Apply to the Academy for Women: Creating and Leading Tours and Tourist Experiences


Call for Applications

The Tour Guiding Academy is an online learning platform that allows you to become a guide for day tours, and to create and develop a tour based on your own story, knowledge, and experience.

The Academy program is divided into 5 modules (124 lessons, totaling 6 hours), adapted to your learning pace, with the opportunity to participate in group sessions with mentors. After completing the training and mentorship, all participants will receive a certificate of completion. The main goal of this program is to create a final product that is ready for sale.

Through the 5 modules you will learn:

– How to define the tourism sector, its key elements, and trends?
– How to recognize, develop, and convey a story that will be the basis of your tour (city/adventure) and key storytelling skills?
– How to design a story and incorporate all its elements into a comprehensive day tour that will surprise and delight your attendees?
– What skills are important to become a successful tour guide? How to behave with tourists and how to impress them with your tour? How to manage and meet their expectations?
– How to present and sell your tours, in person or online? How to use Airbnb and how to approach other sales channels? How to determine the costs and prices of the tour? How to create initial marketing and sales techniques for successful sale of your tour?

Application Criteria:

  • Possession of a valid license or certificate for leading tours (city guide, adventure tourism guide), or proof of commenced education for obtaining a license for leading tours.
  • Motivational letter with a brief proposal of an idea for creating a new or improving an existing tour or creating a new tourist tour as an expansion or improvement of an existing business. The motivational letter (with min. 1800 to max. 3600 characters) should contain: brief information about you and your experience in tourism, explanation of why this program suits you, your goals and motivation for participating in the program, and briefly the idea you wish to implement following the steps from this program.
  • Completion of at least one of two courses at Turizam Academy: Storytelling in Tourism or Experiential Travels or at least one course with a similar theme on another platform. As proof, a copy of the certificate in PDF format must be submitted.
  • Knowledge and understanding of the English language, as all lectures and communication with mentors are in English.
  • Previous experience in leading tours (city/adventure) for international visitors will be considered an additional advantage.

The number of spots is limited

Please ensure that your completed application form is sent no later than April 15, 2024.

Access THE TOUR GUIDING ACADEMY online program completely free of charge! Don’t miss the opportunity to learn from international experts and save BAM 800!

The US Government through the USAID Turizam project offers an opportunity for women from the BiH tourism sector to complete a comprehensive course with international experts “The Tour Guiding Academy” by the Women in Travel CIC organization completely free of charge. Upon completion of the course, you will receive a certificate from the Women in Travel CIC organization with your name and surname.

USAID Turizam and Women in Travel CIC want to support you on your journey, help you improve your skills, and enhance your business! This program will inspire you to enhance and improve your existing idea or to create something entirely new.

About Women in Travel CIC

Women in Travel CIC is a socially responsible company that supports women in the tourism and hospitality sector. Their mission is the economic empowerment of women, especially women from marginalized and underrepresented groups, through networking, employment, and entrepreneurial opportunities in tourism and hospitality.

About the project USAID Turizam

With the aim of positioning Bosnia and Herzegovina as a competitive destination on the global market, the U.S. Government through the USAID Developing Sustainable Tourism in Bosnia and Herzegovina (Turizam) works on enhancing human capital in the tourism sector, developing innovative tourism products, improving access to finance for tourism businesses, harmonizing policies and regulations, and on transforming the brand and promotion of the destination.

Through a comprehensive approach to sustainable tourism development, USAID Turizam contributes to economic growth and harmonious social relationships in Bosnia and Herzegovina.


Alessandra Alonso is a multi-award-winning expert in tourism and travel with 25 years of experience in leading positions in prestigious organizations such as WTTC (World Travel & Tourism Council) and KPMG, and as an independent consultant, mentor, and social entrepreneur. In 2004, she was recognized as a ‘pioneer’ and ‘one of the most important women in tourism’, and her numerous awards testify to her commitment to making the tourism sector more inclusive, diverse, and fair. Alessandra’s expertise in consulting and mentorship, especially in the areas of human resources, mentorship, and coaching in tourism, has been developed over two decades of working in the sector. Through her social entrepreneurial organization Women in Travel CIC, Alessandra supports companies and organizations like Google, Intrepid Travel, and Expedia in their efforts to achieve inclusivity and diversity.

Klaudija Janzelj is a tourism expert with 18 years of experience in entrepreneurship, commercial management, innovation, sustainability, and building global communities. She assists organizations with the aim of steering their business towards growth, recognizing innovative opportunities for positioning them as market leaders. Currently, she holds the position of Head of City Experiences at TUI Musement, where she oversees the strategy for growth, profitability, and customer satisfaction at a global level for TUI Musement, including managing city tours and training guides. She believes that business can be a positive force in the world and, therefore, in her free time, helps small tourism agencies optimize their business, and supports the Women in Travel CIC organization in their entrepreneurship program and Tour Guiding Academy.

Elisa Spampinato is an experienced entrepreneur with a passion for travel and photography. As an expert in ethical marketing, she helps the tourism sector become more inclusive towards local communities. Through her work, she supports and promotes community-based tourism, encouraging respect and sustainable tourism worldwide as her core mission. Elisa has formal education in sociology, anthropology, and production engineering, which continue to fuel her passion for learning and development.

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