导游迈克尔的日程表，暴露了外国游客有多爱中国。这位带团23年的北京英文导游，暑期忙到脚不沾 地：上午带英国家庭逛故宫讲《末代皇帝》的戏里戏外，下午陪新加坡游客拍《甄嬛传》同款打卡照， 周末还得赶场长城定制团。他手机里存着去年共33国游客的合影，欧洲客群比疫情前涨了一大截，80% 都是首次访华。 北上广不够，老外冲向三线城市，寻找"宝藏路线"。从故宫角楼到大同古城，从义乌市场到桂林山水， 暑期的中国到处是举着地图的"歪果仁"。144城被解锁，三线小城机票暴涨9倍，义乌市场成"扫货天 堂"，空箱子来、满箱子走是标配！ （原标题：从北上广到宝藏小城，外国游客解锁中国144城） ...

然而，2025年以来，导游行业面临全新挑战，业务量与收入呈现显著的"冰火两重天"态势。 有人档期告罄，有人无团可带 2025年入境游、出境游市场的导游需求，呈现出两种截然不同的趋势。 据资深入境游波兰语导游张洋观察，2025年欧洲来华旅游业务量较去年同期显著攀升，波兰、西班牙、 意大利、英国、荷兰等国游客持续增长。入境游的强劲复苏，加剧了市场长期存在的"小语种导游短 缺"问题。 视觉中国 【文/观察者网 邓军 编辑/赵乾坤】 "北上广深导游收入高出全国平均水平四成""黄山景区法语导游档期已排至11月""成都西班牙语导游持 续满负荷运作""外语导游收入普遍比中文团同行高出三至五成，阿拉伯语、德语等稀缺语种收入甚至翻 倍"...... 2025年暑期临近尾声，导游行业的收入图景呈现出鲜明对比。 目前，中国旅游市场活力显著增强。作为产业链核心环节，导游行业正加速从传统的"路线引导 者"向"文化传播者"与"体验设计师"角色升级。官方数据显示，2024年全国导游资格考试报考人次达 31.78万，同比增长45.12%，多地报考规模创下新高，且跨行业从业者、高学历人才及外语类考生占比 持续提升。 "疫情后，小语种导游在中国 ...

7月13日，南都记者获悉，日前云南印发《云南省进一步加强旅游市场诚信建设10条措施》，针对"不合 理低价游""一对一"恶意尾随、"包厢式"推销商品、欺客宰客、强制购物等违法违规行为列出应对举 措。南都此前曾报道云南导游"训话"式引导游客购物等乱象，有业内人士分析，当地部分旅行社同质化 严重，在没有核心竞争力的条件下，只得靠"低价"诱客、凭"宰客"盈利。 日前，云南省人民政府办公厅发布通知称，8月12日起，《云南省进一步加强旅游市场诚信建设10条措 施》（下称《措施》）将施行。 《措施》明确，对组织或承接"不合理低价游"，有欺客宰客、强制购物等违法违规行为的旅游市场经营 主体，依法依规严肃查处。对承接"不合理低价游"、虚假宣传、强制诱导购物、威胁辱骂、滞客甩团、 获取不正当利益、擅自变更行程或增加自费项目、额外收费等违法违规行为的导游，依法依规严肃查 处。受到吊销导游证行政处罚的，不得再次申领导游证，依法认定为严重失信主体。 此外，针对以团队游客为主要经营对象，采取"一对一"恶意尾随、"包厢式"推销商品、限制游客自由活 动、诱导洗脑、强迫威胁等严重侵害消费者权益、破坏公平竞争秩序和扰乱市场秩序行为的购物店及其 ...

Core Viewpoint - The Yunnan Provincial Government has issued 10 measures to strengthen the integrity of the tourism market, focusing on strict penalties for illegal practices such as "unreasonably low-priced tours" and other deceptive behaviors [1] Group 1: Regulatory Measures - Travel agencies involved in "unreasonably low-priced tours" and other illegal activities will face severe penalties, including the revocation of their business licenses [1] - Individuals identified as serious dishonest entities due to the revocation of their travel agency licenses will be prohibited from serving as key personnel in any travel agency for five years [1] - Management personnel involved in such violations will be barred from engaging in travel agency operations for three years from the date of punishment [1] Group 2: Guide Regulations - Tour guides engaging in illegal practices such as false advertising, forced shopping, and other deceptive behaviors will also face strict penalties [1] - Guides who have their licenses revoked will not be allowed to reapply for a guide license and will be classified as serious dishonest entities [1]

Core Viewpoint - The article highlights the opportunities and challenges faced by English-speaking tour guides in Shandong, particularly in the context of the province's efforts to boost inbound tourism through favorable policies and increased foreign visitor engagement [1]. Group 1: Industry Development - Shandong has implemented a series of favorable policies to promote inbound tourism, creating new opportunities for English-speaking tour guides [1][6]. - The number of English-speaking tour guides in Jinan is currently low, and the quality varies, indicating a talent shortage in this area [4]. Group 2: Professional Insights - English-speaking tour guides can earn 2-3 times more than their Chinese-speaking counterparts, making it an attractive profession [4]. - The profession requires not only fluency in English but also a deep understanding of cultural knowledge and customs to cater to foreign tourists' needs [4][5]. Group 3: Future Prospects - The introduction of policies such as the 240-hour visa-free transit for foreigners is expected to enhance the inbound tourism market in Shandong [6]. - There is significant potential for growth in Shandong's tourism sector, with attractions like Jinan's springs and coastal areas being well-known internationally [6]. Group 4: Recommendations for Improvement - To attract more foreign tourists, Shandong should improve bilingual signage and facilities in tourist areas and increase the number of bilingual staff [6]. - The development of self-media platforms to promote Jinan's culture and attractions, along with tailored tourism products like Citywalk routes, is suggested to align with foreign tourists' preferences [6].

