The Value of a Guide: A Glimpse into India’s Tourism Reality

Something strange happened to me today that made me realize the current state of tourist guides in India. A few days ago, my brother, who works as an Italian tour escort, called to tell me that one of his friends from Varanasi wanted to start a travel agency and needed my advice. The friend had seen my website and was impressed, so I eventually got a call from him. He wanted my suggestions on unique tours that would attract foreign tourists to Varanasi.

I told him about the distinctive things I show my guests, such as roadside dental clinics, “bull shops,” “Facebook Baba,” and my special walking tours. I even briefly mentioned the concept of LGBT tourism. Everything was going well, and we had a great conversation until he suddenly told me he had a group of foreign tourists coming to Varanasi and needed a guide to show them around. I was about to tell him about the official Incredible India office in Varanasi, but what he said next truly shocked me.

He told me he had heard that tourist guides in Varanasi charge a fee for their work. I was stunned. “Where is a place that they don’t charge a fee?” I asked. He confidently replied that guides in cities like Agra and Delhi work for free. I asked him why anyone would work for free, and he didn’t know, but he was so sure because he had already used the services of such guides.

I knew exactly why some guides work for free. It’s because they are more interested in taking guests to shops than to tourist sites. I told him this, and he asked if there was no such thing in Varanasi. I said I was not aware of any guides who operate that way. I explained that there is a set rate decided by the Indian government, and in fact, Varanasi is the most expensive place to hire a guide because the tourism day begins before sunrise and ends after sunset, meaning guides are often paid for what amounts to three half-days.

Despite knowing that free guides take guests to shops instead of historical sites, he still insisted on finding one. I called my brother and asked if this practice was common in Delhi and Agra. He confirmed that yes, there are such guides who work for free. Once you’re with them, they start telling all kinds of wild stories and eventually take you to a shop where you end up buying something, and they get a commission. I couldn’t believe someone would think tourist guides are a free service.

His guests will be staying at the Radisson Hotel in Varanasi, a place only wealthy tourists can afford. I wondered why, after paying so much money and traveling so far, they would choose to meet a guide who works for free and takes them shopping instead of sightseeing. My brother and many other guides tell me the same story: they are still treated as “entertainers” who tell funny stories, not as respected professionals.

The Lack of Respect for Guides

There is no professional standard for tourist guides in India, and I see this firsthand. I am proud to be a tourist guide because it is a wonderful profession. I get to meet people from all over the world; I teach them about my culture, and they teach me about theirs. I make a good living by Indian standards. We are known for being punctual in a country where delays are common. We represent our country, which is a huge and important responsibility. The Ministry of Tourism even calls us “cultural ambassadors of India.”

I believe the government of India needs to take steps to ensure tourist guides are respected. During my training, I was told the Ministry of Tourism planned to start an annual award for the best guides from different regions to encourage professionalism and interest in the profession. The government’s plans sounded great, but when I look at what has actually been done for tourism, everything seems the same.

I recently visited the Incredible India website, the most famous tourism brand in the country, and was shocked to see how outdated it was. The importance of this brand is clear; if you google “India,” “India tourism,” or “tourism in India,” the first result is the Incredible India website. However, the information there seems from the time of World War II. They are still saluting the medal winners from the Commonwealth Games that happened years ago.

The site requests that tourists use only authorized guides but provides no list of them. There are awards mentioned, but no category for “Best Tourist Guide.” I don’t know when the government will take tourism seriously. Tourism already contributes 5.90% to our GDP, and this percentage could increase dramatically with just a few small changes. I don’t know when the government will start thinking about these issues, but they really need to.