Capilano University Degree Team (2012 LinkBC Case Competition)
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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.
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Capilano University Degree Team (2012 LinkBC Case Competition)
- 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
- 17. 3. International Students 60,473 Source: The BC Jobs Plan
- 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
- 19. 3. International Students Implementation • Practicing English • Second language is an asset • Increase visa admissions Time •1-2 years Source: Immigration
- 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
- 23. Best Example - Whistler Source: Cheryl Young Blog
- 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
- 28. Source: Good Life of Design
- 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
- BC Jobs Plan