The global tourism industry is being urged to embrace cultural competency as a business imperative.
According to the Aquila Center for Cruise Excellence, which trains tourism professionals worldwide, cultural understanding is not just about the words exchanged; it’s about adapting gestures, tone and timing to ensure interactions are respectful, inclusive and enhance the visitor’s experience. Without this, companies are not building authentic connections.
“Speaking a language allows you to translate words. Cultural competency allows you to understand people. It’s about making guests feel seen so that they become your most passionate brand advocates,” said Ambra Attus, Aquila’s Director of Impact, Growth and Development.
“A single misstep can ruin a vacation, but a genuine connection can secure a customer for life. This is the foundation of loyalty and positive word-of-mouth.”
These competencies are also crucial for de-escalating potential issues and ensuring smooth operations in diverse environments.
