For so many of us in the tourism industry, the question “how did you get started” is often followed by a smile, a laugh, and a realization that it happened unintentionally. While some may have formally studied hospitality, most industry professionals find themselves in destination organizations through traditional channels like hotels or convention centers. Despite where we began or where our paths have led us, we share a deep passion for our work. Last week at Destinations International’s 2024 Annual Convention in Tampa, it was hard not to hear the words “I love this industry!” passing from person to person, like the catchy chorus to a chart-topping summer hit.

Yet, we realize talent attraction and retention are two enormous challenges our industry faces. A recent study on emerging leaders published by FiredUp! Culture and SearchWide Global found that 48% of 358 30 Under 30 honorees no longer work for a destination organization. Of those still employed by destination organizations, 27% indicate they will not be working for their organizations in three years’ time. Meanwhile, Destinations International’s 2023 Social Inclusion Study on Destination Organizations found that while 73% of over 450 employees want to see more diversity in their organizations, the reality is from it.  

It’s no surprise then, that eight sessions at Destinations International’s 2024 Annual Convention addressed challenges and insights surrounding workforce development and diversification. These conversations served as a springboard to educate and inspire the nearly 2,000 industry leaders in attendance. From talent development to upward mobility, to pay equity and beyond, opportunities are abundant. And while much of this work will be long-term, creative solutions may be closer to home – and easier to implement - than we think. 

Community Partnerships Build Career Paths

Destinations International’s Social Inclusion framework encourages destinations to engage with their communities. By fostering trust and working together to eliminate barriers to inclusion, destination organizations and their stakeholders can create thriving and welcoming environments that lead to economic growth. Through this lens, talent attraction and retention can be addressed by engaging with our communities. When destinations establish a trusted presence, they can highlight the importance of this industry and create career pathways for residents of all backgrounds and abilities.  

The 2024 Annual Convention served as a tangible and inspiring opportunity for Visit Tampa Bay (VTB) and the NAACP Hillsborough County Chapter. Through an existing strong relationship, VTB’s Chief Operating Officer, JoLynn Lokey and Hillsborough County Chapter President, Yvette Lewis connected with DI’s Sophia Hyder Hock to explore arrangements during the July event. Lewis welcomed the idea of bringing three high school students onsite, providing them with the opportunity to gain exposure to the industry.  

She appointed three rising seniors, Malachi Brown, Kaejah Evans, and Taleah Scott, to attend the Annual Convention. Each student was given a curated schedule based on their interests to shadow industry leaders, attend educational sessions, and expand their professional network. In two jam-packed days, Malachi, Kaejah, and Taleah explored the breadth of our industry, through marketing and creative lenses, event management, and technology. Their experiences were overwhelmingly positive: the students realized that tourism offers promising, professional career paths and above all is a welcoming, inclusive sector.  

In Their Own Words

Malachi Brown, Middleton High School 

"To start I just wanted to say thank you for even thinking about exposing high school students to this industry, it was not on my radar at all but now I can seriously see a future in this space. My first thought about the travel and tourism industry was a whole bunch of timeshares and hotel managers. Being at Destinations International showed me that there is an entire ecosystem of business that is behind the scenes. Whatever internship, schooling, or even career I will pursue can be translated to the travel and tourism industry, from sales, marketing, data analytics, and more can all be done here and that has truly inspired me. The main highlights were interacting with so many people that were genuinely interested in making sure I was welcomed and comfortable. Connecting with all these amazing professionals not only expanded my network but expanded my horizons by learning and listening to everyone’s insights. Special shout out to the team at Soliman Productions and Paradise Advertising & Marketing for letting a brother tag along for a couple of days.”  - Malachi Brown

Kaejah Evans, Blake High School 

"Destinations International’s Annual Convention was one of the best experiences I could’ve been a part of. I’m truly grateful to have been a part of the convention and met such amazing people from such diverse backgrounds. Before attending the convention, I had a very small amount of information and interest in the world of travel and tourism. After meeting so many people that are a part of this company showed me an even bigger and more in-depth understanding of how great working in this level of hospitality can benefit someone. I’ve learned about some programs and have been introduced to several internships that I’d enjoy taking part in once I graduate.” - Kaejah Evans

