspirational. Building on our diversity and bringing together a mix of experienced trainers as well as potential new trainers for focused, in-person collaboration strengthened our global network in ways that virtual meetings simply cannot achieve. The energy, experience sharing, and relationships forged during those days demonstrate why professional development in tourist guide training will always require face-to-face engagement – even as we embrace digital tools.
Equally significant has been our second round of CPD programmes: “Stay Ahead, Stay Informed, Stay Inspired.” These monthly sessions, offered free to all WFTGA members, have delivered accessible professional development to guides worldwide whilst demonstrating our commitment to supporting the global guiding community regardless of financial barriers.
Due to WFTGA’s increased visibility, we have also witnessed a resurgence in global accreditation and collaboration requests, confirming that WFTGA’s training standards are gaining further international recognition.
A Changing Training Landscape
Since the COVID-19 pandemic the tourism training sector has fundamentally transformed. Online training has become essential for reaching our global community of 200,000 tourist guides across 50 countries. Online has become the assumed norm.
Yet this creates a critical challenge for our tourist guide profession: whilst online delivery helps in acquiring knowledge, core skills such as heritage interpretation, group engagement, cultural sensitivity must be practised through in-person coaching and peer evaluation. Being able to confidently apply these skills are performance criteria distinguishing professional tourist guides.
How do we balance accessibility with professional excellence?
Listening to Our Trainers: Creating the Foundation for Discussion
Over recent months, the Training Committee facilitated two comprehensive consultation session with or global trainer team. These weren’t merely information-gathering exercises – they were genuine dialogues laying the foundations for the strategic work ahead.
Trainers identified clear needs: better pathways to opportunities, reduced administrative burden, and a shared understanding of WFTGA’s dual mission – building capacity in emerging guide communities whilst offering professional training that generates sustainable income for trainers.
In parallel, the WFTGA Area Representatives conducted a series of Global Networking Forums to get a clear idea of the diverse expectations and varying needs of local tourist guides. Training was high on the agenda.
These consultations revealed consensus around critical priorities that the next WFTGA Head of Training must now develop:
The Strategic Agenda: WFTGA Training Products and Teams fit for the future – What Must Happen Next
- Building Pathways to Minimum Training Standards
Our tourist guide profession urgently needs clear understanding of the international benchmarks defining what it means to be professionally trained. Although existing standards underpin WFTGA’s Training, what is missing are flexible pathways with achievable milestones taking into account regional variations. WFTGA must ensure progressive skill development towards an agreed minimum standard to distinguish professional tourist guides from self-trained tour guides and the partner profession of tour managers.
The concept is revolutionary and calls for careful development, consultation with member associations, and integration with existing national qualification systems. This is substantial work requiring strategic vision and diplomatic skill.
- Developing a Learning Management System (LMS)
We’ve progressed from emergency digitisation during COVID through automation of some processes, but we need a comprehensive LMS that can:
- Create a digital Training Marketplace where associations and trainers efficiently share opportunities
- Streamline administration whilst maintaining quality oversight
- Enable blended delivery combining online accessibility with in-person excellence
- Support both capacity-building and professional training offers
This needs not just technical development but sustained funding and digital expertise – resources we must secure.
- Balancing Online Growth with In-Person Excellence
The mounting pressure to move everything online must be resisted where it compromises quality. Our training offer centres on in-person, on-site coaching with self- and peer-evaluation. Online tools should support this work, not replace it.
The next WFTGA Head of Training must champion this principle whilst innovating delivery models that serve our geographically dispersed tourist guide community.
Fukuoka Convention 2026: A Critical Leadership Transition
WFTGA is now seeking candidates for the ExBo’s Training Portfolio – a Head of Training who can transform the foundation we’ve built into the strategic initiatives our profession needs. This role requires:
- Deep understanding of professional tourist guide training methodologies
- Strategic vision balanced with practical implementation skills
- Ability to bridge online accessibility with in-person quality standards
- Diplomatic skills to build consensus across 50 countries and diverse training systems
- Commitment to developing and championing international professional standards
The challenges are significant: developing minimum standards that work across diverse national systems, securing funding for LMS development, reducing administrative burden whilst maintaining quality, and navigating rapidly evolving training technology.
The opportunities are extraordinary: shaping how professional tourist guides are trained globally, establishing standards that elevate the entire profession, creating infrastructure that serves generations of guides, and ensuring that cultural exchange through guided experiences remains a force for understanding.
Interested candidates can apply through the Executive Board application process at www.wftga.org
Looking Ahead
My successor inherits a Training Division with renewed energy, clear strategic priorities identified through trainer consultation, successful models (Sabah Trainer Convention, free CPD programmes), and a global community ready to engage.
The foundation exists. The strategic agenda is clear. What’s needed now is leadership with vision and determination to build on this groundwork.
To our trainers, Training Committee members, and the entire WFTGA community: thank you for your dedication as we’ve navigated these transformative years. Your continued engagement will be essential as we move forward.
I look forward to the Fukuoka meeting and to watching WFTGA’s training programmes continue advancing professional tourist guiding worldwide under new leadership.
For training enquiries: training@wftga.org
To apply for Head of Training or learn about Executive Board positions: www.wftga.org