The Tourism Sector in British Columbia: Literature Review, Labour Market Projections and Training Gap Analysis

THE TOURISM SECTOR IN BRITISH COLUMBIA:

LITERATURE REVIEW, LABOUR MARKET PROJECTIONS AND TRAINING GAP ANALYSIS

Presented by CS/RESORS Consulting, Ltd.

And

Geoffrey Bird, M.Sc.

With

Ruth Emery, Consulting Economist

FINAL REPORT

Contact: Marylee Stephenson, Ph.D. President #2 - 1726 Commercial Drive Vancouver, BC V5N 4A3 Ph: 604-253-3554 / Fx: 253-9533 www.csresors.com September 30, 2002

THE TOURISM SECTOR IN BRITISH COLUMBIA: LITERATURE REVIEW, LABOUR MARKET PROJECTIONS AND TRAINING GAP ANALYSIS

Table of Contents

HIGHLIGHTS OF THE REPORT...... ii I. CONTEXT OF THE STUDY ...... 1 II. STUDY METHODOLOGY...... 2 III. FINDINGS OF THE STUDY ...... 4 A. Tourism Employment: Dimensions and Dynamics of the Sector...... 4 B. Overview Commentary on Labour Market Information Issues and Imbalances...... 32 C. Tourism British Columbia Scenario ...... 33 D. Student Outcomes Overview: Overall Employment, Utility of Programming, Distribution with Tourism Occupations ...... 37 E. Inventory of Tourism Training...... 64 F. Reflections on Challenges, Requirements and the Recent Policy Changes, Arising from the Analysis of the Inventory of Existing Tourism Training Programming...... 77 IV. IDENTIFICATION OF TRAINING GAPS AND RECOMMENDATIONS ...... 84 A. Review of Main Findings...... 86 B. Recommendations on Training Gaps...... 92

APPENDICES A. Training Inventory Summary Charts B. British Columbia Direct and Tourism-Related Employment – 1984 to 2000 C. Bibliography

CS/RESORS – Final Report i HIGHLIGHTS OF THE REPORT ON THE TOURISM SECTOR IN BRITISH COLUMBIA: LITERATURE REVIEW, LABOUR MARKET PROJECTIONS AND TRAINING GAP ANALYSIS

CONTEXT OF THE STUDY

The importance of the tourism industry in British Columbia cannot be overstated. In 2000, tourism generated 111,890 jobs, serving as one of the largest sources of employment in the province. In addition, tourism activity in British Columbia generated $4.5 billion dollars in gross domestic product, an increase of nearly 4% from 1999. Major stakeholders in the tourism industry in British Columbia established the BC Tourism Human Resource Task Force in October, 2001. A key goal is “to generate a five-year workforce development strategy for the …tourism industry.” This document is the final report of a study with the following components:

➢ A sector-specific labour demand analysis

➢ A training program analysis (including student outcome analysis)

➢ A gap analysis, with accompanying policy recommendations

The methodology included: an intensive review of tourism-related labour force data – including a limited historical overview and projections to the year 2010; a literature review; review of tourism curricula and programming in public and private delivery sectors; and interviews with 22 key respondents coming from the government, education/training deliverers, and the private sector/industry associations. The Working Group provided very useful input periodically throughout the process.

The coverage ranged from a broad-based, province-wide analysis of direct tourism and tourism- related labour force to a focus on six main sectors of tourism: Accommodation; Food and Beverage; Transportation; Travel Trade; Adventure Tourism and Outdoor Recreation; and Attractions.

HIGHLIGHTS OF FINDINGS BY MAIN TOPICS

A. Tourism Employment: Dimensions and Dynamics of the Sector

The industries (according to standard definitions and classifications) described in this report as having a direct role in providing tourism services are:

CS/RESORS – Final Report ii • Wholesale and retail trade, with about 806 million dollars, contributes 17.8 percent of the tourism total. • Other services, with 327 million dollars provides 7.2 percent of tourism GDP. • Amusement and recreation at 262 million dollars accounts for 5.8 percent of tourism activity. • Finance, insurance and real estate, with 216 million dollars of tourism activity, makes up 4.8 percent of the total. • Public service, which contributes almost 67 million, or 1.5 percent of tourism GDP. • Leisure and personal services, measured as providing for 18.4 million dollars or 0.4 percent of tourism GDP.

The total number of persons employed in tourism-related work in BC, using 2001 data, was 266,900, which was an increase of 4% over the previous year. The distribution of workers within the tourism industry for the six main sectors is:

Food and Beverage: 47% Transportation: 17% Accommodation: 16% Adventure/Recreation: 9% Attractions: 8% Travel Trade: 3%

In terms of future demand, the picture is one of modest optimism. The comparison of current levels of employment, of the projections developed by the research team based on an aggregation of labour force statistical projections, and on the projections of Tourism British Columbia, based on their Growth Strategy for expansion of five of these six sectors of the industry are as follows:

Accommodation Services Current Employment 43,600 2010 Employment Projection - Base Scenario 50,000 2010 Employment Impact - Tourism British Columbia Growth Strategy 62,750

Food Services Current Employment 124,200 2010 Employment Projection - Base Scenario 154,000 2010 Employment Impact - Tourism British Columbia Growth Strategy 168,500

Adventure Tourism Current Employment 23,400 2010 Employment Projection - Base Scenario 31,300 2010 Employment Impact - Tourism British Columbia Growth Strategy 36,500

Attractions Current Employment 22,300 2010 Employment Projection - Base Scenario 29,000 2010 Employment Impact - Tourism British Columbia Growth Strategy 30,300

CS/RESORS – Final Report iii Travel Trade The base case scenario suggested that it would be a struggle for this sector to even maintain employment levels over the coming decade, and that this would only be done if the products and services provided by the travel trade were enhanced. Increasing tourism activity, as suggested by the Tourism British Columbia growth strategy would provide further support for this sector. However there are still technology impacts, Internet booking and loss of commission fees which will hold back employment growth. Impacts on employment from the Tourism British Columbia scenario are expected to be a relatively small growth, about 500, in employment levels by 2010.

B. Overview Commentary on Labour Market Information, Issues and Imbalances

The various statistical measures on employment trends and on workplace and occupation characteristics paint a picture of a relatively balanced tourism sector labour market.

A further review of HRDC's local labour market information reports and occupational profiles (many available on HRDC's community websites) and the analysis provided in the BC WORK FUTURES publication also confirms that, again at a general level, the tourism sector is not experiencing chronic shortages of workers. In some cases, information on unemployment and EI program recipients shows that, in many tourism occupations, workers often experience periods of unemployment. This is consistent with a work area that has a large component of seasonal work. Certain occupations, especially cook and chefs, have been discussed as providing opportunities for job seekers. This is mainly because of the large size of this occupation as well as above average employment growth rates. Local labour market information for some areas has, over the years, reflected the difficulty in recruiting and retaining skilled workers, especially high-end chefs, in some more remote or very fast growth locations within the province.

There are some wider labour market environment aspects that need to be considered in assessing how future demand, supply and imbalances might look.

• Overall the population is getting older. The youth population is declining as a share of the overall adult population and as a share of the labour force. The numbers of young persons entering the labour market is lower than it was a decade ago and this will remain a challenge. • At one level this demographic situation will reduce the ready supply of young workers and students available for the large seasonal demand in many tourism occupations. • Immigration, also a staple for providing a ready labour supply of workers for less skilled jobs during the immigrants’ transition period, is also changing to emphasize entry of those with higher education levels and good official language skills. Continuing flows of family members will continue to provide some labour supply but there could be an impact.

The demographic shifts also place a further challenge. This issue is one of attracting well educated and skilled young workers to careers in tourism management when the tourism industry will be in competition for these young labour market entrants. While the tourism sector offers high rates of employment growth compared to many sectors some, such as health and education, have a far older workforce which will increase their need for replacing retiring skilled workers. Competition also comes from computer and high technology growth. Tourism incomes and

CS/RESORS – Final Report iv work conditions, such as part-year work patterns and variable work hours, will make it difficult to compete for these workers.

C. Tourism British Columbia Scenario

Tourism British Columbia has developed a growth scenario around a strategy to double the revenue and economic impact of the tourism sector over the next ten years. This scenario is based on a marketing approach for a variety of key tourism sector activities and products. The main products which were targeted for rapid growth are conventions, with a target of 12 percent annual growth, various skiing activities (heliskiing, snowboarding) with growth targets from 7 percent to 13 percent annual growth, and other outdoor products such as golf, fishing, cruise and nature based activities which were targeted at from 5 percent to 13 percent annual growth. Also included in the Tourism British Columbia growth scenario is a successful Vancouver/Whistler 2010 Olympic bid.

The comparison of the Tourism British Columbia growth scenario, compared to the projections from the data sources used for the overall analysis for this study are presented in Section A, above.

