ISO 14785:2024
(Main)Tourism and related services —Tourist information services — Requirements and recommendations
Tourism and related services —Tourist information services — Requirements and recommendations
This document provides minimum quality requirements and recommendations for onsite tourist information services located at the destination, online tourist information services or both. This document is applicable for management organizations responsible for tourism information services at the destination.
Tourisme et services connexes — Services d'information touristique — Exigences et recommandations
General Information
Relations
Standards Content (Sample)
International
Standard
ISO 14785
Second edition
Tourism and related services —
2024-11
Tourist information services
— Requirements and
recommendations
Tourisme et services connexes — Services d'information
touristique — Exigences et recommandations
Reference number
© ISO 2024
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ii
Contents Page
Foreword .iv
Introduction .v
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Information services . 2
4.1 Information and promotion channels .2
4.2 Information provision .2
4.3 Service languages .4
5 Destination promotion . 4
6 Service requirements . 4
6.1 General requirements .4
6.2 Commercial activities .5
6.3 Statistics and analysis .5
7 Staff . 6
7.1 General requirements .6
7.2 Training .7
8 Infrastructures . 7
8.1 General requirements .7
8.2 Online infrastructure .8
8.3 Onsite facilities .8
8.4 Maintenance and cleaning .9
9 Suggestions and complaints management . 9
Annex A (normative) Best practices on sustainability . 10
Annex B (normative) Accessibility .13
Bibliography .15
iii
Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards
bodies (ISO member bodies). The work of preparing International Standards is normally carried out through
ISO technical committees. Each member body interested in a subject for which a technical committee
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The procedures used to develop this document and those intended for its further maintenance are described
in the ISO/IEC Directives, Part 1. In particular, the different approval criteria needed for the different types
of ISO document should be noted. This document was drafted in accordance with the editorial rules of the
ISO/IEC Directives, Part 2 (see www.iso.org/directives).
ISO draws attention to the possibility that the implementation of this document may involve the use of (a)
patent(s). ISO takes no position concerning the evidence, validity or applicability of any claimed patent
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Organization (WTO) principles in the Technical Barriers to Trade (TBT), see www.iso.org/iso/foreword.html.
This document was prepared by Technical Committee ISO/TC 228, Tourism and related services.
This second edition cancels and replaces the first edition (ISO 14785:2014), which has been technically
revised.
The main changes are as follows:
— the document has been updated to include requirements and recommendations for online tourist
information services;
— new services which have emerged from the development of digital technologies have been added;
— the annexes have been restructured, completed and become normative.
Any feedback or questions on this document should be directed to the user’s national standards body. A
complete listing of these bodies can be found at www.iso.org/members.html.
iv
Introduction
Tourist information offices (TIOs) are physical facilities where information services are provided to tourists.
TIOs are governed by management organizations, in coordination with stakeholders, who are responsible
for defining and implementing tourist information services and the promotion strategy of the destination.
The first edition of this document described requirements for onsite facilities and services. Due to rapid
technological and internet advancements, management organizations have started to present tourism
information both onsite and online. It was therefore necessary to update this document with requirements
and definitions concerning online tourist information services. It was also necessary to highlight the
important value of the human side of services provided onsite, which offers a differential value to tourist
information services.
This second edition of ISO 14785 defines the service scope, service content and service quality of TIOs in
order to offer management organizations with updated and comprehensive tool covering all information
services offered both onsite and online. This document is intended to help to improve the competitiveness
of TIOs and to enable them to better respond to the new needs and challenges brought by the continuous
development of the tourism industry.
v
International Standard ISO 14785:2024(en)
Tourism and related services — Tourist information services
— Requirements and recommendations
1 Scope
This document provides minimum quality requirements and recommendations for onsite tourist information
services located at the destination, online tourist information services or both. This document is applicable
for management organizations responsible for tourism information services at the destination.
2 Normative references
There are no normative references in this document.
3 Terms and definitions
For the purposes of this document, the following terms and definitions apply.
ISO and IEC maintain terminology databases for use in standardization at the following addresses:
— ISO Online browsing platform: available at https:// www .iso .org/ obp
— IEC Electropedia: available at https:// www .electropedia .org/
3.1
tourist information office
TIO
physical facility where tourist information services (3.2) are provided either onsite or online with the aim of
meeting and improving the tourists' (3.7) expectations once they are at the destination
3.2
tourist information service
TIS
activities carried out by a management organization (3.4) at the destination aimed at promoting its tourist
offer and providing information
Note 1 to entry: Tourist information services can be offered on physical facilities (tourist information offices) or online.
