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In the “Intercultural Tour Guide Qualification“ by the Institute for Tourism and Development, tour guides are trained for their tasks in six-day hands-on seminars (at different levels of qualification: basic, advanced, proficiency). The objective is to expand and improve the information and communication concepts of the participants and to improve their argumentation. The seminars are conducted on location in cooperation with the customers, such as tour operators, tourist boards or tour guide associations. Not only the tourists benefit from qualified tour guides, but also the tour companies, because satisfied customers will return. An individual and high-quality customer service helps them to position themselves in the international market. In this way, tour guides can contribute a lot to making a country’s culture a unique selling proposition.