While many of us opt to go at our travels on our own using itineraries dictated by travel apps or our own research using generative AI, there should be no doubt that tour guides remain a fundamental element of the global travel scene.
Indeed, we will go so far as to say that nothing beats the human touch in terms of proper guidance, especially in areas we’ve never been to in our lives.
But with digital applications becoming more attuned to individual activity to create hyperpersonalised itineraries and bookings, will there still be a place for human guides in the future.
Surprisingly, the answer is still yes.
Getting technology and humanity in sync
Experts at the Tourism International Summit (TIS) opine: “Technology, rather than replacing this human aspect, serves as a complement that amplifies the guide’s ability to offer memorable experiences.”
That said, technology should be seen as more of a tool rather than a total replacement for human guides, but it is up to individuals to see how best to use these innovations to their advantage.
Reinvention of the tourist guide in this context, calls for the integration of digital tools into their work, particularly where their interaction with travellers is concerned.
Initially, this synthesis between human guides and technology came in the form of virtual tours which helped many grounded travellers cope with the strain of the pandemic.
For many travellers engaging in revenge tourism following the pandemic, travel tech was something of a godsend: with a range of mobile applications and innovative technologies, they could essentially guide themselves on their trips.
But this has proven to be more than a little challenging, especially for those coming to a country or even a local city for the first time; not even the most detailed guides could provide the same level of local know-how as a person who knows the place like the back of their hand.
As a result, many guides have begun to adjust by backing up online information with their own skills, providing a more holistic approach to guiding tourists.
The indispensable human touch
There are several factors as to why it is unlikely that global tourism will be phasing out human guides anytime soon, and these all have to do with the soft skills that make them such effective custodians of local culture and attractions.
These include:
- An innate ability to tell stories in the correct context Even if one has all the information about a place at their fingertips thanks to a tablet or mobile phone, they can’t really understand the nuances of the place without seeing it in the proper context. Human guides, especially those who have lived in their core areas for a significant amount of time, know the richness of the place’s heritage and history, and are able to present the facts in the correct context to give travellers a clearer understanding and a better appreciation of where they are;
- Personalised curation The world’s best tour guides are the ones who are able to read their audiences or tour groups. No machine, in my opinion, can replace the guide’s innate ability to see what their travellers need during the journey, and many do go the extra mile to ensure that their curiosity is satisfied to the hilt;
- Social interaction While getting information from an app is fine, nothing compares to good conversations with a fellow human being, especially one in a position to point you out to the best places to eat, the best things to do, and what souvenirs would best be a reminder of your time in a destination;
- Technological adaptation Today’s guides also rely on technology in their work, particularly the use of digital maps enabling them to find locations with better accuracy. Guides can also help travellers through local systems in use, such as the digital payments systems used in lieu of cash in China or even the cards used for transport in Singapore and Hong Kong; and
- Overall safety and security Human guides continue to offer assurance in unfamiliar places, offering assistance in the event of an emergency whenever possible. Likewise, they are on hand to manage logistics, saving travellers a great deal of both stress and money in the process.
As in any field, technology is a great help; but when it comes to travel, a trip is more enjoyable when one is guided by someone who not only knows the location very well, but also wants to ensure that you come away from the trip happy and satisfied.
