“It’s no exaggeration to say that people are the driving force behind any tourism industry and much of the appeal of Northern Ireland’s tourism offering is rightly attributed to the warmth and friendliness of our people.

One of Tourism NI’s core objectives is to encourage more people to consider whether they might be the sort of person who could forge a career in tourism. 

Tourism and hospitality employs close to 70,000 people across the region, accounting for something like one in 12 jobs in Northern Ireland. The sector is an inclusive employer, employing people of all ages and 70% of all jobs in the tourism sector located outside of Belfast. 

This wide reach gives the tourism industry in Northern Ireland a unique opportunity to address economic disparity in our urban and rural communities and to bring people
who have been outside the labour market back to a working environment that can offer flexibility and tangible career options. 

However, there is still a lack of understanding about the unique careers on offer in this vibrant, rewarding and accessible sector. To remedy this, Tourism NI has embarked on a number of initiatives to encourage as many people to see tourism as a career of choice. 

Careers in the tourism sector can offer flexible working and career progression – positive aspects which are often overlooked or perhaps unknown. 

We are also working with employers in the industry to help them offer training opportunities and career progression pathways to their existing employees.

Make It Here

The ‘Make It Here’ campaign, which has been running since last year, aims to shift perceptions of what it’s like to work in the Tourism & Hospitality industry, dispelling common misunderstandings and outlining the benefits of a career in this sector. 

The ‘Make It Here’ campaign emphasises the skills people might already have which make them suited to a career in the Tourism & Hospitality industry, whether they are entering the jobs market for the first time, considering a switch from another career, or keen to go back to part time employment after retirement.

The campaign has benefited employers in many ways with several tourism employers reporting an increase in the number of overall applications for roles as well as an improvement in the quality of those applicants overall.

The ‘Make It Here’ campaign also aimed to help employers with the retention of staff by reaffirming the great benefits of working in Tourism & Hospitality, such as structured training, pay progression and flexible hours.

Real change in perceptions and behaviour takes time and so the aim of ‘Make It Here’ is to move the dial on how the world at large views tourism and hospitality, which in turn will improve long-term recruitment and retention.

Wellbeing & Development Promise 

Another initiative which is helping change perceptions is the Hospitality and Tourism Industry ‘Wellbeing and Development Promise’, a UK wide initiative for the hospitality and tourism industry, to promote the wellbeing and development of staff within both sectors.

Tourism Northern Ireland, in partnership with Hospitality Ulster and the Hospitality and Tourism Skills network, is delivering the rollout of this Promise in Northern Ireland with a number of ‘People Potential’ workshops.

Employers are encouraged to sign up to the Wellbeing and Development Promise and commit to best practice in the workplace, but also in supporting people in the wider lives. The promise acts as a signpost for employers and staff to access support resources that will ultimately help those in the industry reach their full potential and enjoy long careers in the sector. 

Ensuring that team members feel well-supported and are being given development opportunities is fundamental to any successful business. But it is particularly vital for the hospitality sector, which is built on providing fantastic customer service, and an exciting, enjoyable experience. 

It is therefore critical that careers in tourism are attractive both for jobseekers and existing staff and that team members feel valued and supported within their workplace. 

A focus on wellbeing in the workplace has been proven to boost productivity and reduce absenteeism. Creating such environments will deliver a sense of belonging, positively impacting on the mental health of team members.

The Promise seeks to foster such an environment.

Training Opportunities

Tourism NI has supported two accredited training courses, run by Belfast Metropolitan College, which are designed to encourage people to ‘Get Into Tourism’ and upskill existing staff in the industry.

The ‘Get Into Tourism’ course is a free Level 2 City and Guilds accredited short course. It is focused on supporting individuals, who ordinarily would not have applied, to engage in and improve the skills profile of our local tourism workforce.

The course provides participants with the opportunity to explore pathways in the industry and ensure the best fit for their future career.

Participants also have the opportunity to visit some of Northern Ireland’s best tourism attractions and experiences as part of the course. 

Those who complete the course are awarded a Level 2 qualification in the Principles of Customer Service. The course is fully funded by Tourism NI.