From an HR perspective, the implications of the Tourism British Columbia scenario are: • Additional skilled workers required in a range of occupations; • Need for more emphasis on marketing, product development, management, and adventure tourism development; • Further requirement for more skilled entrepreneurs in tourism to ensure business and product development; • Need for higher skills in some occupations to meet anticipated high-end demand (cooks, chefs, servers, adventure/eco-tourism); • Increased sector employment in “new” tourism locations outside Vancouver/Victoria/Whistler; • Possible change for the better in employment conditions (less seasonal, more full-time); • Diminished supply of workers of lower-skilled jobs will likely raise wage demands for these positions. D. Student Outcomes Overview: Overall Employment, Utility of Programming, Distribution with Tourism Occupations

The highlights of findings from the student outcomes data are as follows: • Students who have completed tourism training programs have a labour force participation rate of 91% in 2001 and an employment rate of 89%. Therefore, those actively looking for employment, per se, have tended to find it. However, approximately 50% of tourism graduates in the labour market are working in the tourism industry. • With the exception of cook training, where the majority of graduates are hired in cook related occupations, other tourism related graduates are being hired in wide range of occupations, many outside tourism itself. • In reviewing 16 major tourism occupations, it appears that some 23% of those hired in these occupations are graduates. . (Caution in interpreting data is advised, because of the

CS/RESORS – Final Report v diffuse boundaries of the definitions of tourism occupation.) Given that tourism related graduates enjoy high employment, the concerns must be that: 1) graduates are being employed in other industries and therefore are not staying in tourism; and, 2) there are not enough tourism graduates to fulfill the labour market demand. That is, graduates from non-tourism programs are being hired in tourism occupations, who are not necessarily as well trained as tourism graduates. • Data on private post-secondary tourism graduates is not as detailed nor as readily available as the public data. Therefore, no corresponding student outcomes data is available from the private post-secondary programs. • Graduates in tourism found their program more related to their tourism jobs than did non- tourism graduates. • Graduates in tourism found their program more useful in getting work in tourism related occupations than non-tourism graduates. • Graduates in tourism found their programs more useful in job performance than graduates of non-tourism programs.

E. Inventory of Tourism Training Resources

General Findings from the inventory research are as follows:

• Approximately 85% of programs are full time. • Most private institutions are based in the Lower Mainland. • Public institutions provide the greatest amount of regional coverage: 14 out of 15 community colleges offer tourism related programming, and 5 degree programs based at 5 of the 9 degree granting institutions. • In the public programs, there is a province wide common core curriculum used and credential duration is standardized for based funded programs. In the private programs, standards vary in terms of program duration and curriculum. • Private institutions graduate 64% of the total. However, it is unclear how many graduates are from overseas, or the standard of the graduates.

F. Reflections On Challenges, Requirements And The Recent Policy Changes, Arising From The Analysis Of The Inventory Of Existing Tourism Training Programming

Of all the challenges facing tourism education and training policy, the two greatest challenges remain:

• Characteristics of the tourism labour market (wages, seasonality, working conditions, employment practices, etc.) which can contribute to its being less attractive than competing sectors. • Fragmentation of human resources policy.

The nine policy requirements of the BC Tourism Learning System are not new to the discussion in BC, but nor have all of the requirements been addressed effectively. They are still relevant today.

IDENTIFICATION OF TRAINING GAPS AND RECOMMENDATIONS

CS/RESORS – Final Report vi

Quantity of Training

The quantity of training available for the industry demand is clearly an issue raised with the labour market information. Based on the COPS projections, it appears that currently the tourism labour market has sufficient numbers of workers. However, employers do experience sporadic difficulties in obtaining skilled and experienced workers for particular activities and especially in some of the more isolated venues. In addition, with the proposed growth of the tourism industry, entrepreneurial training with a tourism focus should be expanded. The Tourism British Columbia scenario would also see shortages in certain higher-skill occupations, such as chef and various adventure tourism related technical guides or skillsets.

Quality of Training

There is a continued drive to offering better quality products, and this will continue to increase the demand for ever-higher skills in new entrants. There is a range of quality issues which we summarize here: • Enhanced computer skills are needed through much of the tourism sector. • Entrepreneurial and small business management skills are important with so many small operations. Therefore, enhanced training opportunities are called for. • Immigrants may require language and topic training for more effective incorporation into the tourism sector. • Aboriginal/First Nations tourism development will emphasize training of Aboriginal people, and often in more remote areas. • Further training in sustainable tourism practices is also important, to maintain both the environmental and cultural aspects of BC’s tourism product for the long term.

For those tourism workers entering the sector from general business college programs, the tourism industry may want to consider pressing for the inclusion of tourism-related skills into the standard business curriculum. In addition to business, market and financial training, there is a need to emphasize communication and human resource management. After all, supervision and human resources management skills are critical for recruitment and retention of workers, whatever the size or type of firm.

Delivery Method

What kind of full time, part time and in house training is required to meet the training needs of the industry? From the research, it is unclear what the ratio of full-time, part-time and in-house training should be. However, as many graduates are coming from programs other than tourism, in-house training should be seen as the “default” priority.

Taking into account the opportunity presented by the Ministry of Advanced Education regarding support for the development of a sectoral industry training scheme, there is an urgent requirement for further planning regarding possible training delivery methods that would best serve the tourism industry. It is recommended that immediate attention be given to this opportunity.

CS/RESORS – Final Report vii

Gaps in the Tourism Human Resources Policy Requirements

Owing to the nature of tourism human resources policy, certain policy requirements are identified as essential. The requirements that have not been addressed to the best extent possible are suggested here. • Need for the government to have a vision of tourism for the long term. • Need for intensified industry commitment to human resources development. • Need for more effective incentives for employees, employers and students to participate in tourism related education and training. • Need for increased, and more effective marketing of the sector as an employment and career destination to employers, the general public and prospective career seekers. • Potential benefit of the development of a coordinating agency for province-wide tourism human resource development. • Need for increased public/private partnerships, to facilitate funding of industry training in the future.

These requirements are essentially being addressed by the range of activity underway and managed by the Task Force. Our recommendation here is only to ensure that we maintain a broadest possible perspective on tourism human resources policy by continuously incorporating the policy requirements in planning.

The Need for Progress Indicators in Tourism Education and Training

Tourism is able to use a range of indicators to measure its economic value to the province. Tourism education and training has proven a little more complicated to measure. Data that may be of use in assessing the value of tourism related education and training are:

• Life history analysis: data would document where tourism graduates of 5 and 10 years ago are today. What was the career and education path of some of the successful people in the tourism industry? This information could then be used to strengthen existing programs, as well as to create awareness in the general public. • Data from employers: data to assess employers’ needs and perceptions of staff, hiring practices, training gaps, and the labour market situation in regard to issues such as turnover would be useful in getting a better sense of human resource issues in BC tourism. • Data from visitors: as with any tourism product, data collected from visitors on their perceptions of the level of service in BC would be another valuable indicator.

It is recommended that a project be undertaken to assess the most appropriate progress indicators for measuring success in tourism human resources.

APPENDICES contain: Training Inventory Summary Charts, British Columbia Direct and Tourism-Related Employment – 1984 to 2000, and Bibliography

CS/RESORS – Final Report viii THE TOURISM SECTOR IN BRITISH COLUMBIA: LITERATURE REVIEW, LABOUR MARKET PROJECTIONS AND TRAINING GAP ANALYSIS

I. CONTEXT OF THE STUDY

In spite of recent international downturns in the number of people traveling, tourism worldwide is clearly recognized as a significant force in terms of revenue generation and employment. Competition is therefore growing among destinations, with a well-trained tourism labour force being a critical factor in gaining competitive advantage and sustaining a destination’s economic success. In British Columbia, “people development” is seen as a critical aspect in the growth management of the tourism industry. However, the industry is faced with a number of challenges in its capacity to recruit, train, and retain an effective workforce.

Major stakeholders in the tourism industry in the British Columbia established the BC Tourism Human Resource Task Force in October, 2001. A key goal is “to generate a five-year workforce development strategy for the …tourism industry.” In order for that strategy to be based on a solid foundation, the Task Force has undertaken a number of closely related activities, both in terms of process and outcome. A significant supporting structure was the creation of four Working Groups, each focusing on conceptually distinct but closely related topics. These include:

1) The “supply” side of the industry; 2) Practices to enhance the quality of human resource management in the industry; 3) Improving worker skills; and, 4) A governance structure for an industry-controlled tourism human resource development coordinating agency.

This document is the final report of a study with the following components:

➢ A sector-specific labour demand analysis

➢ A training program analysis (including student outcome analysis)

➢ A gap analysis, with accompanying policy recommendations

CS/RESORS – Final Report 1 This document is the final report of findings. It contains the full descriptive findings of the data analysis from all sources, and recommendations for further action by the Task Force and other stakeholders.

II. STUDY METHODOLOGY

The study methodology follows the general principles of all sound applied social science research, in that it draws on multiple lines of evidence, uses a variety of analytical techniques, and incorporates varied interpretive perspectives in the analysis and reporting of findings. There is a research team of three, each bringing to bear on the diverse data sources considerable experience in labour market analysis and tourism human resource development.

Tourism Labour Force Analysis Methodology

The employment projections for the tourism sector and component industries were developed through first establishing reasonable trends for the employment data. The trend analyses were then modified based on several information sources, including tourism sector strategies, potential developments and current, as well as long term, market analyses.

Data used for the employment review and to prepare projections included data from Statistics Canada's Labour Force Survey (LFS), provided by BC Stats and tourism market data (visitors, expenditures, capacity) drawn from both Statistics Canada Tourism Satellite Account as well as from BC Stats reports on tourism markets and conditions within British Columbia. BC Stats was most helpful in providing their preliminary numbers on the tourism sector and its major components as well as the more detailed data extracted for a variety of standard industrial codes (now the North American Industry Classification System or NAICS). There are some differences in the industry classification from the one that was in use for the past twenty years (the SIC). The time series available, from 1987, reflects adjustments made to the historical data by Statistics Canada. An additional review was undertaken for this report on the BC Stats derived direct tourism employment data series. The data series used for this particular series is one that is constructed by BC Stats from another Statistics Canada employment (establishment) survey, GDP estimates and market data.

