More and more young people in China are pursuing tour guide certifications, driven by uncertain job prospects in white-collar fields and optimistic about a surge in domestic travel that may provide stable income.
This year, approximately 320,000 individuals in China have signed up for the annual tour guide certification exam, reflecting a 45% increase from 2023 and reaching record numbers in various provinces, as reported by the government-backed outlet, China Tourism News. The report indicated that a higher number of candidates are now university graduates with foreign language degrees.
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As job security dwindles in a slowing economy, tour guiding has emerged as a favorable alternative career for many in China. Significant layoffs in the technology and finance sectors have intensified the competition for white-collar jobs, while millions of graduates compete for a shrinking pool of entry-level positions.
The challenge of obtaining stable employment is becoming a concerning issue even for those holding advanced degrees, as youth unemployment rates hover around 17%. This situation has led many young individuals to take on part-time roles or accept blue-collar jobs that were previously seen as beneath their qualifications.
“Historically, tour guiding was perceived as a temporary or seasonal occupation, but changes in the post-pandemic era have altered this view,” remarked Subramania Bhatt, founder of China Trading Desk, a digital marketing and research agency focused on travel data analytics.
In the past year, China has witnessed a noteworthy revival in domestic tourism, with many opting for more affordable local vacations and experiences promoted through social media channels. While per capita spending on tourism has not seen a significant spike, tour guiding has become a quick and accessible way to earn income from visitors, especially in top tourist spots, as it only requires passing a certification exam.
International tourism is also gradually recovering. With visa waivers now applicable to 38 countries, inbound tourism to China surged nearly 80% in the first nine months of 2024 compared to the same period last year, although it’s still below pre-pandemic figures.
Foreign tour groups—particularly those that cater to English speakers—often generate higher income than guiding domestic tourists, which is encouraging more university students majoring in foreign languages to seek tour guide certification.
According to Bhatt, guides typically earn between 500 yuan ($68) and 600 yuan per day during high-demand periods. English-speaking guides can earn up to 1,000 yuan per day, with potentially higher rates for those fluent in languages like German or Italian. These earnings present a lucrative alternative in China, where the average monthly salary for new hires is slightly over 10,000 yuan.
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Tour guiding is just one of many skills that local college students are developing to enhance their resumes and expand their career options, with a growing number of middle-aged Chinese also seeking certifications amid worries about employment.
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High demand
Chris Men worked as a full-time tour guide for international travelers in Beijing for several years before pivoting to a kindergarten teaching position when tourism declined during the Covid pandemic. Now that travel restrictions have lifted, he is back to guiding tourists during his days off, making 3,000 to 4,000 yuan for a two-day English-language weekend tour—and earning at least 30,000 yuan a month during summer, which surpasses three times his teaching salary.
“I can find job assignments whenever I need,” he noted. “The demand for English-speaking tour guides is substantial, especially in cities like Beijing and Shanghai.”
Anyone holding a high school diploma can take the exam, which consists of a written test and an interview where candidates usually present a tourist attraction. Many guides are full-time employees of travel agencies, while others develop their client networks and freelance.
However, tour guiding is not for everyone. It can be physically taxing, often requiring long hours of walking while managing groups of tourists. A solid understanding of Chinese culture and a vast network of contacts are generally necessary to build a client base, and the certification exam itself is quite rigorous, with only 20% to 30% of candidates passing, as per local media reports.
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This reality does not deter Alice Ma, 34, who has been searching for a job for nearly a year after losing her marketing job in the auto parts industry. Given the lack of full-time opportunities, the Shanghai resident is considering freelance work as a tour guide.
“I have this free time, so I decided to take the tour guide exam,” she shared. “If I don’t find a suitable job, I might have to become a tour guide.”
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