3.3
stakeholder
individual, group, organization or authority involved in the TIS (3.2) value chain
Note 1 to entry: Stakeholders can be grouped into the following major categories:
— national or regional public administrations [including national tourism administrations (NTAs), national or
regional tourism promotion boards, destination management organizations (DMOs), municipalities, public
entities in charge of infrastructure polices, development and legislative or regulatory frameworks, organizations
or professionals working in the field of cultural heritage management and protection];
— travel and tourism industry stakeholders [investors in destinations and tourism industry, travel and tourism
businesses, especially small and medium enterprises (SMEs) across the tourism sector: transportation,
accommodation, tour operators and travel agencies, transport manufacturers, hospitality and catering, other
tourism providers and trade associations];
— enterprises and organizations from the support sectors: for example, companies entrusted with the execution of
construction works within destinations, architects, developers and promoters of support tools and services for
people with specific access requirements, and companies or professionals operating in the area of information and
communication technology (ICT);
— end users (i.e. tourists and the local population with or without specific access requirements).
[SOURCE: ISO 21902:2021, 3.16, modified — “tourism destinations” was removed.]
3.4
TIS management organization
organization responsible for defining and implementing the tourist information services (3.2) and the
promotion strategy of the destination
3.5
accessibility
provision of conditions that enable products, systems, services, environments and facilities to be used
everywhere by people from a population with the widest range of user needs, characteristics and capabilities,
with safety, comfort and autonomy
[SOURCE: ISO 21902:2021, 3.1, modified — Note 1 to entry was removed.]
3.6
accessible tourism
form of tourism that involves a collaborative process with stakeholders that enables people with
access requirements including mobility, vision, hearing and cognitive dimensions of access to function
independently and with equity through the delivery of universally designed tourism products services and
environments
[SOURCE: ISO 21902:2021, 3.3, modified — “universal design” was removed.]
3.7
tourist
user
person who uses the different facilities and services provided by a tourist organization
[SOURCE: ISO/PAS 5643:2021, 3.3, modified — “visitor, customer, guest” was removed.]
4 Information services
4.1 Information and promotion channels
The TIS management organization shall define the information to provide, the promotional activities to
carry out and the channels to communicate with each tourist target group.
The TIS management organization, regardless of whether the service is offered onsite, online or both, shall
include among its defined channels at least the following: online platform (e.g. website), email and contact
telephone.
According to the selected channels, the management organization shall enable its staff to access the
necessary technology, and to define the operations and accessibility requirements to be carried out through
each communication channel.
4.2 Information provision
The TIS management organization shall have a database of the main sources considered to be legal, reliable
sources of tourist information. This database can be internal or shared with other public or private bodies. It
shall be updated at least once a year.
The TIS management organization shall provide general and specific information, considering the interest
and needs of its different tourist target groups. The information shall not be biased by private interest and
shall be offered in an impartial way. The information shall cover the following:
a) contact details of the destination tourist offices. The location of the TIO(s) in the destination shall be
clearly and visibly indicated on the tourist map(s), website and printed TIO information, if available.
In the case of online TIS with or without infrastructure at the destination, means to interact with the
tourists shall be ensured (e.g. through contact e-mail);
b) the destination, including location (map), description, features, opening hours and accessibility conditions
services (e.g. accessible accommodation, restaurants, transport, tours and activities) and tourist
attractions (e.g. accommodation, transport, restaurants, museums, heritage sites and shopping areas).
c) tourist itineraries (e.g. art deco itinerary, luxury shopping itinerary) at the destination;
d) transportation terminals, routes and timetables (arrivals and departures), and information related to
transportation;
e) parking areas nearby the tourist attractions at the destinations (e.g. website, social media);
f) events calendar (e.g. recreational, cultural, festival, sporting or leisure business events), including date,
venues and contents for each event;
g) tourist service providers: accommodation, restaurants, tourist guides, currency exchange, translators,
rental services, travel agencies, etc. and their contact details. The TIS management organization shall
provide information about legal tourist providers only. The TIS management organization can provide
information about certification(s) (e.g. quality, sustainability, environmental, safety and/or security
certifications) of tourist resources or organizations;
h) safety, security, environmental and other relevant recommendations and regulations at the destination
(e.g. presence of poisonous plants/wild animals, precaution for solo travellers, presence of pickpockets);
[12]
i) ethics code at the destination ;
j) emergency/health services contact details (e.g. hospitals, pharmacies, ambulances, fire services, police,
safety and health issues, insurance services);
k) weather forecast;
l) contact details of other services that might be relevant for the tourist (e.g. banks, tax-free agencies,
lockers, lost and found);
m) frequently asked questions (FAQ) (e.g. passport, visa information, currency, credit cards and money);
n) other relevant services: charging services (e.g. mobile, cars, transport cards), parcel storage, pet storage,
children's car and wheelchair rental, etc.