Taleah Scott, Sumner High School 

"I truly enjoyed my time interacting with people who are passionate about their careers. The main highlight of my time at Destination International's Convention was attending the breakout sessions of my interest. Not only did it make me feel in control of the steps I'm taking toward my future, but it also exposed me to different aspects of the travel and tourism industry. I originally had no connection to the field, so I wasn't sure what to expect. To my surprise, the travel and tourism industry makes great efforts to follow sustainable practices and be mindful of the communities they're affecting. They also created a space to discuss products that improve accessibility for some users. This made me feel more connected to the experience because it showcased purpose in the work being done here. Another highlight was getting to see people in their element. The travel and tourism industry has so many wonderful facets and the people exude a passion for their positions I haven't seen in most places of work. This experience taught me you can work hard and enjoy life. Not a single person I encountered seemed unhappy to be there. This inspired me to take charge and work hard now so I can set myself up for my future. I plan to get more acquainted with networking (as was suggested by one of the amazing women I was shadowing) so I can pursue a career in cybersecurity. I also now have an interest in taking part in internships to improve my academic and experiential arsenal.” - Taleah Scott

A Promising Path Forward

The experiences of Malachi, Kaejah, and Taleah underscore a crucial truth: our industry shines when we invest in the next generation and pursue a sense of belonging. By engaging local students and providing them with hands-on industry exposure, we can inspire and cultivate future tourism professionals. In turn, we can make strides in overcoming talent attraction and retention obstacles.

The 2024 DI Annual Convention shadow experience is just the beginning for Visit Tampa Bay and the NAACP Hillsborough County Chapter. Together, these organizations will continue to collaborate and provide students with education and mentorship. Their partnership reinforces the importance of building strong relationships between destination organizations and their communities.  

This shadowing initiative sets a powerful example for other destination organizations to follow. We encourage all industry leaders to consider how they can implement similar programs in their own communities. Start by reaching out to local schools, organizations, or industry partners to explore collaborative opportunities. Share your successes and learn from others. Together, we can break down barriers, enhance educational opportunities, and mentor young talent. Together, we can build a resilient, innovative, and inclusive industry that thrives on the collective strength of its people.

As we reflect on the success of this first shadow program, let us be reminded of the words that echoed throughout the 2024 DI Annual Convention: “I love this industry.” It is through our passion and commitment to inclusion that we will shape a bright future for the tourism industry and the communities we serve. 

Tourism is, at its core, about people. It’s powered by the connections we make, the stories we share, and the experiences we create together. From the dedicated hospitality workers who welcome travellers with warmth, to the local artisans and guides who bring our culture to life, it’s the people behind the scenes who truly make tourism thrive. Every journey is enriched by the unique contributions of individuals who are passionate about showcasing their communities and welcoming visitors from around the world.

Employment in the tourism sector remains lower than it was before the pandemic. According to the most recent annual data, employment levels for several advanced career positions in tourism and hospitality are dramatically lower than in 2019. Air traffic controllers are down 33 per cent, executive housekeepers and hospitality workers are down 31 per cent, and for conference and event planners, employment is down 19 per cent.

At a time when Canadian youth, newcomers, and members of underrepresented communities face record levels of unemployment, our sector is presented with a unique opportunity. We have a chance to transform our workforce, improve the quality of life of every Canadian, and make a positive impact that goes beyond an economic contribution. We must promote the rewarding and long-term career paths the tourism sector provides to attract and retain the next generation of Canada’s talented workforce.

As an industry, we must plug the gaps that hamper productivity and threaten to damage Canada’s reputation as a tourism destination. Strategic public investment is required to promote tourism as a vocation and enhance its labour force with talent. This is best achieved through meaningful partnerships—not only within our sector but with the federal government. These partnerships will be the cornerstone of our industry’s success.