Key tourism occupations were selected for profiling and for establishing employment projections by first reviewing the full array of occupations found within each industry as reported in the Census, by selecting those that were the largest, most specific to the sector and had training needs that were linked to established tourism training capacity. In addition a review of potential new developments resulted in one occupation, conference planners, being added to this list to reflect increased use of this profession directly by the tourism driver industries.

The BC Ministry of Advanced Education was very helpful in providing the Canadian Occupational Projection System (COPS) information from both the 1999 scenario, currently in use as the basis for the BC WORK FUTURES, and a 2001 scenario which is currently being reviewed by the ministry and HRDC. The data series provided included both industry and

CS/RESORS – Final Report 2 occupational projections. The occupational projections ultimately included in this report are largely drawn from the COPS 2001 scenario, but were also modified where it appeared appropriate. These modifications were based on industry trends (as calculated for this study), relative importance of each industry sector to the occupation. The projections were also reviewed for any major shifts due to service or product line changes expected to take place within each industry/sector.

The occupational profiles have largely been drawn from the 1996 Census, using detailed Census material which is generally not published in paper format but is available as selected data series. The Census provides the most detailed look at worker characteristics and the 1996 Census is the latest available. Data on the industries and occupations from the 2001 Census is not expected to be released until the summer of 2003, at the earliest. In addition to Census information, data on recent immigration was provided by the BC Ministry for Community, Aboriginal and Women's Services, which is the ministry responsible for immigration policy and settlement. Additional review was undertaken of local occupational profiles as provided in the LMI program of HRDC to assess current shortage or demand information. The profiles do include some information that is several years old. However profiles have been developed to illustrate important human resources characteristics that only change relatively slowly over time and are couched in distributional or comparative terms.

Public Post-secondary Student Outcomes Methodology

The student outcomes information was made available through the Center of Educational Information, Standards and Services (CEISS). The public student outcomes provide information on students’ perceptions of their education 12 – 15 months after graduation. There is no data on employers’ perceptions of their new hires. There are some limitations to the data and what can be concluded in responding to the question of program relevance.

Private Post-Secondary Student Outcomes

The private post-secondary student outcomes was a project that was initiated by CEISS three years ago. The data collected is not as detailed as the public post-secondary information, and now that the project has been terminated, the data used in this report is what was available. Program data from the year 2000 was used, which involved feedback from accredited private colleges. It is difficult to clarify what programs fit under which grouping, the data gives only a general idea of what is happening.

CS/RESORS – Final Report 3 Interviews with Key Stakeholders

In addition to the student outcomes data, several interviews were conducted with representatives of the industry and of government. The intention of the interviews was:

- to augment data collected with some anecdotal information - to ask specific policy questions - to verify findings of the data

As the number of individuals involved in education and training policy is relatively low, and those people that were interviewed were in key positions, the consultant believes that the findings are accurate for those interviews. In relation to the interviews of industry respondents, all interviews proposed by the consultant took place, plus additional interviews to ensure a regional and sectoral input. In total, 22 interviews were conducted rather than the 8 that were originally proposed. This allowed for the consultant to gain a regional perspective. The breakdown of interviews was as follows:

Private Sector 10 Educators 4 Government 9

In all the methodology is quite comprehensive and in fact the coverage extends beyond that envisioned in the original project plan.

III. FINDINGS OF THE STUDY

A. Tourism Employment: Dimensions and Dynamics of the Sector

1. Measuring Tourism Employment

The tourism sector encompasses an array of industries that provide, to a greater or lesser degree, services to visitors both from outside of British Columbia as well as those travelling within the province. Visitors may be travelling for pleasure or for business. The duration of travelling or stay may also be quite limited. While a lot of tourists do stay overnight, many are on day excursions and may even be taking a day trip within their own geographic area as a "tourist".

Clearly it is difficult to define the tourism sector within the usual frame and terminology of standard industry definitions and classifications. We know that services purchased by tourists include the accommodation and food services as well as transportation, retail trade services, financial sector services and some government services. But obviously not all of these areas are fully involved in providing only tourism services. The vast majority of the retail trade, financial and government services are purchased and used by those living locally. Some of these services are used by businesses. A large part of transportation has more to do with transporting local people around their communities or transporting manufactured and other goods into, out of and

CS/RESORS – Final Report 4 around the province for local consumers or for local businesses. Even the food services industry provides the majority of its services to people living in the area not to visitors.

The following briefly outlines some definitions that are in common use to measure the extent of the tourism sector. It also provides a means of focussing on a set of measures that can best reflect the human resources and training needs for the sector.

2. Direct Tourism Employment

One perspective used in defining and measuring the tourism sector is to consider just how much of the services provided and consumed, in all the related industries, are the direct result of tourism activity. This perspective is described by BC Stats in a brief report in the June 2001 Tourism Sector Monitor. This special report provides a description of the tourism sector based on the share of activity that can be attributed to visitors (rather than the local population). It is particularly important in providing a means of illustrating the importance of tourism within the provincial economy.

The special report is based on results for 2000, describing the state of the tourism sector in that year. In 2000, the tourism sector contributed $4.5 billion dollars (in 1992 constant dollars) to the provincial economy. Tourism GDP is described here as being more volatile than overall GDP, with some weakness in the later 1990s but showing a sharp recovery into 2000.

The industries (according to standard definitions and classifications) described in this report as having a direct role in providing tourism services are:

• Accommodation and food services, reported as contributing close to 1.9 billion dollars, or 41.4 percent of tourism GDP. • Transportation and communication, contributing just under 958 million dollars, or 21.2 percent of tourism activity. • Wholesale and retail trade, with about 806 million dollars, contributes 17.8 percent of the tourism total. • Other services, with 327 million dollars provides 7.2 percent of tourism GDP. • Amusement and recreation at 262 million dollars accounts for 5.8 percent of tourism activity. • Finance, insurance and real estate, with 216 million dollars of tourism activity, makes up 4.8 percent of the total. • Public service, which contributes almost 67 million, or 1.5 percent of tourism GDP. • Leisure and personal services, measured as providing for 18.4 million dollars or 0.4 percent of tourism GDP.

This Tourism Sector Monitor report then describes the direct tourism employment which is linked to these patterns of tourism activity. Direct tourism employment, measured in this way, showed a recovery in 2000 to 111,890, after a small drop in 1999 from a level of just over 112,000 in the previous two years. From this measure, tourism provides 7.3 percent of all

CS/RESORS – Final Report 5 employment in the BC labour market. (Data from this constructed measure of tourism employment, is not yet available for 2001.)

The employment measures provided here are from a survey of establishments (SEPH, Survey of Employment, Payrolls and Hours) conducted by Statistics Canada. This survey covers all industrial sectors except agriculture and commercial fishing. The survey also excludes persons who are self-employed and so underestimates overall employment. As we describe other measures of employment in this report, we will see that the employment numbers given here are different from the employment figures which are produced by the LFS. The LFS, Labour Force Survey, is another Statistics Canada survey and provides the official measure of overall employment and unemployment. The reasons for the differences include: differences in how the surveys are conducted, some different definitions and methods, especially in that self-employment is included in the LFS measures.

Direct tourism employment, measured this way (reflecting the impacts of tourism GDP), also shows how the importance of different industries to tourism.

Direct Tourism Employment by Industry in 2000

Food & Beverage

Accommodation

Retail & Wholesale Trade

Transportation & Communication

Amusement & Recreation

Travel Services

Other Services

Health Services

Education

Finance, Insurance & Real Estate

0 5000 10000 15000 20000 25000 30000 35000

Another way of looking at these direct tourism employment measures is to gauge how tourism activity impacts on overall employment in different industries. Certainly tourism is less crucial to industries such as education, health or financial services. On the other hand, the BC Stats analysis estimates that the accommodation industry is almost completely involved in tourism activity, with over 90 percent of that industry's employment dependant on tourism. The food and beverages services industry is also dependent on tourism activity, with tourism employment

CS/RESORS – Final Report 6 totaling 27 percent of that industry's total employment. The wholesale and retail trade sector makes up some 38 percent of tourism employment but tourism activity supports just 8 percent of all employment in this industry. (The remainder of workers in these industries are providing services to the local population.)

Another perspective from this type of measurement of direct tourism employment is that industries generally show different growth, depending on the type of tourism activity that is taking place. Fewer overseas tourists but more in-province travel for tourism or business will likely be reflected in less direct tourism employment in transportation and weaker accommodation employment but might show increases in direct employment in food services or recreation. A similar situation is seen when a particular tourism related activity, such as outdoor adventure tourism is growing rapidly with new capacity and marketing. The data series compiled to measure tourism employment illustrates how these differences are reflected in the direct tourism employment measures for different industries. A full data set from 1984 to 2000 (latest data available) will be provided in the final report while the following highlights some major changes.

