TOURISM EMPLOYMENT
The tourism industry continues to be well-known for offering entry-level opportunities (Americans: 60%, Canadians: 66%); however, a smaller percentage perceive that the industry offers rewarding careers (Americans: 50%, Canadians: 52%) and opportunities for career advancement (Americans: 51%, Canadians: 55%). About half also continue to hold the view that most jobs in the tourism industry are low-paying and seasonal (Americans: 47%, Canadians: 55%). Discussing tourism employment as a career versus simply a job and highlighting advancement opportunities can help reduce this gap in perceptions and retain those who joined our industry in entry-level roles. With only four in ten residents agreeing they would encourage their friends and family to work in the tourism industry (Americans: 40%, Canadians: 42%), initiatives like Destination Professionals Days are great opportunities to reframe the narrative about tourism employment. Communicating both the pride in and importance of our work can help shift how people perceive the tourism industry. Encouraging local industry professionals to share their career stories and participate in these types of initiatives can help elevate the status and appeal of tourism employment.
10 | DESTINATION REPUTATION & SENTIMENT STUDY
DESTINATIONS INTERNATIONAL | 11
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