Group 1 - The sixth National Tour Guide Competition Shaanxi Provincial Selection was successfully held in Xi'an, with over 300 tour guides participating [1] - The competition aimed to assess participants' comprehensive knowledge, service skills, communication abilities, adaptability, and practical guiding skills through various segments [1] - New elements were introduced in this year's competition, including real-time simulations and creative guide script writing, focusing on cultural heritage and local customs [1] Group 2 - The event has contributed to the growth of the tourism market in Shaanxi, leading to an increase in the number of tour guide exam registrations and the emergence of skilled guides [2] - Participants expressed personal growth and a commitment to professionalism in storytelling during tours [2]

Core Points - The 2025 version of the electronic tour guide certificate and identity card has been officially launched, featuring a vertical design and color coding based on guide levels [1] - The color scheme includes green for junior guides, blue for intermediate guides, orange for senior guides, and red for special guides [1] - Tour guides can access their electronic certificate information through the national tourism regulatory service platform and the "National Tour Guide Home" mobile app [1] Industry Summary - The new identity card allows verification of electronic guide certificate information via a QR code on the back, accessible to cultural and tourism administrative departments and tourists [1] - A transition period for the issuance of the 2025 version identity card is set from June 30, 2025, to December 31, 2025, during which both old and new versions will be valid [1] - The old version of the certificate will become invalid starting January 1, 2026 [1]

Core Viewpoint - The article highlights the launch of the "Wuhan High-Quality Tour Guide Talent Team Construction Action Plan (2025-2027)" aimed at enhancing the professionalism, branding, and internationalization of tour guides in Wuhan to provide a culturally rich and warm service experience for global tourists [1] Group 1: Talent Development - Wuhan plans to create the first "tourism talent incubation base" in the country, integrating VR tours, intangible cultural heritage experiences, and red culture to enhance tour guides' professional abilities [2] - The "Wuhan Tour Guide Cloud Academy" will be launched to provide immersive learning experiences, combining online and offline training to improve guides' professional skills and cultural literacy [2] - A dual-teacher team of "education experts + cultural tourism backbones" will be established to develop comprehensive educational programs for all age groups, focusing on cultivating versatile talents [2] Group 2: Talent Structure - Wuhan will implement a "precise" stratified training strategy to build a comprehensive tour guide talent matrix, including the establishment of "order classes" in collaboration with local universities to train 1,000 capable guides [3] - A selection of 100 mid-to-senior level guides will undergo specialized training to enhance their service capabilities, including a "Wuhan Tour Guide Etiquette Team" [3] - Five specialized talent pools will be created to cater to international tourists, study groups, and high-end customized travel needs, ensuring a precise match between talent and market demand [3] Group 3: Service Enhancement - A "competition, award, evaluation" mechanism will be established to stimulate the vitality of the tour guide workforce and enhance the industry's attractiveness [4] - A comprehensive evaluation system for tour guide service quality will be developed, linking it to professional title promotions and compensation, fostering a competitive environment [5] - An intelligent interactive VR training system will be developed to enhance language service capabilities, including real-time translation services for less common languages [5] Group 4: Market Positioning - The initiative aims to provide a more diverse and high-quality cultural tourism service experience for global tourists, further enhancing Wuhan's cultural tourism brand and positioning it more prominently in the global tourism market [5]

Core Points - The Ministry of Culture and Tourism has announced adjustments to the design and functionality of the electronic tour guide certificate and tour guide identity card, which have been in use since 2017 [1] - The new version, the 2025 electronic tour guide certificate and identity card, is set to be officially implemented on June 30, 2025 [1]

Core Viewpoint - The 2025 version of the electronic tour guide certificate and identity card will be officially launched on June 30, 2025, to enhance the tour guide workforce and improve the professional image of the tour guide profession [1]. Group 1: Certificate and Card Features - The 2025 version of the electronic tour guide certificate and identity card will have a vertical design, with color coding based on the guide's level: green for junior, blue for intermediate, orange for senior, and red for special [1]. - Tour guides can access their electronic certificate information through the national tourism regulatory service platform and the "National Tour Guide Home" mobile app [1]. - The new certificate will include features such as "View Practice Information" and "View Current Team" [1]. Group 2: Transition Period and Validity - A transition period from June 30, 2025, to December 31, 2025, will allow both the old and new certificates to be valid simultaneously [1]. - The old version of the certificate will become invalid starting January 1, 2026 [1]. Group 3: Design Consistency - The overall design of the 2025 version of the electronic tour guide certificate and identity card will remain consistent, with adjustments made to the electronic certificate's functionality and appearance [1].