• Direct tourism employment in the Amusement and Recreation area showed growth of 7.2 percent from 1999 to 2000. However this compiled data series does show that direct tourism employment in this industry grew rapidly to the mid 1990s before declining. • Direct tourism employment remains extremely important to accommodation services but this has seen declines from the mid 1990s, with a decline in direct tourism employment of 5.6 percent from 1999 to 2000. • At the same time direct tourism employment in the food and beverage services sector has shown consistent growth through the 1990s with some years seeing sizeable gains and others relatively small changes in employment. Employment in the food and beverage services industry is reported as increasing by 4.7 percent from 1999 to 2000.

The picture provided by this set of definitions and measurements of direct tourism employment in British Columbia is extremely useful for illustrating the importance of the tourism sector to the economy and to many industries that are not always recognized as being part of the tourism family. It is, however, less useful when it comes to looking at the actual functioning of a "tourism" business or workplace and employment issues. A business in any of the tourism industries, especially in industries such as food services or attractions, might be providing services to a tourist one day and to a local person the next. It is very unlikely that the service provided is radically different. This situation becomes especially true when looking at workers who perform their occupation, e.g. cooks, in generally the same way whoever the customer is.

3. Tourism-Related Employment

This aspect, of looking more at the business functions and work performed, is served by considering the main industries that have the highest proportion of persons employed in providing services to tourists and drawing them together to create a view of tourism-related employment. The industries were originally agreed upon through a review by the Canadian Tourism Commission and Statistics Canada in the early 1990s. The specific industries chosen

CS/RESORS – Final Report 7 were then categorized into six main sectors of tourism: Accommodation; Food and Beverage; Transportation; Travel Trade; Adventure Tourism and Outdoor Recreation; and Attractions. This concept of tourism-related employment clearly makes no differentiation between work that is performed for tourists or for local customers of the same services. It thus provides a basis for considering industries and workers according to their work function or occupation and worker or training characteristics.

The data usually used to measure employment in these tourism sectors is taken from the LFS, Statistics Canada's labour force survey. As already noted the results of this survey vary from the measures used for the previous series to derive a measure of direct tourism employment. Thus, LFS based data set, includes all workers, whether they are employees or self-employed. The LFS also reports on all workers, those who are employed full-time or those working part-time and the numbers included here are annual averages.

Tourism related employment in total and for these industry groupings is reported on by BC Stats, using detail from the LFS to calculate the numbers in each industry sector. BC Stats provided preliminary data for 2001 which shows that tourism related employment in British Columbia stood at 266,900, up by 4 percent from a level of 256,700 in 2000. Tourism related employment accounts for close to 14 percent of overall employment in British Columbia. As discussed this measure includes all employment in sectors deemed to be significant for tourism but does not include tourism employment that is found in other industries that are not considered as major areas for tourism.

Food and beverage services, with employment at 124,200, makes up the largest share of tourism related employment. Accommodation, with annual average employment of 43,600 provides a 16 percent share and transportation, employing 44,300 in total, makes up another 17 percent of all tourism related employment.

Adventure tourism and recreation is reported as employing 23,400 persons on average in 2001 and these industries have a 9 percent share of tourism related employment. Attractions, with employment averaging 22,300 in 2001, contributes 8 percent to the overall number. Travel trade, with an estimated 9,000 in employment makes up 3 percent of the sector total.

CS/RESORS – Final Report 8 Tourism Related Employment in British Columbia

Attractions 8% Accommodation 16% Travel Trade 3%

Transportation 17%

Adventure Tourism & Recreation 9%

Food & Beverage 47%

Retail and wholesale trade, which figured as a large area of direct tourism employment, is not included in this measure of tourism related employment. This is because direct tourism activity is only a very small part of retail trade; most retail and wholesale trade is linked to consumers in the local population.

4. Tourism Employment and Requirements for Workers

The two major definitions used to measure employment in the tourism sector yield quite different employment levels and include fairly different coverage. However, there is considerable overlap and we see that there are key and dominant industries in the tourism sector whichever measure is used. The review so far also indicates that there are common business and work activities that cluster into industry groups that are clearly identified with the tourism sector. The analysis and development of employment trends and projections will therefore focus on the tourism related sector and especially on the five components of accommodation, food and beverage services, adventure tourism and recreation, travel trade and attractions groups of industries. Transportation, other than that part included in adventure tourism and recreation, includes industries that are generally viewed as very distinct from other sectors in terms of workforce composition, occupation, skill, training and licensing requirement and will, therefore, not be included in this further analysis. The full list of tourism related industries and their employment levels from 1984 to 2001 can be found in Appendix B.

The demand for tourism related services and employment is driven by several factors. Population and demographic shifts either drive the demand for overall tourism or can affect the demand for more specific tourism services. The state of the overall economy, both in British

CS/RESORS – Final Report 9 Columbia and in tourist source countries, can have significant impacts on curbing or increasing growth from year to year. Because of the large emphasis on foreign tourism, exchange rates can have a major impact year to year. Other aspects, such as developing a strategy to encourage a particular type of tourism (Aboriginal or heritage) or to bid for an event (the Olympics) have a considerable potential impact on sector employment but are extremely difficult to quantify in terms of actual employment projections. Other changes in how business is conducted, e.g. use of the Internet in bookings, may also have employment impacts that range from increases due to increased tourism activity to employment declines from changes in work activity.

Many of these factors are already embedded or reflected in the employment patterns that have been developing over the past several years and the following provides an illustration of employment trends for the key tourism industry sectors. These trends have also been assessed, where possible, for other impacts from the factors described above.

a. Accommodation Employment

Employment in accommodations services has almost doubled over the 1984 to 2001 time period, from 23,600 to 43,600 in 2001. However the pattern of growth, reflected by the LFS data used for these employment measures, is one of substantial increases in some years and steep declines in other years.

Accomodation Employment & Trend

Actual Trend

25 in 000

0 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2001 2003 2004 2005 2006

Source: LFS. Detail from BC Stats

Some of the employment differences year by year may be the result of industry coding differences as data from the LFS at this level of detail is subject to a fair amount of statistical variability. But some of the shifts will undoubtedly be reflecting real changes in tourist activity, the impacts of new hotels and increases or declines in numbers of visitors to British Columbia

CS/RESORS – Final Report 10 and in their length of stay. The situation in 2002 is such that employment is expected to ease off but with a recovery in the following couple of years.

Further recovery in the North American economy, a continued low dollar, return of visitors from overseas to take advantage of a safe holiday destination and some shifts in Canadian tourism to travelling inside Canada are all expected to have positive impacts on tourism. These impacts can be expected to result in accommodation employment achieving somewhat higher growth than that suggested by the trend analysis. Employment in the accommodation sector could reach 46,000 in 2005/6 and potentially 50,000 by 2010. This would amount to average growth of just over 3 percent per year during the decade, slightly lower than the average annual employment growth rate experienced by this industry during the 1990s.

b. Food & Beverage Services Employment

The entire food and beverage sector employed an average of 124,200 in 2001, up only slightly from 1999 but showing growth of 32,700 over the ten years from 1991.

Food & Beverage Services Employment & Trend

Actual Trend

160

140

120

100

80 in 000

0 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001

Source: LFS. Detail from BC Stats

The food and beverage sector has seen even employment growth over most of the past decade and a half. Employment in this sector is more dependant on provincial population growth and provincial economic activity than on tourist activity. Slower economic growth and slower population growth, which is forecast for British Columbia over the next couple of years will

CS/RESORS – Final Report 11 impact on employment growth in the industries included in food and beverage services. However, based on the trend in employment and on long term growth potential for both local consumers as well as tourism activity, employment is expected to reach 138,000 by 2005/2006 and 154,000 by 2010. This will reflect average annual employment growth over the decade of 2.6 percent, slightly lower than the growth rate of 3.6 experienced in this sector during the 1990s but still higher than the rate of growth expected in the overall economy.

c. Adventure Tourism and Recreation Employment

Adventure tourism and recreation employment has been growing rapidly during the past decade reaching 23,400 in 2001. Employment growth averaged over 6 percent each year during the 1990s but this growth rate slowed over the past three years.

Adventure Tourism & Recreation Employment & Trend

Actual Trend

0 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001

Source: LFS. Detail from BC Stats

The trend in employment along with continued promotion and planning for adventure tourism activities and additional recreation venues (skiing, golf etc) suggests that employment in this sector will reach 27,700 by 2005 and add a further 3,600 through to 2010. The annual employment growth rate is projected at 4.2 percent, slightly below the growth rate experienced in this sector during much of the 1990s but well above employment growth rates for other areas of tourism related industries.

CS/RESORS – Final Report 12 d. Travel Trade Employment

Employment data for this small industry shows considerable variation on a year to year basis; much of this variation can be explained by the small size of the industry and the likely variability of such small numbers from the labour force survey. An estimated employment level of 9,000 in 2001 suggests growth from the previous year or two but also a decline from the mid 1990s.

The trend in employment developed from the data from 1984 to 2001, suggest that employment will likely slip slightly over the next decade.

Travel Trade Employment & Trend

Actual Trend

8 in 000 6

0 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001

Source: LFS. Detail from BC Stats

Certainly recent pressure placed on the travel trade by a move to Internet bookings for airlines has placed considerable pressure on the industry. If employment is to remain at an anticipated 7,000 to 8,000 by 2010, the industry will need to develop a wide range of services to encourage use of their services for fees.

e. Attractions Employment

Employment in the attractions sector increased substantially from 1984 through to the mid 1990s, showing very little growth from then to 2001. Employment, estimated at 22,300 in 2001 is down from a level of 25,100 reached in 1998.