To this end, TIAC is working with Restaurants Canada, the Hotel Association of Canada, and Tourism HR Canada to call on the federal government to fund a national marketing campaign through a three-year, $5-million investment. This campaign promotes tourism as a career among young Canadians. It builds on the work that THRC has initiated with its Discover Tourism program, which provides valuable career planning, curriculum, and HR tools to job seekers, employers, and educators. The logic underpinning this program presupposes that today’s youth are unaware of the career possibilities the tourism industry presents and the satisfaction that comes from showcasing Canada to its visitors. Nascent workers, read about the Discover Tourism program and take advantage of the resources available to you. Careers in tourism are varied and fulfilling; your perusal of these programs could lead you to your dream job.  

While we build our future workforce, we must leverage existing industry supports and government programs such as THRC’s Ready to Work program, which helps businesses recruit job seekers and integrate newcomers into a career in tourism. Its internships—a composite of in-class education and workplace training—facilitate job-readiness and career planning. Over the years, it has provided under-represented communities with career options and growth opportunities in the tourism sector by providing them access to certification programs (e.g., WHMIS, CPR, responsible alcohol service) that will open up new pathways in their pursuit of employment.

The Economic Mobility Pathways Pilot is an express-entry program that pairs employers with skilled newcomers, asylum seekers, and refugees to Canada. Such opportunities enable these individuals to flourish and ensure their new lives an auspicious start. It also makes available to employers qualified candidates whose background and education could provide unique skillsets and perspectives. Even without a firm job offer, talented refugees may nevertheless gain entry into Canada and begin their new life, with employment opportunities coming as they settle into the country. Tourism operators suffering from the labour gap are encouraged to take advantage of this program that is mutually beneficial for themselves and those skilled workers who hope to call Canada home.

As global demand for tourism rises, Canada must remain a top-tier destination. To do so, the fundamental needs of the sector must be met for it to thrive in the years ahead. By investing in our people and forging strong and reliable partnerships, we can ensure that Canada’s tourism industry does not just survive, but truly flourishes. Together, we can build a future that benefits our economy, our communities, and everyone involved in this wonderful sector.

Attending events and conferences as a young professional or emerging leader is a transformative experience that offers invaluable opportunities to network, learn, and enhance your contributions to your organization. Recently, my colleague Kelsey Hayes and I attended the Texas Association of Convention and Visitors Bureau (TACVB) conference, which underscored how impactful these events can be for personal and workforce development. This guide aims to provide young professionals with actionable tips for maximizing their experience at industry events while highlighting the importance of encouraging leaders to invest in developing their emerging talent. 

Why Conferences Are Crucial for Workforce Development

In industries like tourism and destination promotion, staying up to date with evolving trends, technologies, and best practices is essential. Conferences are more than just learning opportunities—they are investments in the growth of both employees and organizations. By attending these events, emerging leaders gain fresh insights, acquire new skills, and build connections that can ultimately improve their team’s performance and contribute to the organization’s success.

Workforce development flourishes when employees—particularly younger team members—are given the tools and opportunities to grow. By sending them to conferences, leaders empower these professionals to bring back innovative ideas and actionable knowledge, strengthening the organization. Investing in young talent is the cornerstone of building a resilient and forward-thinking workforce as we prepare for the future. 

Building Connections: The Power of Networking

One of the most rewarding aspects of attending the TACVB conference was connecting with other young professionals at the Young Professionals Reception. Meeting peers navigating similar challenges offered an immediate sense of community, which is crucial for those new to the industry.

Networking is an essential component of workforce development. Building relationships with peers, mentors, and potential collaborators can significantly impact your career trajectory. These connections often open doors to new opportunities and create a support network you can rely on throughout your professional journey. Events like TACVB provide the perfect platform to establish these relationships early, laying the foundation for long-term success. 

