Notice of the Ministry of Culture and Tourism on Issuing the Action Plan for Strengthening the Construction and Management of Tour Guides (2021-2023)

The cultural and tourism departments (bureaus) of all provinces, autonomous regions, and municipalities directly under the Central Government, and the Xinjiang Production and Construction Corps Culture, Sports, Radio, Television and Tourism Bureau:

　　In order to implement the decision and deployment of the Party Central Committee and the State Council on high-quality development, and accelerate the construction of a high-standard tourism market system, the Ministry of Culture and Tourism has researched and formulated the ''Action Plan for Strengthening the Construction and Management of Tour Guides (2021-2023), which has determined the main objectives and key tasks of the three-year action, is hereby issued, please conscientiously implement it in combination with the actual situation. 

　　Notice is hereby given. 

　　  

　　  

　　                        Ministry of Culture and Tourism 

　　                       June 202110Day

　　  

　　

　　                  

Action plan to strengthen the construction and management of the tour guide team

(2021-2023)

　　

　　

The tour guide team is an important part of my country's tourism industry. It is the provider of tourism services and the exhibitor of tourism image. It is an important window for spreading Chinese excellent traditional culture, promoting advanced socialist culture, and promoting the construction of socialist spiritual civilization. Service quality, maintaining the order of the tourism market, and promoting the high-quality development of tourism play an important role. At this stage, the structural contradiction between the supply and demand of tour guide services is still prominent, the management system is not sound enough, the employment environment needs to be optimized, the protection of rights and interests is relatively weak, professional identity still needs to be strengthened, professional ability needs to be improved, practice behavior needs to be further standardized, and the role of industry values is still insufficient. There is still a certain gap between individual tour guides and the new requirements of high-quality development of tourism. In order to implement the decision and deployment of the Party Central Committee and the State Council on high-quality development, and accelerate the construction of a high-standard tourism market system, this action plan is hereby formulated to strengthen the construction and management of tour guides.

　　General 1. requirements

(I) guiding ideology

Guided by Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, we will fully implement the spirit of the 19th National Congress of the Communist Party of China and the Second, Third, Fourth, and Fifth Plenary Sessions of the 19th Central Committee, implement the new development concept, and promote high-quality development as the theme. With reform and innovation as the fundamental driving force, we will take multiple measures to alleviate the structural contradiction between the supply and demand of tour guide services, comprehensively strengthen the construction, improve the management system, and optimize the employment environment, strengthen the protection of rights and interests, enhance professional capabilities, enhance professional identity, strengthen value guidance, and provide talent support for building a high-standard tourism market system, promoting the high-quality development of the tourism industry, and helping to build a new development pattern.

(II) basic principles

-- Reform and innovation, pilot first. Deepen the reform of "decentralization, management and service", focus on the blocking points and difficult issues that restrict the healthy development of the industry, actively promote the revision of relevant laws and regulations, and improve the industry management policy system. Support qualified areas to pilot, do a good job of experience summary, promotion.

-Service-oriented, quality improvement. Adhere to the improvement of service quality as the center, improve the professional literacy research and training system of tour guides, promote the construction of tour guide service quality evaluation system, increase comprehensive law enforcement, improve the efficiency of credit supervision, and continuously enhance tourist satisfaction.

-- Ideological guidance and strengthening of safeguards. Build a solid ideological and political foundation of the tour guide team, carry out the cultivation of industry values, strengthen the publicity of typical models, and enhance the professional image. We should ensure the protection of the labor rights and interests of tour guides, give full play to the role of policy guidance and market regulation, promote the improvement of professional treatment, and enhance professional pride and attractiveness.

-- Overall coordination and systematic advancement. Strengthen overall planning and forward-looking thinking, strengthen departmental coordination and upper-lower linkage, and fully mobilize the enthusiasm of the government, tour guides, tourism enterprises, and industry organizations. Formulate work plans according to local conditions, clarify work priorities, and improve the systematic and scientific level of industry construction and management.

(III) main objectives

Through three years of hard work, the tour guide management system has been further improved, the employment environment has been further optimized, professional capabilities have been further improved, the legitimate rights and interests of tour guides have been effectively protected, service quality has been significantly improved, professional pride and attractiveness have been further enhanced, and the core values of the industry have been firmly established. The important role of tour guides in spreading Chinese excellent traditional culture, promoting advanced socialist culture, and promoting the construction of socialist spiritual civilization is further demonstrated, cultivate a moderate scale, reasonable structure, professional service, in line with the needs of the tour guide team.

-By the end of 2021, the construction and management of tour guides have achieved initial results, the reform of the industry management system has made progress, industry access has become more scientific and standardized, and the quality of tour guide services has been further improved.

-- By the end of 2022, the construction and management level of tour guides will be further improved, the practice channels will be further broadened, the practice mode will be more diversified, the practice environment will be further improved, and the practice security and professional image will be further improved.