CS/RESORS – Final Report 13 Attractions Employment Trend

Actual Trend

in 00 15 0

0 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001

Source: LFS. Detail from BC Stats

This industry is subject to data and coding variability and the employment numbers may not reflect completely the employment shifts in this industry. In general there is a trend towards further employment growth. In the short term government restraint may affect certain attractions and lead to lower employment. However a long term trend towards increasing tourism related cultural activities, including considerable interest in Aboriginal tourism, is expected to lead to some increases in employment. It is possible that employment in this sector will increase to 28,000 to 29,000 by 2010.

f. Key Occupations

While employment growth in the various components of the tourism sector points out the overall requirements for workers, training requirements are more closely linked to occupations. As with any business, tourism industries make use of workers in many different occupations. These occupations include accountants, clerical workers, cashiers, cleaners, groundskeepers etc. However there are a small number of occupations that can be considered key to the successful operation of firms in the tourism sector. Occupations were selected based on a few criteria. These criteria include: if specific training is usually required, if the occupation is large, has a major impact within a tourism related industry, if there is the potential of advancement or even substitution from lower skill levels for other, more skilled work functions. The following is the occupation list selected for establishing a useful human resources profile as well as for the research on training requirements and linkages to tourism related training programs.

CS/RESORS – Final Report 14

NOC 0631 Restaurant and Food Service Managers NOC 0632 Accommodation Services Managers NOC 1226 Conference and Event Planners NOC 4254 Program Leaders in Recreation NOC 6212 Food Services Supervisors NOC 6213 Executive Housekeepers NOC 6241 Chefs NOC 6242 Cooks NOC 6252 Bakers NOC 6431 Travel Counsellors NOC 6434 Ticket and Cargo Agents NOC 6435 Hotel Front Desk Clerks NOC 6441 Tour & Travel Guides NOC 6442 Outdoor Sport and Recreation Guides NOC 6451 Maitre D'Hotel & Host NOC 6452 Bartenders NOC 6453 Food and Beverage Servers NOC 6641 Food Service Counter Attendants & Preparation NOC 6642 Kitchen and Food Service Helpers. NOC 6670 Attendants in Amusement and Recreation

The classification system used for these occupations is the National Occupational Classification, (NOC). This classification system lists occupations according to the education and skill levels typically required by workers in these occupations, except for management occupations. Hence occupations such as NOC 1226, Events and Conference planners, NOC 6212 Food Services Supervisors and NOC 6241 and 6242, Chefs and Cooks are seen as normally requiring post- secondary education to a certificate or diploma level.

5. Profile of Human Resources in the Tourism Sector: Who Is Employed and in Which Occupations

Worker characteristics such as age and educational attainment set a basis on which to assess both needs for new workers, for the education or training that new workers should be expected to bring to the workplace and training that might be required for those already working in the sector. Unemployment rates can be compared with the overall labour market to assess the comparative situation for labour supply. Other workplace characteristics such as full time or part time work patterns and earnings add to the understanding of balance in the occupation. Diversity information is useful both to assess if the sector is utilizing groups within the population and whether adequate opportunities exist where equity action is planned.

This profile provides information on human resource issues that are considered important for workplace and training planning. There is an emphasis on illustrating the characteristics that most reflect worker demand and supply issues.

CS/RESORS – Final Report 15

The measures used here have been extracted from the 1996 Census database. The Census is the best, and often the only, source for very detailed information on workers. While it would be nice to have data from the 2001 Census, the Census labour market material is not due to be released until at least the summer of 2003 so this source is simply not yet available. We need to be aware that while the actual numbers of persons in the labour force, employed, etc., will certainly have changed (mostly increased) from the time frame of the 1996 Census, characteristics of a workforce are usually very slow to change. For example, in a stable workforce, five years will mean that workers are generally five years older. However a workforce that attracted young persons in 1996 will still have many young workers in 2001. Much of the information is provided as shares or distributions which will still give a very sound reflection of most important HR issues. The profile information will also provide a comparative view of characteristics of workers and occupations, to each other as well as to the overall labour market.

The Census uses several definitions in reporting labour market activity that are not usually seen in the ongoing data sources such as the Labour Force Survey. In particular the Census explores work patterns and incomes by looking at a labour force measure that includes persons who worked in the year prior to the Census; this gives an "experienced or worked in prior year labour force" measure that is larger than the one we usually see. Because of this, numbers may appear slightly different in some tables, but the distribution or comparative aspect will be valid.

Information provided for workers in the occupations highlighted as key to the tourism sector covers the characteristics of all workers in each of the occupations. This is partly because workers are not limited to working only in tourism; they can, and do, move to or from other jobs. It is also to some extent because of limits on data availability. A special Census run to derive the specific information on tourism sector workers and their characteristics is certainly possible but costly and takes more time than was available. If further analysis is undertaken once the 2001 Census material is available, this might be an option.

a. Tourism Sector Industries and Key Occupations

We have already noted that, in order to best explore the most important worker demand, supply and training issues, the analysis has moved to focus on a selection of occupations that are key to the industries that make up the core of the tourism sector.

The following table provides a validation that these selected occupations comprise a significant share of all employment in each industry. While many other occupations are also found in these industries, the majority of these, such as accountants, book-keepers, cashiers, cleaners, work across most industrial sectors and the demand for and supply of these workers is more general across the economy.

CS/RESORS – Final Report 16

Key Occupations - Their importance to Tourism Industries Accomm. Food and Amusement Travel Services beverage & recreation services

Total- Overall Employment in Industry 34345 111330 39650 7930 Occupation Share of overall Employment 0631 Restaurant and food service managers 1.6% 11.9% 0.5% 0.0% 0632 Accommodation service managers 13.7% 0.0% 0.2% 0.3% 1226 Conference and event planners 0.2% 0.0% 0.4% 0.3% 5254 Program leaders and instructors in 0.6% 0.0% 10.0% 0.0% recreation and sport 6212 Food service supervisors 0.3% 1.4% 0.2% 0.0% 6213 Executive housekeepers 1.3% 0.0% 0.0% 0.0% 6241 Chefs 1.6% 2.1% 0.5% 0.0% 6242 Cooks 5.7% 16.6% 1.6% 0.1% 6252 Bakers 0.1% 0.7% 0.0% 0.0% 6431 Travel counsellors 0.0% 0.0% 0.1% 52.0% 6434 Ticket and cargo agents and related clerks 0.0% 0.0% 0.1% 1.3% (except airline) 6435 Hotel front desk clerks 10.4% 0.0% 0.0% 0.0% 6441 Tour and travel guides 0.2% 0.0% 0.4% 7.0% 6442 Outdoor sport and recreational guides 0.6% 0.0% 0.3% 0.4% 6451 Maîtres d'hôtel and hosts/hostesses 0.8% 2.3% 0.3% 0.1% 6452 Bartenders 4.8% 2.8% 0.9% 0.0% 6453 Food and beverage servers 9.7% 23.5% 2.2% 0.0% 6641 Food service counter attendants and food 0.3% 17.8% 1.7% 0.0% preparers 6642 Kitchen and food service helpers 3.3% 10.4% 0.8% 0.0% 6670 Attendants in amusement, recreation and 0.5% 0.0% 6.5% 0.0% sport 6672 Other attendants in accommodation and 1.2% 0.0% 0.0% 0.3% travel (except airline travel) Total Selected Occupations 56.8% 89.6% 26.7% 61.9%

Source: Statistics Canada: 1996 Census, Dimension Series

These occupations are important to the tourism sector industries. The selected occupations, as listed in this table comprises close to 57 percent of all employment in the accommodation services industry. The same array of occupations makes up close to 90 percent of all employment in the food services sector. For amusement and recreation, employment in these selected occupations is about 27 percent of all employment; other sizeable occupations in the amusement and recreation industries, includes cashiers and cleaners. These two occupations have not been listed here as key to the tourism sector as the demand and supply of workers is far more general to the overall labour market, with little difference in skill requirements or work functions. Finally this list of occupations covers 62 percent of all employment in the travel services industry.

CS/RESORS – Final Report 17 In addition to the importance of these occupations to these tourism industries, we also see that workers who are in these occupations are also more likely to mostly work in the tourism sector industries. The following table confirms that employment in the selected key occupations is generally concentrated in the tourism sector.

