Make it Here campaign hopes to address skills shortages
A new campaign has been launched to encourage people to consider a career in hospitality here.
Employers in the sector have been urged to get on board with the first phase of Make it Here, a multimedia campaign that will shine a light on the industry, showcasing the unique benefits of a career in tourism and hospitality.
The campaign is being led by Tourism Northern Ireland and supported by key industry bodies such as Hospitality and Tourism Skills (HATS) network, Hospitality Ulster, Northern Ireland Hotels Federation, Northern Ireland Tourism Alliance, Springboard, Bus & Coach NI and a range of employers. It seeks to build on ongoing initiatives by industry bodies to change perceptions of careers in the industry.
David Roberts, Director of Strategic Development, Tourism NI said: “Tourism and hospitality is an industry that is based on people and this campaign is about getting more people to consider a career in the sector by showing not only the variety of roles but other benefits the sector offers, like working in special places, flexible hours to suit your lifestyle, meeting interesting people and making their day.
“Tourism NI recognises the challenges that exist when it comes to recruitment, retention and the perception of the industry. We want to make it a career of choice by showing that there are exciting opportunities for people to do something they love for a living.”
Tourism generates an estimated £1bn in visitor spend for the economy each year and accounts for one in every 12 jobs, with 65,000 people working in tourism and hospitality. But the sectors have faced significant skills shortages in recent years, especially following the Covid-19 pandemic.
Research undertaken by Tourism NI last year found that recruitment and retention was the biggest challenge cited by employers in the industry, alongside the cost of doing business. Separate research with HATS revealed that many people in Northern Ireland don’t consider a career in tourism or hospitality because of negative perceptions about issues such as job security and long hours.
Make it Here hopes to address those perceptions and highlight positive aspects of working in the industry that are usually overlooked, such as career progression opportunities, flexible working hours and the sociable nature of many roles. It will target new entrants to the job market but also career switchers and part time or seasonal workers, such as retirees considering a return to work.
The Make it Here campaign aims to not only shift perceptions of what it’s like to work in Tourism and Hospitality but also benefit employers by driving an increase in the overall number and quality of applications for roles and helping them retain the good people they already employ.
The toolkit for employers can be accessed on www.tourismni.com along with a range of other supports such as a free People Health Check for employers.
