The project JOHANNA is an international initiative to develop tailor-made professional qualification modules for tour guides and cruise coordinators. The guide education programme includes components related to knowledge, skills, and communication: high linguistic level, technical aspects of working with a group (including the sublime group of cruise tourism participants), attracting attention, composing stories with interesting and appropriate narrative, referring to the common heritage, history, and landscape. All elements are uniquely tailored to expectations of the audience (tourists), their different perceptions and the different cultural code, typical for the individual Baltic Sea regions.