This study aims to explore the competency development program of tour guides in improving work professionalism in HPI Central Java. The methods used were direct observation, and in-depth interviews with tourists, tour guides, and travel agencies, as well as literature studies. This research identifies factors that influence the improvement of competence and professionalism of tour guides. The main findings of this study indicate that a structured, sustainable, systematic tour guide competency development program, full support of stakeholders, and certification recognized by the state can contribute to improving the quality of tour guide services, and tourist satisfaction. The contribution of this research to the science of da'wah management can be seen from how da'wah values can be integrated in the tour guide competency development program to create tour guides who are not only competent in knowledge and skills, but also have ethical and moral awareness at work, such as a tour guide coordinating tourists to pray first before traveling, reminding prayer time schedules, and inviting to always do good, especially in terms of preserving the environment by throwing garbage in the trash that has been provided.