-By the end of 2023, the tour guide team management system will be more complete, the tour guide service supply will be more matched with the consumer demand of tourists, the industry values will be firmly established, and a general consensus will be formed in the industry to "win the recognition of tourists by providing high-quality services.

　　2. key tasks

(I) strengthen reform and innovation, improve the management system

1. Promote the reform of tour guide practice. Revise the "Regulations on the Management of Tour Guides" and related laws and regulations, summarize the pilot work experience of tour guide practice reform, study and innovate tour guide practice models, and promote the reform of tour guide practice.

2. Improve the tour guide qualification access system. We will implement the electronic reform of tour guide qualification certificate, improve the examination and approval management of tour guide certificate, reduce the examination and approval time limit to less than 7 working days, and promote all localities to inform the signing of labor contracts between tour guides and travel agencies and the registration of industry organizations in the process of examination and approval of tour guide certificates.

3. Innovative "tour guide network about car" service. To meet the needs of small groups and customized consumption in the tourism market, we will explore how tour guides and relevant service vehicles can handle the driver's license and vehicle transportation license in accordance with the law, and provide tourists with the service of "tour guide online car booking.

4. Study and implement the practice system in the border tourism area. We will study the pilot implementation of the regional practice system in border tourism-related areas, strengthen the reserve of foreign language tour guides, improve the record management of team leaders, study policies related to the revitalization of team leader resources, and solve the contradiction of insufficient supply of team leaders in peak season.

5. Promote the establishment of tour guide service booking platform. Strengthen the construction of a national tourism supervision service platform, promote the management and application of electronic tour guide certificates, enrich the display of practice information, and promote the establishment of tour guide service appointment platforms and new tour guide service management agencies in areas where conditions permit, so as to facilitate the practice of tour guides and ensure legitimate income.

6. Promote the convergence of labor remuneration guidance standards with service quality evaluation. Cooperate with relevant departments to summarize the pilot work experience of collective labor remuneration negotiation in a timely manner, solve the blocking points and difficult problems encountered in the pilot process, promote the connection between the guiding standards of labor remuneration and the evaluation of service quality, and expand the pilot areas in a timely manner.

7. Make good use of the relevant central support policies. Systematic combing of the relevant central support policies, strengthening the effective convergence and integration of policies, and enhancing the overall effectiveness of policies.

(II) Optimize the Employment Environment and Protect the Legal Rights and Interests

8. Carry out an inventory of unreasonable charges. Travel agencies are not allowed to collect or disguise all kinds of deposits, security deposits, management fees, service fees and other unreasonable fees from tour guides, and tour guide industry organizations are not allowed to collect any fees in the name of tour guide certificate registration.

9. Implementation of licensed tour guides into the scenic action. Encourage scenic spots to exempt tour guides who hold tour guide licenses to engage in practice or practice-related activities from tickets, and support tour guides to provide explanation services for tourists in scenic spots.

10. Implement the system of "special seats for tour guides. Travel agencies are required to strengthen the housing and catering security during the tour guide period, and carry out special supervision on the full payment of social security for tour guides who sign labor contracts with them on time.

11. Establish a tour guide care mechanism. Give full play to the liaison role of industry organizations, provide support for registered tour guides to apply for social insurance registration according to flexible employment personnel, and encourage tour guides to take out comprehensive commercial insurance products on demand.

12. Sound tour guide industry organizations. Guide all localities to speed up the construction of tour guide industry organizations at the provincial and municipal levels, and timely promote the establishment of national tour guide industry organizations with tour guide industry organizations at all levels as members, so as to play a more active role in facilitating the practice of tour guides and protecting the legitimate rights and interests of tour guides.

(III) Strengthen Personnel Training and Enhance Professional Ability

13. Implementation of the tour guide professional literacy research and training project. Regularly publish the "Training Points of the Tour Guide Professional Literacy Research and Training Plan", establish an industry training system led by government departments, with the participation of institutions of higher learning and industry organizations, carried out at different levels, and implemented simultaneously online and offline, so as to achieve full coverage of tour guide training within 3 years.

14. Conduct online training. Upgrade the online training platform of "tour guide cloud classroom", update the training system, expand the source of courses, standardize training management, strictly review courses, deepen project linkage, and provide more high-quality online training for tour guides.

15. Strengthen the training of "gold medal tour guides. It will take three years to double the size of the "gold medal tour guide" team. Give full play to the role of "gold medal tour guide" studio in spreading, helping and guiding, and support "gold medal tour guide" and vocational colleges to carry out cooperative training of tour guide students.

16. Improve the evaluation mechanism of tour guide grade. Strengthen the assessment and evaluation management of middle and senior tour guides, and promote the transformation of tour guide grade evaluation to socialization, diversification and dynamic. Carry out the evaluation of special tour guides and select a number of special tour guides.