The ‘Bighearted’ course is another course funded by Tourism NI and run by Belfast Metropolitan College, which provides participants with a Level 2 Award in ‘Principles of Customer Service in Hospitality, Leisure, Travel and Tourism’. 

It is aimed at those who already have experience in the sector and want to refresh their skills. Providing excellence in customer service is vital to deliver the giant welcome our visitors deserve ensuring they return again and again whilst also improving the reputation of our destination.

The ‘Bighearted’ course was fully subscribed, demonstrating the appetite of existing staff in the tourism sector to hone their skills. 

Tourism NI will continue to emphasise the opportunities and benefits available within the tourism sector to people of all ages and backgrounds. We will continue to provide support in upskilling those who are already enjoying fulfilling careers within Northern Ireland’s tourism industry. 

Through this work, Northern Ireland can continue to offer the best tourism experience to all who visit here and encourage them to keep coming back for more.

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“Innovation is at the heart of everything we do in tourism. Our industry of entrepreneurs and creatives across Northern Ireland are constantly creating new tourism experiences which aim to delight and inspire our visitors. Our innovative spirit was evident during the pandemic when tourism and hospitality was the first industry to close and the last to reopen. The industry innovated to create new survival techniques to make it through the pandemic’s uncharted waters with many moving operations online and creating virtual experiences. 

The tourism industry has always been driven by a quest for new experiences, destinations and ways to create amazing visitor experiences. However, in recent years, there has been a remarkable surge in innovation within the tourism sector and in order for it to grow beyond pre-pandemic levels and contribute to all aspects of society, the tourism industry needs to have innovation at its core if we are to compete on the world stage. 

There are a number of key areas in which businesses within the tourism industry can look to make innovative change for their betterment including advancements in technology, novel approaches in sustainability and immersive experiences. 

To support tourism businesses across Northern Ireland in adopting an innovation-first mindset, Tourism NI in partnership with Innovate NI held a series of interactive ‘Innovate Tourism’ workshops, demonstrating how innovation is key to business growth, whilst also increasing awareness and knowledge about what innovation means in a tourism context. Those in attendance at the workshops held across various towns and cities in NI, received an introduction to the Innovation Fundamentals of the Innovate NI Framework through immersive, hands-on activities and support to effectively recognise and capture innovative work and achieve innovative recognition. Designed to support businesses to embed innovation structures and processes in their businesses, the workshops gave access to experts and instilled an innovation process which took the business from ideation, to selection, to testing to commercialisation, saving money and making businesses more productive and sustainable in the long run.

We understand the need for practical and tangible takeaways and so those who attended the workshops acquired the skills and methods required to optimise their current offers and transform their business into an innovation powerhouse. A number of ideas have been generated from these sessions and are due to take part in a follow up session in March 2024, which will see them properly implemented within the business.

At Tourism NI, we will build on our culture of innovation and creativity to deliver positive change and will pursue excellence and world class ideas to make our industry more competitive and sustainable. Having a focus on innovation will increase incomes, improve productivity levels, provide opportunities for all our people, create a net zero economy and showcase our brilliance both locally and globally.”

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Bernard Lavery hailed the move as a lifeline for owners already feeling the pinch of rising gas and electricity prices.

“We would get 1,000 people on a Saturday night attending our nightclubs over two floors, so it is massive to get that back.”

While the executive chose to lift restrictions from October 31 it stopped short of bringing in mandatory Covid passports for clubs and other hospitality settings, something that is now the norm in the Republic.

“Everything the Executive has sone has been wishy washy,” insisted Bernard. “They follow what everyone else has done eventually, they have been strict on some things but not on others.

“You just have to looks at what is happening in the South and how well they have run it. Everyone is doing it and the rate of vaccination is better as a result. What we have is a political tug of war unfortunately.

‘No gun to your head’

“But we are now at the stage that if you want to come to a nightclub or a busy bar no-one is holding a gun to your head. That’s where we are at.

“The tent at the Christmas Market at city hall is going ahead again for us and it could be a great Christmas for all the people who have not had a party in a couple of years.

“I am optimistic that Christmas and the new year will be very good for lots of businesses that have been struggling.”

