Developing Our Workforce
Growing Our People for a Dynamic Industry
Tourism is a highly labour-intensive, service-based industry. And people are our major asset — our industry currently supports 12,730 direct jobs in Newfoundland and Labrador.
To achieve the growth outlined in Vision 2020, and to meet the evolving needs of travellers, our sector needs skilled, knowledgeable staff and superior training. Our people and communities must understand the importance of tourism to the province’s economic and social well-being, and the importance of their own roles in building our unique brand of service.
At the same time, our industry must deal with the province’s tight labour market, making it difficult for operators to attract, retain, and train good people. This situation is expected to escalate with continued industry growth, and a shrinking replacement pool due to a declining birth rate and a retiring generation of baby boomers, as well as out-migration to other jurisdictions with higher wages.
The demand for skilled workers means that tourism employers not only compete with each other but also with employers from other industries and places. Therefore, we must work together to find solutions for this new labour-market landscape. As an industry, we cannot achieve our goals without a skilled and capable workforce.
But we are not without strengths.
There is growing appreciation of the role and value of tourism among individuals and communities. We are known for our friendliness. And our natural warmth, hospitality, and character contribute to the memorable and differentiated experiences of our travellers. A visit here is a chance to meet our authentic, friendly people, experience our unique culture and heritage, and interact with our remarkable landscape.
We are working to further elevate the image of tourism, to instill a sense of pride, and to attract the right people for long-term tourism career opportunities. Training and development also has a critical role to play in the growth and success of our industry.
