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Transcript of GOOD AFTERNOON! PERCEPTIONS OF TOURISM · PDF file PERCEPTIONS OF TOURISM 19 SEPT 2019...

  • PERCEPTIONS OF TOURISM 19 SEPT 2019 ︙ SASKATOON

    GOOD AFTERNOON!

    1: Canadian Perceptions of Tourism’s Value 2: Canadian Perceptions of Tourism As a Place of Work

  • Tourism is vital to Canada’s economy; it is a key driver of

    socio-economic progress.

    Tourism plays a significant role in future job creation.

  • International Arrivals

    19.98 M

    +11.0%

    20.8 M

    +4.1%

    21.13 M

    + 1.6%

    1.4 Billion

    +6%

    2016 2017 2018

    UNWTO Tourism Overview 2018 & National Tourism Indicators ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • Canada’s Tourism Vision

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • Overtourism

    No one goes there, it’s too

    crowded

  • Will unleash the potential of tourism to drive economic growth and job creation year-round in all regions of the country

    Tourism now offers good middle-class jobs with career choices in well-paid, highly skilled fields. At the same time, it provides first jobs for young people and new Canadians, and is increasingly an avenue for seniors interested in stimulating, people-oriented part-time work.

    Creating Middle Class Jobs: A Federal Tourism Growth Strategy

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • Resident Sentiment Monitor • Tourism Research Partners Forum: common approach of monitoring if over tourism was a concern.

    • Working group to create a set of standardized questions to assess local sentiment towards tourists.

    • Five core questions and a series of optional metrics

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • ➢February 2019 ➢Conducted by Nanos on behalf of Tourism HR Canada ➢Survey of 5,048 Canadians 18 years of age or older ➢Non-probability panel ➢Results weighted by age and gender based on 2016

    census ➢Sample geographically stratified

    Follow up Questions 1. Do people understand the scope of “Tourism”? 2. Does working in tourism have positive/negative

    effects upon careers?

    2016 Survey: Perceptions of Tourism as a Place of Work

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • Recent Survey of 5000 Canadians

    38%

    13%

    Worked in Tourism?

    SAY THEY WORKED IN ANY OF THE 5 SECTORS

    SAY “YES”

    BUT…

    First Job

    73% HAD THEIR

    FIRST JOB IN ONE OF THE

    FIVE TOURISM INDUSTRIES

    FIRST JOBBERS

    15 – 24

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • Recent Survey of 5000 Canadians

    FIRST JOBBERS

    15 – 24

    Tourism 28%

    Retail 27%

    Manufacturing 11%

    Healthcare/Social Assistance 9%

    Finance/Insurance 8%

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • Food & Beverage 81%

    Transportation 84%

    Recreation/Entertainment 85%

    Travel Services 88%

    Accommodation 88%

    Canadians, What is Tourism? 70% 90%

    18-35 All Respondents

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • Recent Survey of 5000 Canadians

    60% 31%

    Tourism important to economy?

    VERY IMPORTANT

    SOMEWHAT IMPORTANT

    49.2%

    57.2%

    60.7%

    61.5%

    65.2%

    65.3%

    66.0%

    73.9%

    80.5%

    37.8%

    36.0%

    30.6%

    30.3%

    27.5%

    30.0%

    25.1%

    23.3%

    17.5%

    Quebec

    Saskatchewan

    Ontario

    Alberta

    British Columbia

    New Brunswick

    Manitoba

    Nova Scotia

    Newfoundland

    Very important Somewhat important

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • Recent Survey of 5000 Canadians

    79%

    7%

    Is Canada well equipped to handle current visitor demand?

    YES – WELL EQUIPPED

    “TOO MUCH PRESSURE”

    86.6%

    80.7%

    80.2%

    79.7%

    79.6%

    79.5%

    76.4%

    75.4%

    73.7%

    6.5%

    8.8%

    8.5%

    3.4%

    5.8%

    6.3%

    7.6%

    6.7%

    10.3%

    Nova Scotia

    Newfoundland

    Alberta

    New Brunswick

    Quebec

    Ontario

    Manitoba

    British Columbia

    Saskatchewan

    Well Equipped Too Much Pressure

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • Pressure Applied by:

    12.9% Illegal Immigration/ Visitors not leaving

    10.9% Strain on infrastructure and transportation

    10.0% Overcrowding

    8.0% Environmental Impact

    7.2% Financial cost

    7.1% Lack of capacity in Tourism Sector

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • Recent Survey of 5000 Canadians

    37%

    47% Just Right

    Does Canada have too few, too many, right amount of visitors?

