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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
©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 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
©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
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
©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
Benefitsare 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
Benefitsare competitive
Wages are competitive
43% 32% 31% 23%
©2019 Tourism HR Canada TTRA Canada Chapter Conference
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
cmacdonald@tourismhr.ca
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