Key Occupations - Tourism Industry Share of Employment Percentage Share of Occupation Employment in Sector and Industry Total Emp. Tourism Transport Accomm. Food and Amusement Travel All Ind related Beverage & Recreation Services

All Occupations Comparison 1773285 15.3% 4.4% 1.9% 6.3% 2.2% 0.4%

0631 Restaurant and food service 14805 94.5% 0.2% 3.7% 89.1% 1.4% 0.0% managers 0632 Accommodation service 5385 89.7% 0.3% 87.1% 0.6% 1.3% 0.4% managers 1226 Conference and event 1025 26.8% 1.0% 7.3% 1.5% 14.6% 2.4% planners 5254 Program leaders and 6980 59.8% 0.0% 2.8% 0.0% 57.0% 0.0% instructors in recreation and sport 6212 Food service supervisors 2400 75.8% 2.3% 4.4% 66.7% 2.5% 0.0% 6213 Executive housekeepers 675 67.4% 1.5% 64.4% 0.0% 1.5% 0.0% 6241 Chefs 3455 89.3% 0.0% 15.8% 68.2% 5.4% 0.0% 6242 Cooks 25350 84.7% 1.3% 7.7% 73.1% 2.5% 0.0% 6252 Bakers 4545 18.9% 0.0% 0.7% 18.0% 0.2% 0.0% 6431 Travel counsellors 4565 94.4% 3.6% 0.0% 0.0% 0.4% 90.4% 6434 Ticket and cargo agents and 695 92.1% 70.5% 1.4% 2.2% 2.9% 15.1% related clerks (except airline) 6435 Hotel front desk clerks 3575 100.0% 0.0% 100.0% 0.0% 0.0% 0.0% 6441 Tour and travel guides 1370 65.7% 9.5% 4.7% 0.0% 10.9% 40.5% 6442 Outdoor sport and 730 54.1% 6.2% 28.1% 0.0% 15.1% 4.8% recreational guides 6451 Maîtres d'hôtel and 3245 91.4% 0.3% 8.3% 78.7% 3.7% 0.3% hosts/hostesses 6452 Bartenders 5530 92.3% 0.0% 29.8% 56.0% 6.5% 0.0% 6453 Food and beverage servers 31385 97.1% 0.4% 10.6% 83.3% 2.8% 0.0% 6641 Food service counter 22310 93.1% 0.6% 0.5% 88.9% 3.0% 0.0% attendants and food preparers 6642 Kitchen and food service 17060 77.1% 0.6% 6.7% 67.8% 2.0% 0.0% helpers 6670 Attendants in amusement, 3245 85.4% 0.6% 4.9% 0.0% 79.8% 0.0% recreation and sport 6672 Other attendants in 615 91.1% 19.5% 66.7% 0.0% 1.6% 3.3% accommodation and travel (except airline travel)

Source: Statistics Canada: 1996 Census, Dimension Series

CS/RESORS – Final Report 18 Only two of the selected occupations do not have a majority of their employment within the tourism sector. Conference and Events Planners have been included in the list of key occupations because employment in this occupation is important to the sector and increasingly persons are finding work in this occupation within the sector. Bakers have also been included because some are closely linked to food services activity.

Other occupations, namely tour guides and recreation and sports guides, are employed not only in tourism related industries involved in commercial tourism work but are also employed by governments to provide support to tourism activity. Workers in these particular occupations, while not strictly classified into tourism related industries, are generally involved in tourism work and the employment numbers, demand and worker characteristics of all in these occupations are important for human resources planning for the tourism sector.

b. Age of the Workforce

The age distribution of a workforce is important when assessing requirements that come about because of retirement of older workers. While, in common with the overall economy, the tourism sector workforce is aging, many of the key tourism occupations have a very young age profile.

CS/RESORS – Final Report 19 Tourism Workforce - Age Distribution in Key Occupations

Labour 15-24 25-34 35-44 45-54 55-64 65 yrs & Average Force years years years years years over age

Total All Occupations 1960660 15.9% 25.1% 27.6% 20.7% 8.8% 1.9% 38.2

Key Tourism Occupations 0631 Restaurant and food service 15540 12.6% 31.4% 27.1% 20.1% 7.6% 1.3% 37.7 managers 0632 Accommodation service 5680 3.3% 17.3% 26.6% 28.3% 18.7% 5.6% 45.5 managers 1226 Conference and event 1085 13.8% 35.5% 26.3% 12.9% 9.7% 0.9% 36.6 planners 5254 Program leaders and 7830 47.8% 24.5% 17.2% 6.6% 3.1% 0.8% 29.1 instructors in recreation and sport 6212 Food service supervisors 2535 28.4% 33.3% 18.9% 12.8% 5.3% 1.0% 33 6213 Executive housekeepers 700 4.3% 19.3% 35.0% 27.1% 13.6% 0.0% 42.2 6241 Chefs 3745 14.2% 36.2% 28.6% 15.1% 4.9% 1.1% 35.7 6242 Cooks 28230 27.4% 25.2% 23.5% 15.5% 7.4% 1.1% 34.8 6252 Bakers 4950 19.9% 31.8% 24.8% 14.4% 8.0% 1.0% 35.8 6431 Travel counsellors 4815 13.8% 32.8% 25.4% 16.8% 8.5% 2.5% 37.7 6434 Ticket and cargo agents and 740 24.3% 24.3% 25.7% 18.9% 4.1% 1.4% 35.6 related clerks (except airl) 6435 Hotel front desk clerks 3795 29.1% 33.3% 16.6% 10.4% 8.6% 1.8% 33.8 6441 Tour and travel guides 1585 30.0% 30.9% 14.8% 13.6% 7.9% 2.5% 34.1 6442 Outdoor sport and 910 16.5% 33.0% 22.0% 17.0% 8.2% 2.7% 36.9 recreational guides 6451 Maîtres d'hôtel and 3495 55.7% 18.6% 13.4% 7.7% 3.7% 1.1% 28.1 hosts/hostesses 6452 Bartenders 6080 23.3% 39.0% 22.9% 10.7% 3.0% 1.2% 33.1 6453 Food and beverage servers 34895 47.3% 30.1% 14.4% 6.1% 1.9% 0.3% 28.1 6641 Food service counter 24570 70.1% 12.0% 8.9% 6.2% 2.5% 0.2% 24.6 attendants and food preparers 6642 Kitchen and food service 19270 45.8% 16.9% 16.4% 11.8% 8.1% 1.0% 31.3 helpers 6670 Attendants in amusement, 3880 42.1% 26.3% 14.7% 9.9% 5.3% 1.4% 30.6 recreation and sport

Source: Statistics Canada, 1996 Census. Dimension Series database

There is a particularly young workforce in the lower skilled servers, counter attendants and helpers occupations. This does provide a pool of workers for other jobs, but it also reflects the fact that these occupations are often only temporary stops for students and young persons before they move on to other careers.

CS/RESORS – Final Report 20 c. Women's Participation in Tourism Occupations

The following table shows that women have an above average participation in many tourism occupations. The proportion of women is somewhat lower in the accommodation and food services management fields but significantly higher in the food service and counter attendants occupations. Women's share of employment in the cook occupation is about average but is far lower in the chef category.

With increasing participation of women in the overall labour market, current shares will be higher and likely across the board. However the comparative gaps, in management and at the chef level, are not likely to be much changed since 1996.

Key Occupations & Women's participation in workforce Total Proportion Labour Female Force in 1996 All Occupations comparison 1960660 46.1%

0631 Restaurant and food service managers 15540 43.4% 0632 Accommodation service managers 5680 46.6% 1226 Conference and event planners 1085 71.0% 5254 Program leaders and instructors in recreation and 7830 62.8% sport 6212 Food service supervisors 2535 60.2% 6213 Executive housekeepers 700 75.7% 6241 Chefs 3745 16.3% 6242 Cooks 28230 44.0% 6252 Bakers 4950 38.2% 6431 Travel counsellors 4815 82.1% 6434 Ticket and cargo agents and related clerks (except 740 68.9% airline) 6435 Hotel front desk clerks 3795 66.9% 6441 Tour and travel guides 1585 55.8% 6442 Outdoor sport and recreational guides 910 12.1% 6451 Maîtres d'hôtel and hosts/hostesses 3495 88.7% 6452 Bartenders 6080 55.6% 6453 Food and beverage servers 34895 78.9% 6641 Food service counter attendants and food preparers 24570 68.8% 6642 Kitchen and food service helpers 19270 55.7% 6670 Attendants in amusement, recreation and sport 3880 45.0% Source: Statistics Canada: 1996 Census, Dimension Series

d. Educational Attainment of the Workforce

One of the most important characteristics of a workforce is the education level that workers have reached. The information on educational attainment of workers in the key tourism occupations shows a workforce that has more workers with lower educational attainment than the overall

CS/RESORS – Final Report 21 workforce. Many workers reported having taken some post-secondary education, but a substantial share also reported that they had some or completed a secondary school education.

Educational Level of Key Tourism Workforce in 1996

Percent Share by Highest Level of Education Completed Total Less than Grades 9 Trades Some Univ. Labour grade 9 - 13 certificate post degree Force or diploma secondary All Occupations Comparison 1923045 3.1% 31.5% 3.5% 45.0% 16.9%

0631 Restaurant and food service 15690 4.1% 36.7% 3.2% 45.2% 10.8% managers 0632 Accommodation service 5815 3.2% 28.5% 3.4% 47.5% 17.2% managers 1226 Conference and event planners 1110 0.0% 14.9% 0.9% 57.7% 26.6% 5254 Program leaders and 7885 0.7% 22.6% 3.3% 56.9% 16.4% instructors in recreation and sport 6212 Food service supervisors 2535 2.0% 34.7% 3.0% 50.1% 10.5% 6213 Executive housekeepers 715 5.6% 42.0% 2.1% 44.1% 5.6% 6241 Chefs 3780 5.0% 27.5% 4.1% 58.9% 4.2% 6242 Cooks 28595 7.5% 47.7% 2.7% 38.5% 3.6% 6252 Bakers 5025 5.0% 41.4% 4.6% 46.0% 3.1% 6431 Travel counsellors 4845 0.5% 15.9% 4.4% 66.6% 12.5% 6434 Ticket and cargo agents and 740 1.4% 33.8% 0.0% 57.4% 7.4% related clerks (except airline) 6435 Hotel front desk clerks 3870 2.2% 30.0% 2.2% 54.5% 11.0% 6441 Tour and travel guides 1620 1.2% 18.2% 1.2% 60.2% 19.1% 6442 Outdoor sport and recreational 965 4.7% 35.8% 3.1% 47.2% 8.3% guides 6451 Maîtres d'hôtel and 3505 1.4% 49.2% 0.7% 42.4% 6.0% hosts/hostesses 6452 Bartenders 6225 1.9% 43.2% 3.1% 45.1% 6.7% 6453 Food and beverage servers 35150 2.5% 43.3% 1.6% 45.7% 6.9% 6641 Food service counter 24800 2.3% 63.3% 1.0% 30.1% 3.2% attendants and food preparers 6642 Kitchen and food service 19420 10.2% 56.6% 2.0% 27.2% 4.1% helpers 6670 Attendants in amusement, 3925 3.3% 47.1% 2.8% 41.7% 5.0% recreation and sport

Source: Statistics Canada: 1996 Census, Dimension Series

e. Work Patterns and Incomes

A sizeable amount of work in many tourism occupations is for less than a full year or is part- time. This is reflected both in earned incomes and in the proportion of workers who work on a full-time, full year basis.

CS/RESORS – Final Report 22

Cooks, a large and important occupation within the sector, as well as food service and the lower skilled helper occupations, all reflect this work pattern. Earned incomes are below the all occupations average. This aspect is often pointed to as an issue in attracting and retaining workers.

Work and Employment Incomes in Key Tourism Occupations Persons who worked in 1995 and employment incomes for that year. All workers Full-time, full year workers Average Average Number Employment Number Share Employment Income Income all occupations comparison 2014700 $27,912 947405 47.0% $39,445

0631 Restaurant and food service 16195 $24,816 10120 62.5% $29,291 managers 0632 Accommodation service managers 6005 $26,674 3425 57.0% $31,862 1226 Conference and event planners 1215 $23,287 525 43.2% $35,068 5254 Program leaders and instructors in 8710 $12,823 1600 18.4% $27,037 recreation and sport 6212 Food service supervisors 2630 $19,644 1210 46.0% $26,703 6213 Executive housekeepers 720 $24,117 435 60.4% $28,726 6241 Chefs 3935 $22,910 2100 53.4% $27,197 6242 Cooks 30150 $14,665 10905 36.2% $20,982 6252 Bakers 5245 $20,370 2570 49.0% $26,866 6431 Travel counsellors 4975 $20,609 2590 52.1% $25,310 6434 Ticket and cargo agents and 780 $22,492 435 55.8% $28,126 related clerks (except airline) 6435 Hotel front desk clerks 4005 $16,367 1645 41.1% $22,182 6441 Tour and travel guides 1865 $12,926 330 17.7% $23,476 6442 Outdoor sport and recreational 1080 $15,335 185 17.1% $23,356 guides 6451 Maîtres d'hôtel and 3635 $9,849 755 20.8% $19,374 hosts/hostesses 6452 Bartenders 6480 $14,294 2235 34.5% $20,023 6453 Food and beverage servers 37895 $9,753 8265 21.8% $16,138 6641 Food service counter attendants 26190 $6,987 3715 14.2% $16,146 and food preparers 6642 Kitchen and food service helpers 21040 $9,949 3815 18.1% $20,217 6670 Attendants in amusement, 4570 $10,754 1035 22.6% $22,330 recreation and sport

Source: Statistics Canada: 1996 Census, Dimension Series

f. Self Employment in Tourism

Many tourism occupations have a far higher than average share of persons who are self employed. While the management occupations have a significant number of self employed

CS/RESORS – Final Report 23 persons who also employ others (business owners) there are a large number who do not have employees. This reflects the many small businesses found in tourism industries.

Incidence of Self- Employment in Key Tourism Occupations Total Proportion Workers Self Employed all occupations comparison 1923050 14.9%

0631 Restaurant and Food Service Managers 15690 37.2% 0632 Accommodation Service Managers 5810 46.0% 1226 Conference and Event Planners 1115 18.8% 5254 Program Leaders and Instructors in Recreation 7885 15.2% and Sport 6212 Food Service Supervisors 2535 4.5% 6213 Executive Housekeepers 715 2.8% 6241 Chefs 3775 7.3% 6242 Cooks 28595 6.6% 6252 Bakers 5020 9.5% 6431 Travel Counsellors 4845 11.7% 6434 Ticket and Cargo Agents and Related Clerks 740 3.4% (except Airline) 6435 Hotel Front Desk Clerks 3870 3.2% 6441 Tour and Travel Guides 1620 13.6% 6442 Outdoor Sport and Recreational Guides 965 36.8% 6451 Maîtres d'hôtel and Hosts/Hostesses 3500 3.7% 6452 Bartenders 6225 1.6% 6453 Food and Beverage Servers 35145 1.8% 6641 Food Service Counter Attendants and Food 24795 2.5% Preparers 6642 Kitchen and Food Service Helpers 19425 1.7% 6670 Attendants in Amusement, Recreation and Sport 3925 3.4%

Source: Statistics Canada: 1996 Census, Dimension Series

Self employment and the business environment, with many very small businesses, creates additional challenges to ensuring that training is appropriate and is maintained.

g. Unemployment

The unemployment rate illustrates the degree to which there is a labour supply available for work. Unemployed persons may lack certain skills or knowledge; usually it is the less educated, the younger worker, and newcomers who are more likely to be amongst the unemployed. However, where employment has a large seasonal component, unemployment is also higher.

Unemployment, as measured through the unemployment rate from the 1996 Census, shows considerable variation between the key tourism occupations. The unemployment rate for chefs is

CS/RESORS – Final Report 24 below the all occupations average although the rate for cooks is close to this average. This is one measure that may have seen changes in the comparative situation since 1996. Weaker economic conditions in many sectors, as well as some reported weakening in accommodation employment, could have offset, for these occupations, the overall reduction seen in unemployment across the economy.

Unemployment rates for women, which are typically lower than for men economy-wide, are a little higher in many tourism occupations. The large proportion of young workers in food service and other entry job areas, will also provide some explanation for the higher unemployment rates in these occupations. Youth workers usually experience more sporadic employment patterns with more, although shorter, periods of unemployment.

Unemployment Rates for the Key Tourism Occupations. Mid year 1996 Unemployment as a proportion of the Workforce Overall Male Female

All Occupations comparison 9.6% 9.8% 9.2%

0631 Restaurant and food service 4.7% 4.4% 5.0% managers 0632 Accommodation service managers 5.1% 4.4% 5.9% 1226 Conference and event planners 5.5% 4.8% 5.8% 5254 Program leaders and instructors in 10.9% 13.2% 9.5% recreation and sport 6212 Food service supervisors 5.5% 4.0% 6.2% 6213 Executive housekeepers 3.6% 0.0% 4.7% 6241 Chefs 7.6% 7.7% 7.4% 6242 Cooks 10.2% 9.3% 11.3% 6252 Bakers 8.2% 7.4% 9.5% 6431 Travel counsellors 5.3% 6.4% 4.9% 6434 Ticket and cargo agents and related 6.1% 6.7% 4.9% clerks (except airline) 6435 Hotel front desk clerks 5.7% 6.0% 5.7% 6441 Tour and travel guides 13.9% 12.1% 15.3% 6442 Outdoor sport and recreational 19.8% 20.6% 13.6% guides 6451 Maîtres d'hôtel and hosts/hostesses 7.3% 10.0% 6.9% 6452 Bartenders 9.0% 8.0% 9.9% 6453 Food and beverage servers 10.1% 8.8% 10.4% 6641 Food service counter attendants and 9.2% 9.3% 9.2% food preparers 6642 Kitchen and food service helpers 11.5% 12.6% 10.6% 6670 Attendants in amusement, recreation 16.2% 17.1% 15.8% and sport

Source: Statistics Canada: 1996 Census, Dimension Series

CS/RESORS – Final Report 25

h. Immigrants As A Source of Labour Supply

This table shows the special importance of immigration to the tourism workforce. While immigrants (all, not just recent immigrants) accounted for just over a quarter of the overall labour force in BC in 1996, the importance of immigration to the tourism workforce is greater. This is especially the case in the key occupations of chefs (48 percent immigrants) and cooks (37 percent). The impact of immigration in providing a supply of new workers has also been strong during the 1980s and 1990s.