    Too Cold

    “Do not like porridge”

    7% Too Hot

    50.8%

    44.1%

    41.9%

    38.1%

    38.1%

    37.7%

    35.6%

    33.3%

    25.8%

    Nova Scotia

    New Brunswick

    Newfoundland

    Quebec

    Manitoba

    Alberta

    Ontario

    British Columbia

    Saskatchewan

    Too Few

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • Recent Survey of 5000 Canadians

    4 in 5 strongly agree or somewhat agree international visitors are good for Canada

    4 in 5 strongly agree or somewhat agree domestic visitors are good for Canada

    85.6%

    84.9%

    91.4%

    85.2%

    86.6%

    84.4%

    78.6%

    88.8%

    87.6%

    86.5%

    85.9%

    90.8%

    86.4%

    86.6%

    86.1%

    80.1%

    90.1%

    87.1%

    Newfoundland

    New Brunswick

    Nova Scotia

    Quebec

    Ontario

    Manitoba

    Saskatchewan

    Alberta

    British Columbia

    International Visitors Domestic

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • Recent Survey of 5000 Canadians

    18 – 34

    35 – 55

    55 +

    86.4%

    75.8%

    24.7%

    81.1%

    81.7%

    90.5%

    76.4%

    36.1%

    85.5%

    85.9%

    94.6%

    83.6%

    45.5%

    90.9%

    91.5%

    Importance to Economy

    Canada well equipped

    Too few visitors

    Int. Visitors good

    Domestic Visitors Good

    Youth (18 to 34) 35 to 54 55 +

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

    https://www.google.ca/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=2ahUKEwiFt9ey6e7gAhVExoMKHb7QDcAQjRx6BAgBEAU&url=https://www.flaticon.com/free-icon/pilot_190656&psig=AOvVaw1zlrOYmehLuh7XhomqUxDW&ust=1552006630282482

  • The Good and the Bad

    Tourism Career Perceptions

  • ACQUIRED SKILLS

    73% customer service

    69% communication skills

    67% people skills

    66% ability to deal with difficult people

    Place for young people

    Valuable work

    experience

    Many interesting

    jobs

    Recommend

    career to family

    Helpful entreprene urial skills

    91 % 75 % 63 % 62 % 57 %

    PERCEPTIONS FROM CANADIANS: THE WORK EXPERIENCE

    Perceptions of Tourism Among Canadians

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • 36 %

    35 %

    31 %

    41 %

    40 %

    32 %

    Perceptions of Tourism Among Canadians

    3YRS

    Most common reasons people left… Reasons never considered working in tourism…

    Other or better career options

    Wage uncompetitive

    Wanted to change careers or do something different

    Other or better career opportunities

    Never interested

    Poor skill alignment

    28 % Benefits were not competitive

    23 % Lack of advancement

    21 % Lack career awareness

    21 % Wages uncompetitive

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • 36 %

    35 %

    31 %

    41 %

    40 %

    32 %

    Perceptions of Tourism Among Canadians

    3YRS

    Most common reasons people left… Reasons never considered working in tourism…

    Other or better career options

    Wage uncompetitive

    Wanted to change careers or do something different

    Other or better career opportunities

    Never interested

    Poor skill alignment

    Tourism provides opportunities for career

    advancement

    Tourism workers are appreciated by their

    employers

    Benefits are competitive

    Wages are competitive

    43% 32% 31% 23%

    ©2019 Tourism HR Canada TTRA Canada Chapter Conference

  • Median Earnings All Tourism Occupations—By Age

    Tourism provides opportunities for career

    advancement

    Tourism workers are appreciated by their

    employers

    Benefits are competitive

    Wages are competitive

    43% 32% 31% 23%

    ©2019 Tourism