Tip: Be Intentional About Networking

To make the most of these opportunities, approach networking with intention. Find a buddy with someone at your level to explore the event with. Be proactive in introducing yourself to others, ask insightful questions, and genuinely engage in conversations. Make sure to bring the business cards and wear a name tag. Remember, it's not just about expanding your professional circle—it's also about building meaningful connections that can offer support, guidance, and collaboration in the future. Make these connections meaningful by connecting on LinkedIn or sending an email note.

Expanding Your Skills Through Professional Development Sessions

Professional development sessions are a goldmine for enhancing your skillset. At TACVB, I had the opportunity to attend several sessions that directly aligned with my role. From learning about cutting-edge marketing strategies to discovering the latest tools for stakeholder engagement, these sessions provided practical insights I could immediately apply at work.

These sessions are vital for workforce development and equipping young professionals with the skills and knowledge necessary to excel. By learning directly from industry leaders and experts, young employees can bring back innovative practices that enhance their organization’s operations. 

Tip: Select Sessions Wisely

Review the conference agenda beforehand to maximize your learning and choose sessions that align with your current role or areas where you want to grow. Divide and conquer with your colleagues at the conference to maximize the sessions attended. Don’t forget to bring your desired note-taking guide. Think critically about how you can apply what you’ve learned to your job or your team’s objectives. Review your notes within 24 hours. Don’t go on information overload; take the time to sit and reflect with your notes.  

A Pivotal Moment: The First-Timer Lunch

Another pivotal experience at the TACVB conference was attending the First-Timer Lunch. This gathering brought together professionals at different stages of their careers, from CEOs to coordinators, providing an open forum to exchange ideas and share experiences. It was an eye-opening opportunity to connect with industry veterans while building relationships with peers attending for the first time.

Interacting with experienced leaders offers invaluable mentorship opportunities and career insights for young professionals. Exposure to those further along in their careers allows you to learn from their experiences, gain advice, and explore potential career pathways. This type of engagement is crucial for workforce development, as it helps younger employees envision their future within the industry and fuels their drive to grow within their roles. 

Tip: Seize Opportunities to Engage

Don’t be intimidated by titles or experience levels—these events are designed to encourage conversation and knowledge-sharing across the board. Take advantage of casual moments, like lunches or receptions, to introduce yourself to seasoned professionals and ask thoughtful questions. These connections can help shape your career path. Prompt questions and an elevator pitch to yourself for who you are and what you do beforehand if socializing does not come as naturally to you. Bring fun merch to hand out; this can be a great way to not only promote your brand but also get your foot in the door, so to speak, for initiating a conversation.

Remember to take care of yourself. Rest and recharge your social battery to avoid burn-out throughout the conference.  

Bringing Value Back to Your Organization

The ultimate goal of attending any conference is to bring the insights and skills you’ve gained back to your organization. After attending TACVB, we returned to our roles with new ideas for improving marketing strategies and more effective approaches to stakeholder engagement. The knowledge I acquired enhanced my performance and allowed me to contribute more meaningfully to my team’s success. 

From a workforce development perspective, this is where the investment pays off. When young professionals return from conferences, they come equipped with a renewed sense of purpose and valuable insights to benefit the organization. Leaders who prioritize sending their younger team members to events foster a culture of continuous learning and innovation, ensuring that the organization remains agile and competitive.

Tip: Share What You’ve Learned

Don’t keep the knowledge you gain to yourself—host a debriefing session with your team to share key takeaways from the conference. This will position you as a proactive leader and help disseminate valuable information throughout your organization, enhancing overall performance.

Conclusion: Investing in the Next Generation

Workforce development is critical for any organization looking to stay competitive in the tourism and destination marketing industry. Conferences and events allow young professionals to expand their skills, form vital industry connections, and bring innovative insights back to their teams. Our experience at TACVB emphasized just how powerful these opportunities can be, both for personal growth and for an organization's long-term success.

By investing in young professionals, leaders are building a more skilled, motivated, and connected workforce—one that is ready to lead the industry into the future. Attending events is not just a steppingstone in personal career growth; it is an essential part of developing the leaders of tomorrow.