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TIA seeks $1.9m backing for tourism careers initiatives package

15 May 2019  By Staff Reporter | | @tourismticker

Tourism Industry Aotearoa is on the hunt for funding to deliver a $1.9m three-year package of initiatives to attract New Zealanders to tourism careers.

The proposed initiatives, included in a business case which was released today at TRENZ, are grouped into three inter-related categories comprising ‘perceptions’, ‘bridging’ and ‘experience’.

They include things such as the creation of a knowledge hub, communications campaign, school engagement programme and improving education right through to networking and mentoring.

It is currently seeking funding “from government and other sources”.

TIA said that the package builds on the range of workforce development activities already underway across the industry, and aims to help attract the estimated 40,000 new employees needed to support tourism growth over the next five years.

Last year, TIA partnered with ATEED to undertake perceptions research to better understand what young Kiwis think about working in tourism and who influences their thinking.

This research offered new insights for industry employers and educators so they can attract more young people and effectively retain and develop them into sustainable career pathways. It found that parents and teachers are enormously influential in career choice.

Tourism jobs are also perceived as having average pay and being short-term.

TIA chief executive, Chris Roberts, said: “The perceptions research provided the basis for our business case. After extensive consultation with industry members around the country, we are excited to launch this package of eight initiatives today.”

“This package has the potential to make a real difference to our industry’s future.

“Other industries are well advanced in programmes to attract talent and tourism can’t afford to be left behind. By taking a coordinated approach, we can become more competitive in attracting the talent we need to continue offering world-class visitor experiences,” he added.

Other work already being done by the sector to attract and retain talent include the YoungTEC professional development programme and the Go With Tourism programme launched earlier this year by Auckland Tourism, Events and Economic Development (ATEED).

Focused on the Auckland region, this new job platform at aims to match young job-seekers with quality employers within the tourism industry.

It also provides information about the variety of roles available in tourism.


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