Free Walking Tour Reggio Emilia, we root for rebellion
We are pleased to publish our response to the statement issued by local guides and published in the local editions of Il Resto del Carlino and Gazzetta di Reggio on November 18, 2018.
The so-called “revolt” of the tour guides in Reggio Emilia did not come as a surprise to us. Let’s be honest—we expected it. It has become something of a ritual that has accompanied our activities for years now. This is not the first time, and it certainly won’t be the last. What disappoints us is that the same script keeps playing out over and over again.
And yet, a simple conversation would have been enough to resolve the doubts. The Free Walking Tour didn’t arrive in Reggio Emilia out of nowhere: the project was publicly presented on September 29th during an open event in the city. In the weeks that followed, some attempts were made to initiate dialogue with local guide associations. Furthermore, the initiative was widely promoted through local media—and we’d like to personally thank the local tourism office (IAT) for helping spread the word.
Now, regarding the statements made: referring to us merely as “enthusiasts” unfortunately undermines our professionalism—and that of many others who, like us, work with dedication and passion on this project, which has grown steadily in recent years and led to the creation of Italy’s first national Free Walking Tour network: Free Walking Tour Italia.
We firmly believe that culture should be accessible to everyone—regardless of social background, age, or income. That is why, alongside traditional cultural offerings (which we have no intention of undermining), we have begun organizing open-access events, where the service is provided regardless of the number of participants or the amount of financial compensation. This allows everyone, especially those who cannot or do not wish to book more traditional options, to connect with the city.
As for the Free Walking Tour Reggio Emilia specifically, while awaiting collaboration with licensed guides, we invited a local expert—already active in similar cultural initiatives—to curate a first series of events under our association’s banner. These events are time-limited and purposefully non-historical/artistic in focus, to avoid direct competition with other local professionals.
Moreover, to be precise, the regional tourism law allows for “the occasional exercise of activities pertaining to licensed tour guides, with prior notification, by recognized subject matter experts, within educational and informative initiatives promoting the artistic and cultural heritage of Emilia-Romagna, organized by public or non-profit organizations whose statutory purpose is the dissemination and enhancement of cultural heritage.”
Regarding professional ethics, we believe in free will: everyone is free to choose the format that better represents their profession. We simply do not assign a fixed monetary value in advance—we let people decide for themselves. And recognition, sooner or later, comes. The group of more than 30 people who joined us last Saturday in Reggio Emilia is proof of that.
Finally, we’d like to add a personal note: without diminishing the legitimacy of holding and defending a tour guide license, we believe that skills and competencies should be measured by their impact; that is their ability to offer and create culture, entertainment, services, and work opportunities. Otherwise, the profession risks becoming disconnected from the evolving needs of a rapidly changing public and territory, clinging to outdated positions. A certificate is not by itself a guarantee of professionalism. True professionalism is shown in the ability to interpret the present, innovate, and find new methods, ideas, and applications in a constantly evolving field.
Therefore, we believe that collaboration between professionals, competencies, and different stakeholders is more necessary now than ever to jointly tackle the cultural impoverishment of our society. This is not meant as a criticism, but rather an open and honest reflection.
