Global Trends Local Solutions for Tourist Guides
As we move into the “living with Covid” world, tourism is showing signs of recovery. Towards the end of last year, we began to see recovery of the domestic market (including the rest of the UK and the Republic of Ireland) in Northern Ireland.
This was especially true of the cruise market. We are now seeing the green shoots of overseas travel coming back. We do not yet know how this will affect bookings but the signs are positive.
So, what does this mean for Northern Ireland Tourist Guides?
International Tourist Guide Day was celebrated as usual on 21st February and this year the theme was: “Recovery and Growth of Tourism – the Tourist Guides Role”. The Northern Ireland Tourist Guides Association (NITGA) celebrated by offering free tours which also marked the 30th anniversary of its foundation.
Read the Press Release from Northern Ireland Tourist Guide Association here.
Read the Press Release featured in the Irish News here.
What are the Global Trends for Tourism Recovery?
Research from the World Travel and Tourism Council reveal how peoples’ priorities have changed as they consider where and when to travel again.
- Health, safety and “wellness” is still the number one priority. People have spent the past two years keeping safe and they want to continue. Some cruise ships are finding that guests believe they are cocooned while on the cruise. Although Covid is now less severe and most restrictions have ended, people worry about being stuck somewhere if they test positive. This would cost them money and time that they may not be able to afford. This means it is still essential to follow protocols of cleanliness and to be aware of over-crowding. People are wary of crowds so can you work with your tour operators or directly with your clients to avoid pinch points and busy times on your tours?
- Last Minute Decisions: People are afraid to book too far ahead in case they have to cancel and they are conscious of insurance issues if they do. Tourist guides will have to be ready to take on work at short notice. We need to ensure that we are contactable.
- Digital Connectivity: Most people are booking online – whether with a tour operator or directly and tour operators are also looking online for guides. Are you ready for this? Is yours or your association website up to date? Is online booking possible? Do you have means to take card payments or direct banking?
- Travelling with Friends & Family: People want to spend time with those who mean most to them. This may mean an increase in multi-generational groups. Can you adapt your tours to accommodate everyone from a toddler to granny? Keep the kids happy and the adults will be happy too.
- New and Customised Experiences: After staying at home for two years people want something different. They have had time to research and read and want to try out new things. Is there a new slant you can offer on your tours? Can you work with others to offer something different? Music or storytelling? Food and drink – markets and local events. They might be looking for an adventure.
- Luxury Travel and Individual Experiences: Everything is becoming more expensive as we all know. This will include travel. So, it is likely that the luxury market will expand. Can you offer customised individual experiences to travellers who will be even more demanding? This can include both natural and human heritage.
- Longer Stay for Longer Play: Because they have waited so long, travellers are thinking of spending longer in a destination. They may only make one trip a year instead of several so they want to get the best out of their experience. Guides may be booked for longer than they were before – especially in the luxury market.
- Sustainability is becoming even more important: Consciousness of the planet and sustainability is something that we have all seen in the past two years. Travellers will expect sustainability and tourist guides can help to steer tour operators and other partners as well as influencing the visitors directly.
Read more about Emgerging Travel Trends 2021 here.
The importance of Tourist Guides
- Create memorable authentic experience
- Speak the language of the visitors’ choice
- WFTGA Code of Guiding Practice
- Duty of Care
- Ambassadors for our tourism destination
- Heritage Interpreters
- Dignified storytellers
- Facilitators of sustainable tourism development
What does this mean for Tourist Guides?
- Wellness is all about the human touch – a tourist guide is a caring friendly human who will spend time with the guests and try to ensure their well-being and safety and of course has a duty of care. 76% of people said wellness would be an important component of their next trip – whether to destress, get fit or find a new adventure. Read the latest GWI Consumer Research here.
- Adventure can be anything from a fishing trip that they’ve not tried before to a more extreme activity for the kids. A tourist guide will special qualifications may be the person who takes them on the dream trip or it may be that they facilitate it by having the right contacts. We are also aware of any safety issues and can check on those for our guests. Visit Discover Northern Ireland | Visit Northern Ireland | Tourism NI for more information.
- Culture and heritage interpretation is what tourist guides do as their core skill. This is part of individual and group experiences. If groups are smaller then more guides will be needed for this interpretation. This can include dignified story-telling – this means an extra awareness of your own local culture and heritage and how it can be seen by visitors and also by your neighbours and friends. This can include careful interpretation of the more challenging aspects of our own history. Visit Build your Business section on our website here.
- Sustainability and legacy: the concern for the natural and built heritage is something that all tourist guides share. You therefore have the opportunity to facilitate further understanding and perhaps promote a lasting legacy for your own community. Before Covid there was growing concern about over- tourism in some places. Can you assist with this and perhaps involve the community – children or adults – to bring a positive legacy to your home area? For more information about 'Going Green' click here.
- Inclusivity and accessibility must also be considered. Does your association have a discrimination policy? Are you aware of the legal requirements? Do you need training in these aspects? What would you do if you saw a colleague or industry partner showing discrimination e.g., ageism. For more information surrounding accessibility, click here.