Tourism is, at its core, about people. It’s powered by the connections we make, the stories we share, and the experiences we create together. From the dedicated hospitality workers who welcome travellers with warmth, to the local artisans and guides who bring our culture to life, it’s the people behind the scenes who truly make tourism thrive. Every journey is enriched by the unique contributions of individuals who are passionate about showcasing their communities and welcoming visitors from around the world.

Employment in the tourism sector remains lower than it was before the pandemic. According to the most recent annual data, employment levels for several advanced career positions in tourism and hospitality are dramatically lower than in 2019. Air traffic controllers are down 33 per cent, executive housekeepers and hospitality workers are down 31 per cent, and for conference and event planners, employment is down 19 per cent.

At a time when Canadian youth, newcomers, and members of underrepresented communities face record levels of unemployment, our sector is presented with a unique opportunity. We have a chance to transform our workforce, improve the quality of life of every Canadian, and make a positive impact that goes beyond an economic contribution. We must promote the rewarding and long-term career paths the tourism sector provides to attract and retain the next generation of Canada’s talented workforce.

As an industry, we must plug the gaps that hamper productivity and threaten to damage Canada’s reputation as a tourism destination. Strategic public investment is required to promote tourism as a vocation and enhance its labour force with talent. This is best achieved through meaningful partnerships—not only within our sector but with the federal government. These partnerships will be the cornerstone of our industry’s success.

To this end, TIAC is working with Restaurants Canada, the Hotel Association of Canada, and Tourism HR Canada to call on the federal government to fund a national marketing campaign through a three-year, $5-million investment. This campaign promotes tourism as a career among young Canadians. It builds on the work that THRC has initiated with its Discover Tourism program, which provides valuable career planning, curriculum, and HR tools to job seekers, employers, and educators. The logic underpinning this program presupposes that today’s youth are unaware of the career possibilities the tourism industry presents and the satisfaction that comes from showcasing Canada to its visitors. Nascent workers, read about the Discover Tourism program and take advantage of the resources available to you. Careers in tourism are varied and fulfilling; your perusal of these programs could lead you to your dream job.  

While we build our future workforce, we must leverage existing industry supports and government programs such as THRC’s Ready to Work program, which helps businesses recruit job seekers and integrate newcomers into a career in tourism. Its internships—a composite of in-class education and workplace training—facilitate job-readiness and career planning. Over the years, it has provided under-represented communities with career options and growth opportunities in the tourism sector by providing them access to certification programs (e.g., WHMIS, CPR, responsible alcohol service) that will open up new pathways in their pursuit of employment.

The Economic Mobility Pathways Pilot is an express-entry program that pairs employers with skilled newcomers, asylum seekers, and refugees to Canada. Such opportunities enable these individuals to flourish and ensure their new lives an auspicious start. It also makes available to employers qualified candidates whose background and education could provide unique skillsets and perspectives. Even without a firm job offer, talented refugees may nevertheless gain entry into Canada and begin their new life, with employment opportunities coming as they settle into the country. Tourism operators suffering from the labour gap are encouraged to take advantage of this program that is mutually beneficial for themselves and those skilled workers who hope to call Canada home.

As global demand for tourism rises, Canada must remain a top-tier destination. To do so, the fundamental needs of the sector must be met for it to thrive in the years ahead. By investing in our people and forging strong and reliable partnerships, we can ensure that Canada’s tourism industry does not just survive, but truly flourishes. Together, we can build a future that benefits our economy, our communities, and everyone involved in this wonderful sector.