With the influx of foreign tourists into China, the demand for foreign language tour guides has surged. Popular tourist cities are now grappling with a significant shortage of qualified guides to meet the growing demand.
Since 2023, a record number of applicants have registered for guide certification exams, with an increasing proportion of candidates possessing higher education and language skills. Notably, the share of non-fresh graduates has also risen significantly.
Although the exam pass rate has consistently remained between 20% and 30%, the certification process is relatively straightforward for language majors. The written exams for Chinese and English tour guide certifications are identical, with the only additional requirement being an English oral interview for the English certification - an advantage for students with a strong linguistic foundation.
In the market, daily rates for Chinese-speaking guides range from 350 to 500 yuan, while English-speaking guides can earn an average of 600 to 1,000 yuan per day. Guides fluent in minority languages can charge even higher fees.
The noticeable income gap has driven many to pursue English tour guide certifications.
However, uncertainty poses the greatest risk for foreign language guides. Practitioners must closely monitor changes in tourism policies. Favorable policies can lead to a steady increase in business, while stricter regulations may result in a complete loss of income.
Some believe that the growing prevalence of social media, translation apps, and AI technologies has diminished the competitiveness of foreign language tour guides.
Yet, according to Alai, a seasoned guide, a tour guide’s role extends beyond providing commentary. “In a foreign country, a tour guide offers the comfort of having a real person to rely on. This sense of human connection is something technology cannot replace."
