The history of the educational institute
Guide-Training was founded in 2021 with the aim of creating a modern, practical and flexible training program for guides, tour leaders and tourism professionals.
The idea arose from the realization that many existing training courses are too focused on theory and leave little room for innovative learning methods.
Our vision is not only to impart knowledge to people, but also to accompany them on their individual career path in tourism – be it as a tourist guide, tour guide, tour leader or in another area of tourism. With an interactive mix of online learning, practical exercises and personal support, Guide-Training offers training that is geared towards the reality of everyday working life.
We work closely with tourism associations, companies and stakeholders to ensure that our participants can hit the ground running after completing their training. Innovative teaching methods, digital tools and strong practical relevance set Guide-Training apart from other training providers.
Our aim is not just to impart knowledge, but to train real professionals in tourism.
The founder - Sebastian Frankenberger
Sebastian Frankenberger began his career with a teaching degree in mathematics and physics before devoting himself to theology. It was here that he recognized the importance of storytelling and staging – a skill that he successfully transferred to tourism. His experience as a politician and campaign manager strengthened his practice-oriented approach: learning must be motivating, efficient and tangible.
He has been working as a guide since 2003, completed his guide training in Linz in 2007 and founded several tourism companies. From 2015 to 2020, he was head of training at WIFI Linz, where he implemented innovative course concepts. In order to bring more flexibility and practical relevance to training, he founded Guide-Trainingin 2021 with the aim of not only training people , but actively accompanying them on their path in tourism.
Guide-Training's mission statement | Our philosophy
Our mission - Why we do what we do
Guide-Training is the leading training institute for tour guides, tourist guides, tour leaders and anyone who works with guests in tourism – be it as a receptionist, bus driver, travel agency employee or cab driver. Our aim is to provide our participants with the necessary knowledge, practical experience and the right mindset to be successful in tourism.
We place particular emphasis on a positive view of tourism, a pronounced service orientation and the strengthening of individual personalities. We not only help people to acquire specialist knowledge, but also support them in taking the step into self-employment. Our approach combines sound theory with intensive practice and is distinguished by a strong didactic focus. Our name is our program: training for guides – by experienced professionals, for practice.
Our vision - Where we are heading
In five years, Guide-Training has become one of the leading institutes for practical guide training in Europe. With a network of over 100 trainers, we work closely with tourism associations, clubs and institutions and are involved as experts in decision-making processes and tourism policy.
In the long term, we are committed to professionalizing the guiding profession and building networks for highly qualified guides. We are creating a platform for the best guides to continuously develop their knowledge and skills. We also aim to establish partnerships with universities and universities of applied sciences to enable our graduates to gain further qualifications, including an MBA program.
Our target groups - who we are there for
Our courses are aimed at anyone who works with guests or develops tourism products: Tourist guides, tour guides, tour guides, bus drivers, cab drivers, cruise managers, receptionists, pension operators, church guides, hiking guides and many more. These target groups need practical training, certificates and flexible, in-service training courses. Our modular system enables them to expand their knowledge individually and at their own pace.
Our values - What guides us
Practical relevance: Our trainers come from the field and share their knowledge first-hand. We use theory as a basis, but the focus is on practical application.
Participant orientation: Our participants are king – just like their future guests. We find solutions for all challenges and offer individual support.
Innovation & digitalization: We think out of the box and use modern technologies such as AI, online platforms and digital learning methods to ensure the best learning success.
Flexibility & modularity: Our training courses are designed so that everyone can find their own learning path – whether online, offline or hybrid.
Network & cooperation: We promote exchange within the industry and offer long-term support beyond the training.
Tourism as a vocation: We not only impart specialist knowledge, but also enthusiasm for tourism and service orientation as an essential part of the profession.
Our unique selling points - What makes us special
Innovative and modular course design: Our programs are flexible and individually adaptable.
Maximum practical orientation: participants learn from experienced professionals who actively work in the industry themselves.
Digital options: Online courses with recordings, subtitles and AI-supported learning aids enable maximum flexibility.
Mindset & personal development: In addition to specialist knowledge, we promote self-confidence, service orientation and entrepreneurial thinking.
Strong networking: We bring participants into contact with tourism associations, companies and political decision-makers.
Our customer promise - What our participants can expect
Guide-Training participants not only receive sound, practical training, but also a toolbox with which they can continuously develop their skills. You benefit from:
practical training with direct applicability
personal support from dedicated trainers
a learning-promoting and motivating environment
long-term support from a strong network
training that not only enriches you professionally, but also personally
Quality & success assurance
Guide-Training ensures that the quality of our training courses is constantly optimized through regular evaluations, personal support and close cooperation with the industry. Our open feedback culture ensures that we are constantly questioning and improving ourselves. Our trainers undergo regular further training and, thanks to their active role in the tourism industry, always have their finger on the pulse.
