The tourism and hospitality industry in New Zealand is growing at an unprecedented rate, yet young people don't want to work in the industry.
Research from Tourism Industry Aotearoa and Auckland Tourism, Events and Economic Development (ATEED) found that tourism as a subject has a bad reputation at schools, and that is wasn’t for those who are academically focused.
While tourism is New Zealand’s number one exporter, worth $36 billion annually and directly employing over 230,000 people, young New Zealanders believe the tourism and hospitality industry was only for outgoing people who are practical, friendly, adventurous and enjoy being with others. The survey found the tourism careers young people are most interested in include flight attendant as the most popular, followed by travel agencies, general tourism, event management and then adventure tourism. In a general sample of young New Zealanders, tourism was the 12th most popular choice, behind retail, teaching, law and nursing as the four most popular.
ATEED chief executive Nick Hill said despite tourism's rapid growth, young people are struggling to be convinced to work in the industry.
“While those in the industry know that tourism is a viable and attractive career option, the reality is that many young people and their parents have a contrary view. By understanding what young people think about a future in tourism it will help the sector shape more effective recruitment and retention strategies,” Hill said.
TIA chief executive Chris Roberts was happy to highlight the value a career in tourism offers. “Whatever your passion, you can have your career in tourism. And for the sustainable success of our industry, we need to attract talented young people so that we can offer world-class experiences to our visitors. TIA plans to use the insights from this research to create a strategy to attract young people to pursue career and work opportunities in tourism,” Roberts said.
“Tourism has been more successful in marketing New Zealand to visitors than promoting itself as a career destination to young New Zealanders. This now needs to change.”
Other general perceptions about the tourism industry included:
• Tourism jobs are average paying
• The jobs are low-status or temporary
• There are limited pathways
• It’s an unambitious career path
• It’s hard for students to convince parents about it as a career choice.