Galgorm Collection MD Colin Johnston, above, echoed that optimism, telling LCN: “Every move forward is positive. Losing social distancing inside is massive especially for the smaller venues.

“Hotels are larger venues and tend to be able to cope with social distancing better but for smaller independents it’s a lifeline going into the Christmas period.

“Facemasks are still here and I think most people don’t have an issue with that and probably looking into next year before we can even begin to rethink that.

“The majority of nightclubs here are trading in some format or other so I don’t think this is as big an issue as people are making out.

“Most people in the live entertainment feel have been very positive in welcoming the use of proof of vaccination, lateral flows or having had it within 180 days. The likes of Belsonic, they are leaders in the market and people tend to follow the leaders.”

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The Malone Road restaurant, called Blank, will give guests a list of ingredients but they will only know how they have been bought together by head chef Niall Duffy when presented with each of their five courses in a casual fine-dining experience like no other.

All meals are made from local produce farmed and sourced on the island of Ireland and the hope is that this commitment to local suppliers will help with the bounce back of some of those who were impacted by the pandemic.

Christina and Jonny Taylor, who have made such a success of Shed since taking the reins in 2018, came up with the concept for Blank during lockdown.

Christina told LCN: “Blank, yes. Our crazy lockdown idea! It’s been in our heads for years and it floated to the surface during lockdown when the opportunity for space on the Malone Road arose.

“We know it’s very different but are hoping that people here know us, they know what we’re capable of already and will be open minded-as admittedly, going into a restaurant with a Blank menu and not being able to make any choices and put your dinner in our hands completely is not done on every corner!

“Blank is something that we all really need right now, after pandemic and after Brexit. It’s all about bouncing back. It’s about people from here, produce from here and supporting our own local economy. It’s about showcasing the best that we have on this island.”

As for juggling two venues, Christina said: “We will hop between the two depending on who needs us but we believe in hiring the right people and not micromanaging them. That’s not to say customers won’t see us anymore. We’ve always been very hands-on owners and it is going to stay that way.”

The Blank team will be headed up by New Zealand native Alex Daley as general manager. The trained sommelier with over 15 years’ experience across fine dining will be joined by head chef Niall Duffy who has worked with the likes of Patrick Guilbaud, Gordon Ramsay and teams at The Ritz.

The Blank experience will change depending on availability of produce, and the current ‘Blank List’ includes produce from Draynes Farm in Lisburn, Scott’s Family Farm in County Down, Roaring Water Bay in Cork and Donegal Fisheries, as well as local spirits An Dúlamán Martime Gin and Mourne Dew Distillery’s Kilbroney Gin.

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Cian Landers, who took the helm at the landmark property in 2012, told LCN: “Tourism has been severely impacted by the Covid-19 crisis, but I am confident that we can and will eventually recover.

“While travel restrictions are beginning to ease in parts of the world, it could still take two to three years for hospitality to regain its former strength. I really look forward to that.”

Cian, who has seen The Fitzwilliam awarded five-star accreditation by Tourism NI in 2017 and win the AA Hotel of the Year Award for Northern Ireland 2019 – 2020, told LCN the remainder of this year looks positive in terms of sustainable trade “which has continued to come from our local leisure markets”.

He added: “We continually review our target audience, and we know who is staying with us and where they have come from.

“The domestic market represents our best prospect in the short-term future, so it makes commercial sense for us to focus on these markets over the coming months.”

‘A variable career option’

Meath native Cian, who started his hospitality career as a chef, also warned that the industry needed to react to how the twin challenges of Covid and Brexit have helped create a recruitment crisis.

“The combination of both has depleted the labour pool and caused shortages across all areas of the business,” he told LCN.

“In terms of attracting new people, I think from the very early stages we need to put hospitality in front of people as a long-term career option, not just a temporary job (while studying or travelling).

“By showcasing all the different areas you can work and move around in within hospitality, we may also help people to see it as an exciting and variable career option.

“It’s no secret that working in hospitality is hard work with long hours, but we need to show all the opportunities and stepping stones that are available.

“It is also so important to provide a positive and supportive working environment and ensure that people have the right support, guidance, and on-going training and development.

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