24691 - Reimagining a Comprehensive National Attraction & Retention Strategy for Tourism

Tourism HR Canada has been serving the Canadian tourism sector for the past 30 years, leading the development of national occupational standards, training (online and paper based), assessment, professional certification, and labour market research and information (LMI). Tourism HR Canada is the lead national association in tourism with a mandate to address workforce issues, including labour-related challenges, career opportunities, and skills training.

With funding from the Government of Canada’s Tourism Relief Fund, Tourism HR Canada is establishing a pan-Canadian tourism attraction and retention strategy/campaign and resources aimed at addressing systemic and structural issues that will, in turn, help to address workforce shortages and training needs and set a foundation for growth for the Canadian tourism sector.

In the mid 2000s, Tourism HR Canada received funding that facilitated the development of one of its most successful brands and campaigns: Discover Tourism. At the time of launch and for years following, Discover Tourism established itself as the “go-to” website for job seekers looking for career information, information about opportunities in tourism, and diagnostic tools to help them match interests and aptitudes with opportunities in the sector.

Essentially, Tourism HR Canada is looking to reimagine a national career campaign that can achieve similar results and have the broad appeal we previously achieved with Discover Tourism. A new, innovative national attraction and retention strategy/campaign/resources will be an integral component to the overarching mandate of Tourism HR Canada.