Trained guides add value to destinations

Tour guides are central to shaping a tourist's experience. Beyond providing information, they interpret culture, history and local nuances, making visits meaningful and memorable. Yet, despite their importance, tour guides often rank low on the priority list of tourism strategies. IIMs' initiative to upskill 10,000 guides across 20 iconic sites - a nudge from the budget - signals both GoI's and stakeholders' recognition of the value of professionalised tourism services. By investing in human capital, the programme can create structured opportunities to improve visitor experiences and standardise quality.

Tour guides, however, operate within a broader ecosystem that determines a tourist's satisfaction. Ease of travel, diverse transport options and seamless connectivity set the initial tone. Comfortable, safe and clean accommodation that matches expectations is critical, as are effective measures against crime. Tourists' perception of value depends not just on services that the sector can provide but also on the preservation of the destination's unique character. Issues such as congestion, over-tourism, uncontrolled construction and commercialisation can undermine even the best-guided visits.

Sustainable tourism requires a systems approach that balances visitor experience with local needs. IIM expertise can help design interventions that manage tourist flows, guide construction and commercialisation, and integrate trained guides into a coherent strategy. Thoughtfully applied, such initiatives enhance local livelihoods, preserve the destination's appeal, and ensure that tourist sites remain both economically productive and culturally vibrant for years to come - making it imperative for policymakers and stakeholders to act decisively now.