GOOD AFTERNOON! PERCEPTIONS OF TOURISM · PERCEPTIONS OF TOURISM 19 SEPT 2019 ︙SASKATOON GOOD...

PERCEPTIONS OF TOURISM19 SEPT 2019 ︙ SASKATOON

GOOD AFTERNOON!

1: Canadian Perceptions of Tourism’s Value2: 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


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


➢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 Questions1. 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


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



FIRST JOBBERS

15 – 24

Tourism 28%

Retail 27%

Manufacturing 11%

Healthcare/Social Assistance 9%

Finance/Insurance 8%


Food & Beverage 81%

Transportation 84%

Recreation/Entertainment 85%

Travel Services 88%

Accommodation 88%

Canadians, What is Tourism? 70% 90%

18-35 All Respondents



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



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


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



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



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



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 +


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 entrepreneurial skills

91 % 75 % 63 % 62 % 57 %

PERCEPTIONS FROM CANADIANS: THE WORK EXPERIENCE

Perceptions of Tourism Among Canadians


36 %

35 %

31 %

41 %

40 %

32 %


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


36 %

35 %

31 %

41 %

40 %

32 %


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

Benefitsare competitive

Wages are competitive

43% 32% 31% 23%


Median Earnings All Tourism Occupations—By Age

Tourism provides opportunities for career

advancement

Tourism workers are appreciated by their

employers

Benefitsare competitive

Wages are competitive

43% 32% 31% 23%


0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000

<10,000

10,000-19,999

20,000-29,999

30,000-39,999

40,000-49,999

50,000-59,999

60,000-69,999

70,000-79,999

80,000-89,999

90,000-99,999

>100000

15-24 25-34 35-44 45-54 55-64 65+

125

130

135

140

145

150

155

160

165

Thousands

Saskatchewan – Youth Population(15-24)

= Increasingly small pool of youth workers

= Increased competition for workers

Statistics Canada. Table 17-10-0057-01 Projected population, by projection scenario, age and sex, as of July 1 (x 1,000)©2019 Tourism HR Canada TTRA Canada Chapter Conference

Thank youCalum MacDonald, Vice President, Labour Market Intelligence

[email protected]

mailto:[email protected]

GOOD AFTERNOON! PERCEPTIONS OF TOURISM · PERCEPTIONS OF TOURISM 19 SEPT 2019 ︙SASKATOON GOOD...

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