Understanding the Strategic Role of Tourist Guides in Modern Tourism

On 25 March 2026 at 18:00 CET, the Skål Europe Academy hosted an insightful online session exploring the strategic role of tourist guides in responsible tourism. Featuring Sarah Janning-Picker, Skål member and Area Representative of the World Federation of Tourist Guide Associations, the webinar highlights how professional guides contribute to quality, cultural interpretation, and sustainability within the tourism ecosystem. This recording offers valuable perspectives on why tourist guides are not only storytellers but key actors in shaping meaningful and responsible travel experiences.

Slides