Tourist Guides are representatives of cities, regions and countries for which they are qualified. It depends largely on them if visitors feel welcome, want to stay longer or decide to come back. They therefore contribute considerably to the perception of the destination. Tourist Guides are able to help travellers understand the culture of the region visited and the way of life of its inhabitants. They have a particular role on the one hand to promote the cultural and natural heritage whilst on the other hand to help ensure its sustainability by making visitors aware of its importance and vulnerability.

The new European Standard EN 15565 supports European Union efforts to facilitate free movement of provision of services within its member states but also emphasises the importance of area-specific tourist guides to high quality provision of tourism services. This will be achieved by a common high standard of qualification for tourist guides in all European countries.

The standard provides requirements and recommendations on subjects like

• competencies (e.g. representing, represent the area, site, city, region country, guiding groups or individual visitors, interpreting for visitors the cultural and natural heritage as well as the environment; helping visitors to experience and understand what they are viewing and/or visiting; using the appropriate language, presenting the appropriate information in a comprehensive and communicative way);
• theoretical knowledge (e.g. history and culture, legal and political system, religions and philosophical movements, history of art and architecture, geography and geology, professional ethics);
• presentation techniques (e.g. voice projection, diction, microphone use, breathing techniques, eye contact, stance, body language, posture, personal appearance and behaviour, style and vocabulary);
• communications techniques (e.g. interpersonal skills, selection, structuring and linking of information, handling and use of questions, stress management, time management;
• group management (e.g. positioning of guide and group, neutral approach and politeness, group dynamics, conflict management);
• practical training;
• qualification of trainers,

which a tourist guide training scheme shall comprise, as well as requirements for minimum numbers of training units (hours).

Requirements for the provision of professional tourist guide training and qualification programmes are now specified in the German Institute for Standardization (DIN) EN 15565.

DIN EN 15565 gives freedom to countries, regions and cities to decide the level, extent and main areas of their training programmes, providing these programmes meet these minimum standards and requirements for tourist guide training which is a prerequisite for a quality tourist guide service in all member countries.