The document outlines British Columbia's tourism career marketing plan for 2020. It aims to address labor shortages in the tourism industry by targeting secondary students, post-secondary students, and international students. Specific implementation strategies are proposed for each target market, along with key stakeholders, timelines, budgets, and examples of success. The overall plan is presented to the Tourism Industry Conference Student Case Competition by a team from Capilano University.
1. BRITISH COLUMBIA’S TOURISM
CAREER MARKETING PLAN FOR 2020
Presentation to: Tourism Industry Conference Student Case Competition 2012
Presented by: Capilano University Degree Team
Aina Kapas
Frankie Aeng
Jamie Borthwick
Jillian Van Der Gracht
November 4, 2012
2. Tourism Generated …
$13.4 Billion
25.5% Growth
101,430 New Tourism
Job Openings by 2020
Source: Go2Hr
3. Labour Shortage Due To
Economic Growth Retirement
• 44,220 new jobs due • 57,210 jobs due to
to expansion replacement
Source: Go2hr BC Tourism Labour Market Stratgey, Profit Guide,
Borderless News and Views
4. Current Trends
2009 2012 - 2022 • Knowledge driven
economy
• Average annual
employee growth of
67% 78 1.6%
%
• Large employer of
Job openings in BC requiring post-
secondary education. youth
Source: go2hr
Source: The British Columbia Tourism Labour Market Strategy for
2012-2016.
5. Why Tourism?
• Potential for good
compensation
• Inclusivity of tourism
• People come to us to
have a good time
• Opportunity for
advancement
• Benefits
Source: Examiner
6. Target Markets
1. Secondary Students
2. Post Secondary Students
3. International
Students
Source: Deeannrogers
7. 1. Secondary Students
• Graduation rate of 81% in 2010/11
• Immediate transition to post secondary school of
44.7% in 2010/11
Source: imtcblog, Ministry of Education
8. 1. Secondary Students
Implementation
• Post Secondary day
• Collaborated educational
& industry fairs
• Introduction of tourism
curriculum
Timeline
• 1-3 years
Source: IBU Tech Connect
9. 1. Secondary Students
Stakeholder
• Tourism BC
• Ministry of Education
• Secondary schools
• Secondary students
• Link BC
Funding
• Universities
• Secondary schools
• Businesses
Source:LinkBC, Ministry of Education, Planet Green
10. 1. Secondary Students
Evaluation
• % of students enrolled
in tourism studies
• % of students in the
tourism industry
Source: Queens University
11. Best Example – Swiss Hotel Management
School
Source: Swiss Hotel Management School
12. 2. Post Secondary Students
• 447,400 students
enrolled
• 300 programs
offered
• 12.6% growth in
enrolments
• 7,688 in 2009/2010
Source: BC Annual Service Plan Report 2011/2012 / LinkBC / Photo : Telegraph
13. 2. Post Secondary Students
BACHELOR OF ARTS Implementation
TOURISM MANAGEMENT • Changing faculties
• Increase specialized
BACHELOR OF ARTS programs
TOURISM MANAGEMENT • Mandatory co-ops
BACHELOR OF
BUSINESS TOURISM Time
• 3 – 5 Years
MANAGEMENT
Source:go2hr
14. 2. Post Secondary Students
Stakeholder
• LinkBC
• Ministry of Education
• go2hr
• Tourism Businesses
Funding
• Student tuition
• Government Investment
• Tourism Businesses
Source:LinkBC, Ministry of Education,
15. 2. Post Secondary Students
Evaluation
• Enrolment
• Satisfaction
surveys
• 447,400 students
enrolled
Source: Collegeview
16. Best Example – UCF and Disneyland
Source:UCF / Parent Project MD
18. 18
3. International Students
Quality education, safety and security, institution’s
reputation
54% interested in working in B.C. after completing their
studies
Temporary residents in B.C. with a post-grad work
permit increased 296% in 4 years
Source: November 2011 Post Secondary Education Facts
20. 3. International Students
Stakeholders
• Link BC
• Government of Canada
• Post secondary institutions
• International students
• Ministry of Education
Budget/Funding
• 15% of marketing budget
• Benchmark $99,000
Source: Government of Canada, Link BC
21. 3. International Students
Evaluation
• % of work visas
• % of internationals in tourism jobs
• % of internationals in tourism programs
Source: Capilano University
22. 22
3. International Students
Targeted Market
• 60,473 - increases by 8.3% from 2009 to 2010
•114,442 - students by 2020
• 57,221 - amount who wants to work here after
• 10% - 5,722 people getting working visas
• Potentiality for 50% employment in tourism... or
more
Source: The BC Jobs Plan
24. Success relies on open communication between
educational institutions, employers, go2hr, and
government.
25. Execution Strategy
• Online Portal
Website
• Enrolment
• Application
• Information
• Newsletters
• Social Media
Source: Online Universities
26. Target Markets
1. Secondary Students
2. Post Secondary Students
3. International
Students
Source: Deeannrogers
27. Who Benefits?
• Students and grads
• Tourism businesses
• Tourism industry
• Post-secondary
institutions
• Local community
Source: Richmond Division of Family Practice, University of Calgary
29. References
• Go2hr Labour Market Summary
• Ministry of Advanced Education Annual Report 2011/2012
• BC Jobs Plan
• November 2011 Post Secondary Education Facts
• Immigration
• Government of Canada
• Link BC
• Capilano University
• Cheryl Young Blog
• BC Ministry of Education
• Swiss Hotel Management School
• University of Central Florida
• Link BC Bachelor of Tourism Management Degree Handbook
Editor's Notes
Tourism Generated $13.4 Billion annual revenue in 2010Between 2004 - 2010, industry revenue grew by 25.5%IMore than 100,000new job openings by 2020 = 44,220 New jobs created by Expansion & 57,210 Industry Replacements(full year job equivalences, 10% of all expected job openings in the province by that year)Source: Go2hrBy 2030 BC Tourism could see potential labour shortage of 35,000 full time jobs unfilled. Source: CTHRC Supply Demand BC
new jobs created by expansion (44,220) and openings from replacement needs (57,210; mostly through retirements) will total 101,430 job openings (full year job equivalencies) in tourism in BC by 2020 – or 10 per cent of all expected job openings in the province by that year.
Jobs and educational tourism fairs
3% is number given by LinkBC
Best practice is the Swiss Hotel Management SchoolHave over 50 recruitment seminars in over 17 countriesGive brochures, instructional cd’s and contact information for all studentsBrochure’s have detailed overview of course, degree options and course outlines
Go2hr, 2010 survey in TLM Summary reportsHigh employment linked with relevant training. 82% of respondents who graduated from a culinary/arts training program in 2010 were employed in a permanent position 12 months after graduation75% felt their education was very or somewhat useful in getting their jobs.
3% is number given by LinkBC
Currently captures 1.7% Increase to 3% of education market
http://hospitality.ucf.edu/admissions/international-students/undergraduate-program-in-hospitality-tourism-management/Undergraduate Certificate Program in Hospitality & Tourism Management, includes Academic internship at Walt Disney Resorts