Fragmented tour guides sector risks SL’s ability to cater to tourism targets: Study

• At least 23 percent of the total tour guides operate without a license
• Female representation remains low at 3 percent
• SL will need at least 6,400 tour guides, as analysis project  40 percent of the visiting tourists will opt for travelling with tour guide services

By Nuzla Rizkiya

Sri Lanka’s tourism industry is grappling with lower number of licensed tour guides, which could threaten the country’s ability to cater to the expected five million visitors by 2030.

A recent study by the Sri Lanka Tourism Development Authority (SLTDA) revealed that at least 23 percent of the country’s 6,347 tour guides are operating without licenses, which highlights the prevalence of a fragmented and under-regulated sector.

“Today, we are not just launching a study. We are unveiling a mission for the future of Sri Lanka’s tourism industry, one that places our tour guides at the heart of our national strategy. Our goal is to enhance not only the skills of our tour guides but also the overall tourism experience in Sri Lanka,” SLTDA Chairman Priyantha Fernando stated at the launching of the study, which took place at the Sri Lanka Institute of Hotel Management (SLITHM).

Conducted through a mixed-method approach, the research provided several findings by utilising both existing and new data collected through surveys and interviews with over 1,000 stakeholders such as hoteliers, MSMEs and international travellers. 

Key findings of the study highlighted the fragmented nature of the tour guide profession in Sri Lanka, revealing that the local workforce was made up of various categories, including national guides (32 percent), chauffeur guides (25 percent), site guides (4 percent), and area guides (18 percent) of the estimated 6,347 tour guides in Sri Lanka in 2024. 

Female representation too remains low at 3 percent, highlighting the need for greater inclusivity in the sector. 

It is estimated that the nation will need at least 6400 tour guides, as analysis projects that 40 percent of the visiting tourists will opt for travelling with tour guide services. 

To counter the challenges the study went on to recommend several key steps to strengthen the local TG workforce while elevating the overall growth of the tourism sector. 

Two of the major recommendations were on streamlining the licensing process of TGs and enhancing the recognition of a license as a permit in the industry. These steps would improve the credibility of the profession, attract younger entrants and help retain the retiring talent of the silver-aged category of TGs, who currently make up at least a quarter of the workforce. 

Moreover, the study suggested creating a system to properly manage and acknowledge compensated volunteer guides, who predominantly operate in a freelance capacity, but are often not formally recognised for their expertise and capabilities. 

Furthermore, it recommended facilitating career advancement in the profession through a systematic Continuing Professional Development (CPD) methodology to keep up with the demand for TG specialisation and the rapidly evolving global tourism trends and technology. 

On a positive note, the study found that a majority of visitors expressed an “overwhelming” level of satisfaction with their travel experiences in Sri Lanka, highlighting the commendable efforts of the local TGs which should be nationally recognised. 

The final recommendation was for the sector to collaborate with the local university system to promote multilingual abilities by aligning TG curriculums to languages such as Russian, German, French and Chinese. 

In addition to English, fluency in these languages, which represent key visitor markets is crucial for a tour guide’s success in the country, according to the report.