BRITISH COLUMBIA’S TOURISM CAREER MARKETING PLAN FOR 2020

Presentation to: Tourism Industry Conference Student Case Competition 2012

Presented by: Capilano University Degree Team

Aina KapasFrankie Aeng

Jamie Borthwick

Jillian Van Der Gracht

November 4, 2012

$13.4 Billion25.5% Growth

101,430 New Tourism Job Openings by 2020

Tourism Generated …

Source: Go2Hr

Labour Shortage Due To

Economic Growth Retirement

• 57,210 jobs due to replacement

• 44,220 new jobs due to expansion

Source: Go2hr BC Tourism Labour Market Stratgey, Profit Guide, Borderless News and Views

Source: The British Columbia Tourism Labour Market Strategy for 2012-2016.

Current Trends

• Knowledge driven economy

• Average annual employee growth of 1.6%

• Large employer of youth

67%

2009

Job openings in BC requiring post-secondary education.

Source: go2hr

78%

2012 - 2022

Why Tourism?

• Potential for good compensation

• Inclusivity of tourism• People come to us to have a good time

• Opportunity for advancement

• Benefits

Source: Examiner

Target Markets

1. Secondary Students

Source: Deeannrogers

2. Post Secondary Students

3. International Students

1. Secondary Students

• Graduation rate of 81% in 2010/11 • Immediate transition to post secondary school of 44.7% in 2010/11

Source: imtcblog, Ministry of Education

1. Secondary Students

Implementation• Post Secondary day• Collaborated educational & industry fairs

• Introduction of tourism curriculum

Timeline• 1-3 years

Source: IBU Tech Connect

1. Secondary Students

Stakeholder• Tourism BC• Ministry of Education• Secondary schools• Secondary students• Link BC

Funding• Universities• Secondary schools• Businesses

Source:LinkBC, Ministry of Education, Planet Green

1. Secondary Students

Evaluation• % of students enrolled in tourism studies

• % of students in the tourism industry

Source: Queens University

Best Example – Swiss Hotel Management School

Source: Swiss Hotel Management School

Source: BC Annual Service Plan Report 2011/2012 / LinkBC / Photo : Telegraph

2. Post Secondary Students

• 447,400 students enrolled

• 300 programs offered

• 12.6% growth in enrolments• 7,688 in 2009/2010

2. Post Secondary Students

BACHELOR OF ARTSTOURISM

MANAGEMENTBACHELOR OF ARTS

TOURISM MANAGEMENTBACHELOR OF

BUSINESS TOURISM

MANAGEMENT

Implementation• Changing faculties• Increase specialized programs

• Mandatory co-ops

Time• 3 – 5 Years

Source:go2hr

2. Post Secondary Students

Stakeholder• LinkBC• Ministry of Education• go2hr• Tourism Businesses

Funding• Student tuition• Government Investment• Tourism Businesses

Source:LinkBC, Ministry of Education,

2. Post Secondary Students

Evaluation• Enrolment• Satisfaction surveys

• 447,400 students enrolled

Source: Collegeview

Best Example – UCF and Disneyland

Source:UCF / Parent Project MD

3. International Students

Source: The BC Jobs Plan

60,473

18

3. International Students

Quality education, safety and security, institution’s reputation

54% interested in working in B.C. after completing their studies

Temporary residents in B.C. with a post-grad work permit increased 296% in 4 years

Source: November 2011 Post Secondary Education Facts

3. International Students

Implementation• Practicing English• Second language is an asset• Increase visa admissions

Time•1-2 years

Source: Immigration

3. International Students

Stakeholders• Link BC• Government of Canada• Post secondary institutions• International students• Ministry of Education

Budget/Funding• 15% of marketing budget• Benchmark $99,000

Source: Government of Canada, Link BC

3. International Students

Evaluation• % of work visas• % of internationals in tourism jobs• % of internationals in tourism programs

Source: Capilano University

22

3. International StudentsTargeted Market

• 60,473 - increases by 8.3% from 2009 to 2010•114,442 - students by 2020• 57,221 - amount who wants to work here after• 10% - 5,722 people getting working visas• Potentiality for 50% employment in tourism... or more

Source: The BC Jobs Plan

Best Example - Whistler

Source: Cheryl Young Blog

Success relies on open communication between educational institutions, employers, go2hr, and

government.

Execution Strategy

• Online Portal Website• Enrolment• Application• Information

• Newsletters • Social Media

Source: Online Universities

Target Markets

1. Secondary Students

Source: Deeannrogers

2. Post Secondary Students

3. International Students

Who Benefits?

• Students and grads• Tourism businesses• Tourism industry• Post-secondary institutions

• Local community

Source: Richmond Division of Family Practice, University of Calgary

Source: Good Life of Design

References • Go2hr Labour Market Summary• Ministry of Advanced Education Annual Report 2011/2012• BC Jobs Plan• November 2011 Post Secondary Education Facts• Immigration• Government of Canada• Link BC• Capilano University• Cheryl Young Blog• BC Ministry of Education• Swiss Hotel Management School• University of Central Florida• Link BC Bachelor of Tourism Management Degree Handbook