The new national standard "Guidelines for Tour Guide Services" (hereinafter referred to as the "Guidelines") will be implemented from April 1st. The Standards have been restructured and optimized in terms of tour guide quality requirements, service requirements, and other aspects. In response to the consumer behavior of deceiving and coercing tourists, it is clear that tour guides should not sell items to tourists or induce, deceive, force, or indirectly force tourists to shop. Tour guides play an important role in people's travel process, and whether people can enjoy themselves both physically and mentally during travel depends to some extent on the level of service provided by tour guides. China's Tourism Law, the Regulations on the Management of Tour Guides, and other laws and regulations have made many provisions on the professional requirements and service content of tour guides. Tour guides must work with certificates in accordance with the law and regulations, and strictly abide by relevant professional ethics norms. From a practical perspective, the service skills and professional qualities of tour guides in various regions have greatly improved, but they still vary. Some tour guides, in order to seek personal gain, use their information advantages to deceive tourists and force shopping, which not only harms the interests of tourists but also undermines the healthy development of the tourism industry. At the same time, it should also be noted that the current diverse demands of the people for tourism have put forward updated and higher requirements for the service content and quality of tour guides. In this context, it is necessary and important to further standardize tour guide service activities and improve the professional level of tour guide services. This "Regulation" has established more detailed standards for the content of tour guide services, drawing clearer red lines. It not only comprehensively regulates tour guide services and emergency handling, but also expands the scope of tour guide services, improves service quality, and further demands the quality and ability of tour guides themselves. The "Regulations" add the core values of "tourist first, sincere service" to the tourism industry, and propose that during the tourism process, tour guides should pay attention to the movements of tourists, timely remind them to use the toilet, and pay special attention to special groups such as the elderly and minors. These refined service standards enable tour guides to provide more care and companionship to tourists, undoubtedly bringing them a better service experience. In addition, increasing the relevant prohibitive requirements for tour guides to arrange shopping activities can help protect the legitimate rights and interests of tourists and make them feel more at ease during their travels. Tour guides showcase the image of the tourism industry and shoulder the responsibility of making tourists happy both physically and mentally, and enriching their experiences. I hope that all relevant practitioners can continuously improve their professional quality and skills under the guidance of the "Standards", resolutely eliminate various tourism consumption chaos, and provide more personalized and differentiated services for tourists based on the characteristics of the current tourism market and tourist needs, so that every tourist can enjoy a happy and comfortable journey. (Lai Xin She)