The TIS management organization shall
— define the format in which information a) to n) has to be provided,
— be able to offer different formats if requested (e.g. digital documents, online information on screen
readers, paper, etc.),
— offer printable digital contents on the website with regards to sustainable practices,
— be able to send basic information (e.g. maps) upon request,
— offer printed basic information free of charge at the TIO,
— update the information online, onsite or both regularly, at least once a year, regardless of the mean by
which it is displayed, and
— establish a procedure for managing the supply of leaflets, written and digital material supply.
4.3 Service languages
The TIS management organization shall define the languages in which the information and promotion
services shall be offered. At least one international foreign language shall be used, according to the identified
tourist target groups. The number of international foreign languages used shall be increased according to
the needs of the tourist target groups.
This shall include the information provided either online or onsite on the different formats and channels
available (e.g. digital documents, automated chatbot, telephone).
5 Destination promotion
The TIS management organization shall define a marketing strategy at the destination, that guarantees the
involvement of different destination stakeholders during the development of the marketing strategy. This
marketing strategy shall include all of the tourist attractions on offer at the destination and shall be based
on the result of the analysis of the following:
a) information concerning the destination;
b) tourists’ needs and growing demands;
c) strengths, weaknesses, opportunities and threats (SWOT) analysis of the destination.
The TIS management organization shall define the promotional activities to be developed according to the
defined strategy.
The website of the destination shall be used to collect and integrate all tourist resources, information
and offers available at the destination (see list in 4.2), to facilitate coordination and communication of
stakeholders, and to create destination awareness amongst tourists in order to attract target market
travellers.
The TIS management organization shall develop and distribute, according to a predefined strategy, contents
and promotional material through onsite or online channels, in support of the marketing strategy.
6 Service requirements
6.1 General requirements
The TIS management organization shall offer information about the destination, tourist products and
service providers at least through a website or TIO.
When providing the information service, the following provisions shall apply:
a) The TIS management organization shall define and communicate the information service hours, both
for online and for onsite services (i.e. for each tourist information office at the destination), considering
the number of tourists, tourist activities and seasons, when applicable.
b) The attention/response procedure both for telephone, online and onsite services shall be defined.
This procedure shall include the courtesy rules to be applied when the staff interacts with tourists.
Telephone calls should be answered before the fourth tone. Digital interaction should not exceed 24
working hours. Tourist service, specifically face-to-face, shall be given priority over any other activities.
c) Staff shall be identifiable
1) in the case of onsite services, the staff shall use a badge or specific clothes/garments. It is
recommended to identify the international languages used by the staff (e.g. tag), and
2) in the case of calls and digital interaction, the staff shall give the name of the destination.
6.2 Commercial activities
The TIS management organization can perform commercial activities, for example:
— provision of third-party booking and sales;
— selling of events tickets, tour tickets, guided tours, etc.;
— selling of local products (e.g. handicrafts, souvenirs, food and drinks), and related publications;
— selling of transport tickets, SIM (subscriber identity module) cards, digital services (e.g. internet);
— currency exchange;
— other upon request.
Tourists shall be provided with the following information, as appropriate:
a) products and service-related information:
1) product prices (including taxes) and conditions before the payment (e.g. in events or guided tours:
date, time, main features of the service, restrictions or limitations, venue or meeting point);
2) product description, including the origin, materials and applicable warranty and guarantee, etc;
3) storage conditions of food and drinks (if applicable), including the expiration date, which shall be
monitored;
4) shipping times.
b) payment-related information:
1) accepted payment methods;
2) payment cards, which shall be accepted for online transactions. If online payment options are
provided, there should be a warning that these payment options are third-party payment options
and responsibility will not be taken by the TIO. The provisions of ISO 32111:2023, 8.5 should be
taken into consideration;
3) a receipt shall be issued in all cases and an invoice if requested.
c) re
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