There is an opportunity to address ongoing labour challenges and support business viability through a commitment to workforce development and technology adoption.
Why it matters
The job market, the skills people possess, their work habits, compensation, and government regulations, are all crucial elements in the tourism industry. A dependable workforce is essential to deliver exceptional customer service in an industry that thrives on being welcoming and friendly.
Digital transformation is revolutionizing the tourism sector, with businesses leveraging new technologies to enhance marketing, sales, and guest experiences. Artificial intelligence and digital data management hold the promise of boosting productivity, bridging cultural gaps, and elevating visitor satisfaction. Yet, the irreplaceable personal touch remains at the heart of unforgettable travel experiences.
What Success Looks Like
Workforce attachment:
People working in tourism feel connected and valued and see an opportunity for career development. Tourism is supported by an inclusive workforce with engagement from diverse populations, particularly Indigenous communities, and is seen as a positive alternative for workforce engagement for older workers.
Year-round employment:
As the tourism industry expands with additional shoulder season activity and more year-round offerings, there will be positive impacts for individuals, communities, and the province, including increased yearround employment, additional tax revenues, and other associated benefits.
Strong workforce:
The Nova Scotia workforce stands tall on the global stage, empowered by innovative post-secondary tourism programs that align directly with industry needs. The image of the sector will be favourable with enhanced employee retention, year-round employment stability, and increased entrepreneurship.
Desired career path:
Tourism will be considered a destination for employment in Nova Scotia and synonymous with wellpaying jobs and well-rounded careers that drive economic stability and growth. Part- time work will be valued for the role it plays in providing student employment, older worker engagement, and secondincome opportunities that align with lifestyle choices. Tourism will be seen as a secure and rewarding career path that enables entrepreneurship and allows individuals to thrive in their communities of choice.
Embracing digital transformation:
Current and emerging technologies such as artificial intelligence, booking systems, and digital data management will support business operations, resulting in enhanced productivity and efficiency. The overall result will be enhanced competitiveness and profitability for tourism operators and seamless, quality experiences for the guest.
Goals:
- Improve workforce development initiatives to enhance retention and the image of tourism as a rewarding career path.
- Accelerate the talent pipeline by leveraging innovative and best-in-class education models and fostering strong industry partnerships.
- Embrace digital transformation to enhance productivity, improve business models, enhance the visitor experience, while maintaining the highest quality service culture.
Actions:
- Implement a comprehensive tourism workforce strategy.
- Expand business use of technology tools.
Who Plays a Role:
Leaders
- Workforce development organizations
- Tourism industry associations
- Educational institutions
- Tourism operators
Supporters
- Provincial government
- Federal government
- ICT sector