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Industry professionals asked to help change the image of tourism

Industry professionals asked to help change the image of tourism
May 29, 2014

Australian tourism industry professionals are being asked to participate in a new World Travel & Tourism Council (WTTC) campaign to help change the perception of a career in the sector.

People are being asked to create their own 15 second videos to explain why they love working in tourism.

The campaign comes on the back of new research from WTTC*, which shows that tourism holds opportunities for job creation to address the youth unemployment and gender inequality issues faced by countries across the world. The findings show that the sector employs nearly double the proportion of young people in Australia (20.3%) compared with the workforce as a whole (11.6%). Tourism also employs a higher proportion of women - 66% of tourism industry workers are women compared with 45.7% across all employment in the country.

However, serious challenges have been identified, when it comes to the understanding and profile of the sector amongst undergraduates**.

As WTTC President and Chief Executive David Scowsill explains, many people need to be persuaded to consider tourism as a career option.

Scowsill states “tourism helps transport people to all corners of the world, immerse them in different cultures and experiences and provides a livelihood to millions worldwide. It’s a fantastic Industry to work in but we need to increase awareness of career opportunities. Graduates need to be moved away from always only considering banking or finance or law as careers with opportunities for progression and security and see ... tourism as an excellent career option. We believe this campaign can play its part in doing that”.

Scowsill emphasises the idea behind the campaign is to increase information, clarity and visibility of tourism careers, adding “tourism offers work-life balance, international opportunities, travel and good benefits. But we need people to realise this. People in the ... tourism Industry have a great thing in common....we love travel! So there are no better people to sell the sector and be brand ambassadors to help shift perceptions.

“Tourism’s flexible nature, requirement for skilled and unskilled staff, entrepreneurial spirit and strong growth prospects means the sector has a significantly higher youth and female employment rate, than the overall labour market.

“Tourism provides a way to overcome the issue of youth unemployment, which undermines young people’s futures and the economy’s overall growth potential. The sector also thrives on entrepreneurship and offers prospects for self-employment for women, which are less accessible in other sectors”.

In the video, people are being asked to answer one of the following questions:

1. How or why did you decide to start a career in the tourism industry?

2. What has been the most fulfilling (or inspiring) moment in your tourism career?

3. Who has been most influential to you in your tourism career?

4. Why would you recommend a career in tourism to someone?

5. How has a career in tourism affected/changed your life?

The videos then need to be uploaded to Instagram, tagging @WTandTC and hashtagging #TourismMatters for a chance to win a prize. 

A first prize of US$1,000 and runners up prizes of US$500 and US$250 will be awarded by WTTC to spend on a travel event of the winner’s choosing.

Ian Swain, President and Chief Executive of Swain Destinations has already kicked off the Instagram campaign, demonstrating career opportunities in the industry. Click here to view his contribution. 

Click here to view YouTube video explaining the campaign in more detail.

To view all submitted videos, search #TourismMatters on Instagram. To see all WTTC videos, go to

WTTC is providing footage (rights-free worldwide) that can be used in support of news reports on the economic impact of tourism and related topics for anyone wishing to make video reports for any broadcast medium including TV and the internet. It is accessible through the WTTC website at

The 2014 Economic Impact reports for 184 countries and 24 geographic and economic regions of the world is now available at

The World Travel & Tourism Council is the global authority on the economic and social contribution of travel and tourism. It promotes sustainable growth for the industry, working with governments and international institutions to create jobs, to drive exports and to generate prosperity. 

*Gender Equality and Youth Employment in Travel & Tourism, WTTC -

** Human Capital Report, WTTC -



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