A growing number of young people in China are seeking tour guide certifications, driven by precarious job prospects in white-collar fields and fueled by expectations of a rise in domestic travel that could provide stable income.

This year, approximately 320,000 Chinese have signed up for the country’s annual tour guide certification exam, reflecting a 45% increase from 2023 and achieving record highs across numerous provinces, as reported by the government-connected industry source, China Tourism News. The report indicated that more candidates are now college graduates with degrees in foreign languages.

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As job security diminishes in a slowing economy, tour guiding has emerged as a favored alternative career option for many in China. Widespread layoffs in the tech and finance industries have intensified competition for white-collar jobs, while millions of graduates compete for a shrinking pool of entry-level positions.

The challenge of obtaining stable employment has become a pressing issue even for those holding advanced degrees, with youth unemployment rates around 17%, forcing many to accept part-time positions or settle for blue-collar jobs previously viewed as beneath their qualifications.

“Historically, tour guiding was seen as a temporary or seasonal job, but changes in the post-pandemic landscape have altered this viewpoint,” said Subramania Bhatt, founder of China Trading Desk, a digital marketing and research firm that focuses on travel data analytics.

In the past year, China has witnessed a considerable rebound in domestic tourism, as many have opted for more affordable local vacations and gravitated towards experiences highlighted on social media. Although per capita spending on tourism has not significantly increased, tour guiding has emerged as a quick, accessible way to generate income from visitors, particularly in sought-after tourist hotspots, requiring only the successful completion of a certification exam.

International tourism is also gradually recovering. With visa exemptions now available for 38 countries, inbound travel to China has surged nearly 80% in the first nine months of 2024 compared to the previous year, although it still lags behind pre-pandemic levels.

Leading foreign tour groups—especially those serving English speakers—often yield more income than guiding domestic tourists, motivating a growing number of college students majoring in foreign languages to pursue tour guide certification.

According to Bhatt, guides typically earn between 500 yuan ($68) and 600 yuan per day during peak seasons. English-speaking guides can make up to 1,000 yuan per day, with rates potentially higher for those proficient in languages like German or Italian. These earnings present an attractive alternative in China, where the average monthly salary for new employees slightly exceeds 10,000 yuan.

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Tour guiding is among the various skills that local college students are acquiring to bolster their resumes and expand their job prospects, with an increasing number of middle-aged Chinese also pursuing different certifications in light of employment uncertainties.

High demand

Chris Men worked as a full-time tour guide for international travelers in Beijing for several years before switching to a kindergarten teaching position when tourism plummeted during the Covid pandemic. Now, with travel restrictions lifted, he is back to guiding on his days off, earning 3,000 to 4,000 yuan for a two-day English-language weekend tour—and at least 30,000 yuan a month during the summer, which is over three times his teaching salary.

“I can find job opportunities whenever I need,” he mentioned. “The demand for English-speaking tour guides is quite high, especially in cities like Beijing and Shanghai.”

Anyone with a high school diploma can sit for the exam, which includes a written test and an interview where candidates typically have to present a tourist destination. Many guides are employed full-time by travel agencies, while others develop their client networks and work as freelancers.

However, tour guiding is not suitable for everyone. It can be physically taxing, often requiring long hours of walking while managing groups of tourists. A solid grasp of Chinese culture and a wide contact network are generally necessary to establish a client base, and the certification exam itself is relatively tough, with only 20% to 30% of candidates passing, as reported by local media.

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This reality has not deterred Alice Ma, 34, who has been searching for a job for nearly a year after being laid off from her marketing role in the auto parts industry. Given the scarcity of full-time positions, the Shanghai resident is considering taking on freelance work as a tour guide.

“I have this free time, so I chose to take the tour guide exam,” she said. “If I can’t find a suitable job, I may have to become a tour guide.”

© 2024 Bloomberg

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