Tourism for future generations
In October 2024, the NORDIC TOURISM COLLECTIVE will host a unique event, gathering tourism suppliers and partners together with universities, higher education institutions and students for an open day of content and networking, showcasing the breadth, the culture, the excitement and potential of the tourism industry in the Nordic region.
Why are we doing this?
Our industry faces a continuing shortage of available and good staff. Initially, this crisis was a manifestation of the immediate port-covid environment as companies struggled to re-adjust to higher levels of business enquiries and bookings with fewer staff. It is now clear, however, that there is a longer-term infrastructural issue which sees the Travel & Tourism sector struggling to recruit and retain staff. Lockdown conditions and legislations have accelerated workplace infrastructural change with WFH now the accepted normality with new entrants to the workplace seeking a balanced work-life and flexible job roles.
NORDIC TOURISM COLLECTIVE Working Groups
Last year, we sought the views and experiences across a series of working groups that took place between October 2022 and Jun 2023. The working groups were made up of representatives from across different sectors of the industry within the Nordic and Baltic countries. Why does the travel & tourism industry struggle to attract, recruit and retain staff? This is understood to be for a number of interrelated reasons
• Image and percep[tion of tourism as a not serious or unprofessional industry
• Poor remuneration and/or perks
• Very much affected by external geo-political and natural factors
• Inflexible working conditions
• Lack of opportunities
• Lack of clear career progression
• Lack of professional training
• Not enough practical support from Academia for tourism?
Assessing the issues - industry image?
The travel industry is a rich, extensive and diverse industry but it is fragmented into sectors and interest groups and lacks a collective voice. Governments have little understanding of the extent and economic scale of the industry.
The travel and tourism industry is volatile, insecure and vulnerable to external economic and geo-political factors.
The industry is also poorly remunerated compared to other industries often with seasonal or antisocial hours. It is often as a tertiary service sector not as a global industry it really is.
Many younger people see the industry as temporary and not as an aspirational career choice and do not understand the scale and opportunities within the travel industry. We lack young inspirational influencers and ambassadors
Changing perceptions
We need to define and clarify the very meaning of the tourism industry and communicate the scale, scope and importance of the industry to local and national economies. We need also to illustrate that the travel industry is rich and diverse with a wide range of roles and opportunities exciting for school leavers, apprentices and graduates alike with emphasis on "people's" skills and the diversity across the industry.
In an industry that relies heavily on seasonal and shift work we must explore ways in which these working conditions can be accommodated. Workplaces must make adjustments (and sacrifices) to attract workers by offering short term financial bonuses. Tourism must become a desirable industry to enter with the opportunity of a clear career pathfor those just starting in the industry. We should consider continued training of staff for maximumretention and success.
We also must offer internships/apprenticeships to school leavers and college students to attract young talent without the qualifications but who are interested in starting an exciting career. There are already a number of successful apprenticeship schemes - successful examples include Greenland Travel and Lund Gruppen
A career in tourism could, in fact, be any of the following - Marketing, Hospitality, Supply Management, Operations, Customer Service, Guiding, Event Management, Legal, HR/Personnel management, Finance management/payroll, Technology, Social Media, Health & Safety, Graphic Design, PR/Copywriting
Sustainable Tourism can elevate the image and perception of tourism
Sustainability tourism could be a unifying message and show that tourism can be a force for good. We will need to show good examples of how sustainability is fundamental and how the Nordics are leading the way globally. We could include a timescale of how the Nordic adoption of sustainable tourism is developing. Sustainability and the importance of sustainable tourism needs to be at the heart of our strategy to attract young talent to the industry
We need to explain how airline emissions do not overshadow the progress made towards sustainable tourism. Generation Z places sustainability at their core and is one of the groups we want to attract. We can showcase how far we have come already and share successes and concepts of sustainability in the region and how it is now part of the Nordic story and everyday life. The Nordics lead the way in sustainability and are a beacon for global tourism.
Our recommendations
• Prepare a definition of the industry and show scale and scope of the industry through infographics
• Show how the business actually works through infographic
• Show how working with different source markets and cultures is inspiring.
•Travel also opens the minds of young people to diversity and cultural richness
• Importance of life experiences in travel and how tourism makes these happen
• Show how tourism is about dreams and experiences (not things)
• Illustrate how tourism is all about people, connecting, partnering and collaborating together
• Senior tourism stakeholders to work on positive messages - Find young inspirational influencers/ambassadors
• Show the importance of sustainable tourism for future generations
• Provide an explanation of sustainable tourism and how sustainable tourism can be a force for good
• Examples of how tourism can help local economies (in Nordics and elsewhere?)
• Illustrate how easy and open the tourism industry is to enter at whatever stage of your working career
• Show how its possible to study while you are working with the varying seasonalities
• Train up trainees/apprentices to enjoy seasonal work, get a taste of the industry
• Qualifications that are recognised in the industry - examples
• Tourism has everything (and demonstrate it has) - provide comprehensive list of career opportunities
• Showcase best practice case study examples (employment, career progression, on-going education and training sustainable tourism, collaboration)
• Set up a Nordic Institute of Tourism (NIT)!
Conclusions and next steps - Stockholm 2024
As a result of these working groups and discussions the Collective is planning to create a unique event, gathering tourism suppliers and partners together with universities, higher education institutions and students for an open day of content and networking, showcasing the breadth, the culture, the excitement and potential of the tourism industry in the Nordic region.
Learningmatters 2024 will take place in Stockholm in October, gathering academic institutions, the private and public sectors and students. By clearly demonstrating and communicating this message we can position the industry as the thriving and exciting industry it is, attracting new generations. The adoption of new technologies and sustainable practices will further enhance the attractiveness of our industry.
