27 Feb 2026 – Inaugural All-island tour guiding symposium
In collaboration with Dublinia and TU Dublin, AVEA proudly hosted a sold‑out Tour Guide Symposium on Friday, 27th February, with delegates reporting high levels of enjoyment and learning throughout the day.
The event was the brainchild of Patrick Herbage, Head of Education at Dublinia, and Dr. Kevin Griffin, Senior Lecturer and Editor of the International Journal of Tour Guiding Research. Their vision brought together more than 80 guides and guide supervisors from across Ireland—travelling from places as far‑flung as Kylemore Abbey, Muckross House, the Cliffs of Moher, and the Irish National Heritage Park.
Our guest speakers were Professor Michelle Callanan of University College Birmingham and Stephen Spencer of Stephen Spencer + Associates.
Michelle shared valuable insights into the implications and opportunities created by AI for both visitors and guides, describing 2025 as the pivotal year when the travel industry moved from “chatty bots” to “agentic actions.” Adoption among tourism organisations is accelerating rapidly, and agentic AI is now viewed as a competitive imperative. Her engaging and informative presentation was rich with data, and she kindly provided references for anyone wishing to explore the topic further.
Stephen, whose specialty is “ambience architecture,” took attendees on a dynamic journey through the visitor experience. He encouraged discussion around the varied communication styles and emotional states of visitors—and how guides can craft more empathetic, meaningful encounters. His STARS framework (Story – Team – Ambience – Recipients – Sustainability) offered a memorable lens through which to view the guiding experience. He also highlighted the importance of adding value along the entire experience economy chain. And yes—extra applause for the excellent use of props, Stephen!
Kevin chaired a lively and thoughtful panel featuring tour guide patriarch Pat Liddy, Kilkenny flâneur Nevin Cody, Taste & Tour Belfast co‑founder Caroline Wilson, and Trinity’s Gemma Sexton. The conversation ranged widely, exploring sector competition, various forms of disruption, the challenges of scaling and managing growth, and the art of recruiting the right people.
A Lunch and Learning session followed, featuring a fantastic workshop delivered by Dublinia’s education team and a guided tour experience. Opened in 1993, Dublinia is Dublin’s Viking and medieval history museum, and its team brings passion and humour to the serious business of learning and guiding. Their offering includes training, upskilling, and mystery‑shopper services—all delivered with a wonderfully light touch.
Warm thanks to our generous hosts at Dublinia, to our enthusiastic and engaging speakers for their excellent presentations, and to our brilliant panellists for their openness and insight.
We are already looking forward to planning our 2027 event!
Photos below from the event are courtesy of Kevin Griffin