17. Strengthen standards leadership. Revise and implement the national standard of "guide service standard", issue the industry development report, standardize the service behavior of tour guides, and provide basic guidance for tour guides to do a good job in career planning.

(IV) Improve the Incentive Mechanism and Enhance Professional Identity

18. Establish a comprehensive evaluation system for the quality of tour guide services. Formulate the "Tour Guide Star Service Evaluation Management Measures", build a comprehensive evaluation system of tour guide service quality that is deeply integrated with the tour guide grade evaluation mechanism, and encourage tour guides to consciously improve service quality with tourist evaluation as the guide.

19. Increase the level of tour guide evaluation incentives. In the talent training project, industry training, recognition and reward work to high-level tour guide tilt. Actively coordinate the relevant departments will guide level and relevant professional and technical personnel title level implementation of effective convergence.

20. National tour guide competitions are held regularly. Give full play to the role of competition to promote training and publicity, show the professional style of tour guides to the whole society, and spread professional positive energy to the whole industry.

21. Do a good job of tour guides to assist Tibet. Select outstanding mainland tour guides to participate in the tour guide assistance work in Tibet, support Tibet to carry out the training of all tour guides, and organize outstanding contestants of the national tour guide competition and representatives of "gold medal tour guides" to send them to their homes.

22. Strengthen the publicity of typical tree selection. Encourage all localities to set up industry models, carry out advanced deeds propaganda, further enhance the professional image, make the whole society understand, face squarely, and respect the profession of tour guides, enhance the self-esteem and self-confidence of the industry, and enhance the sense of professional identity.

(V) Strengthen Supervision and Management, Standardize Practice

23. Investigate and deal with violations of laws and regulations. Combined with the three-year comprehensive management of unreasonable low-cost tours, in view of the strong social reaction of engaging in tour guide activities without obtaining a tour guide certificate, forcing or disguised forcing tourists to participate in shopping activities or paying additional fees and other consumer items, selling goods to tourists, vulgar spoofs and explanations, we will carry out in-depth clue verification and case investigation, promptly investigate and deal with violations of laws and regulations, and safeguard the legitimate rights and interests of tourists.

24. Implement credit supervision. Establish and improve the credit files of tour guides, promote the application of the credit management system of the national tourism supervision service platform, adhere to the principle of "should be included, as much as possible", and guide all localities to include dishonest tour guides who meet the requirements for inclusion in the list of dishonest subjects and implement credit punishment in accordance with laws and regulations.

25. Strengthen industry self-discipline. Promote all localities to strengthen the construction of the internal charter of the tour guide industry organization, establish and improve the internal management system, while providing professional training, legal consultation, and rights protection for tour guides, restrict the behavior of tour guides and strengthen industry self-discipline.

(VI) Strengthen Party Building Work and Strengthen Political Guidance

26. Consolidate the organizational foundation. Give full play to the main role of industry organizations and travel agencies, take the party's political construction as the command, focus on improving political functions and organizational strength, and guide industry organizations and travel agencies to promote the effective coverage of party organizations and party work in the tour guide industry, and contribute to the healthy development of the industry Provide strong organizational guarantee.

27. Deepen theoretical arms. In-depth study of Xi Jinping's thoughts on socialism with Chinese characteristics in the new era, implement General Secretary Jinping's important expositions on culture and tourism work, cultivate and practice the core values of socialism and the core values of the "tourist-oriented, service-sincere" industry, and educate and guide tour guides to tell Good Chinese stories, spread the excellent traditional Chinese culture and advanced socialist culture.

28. Innovative form carriers. Adhere to the integration of party building and business, encourage and guide industry organizations and travel agencies to build a characteristic party building brand with "party building" as the core. Extensively carry out the activities of "wearing the party emblem, brightening the identity, and building the image" and various themed party day activities, organize tour guides to visit the red revolution memorial site, watch the red classic repertoire, and continuously enhance the attractiveness and appeal of party building work, and enhance the sense of belonging of tour guides, Sense of honor.

　　3. safeguard measures

(I) strengthen organizational leadership. All localities should further enhance their understanding, formulate specific implementation plans according to local conditions, clarify responsibilities, organize precisely, strengthen communication and coordination with relevant departments, and take effective measures to improve the level of work.

(II) strengthen supervision and implementation. All localities should timely study, feedback and solve the new situations and problems encountered in the implementation of the action plan, so as to ensure the implementation of the action plan.

(III) strengthen publicity and promotion. All localities should give full play to their enthusiasm, initiative and creativity, sum up experiences and practices that can be replicated and popularized in a timely manner, strengthen publicity and reporting, exchange of experiences and display of achievements, and promote the construction and management of tour guides to a new level.