Tour guides demand recognition for key role in tourism sector

For decades, they have shaped journeys, translated cultures, and turned ordinary travels into unforgettable experiences.

Today, tour guides across East Africa are stepping into the spotlight, demanding recognition for their irreplaceable role in the tourism economy.

The first-ever East Africa Tour Guide Conference, themed "Storytellers of Africa: Tour Guides in Africa’s Tourism Economy, held in Nairobi, brought together Tourism industry players, policymakers, and guides who discussed critical issues facing the tourism industry.

The gathering was a call to action, pushing for reforms to elevate the guiding profession from overlooked service providers to essential cultural ambassadors.

“We are not just guides—we are cultural narrators, wildlife educators, conservation champions, and the first and last impression of a country,” declared Felix Migoya, Chairman of the East Africa Tour Guides and Drivers Association (EATGDA).

"Yet, despite shaping how the world experiences Africa, our voices have long remained unheard," he said.

Migoya emphasized that tour guides do more than recite facts—they weave stories, translate traditions, and give life to history, ensuring visitors connect deeply with the places they visit.

Their knowledge shapes travel itineraries, fosters respect for communities, and influences whether tourists return or recommend destinations.

Migoya emphasised that Kenya’s ambition to attract 5 million international tourists annually could only succeed if tour guides received better integration into national strategies.
"We are the missing link between the tourism goals and visitor experience," he said.

Challenges threatening the profession

While guides play a central role in Kenya’s tourism brand, many face systemic hurdles:

Unregulated freelance guiding has led to imposters flooding the market, harming the industry's reputation, increasing park fees, such as the controversial hike at Maasai Mara.
This makes Kenya less competitive compared to neighbors like Tanzania.

Digital disruptions interfere with booking processes, reducing direct engagements between travelers and guides. Limited training and a lack of certification standards make professionalism difficult to maintain.

The Tour Operator Society of Kenya, Chairman, Daniel Mbugua, noted that modern travelers seek immersive experiences.

However, without digital adaptation and structured policies, Kenya risks losing tourism dollars to better-prepared competitors.

The push for policy reform

Industry leaders and policymakers attending the conference called for an overhaul of outdated tour guide regulations, emphasizing that Kenya must:

Create a national certification board to standardize training, licensure, and accreditation.

Establish fair working conditions for guides, ensuring sustainable careers.

Integrate tour guides into national tourism marketing strategies to highlight their expertise.

Launch annual forums and digital storytelling initiatives to elevate the guiding profession.

EATGDA CEO Kennedy Kaunda warned that failure to act would mean continued losses for Kenya’s tourism industry. "Guides hold the keys to unforgettable experiences. Without better structures, we risk losing the essence of what makes Kenya unique."

The road ahead—A movement for inclusivity

Nairobi City County’s Chief Officer for Gender and Inclusivity, Mariam Dahir, echoed a vision for transformation: "Tourism thrives when stories thrive, and by supporting guides with policy change and digital innovation, we don’t just strengthen the economy—we safeguard the narratives that define East Africa," she said.

The conference, the organisers say, was long overdue and comes at a critical time when East Africa has long been a magnet for travelers, drawn by its breathtaking landscapes, wildlife, and vibrant cultures.

"But behind every safari, city walk, or historical tour stands the storyteller—guides who translate the essence of a destination into something tangible and memorable," said Dahir.
In the past, tour guiding was largely informal, passed down through apprenticeship or familial traditions.

Today, as travel demands evolve, guides must adapt—blending traditional knowledge with modern expertise in ecology, conservation, and cultural narratives.

Yet, despite their evolution, policies and industry frameworks have been slow to recognize them as key players in tourism’s economic success."

Economic impact of tour guides

Despite being a pillar of tourism, tour guides often struggle with inconsistent wages, lack of formal protections, and seasonal instability.

Participants heard that, unlike accommodations or tour operators with fixed structures, freelance guides rely on bookings that ebb and flow with tourist arrivals.

Yet, their role is fundamental, not just in narrating a country’s essence but in driving tourism’s economic impact by directing visitors toward local artisans, restaurants, and hidden gems beyond mainstream attractions.

"A well-trained, recognised guiding workforce could significantly boost Kenya’s goal of 5 million international arrivals annually," said the Gender Officer.

Comparing global standards and what Kenya can learn

Globally, tour guiding is a well-regulated profession in top-tier tourism economies. South Africa, for instance, has a structured licensing system, ensuring guides meet education, safety, and knowledge standards.

In parts of Europe, guides operate under tourism unions with standardized pay scales, job security, and professional development programs.

Kenya and East Africa, despite being premier tourist destinations, still lack comprehensive policies, leading to challenges such as underpayment, misinformation from untrained individuals, and unstructured career growth.

The push for a national certification board could be a step toward positioning guides as integral to Kenya’s tourism future.

Call to action

The East Africa Tour Guide Conference isn’t just an event—it’s the beginning of a movement.

At the end of the two-day conference, participants agreed that if Kenya and its neighboring countries want to remain competitive, tour guides must be given more than informal recognition; they must be integrated into policy frameworks, tourism marketing strategies, and structured career pathways.

As Kenya strives to meet the target of 5 million international visitors annually, the question is how to attract them and ensure their experience is deeply enriching enough to bring them back.

And for that, no asset is more critical than the storytellers of Africa—its tour guides.

As the conference wrapped up, one truth stood clear—tour guides are no longer waiting to be acknowledged; they are taking their seat at the table.