Birgitta March: Languages, Academia & Why Tour Guides Are More Important Than Ever
Episode Description
In this episode of Tourism Matters, Carmen sits down with Birgitta March, a tourism lecturer, PhD researcher, and former international tour guide. Exploring a career that spans continents, sectors, and decades.
From guiding high-end clients in the US to interpreting across Australia and now shaping future professionals in higher education, Birgitta shares a grounded and insightful perspective on the tourism industry.
The conversation dives into the evolving role of tour guides, the importance of language and cultural intelligence, and the challenges facing the sector today — from workforce perception to technology shifts.
Birgitta also shares her current PhD research focused on bridging gaps between tourism education and Indigenous communities, raising important questions about how we teach and represent knowledge in the industry.
What You’ll Take Away From This Episode
Why tour guiding is more complex (and valuable) than it’s perceived
The role of language, interpretation, and cultural intelligence in tourism
What makes a great guide - and why extroversion isn’t required
The real challenges facing tour guides today (pay, hours, recognition, tech)
How tourism careers can evolve across guiding, events, and education
Why human connection still matters in an AI-driven world
Insights into tourism education and student pathways
The importance of ethical, community-informed knowledge in tourism training
About Birgitta March
Birgitta March is a lecturer in Tourism and Hospitality Management at William Angliss Institute and a PhD researcher focused on tourism education.
Her career spans international tour guiding, interpreting, business events, and education. She has worked across Europe, the United States, and Australia, guiding high-end clients, technical delegations, and cultural tours.
Birgitta’s research explores the social identity of tour guides and the role of education in shaping a more inclusive and informed tourism industry - particularly in relation to Indigenous communities.
Connect with Birgitta on LinkedIn: https://www.linkedin.com/in/birgitta-march-tourism-expertise/
Organisations Referenced
William Angliss Institute: https://www.angliss.edu.au/
Tour Guides Australia: https://tga.org.au/
Episode Chapters
00:00 – Introduction and episode overview
00:23 – Birgitta’s background in tourism and guiding
03:20 – Growing up in Belgium and early influences
06:40 – Studying languages and entering tourism
13:00 – Moving to the US and guiding high-end clients
20:45 – Transition to Australia and early tour guiding challenges
24:55 – Technical tours and interpreting across industries
30:34 – Moving into teaching and education
34:21 – Research on tour guide identity and belonging
36:25 – Key challenges facing tour guides today
41:12 – AI, tourism, and the role of human connection
48:45 – Transition to higher education and PhD research
50:24 – Bridging tourism education and Indigenous knowledge
55:43 – Final reflections on tourism careers