Recent findings from a Probe Research study commissioned by Travel Manitoba found that employee expectations have changed since the uncertainty brought on by the pandemic years. A demand for greater work/life balance, the pressures of inflation, a desire for job stability, higher wages and advancement—all make for a challenging labour market for the tourism industry.

Last winter, Probe Research conducted a series of interviews with industry stakeholders to learn more about recruitment and retention challenges as well as opportunities and ideas to stabilize the workforce. Stakeholders included frontline business owners and operators, industry and sector associations and tourism education institutions as well as representatives from the hunting and fishing sector, northern Manitoba, and the Indigenous and Francophone tourism sectors.

A survey of 800 Manitobans was also conducted to uncover how the public perceives careers in tourism in order to identify barriers to entering the tourism workforce.

The study noted that employers are struggling to find qualified candidates with “power skills” like communication, problem-solving and dealing with conflict. Reliability and flexibility among applicants have also exacerbated staffing issues.

“We wanted to better understand the needs of the tourism industry when it comes to recruitment and retention,” said Linda Whitfield, Vice-President of Communications and Stakeholder Engagement at Travel Manitoba. “What we discovered is a significant skills gap in the upcoming workforce as well as barriers that prevent people from considering a career in tourism.”

The survey uncovered several myths among Manitobans that prevent people from entering the tourism workforce. While recognizing that tourism includes many different types of careers and offers ways to grow as a person, many Manitobans don’t see tourism as a stable career choice and few would encourage their friends or family to pursue a career in tourism.

“It’s clear from the results that we have a perception problem,” said Whitfield. “Both outside of and within the industry, tourism isn’t being seen as a pathway for career success.”

Stakeholders who participated in the study want to counter preconceived notions that tourism jobs are only frontline, entry-level positions, and improve recognition of the breadth and depth of opportunities in the industry, including many long-term, career-track possibilities.

Sylvie Foidart, Tourism Coordinator for the Economic Development Council for Manitoba Bilingual Municipalities (CDEM), wants more people to know about careers in tourism.

“Sometimes people don’t realize there are long-lasting careers in tourism,” she said. “It's one of the biggest industries in Manitoba.”

“[Tourism] is never boring,” Foidart said. “You're always learning something new, even ten years down the line. There's so much creativity involved, so much to learn, and so much to do, and I'm meeting new people almost monthly. There are so many moving components and partnerships, and that's what [I love most].”

Travel Manitoba launched a campaign during National Tourism Week, April 15 - 19, to improve perceptions of tourism throughout the province. Future phases will include grassroots opportunities for industry operators to help share and amplify the message that tourism is an exciting career with plenty of opportunities for skill development, personal growth and financial success.

Watch a recording of the Research Study webinar here.