The Skål Europe Academy invites members and tourism professionals to an online session dedicated to the strategic role of tourist guides in responsible and regenerative tourism.

Our guest speaker will be Sarah Janning-Picker, Skål member and Area Representative of the World Federation of Tourist Guide Associations (WFTGA), the global organisation representing professional tourist guides.

Tourist guides are often the professionals who interact most directly with visitors. Beyond storytelling, they play an essential role in helping visitors understand destinations, respect local cultures, and behave responsibly. When well trained and properly regulated, guides can also help manage visitor flows and protect heritage sites.

During this session, we will explore the mission and work of the World Federation of Tourist Guide Associations, the importance of professional training standards worldwide, and the added value guides bring to destinations and tourism businesses.

The session will also highlight opportunities for collaboration among Skål clubs, tourism stakeholders, and local guide associations, thereby strengthening professional networks and supporting sustainable tourism development.

Topics will include:

• The mission of the World Federation of Tourist Guide Associations (WFTGA)
• Why this matters for Skål members and tourism professionals
• Regulations and training standards worldwide
• The added value of tourist guides: storytelling, crisis communication, and destination marketing
• How guides contribute to visitor management and responsible tourism
• Opportunities for collaboration between Skål clubs and guide associations

The session will be introduced by Tito Livio Mongelli, Director of the Skål Europe Academy and President of Skål Italia.

We have also invited the new President of the World Federation of Tourist Guide Associations to join the discussion.

The event will conclude with remarks from Paolo Bartolozzi, President of Skål Europe, followed by a Q&A session with participants.

Join us for this opportunity to explore how stronger collaboration between tourism professionals and tourist guides can support responsible, sustainable, and regenerative tourism across Europe and beyond.

Zoom link: