Adam Ladd – From Tour Guide to Educator
Adam Ladd has spent over a decade introducing visitors to Ireland’s rich history and landscapes. His approach to teaching is rooted in a commitment to practical, real-world skills that prepare his students for success in the tour guiding industry.
With over a decade of experience guiding visitors through Ireland’s iconic landmarks, Adam understands that being a great tour guide requires more than just historical knowledge – it’s about connecting with people, telling stories that resonate, and creating memorable experiences.
He's now the Module Lead on Portobello Institute's Tour Guide course which is a QQI level 6 qualification for those who wish to train as a Tour Guide.
An Unchartered Journey
Adam’s journey into the world of tour guiding wasn’t planned.
"I came out of university without a clear career path, and I thought a tour guide job would be just a summer gig. That was over ten years ago, and I’m still doing it – it’s the best job anyone could ask for!" he said.
His love for sharing Ireland’s stories, from the Cliffs of Moher to the Giant's Causeway, quickly turned into a lifelong passion. Over the years, Adam has worked with the Office of Public Works and the National Museum at Collins Barracks before going freelance, guiding thousands of visitors through Ireland's most iconic sites.
A Teaching Philosophy Built on Real-World Skills
Now, as a lecturer, Adam is dedicated to preparing students for the unique demands of tour guiding.
"In my classes, I focus on building the key skills needed to thrive as a tour guide – not just the knowledge of history but how to communicate it in an engaging, personable way," he said.
For Adam, a great guide is not just a historian but someone who can make people feel at ease, connect with them, and share complex information in a digestible, fun way.
Educational Background and Industry Experience
Adam holds a Bachelor of Arts in History and Politics, as well as a Master’s in History and Media from UCD. He also earned a National Tour Guide Badge, which reflects his commitment to the profession.
This combination of academic knowledge and extensive field experience helps him bring a balanced, practical approach to teaching, ensuring his students graduate with both the confidence and skills needed to excel.
Looking Ahead
Adam sees his role as an educator as a way to give back to the profession he loves.
"Tour guiding is a career many stumble into, but few want to leave. I’m thrilled to help my students find their footing and hope they’ll enjoy this career as much as I have."
Adam is excited to continue shaping the next generation of tour guides, inspiring them to share Ireland's heritage with passion and experience through his role at Portobello Institute.
Find Out More
If you are interested in becoming a tour guide, you can book a consultation call with our course advisor Janice O'Toole, email janice.otoole@portobelloinstitute.com or call 01 892 0041.