Immigrants and the Tourism Workforce in 1996 All Immigrants Recent Immigrants Workers Number Share 1981/91 1991/96 share of workforce All Occupations Comparison 1904510 489840 25.7% 5.7% 4.9% 0631 Restaurant and food service 15535 5925 38.1% 9.0% 8.6% managers 0632 Accommodation service managers 5680 1940 34.2% 5.4% 7.2% 5254 Program leaders and instructors in 7830 1075 13.7% 4.0% 1.6% recreation and sport 6212 Food service supervisors 2535 615 24.3% 6.7% 5.1% 6213 Executive housekeepers 700 260 37.1% 5.7% 8.6% 6241 Chefs 3745 1790 47.8% 13.0% 12.4% 6242 Cooks 28230 10335 36.6% 10.4% 8.4% 6252 Bakers 4950 1825 36.9% 10.6% 8.1% 6431 Travel counsellors 4815 1835 38.1% 9.1% 9.9% 6434 Ticket and cargo agents and related 740 170 23.0% 2.7% 2.7% clerks (except airline) 6435 Hotel front desk clerks 3795 735 19.4% 5.5% 3.3% 6441 Tour and travel guides 1590 520 32.7% 6.3% 10.4% 6442 Outdoor sport and recreational 910 180 19.8% 2.7% 4.4% guides 6451 Maîtres d'hôtel and hosts/hostesses 3500 615 17.6% 5.6% 3.4% 6452 Bartenders 6080 700 11.5% 2.0% 1.0% 6453 Food and beverage servers 34895 7600 21.8% 6.3% 6.5% 6641 Food service counter attendants and 24570 5185 21.1% 7.2% 7.4% food preparers 6642 Kitchen and food service helpers 19270 7050 36.6% 11.0% 11.5% 6670 Attendants in amusement, recreation 3880 565 14.6% 5.4% 3.1% and sport

Source: Statistics Canada: 1996 Census, Dimension Series

Recent immigration landings information shows the number of persons reporting that they are planning to enter the key tourism occupations. These numbers are small for most of the selected occupations. However over the early 1990s, the numbers of immigrants stating that they were planning to work as cooks and chefs was sizeable. Of interest is that the landed immigrants numbers for both these occupations has dropped off substantially in the past few years.

CS/RESORS – Final Report 26

Landed Immigrants to British Columbia by Intended Occupation

Average 1992-96 1997 1998 1999 2000 2001 0631 Restaurant and Food Service 28 18 17 19 18 18 Managers 0632 Accommodation Service 14 11 17 8 20 8 Managers 1226 Conference and Event Planners 1 3 3 5 3 0 5254 Program Leaders and 15 22 12 13 12 12 Instructors in Recreation and Sport 6212 Food Service Supervisors 2 2 0 0 3 0 6241 Chefs 54 55 45 21 3 0 6242 Cooks 249 315 240 141 81 65 6252 Bakers 12 15 6 9 10 16 6431 Travel Counsellors 46 72 80 98 100 88 6434 Ticket and Cargo Agents and 32 1 1 0 1 Related Clerks (Except Airline) 6435 Hotel Front Desk Clerks 3 3 4 7 5 4 6441 Tour and Travel Guides 5 3 1 2 0 0 6442 Outdoor Sport and Recreational 20 1 3 3 2 Guides 6451 Maitres D'Hotel and 22 0 4 6 7 Hosts/Hostesses 6452 Bartenders 3 4 2 7 6 6 6453 Food and Beverage Servers 24 38 26 22 26 24 6641 Food Service Counter 13 0 2 3 1 Attendants and Food Preparers 6642 Kitchen and Food Service 54 3 1 0 0 Helpers

Source: BC Government: Immigration Branch

Of course, many other immigrants do enter the tourism workforce and sometimes as a temporary measure.

Another perspective on labour supply comes from data on movers, which was collected by the 1996 Census. British Columbia generally experiences large in-migration flows. Some people also move out of the province to elsewhere in Canada but British Columbia is usually a net receiver of inter-provincial migrants. One question asked in the Census was if the person had moved between 1991 and 1996. The results were tabulated to show movements within the province as well as from other provinces and from outside Canada. The workforce in many of the key tourism occupations have a significant share of in-migrants or movers from other provinces or from outside of Canada. These proportions constitute a major flow into the occupations.

CS/RESORS – Final Report 27

In-migration and Supply of Workers to Key Occupations Movers to BC between 1991 and 1996 Share of Labour Force

Movers Labour from other Immigrants Force Provinces All Occupations Comparison 1960505 8.5% 4.9%

0631 Restaurant and food service managers 15535 11.7% 8.6% 0632 Accommodation service managers 5680 10.1% 7.2% 5254 Program leaders and instructors in recreation and sport 7830 10.9% 1.6% 6212 Food service supervisors 2535 14.0% 5.1% 6213 Executive housekeepers 705 9.2% 8.6% 6241 Chefs 3745 11.6% 12.4% 6242 Cooks 28230 10.2% 8.4% 6252 Bakers 4950 9.6% 8.1% 6431 Travel counsellors 4810 9.8% 9.9% 6434 Ticket and cargo agents and related clerks (except airline) 735 5.4% 2.7% 6435 Hotel front desk clerks 3795 14.0% 3.3% 6441 Tour and travel guides 1585 13.9% 10.4% 6442 Outdoor sport and recreational guides 910 12.1% 4.4% 6451 Maîtres d'hôtel and hosts/hostesses 3495 10.6% 3.4% 6452 Bartenders 6080 13.3% 1.0% 6453 Food and beverage servers 34895 13.5% 6.5% 6641 Food service counter attendants and food preparers 24570 9.2% 7.4% 6642 Kitchen and food service helpers 19270 7.0% 11.5% 6670 Attendants in amusement, recreation and sport 3885 9.0% 3.1%

Source: Statistics Canada: 1996 Census, Dimension Series

Persons who come through immigration, and movers from elsewhere in Canada do bring skills with them. It is also possible that some of this supply might require up-grading training. Language, while often particularly useful in a tourism work setting, is also often an issue that limits some immigrant workers from career progression. Local business knowledge and skills may also be an issue.

i. Diversity of Tourism Workforce

Visible minority workers provide a significant share of the workforce for many tourism occupations, especially in the food services industry. There is some difference in the representation of visible minority workers in front end jobs (food service) compared to back end (kitchen helpers). This might be a situation where language skills are lacking.

CS/RESORS – Final Report 28 The high proportion of cooks who are visible minorities points out the increasingly ethnic, especially Asian, shape of restaurants in British Columbia.

There are proportionately fewer Aboriginal workers in the tourism workforce than overall in the economy. However the share of the tour and outdoor sport and recreation guides workforce that is Aboriginal is higher, reflecting some of current development of First Nations tourism.

Diversity: Representation of Visible Minority and Aboriginal Workers Labour Share of Workforce Force Number Visible Aboriginal Minority All Occupations Comparison 1960660 16.3% 3.0%

0631 Restaurant and food service managers 15540 27.2% 1.4% 0632 Accommodation service managers 5680 13.4% 2.1% 1226 Conference and event planners 1085 9.2% 4.2% 5254 Program leaders and instructors in 7830 8.2% 2.5% recreation and sport 6212 Food service supervisors 2535 18.9% 1.8% 6213 Executive housekeepers 700 20.7% 3.6% 6241 Chefs 3750 32.5% 1.2% 6242 Cooks 28230 30.9% 4.2% 6252 Bakers 4950 23.3% 0.6% 6431 Travel counsellors 4815 24.4% 0.8% 6434 Ticket and cargo agents and related 740 12.8% 2.0% clerks (except airl) 6435 Hotel front desk clerks 3795 15.3% 3.3% 6441 Tour and travel guides 1590 28.0% 4.4% 6442 Outdoor sport and recreational guides 905 7.7% 6.6% 6451 Maîtres d'hôtel and hosts/hostesses 3495 14.9% 3.4% 6452 Bartenders 6080 5.8% 4.0% 6453 Food and beverage servers 34900 18.5% 3.5% 6641 Food service counter attendants and 24570 23.2% 3.3% food preparers 6642 Kitchen and food service helpers 19270 34.1% 3.3% 6670 Attendants in amusement, recreation 3885 14.7% 6.6% and sport

Source: Statistics Canada: 1996 Census, Dimension Series

6. Projections of Occupational Requirements to the Year 2010

There is a well-established national (federal/provincial) research and analysis program, the Canadian Occupational Projection System (COPS), which provides longer term projections of employment by occupation. These projections are based on developing employment projections for industries (as grouped for the COPS model) and then using data on the occupational mix of

CS/RESORS – Final Report 29 each industry to calculate occupation employment projections. A further calculation which is based on the age of workers in the occupation provides a simple measure of anticipated attrition from each occupation that arises because of deaths, retirements etc.

The latest COPS projections that are in public use are those prepared in 1999 for the British Columbia WorkFutures publication. A COPS scenario, based in 2001 and projecting employment to 2010, is currently under review and validation. Both versions were provided for review in this project. The COPS projections to 2010 are given in the following table. The employment estimates for 2000 in this version appear reasonable in the context of both industry developments and the detail on employment that was available from the 1996 Census.

Tourism Occupations in BC - COPS Employment Projections To 2010

Estimated Growth Net Total Total Employment Rate Change Attrition Openings Occupation 2000 2010 2000-2010 2000-2010 2000-2010 2000-2010 0631 Restaurant & Food Srvc Mgrs 18,634 25,954 3.4% 7,320 4401 11,721 0632 Accommodation Srvc Mgrs 8,190 11,517 3.5% 3,326 1870 5,196 1226 Conference & Event Planners 1,249 1,803 3.7% 553 271 824 5254 Program Leaders in Rec. 8,679 11,498 2.9% 2,819 887 3,706 6212 Food Srvc Suprvsrs 4,967 6,057 2.0% 1,090 707 1,797 6213 Executive Housekeepers 1,354 1,657 2.0% 303 194 497 6241 Chefs 3,848 4,720 2.1% 872 525 1,397 6242 Cooks 27,687 33,388 1.9% 5,701 3734 9,435 6252 Bakers 5,476 6,249 1.3% 773 745 1,519 6431 Travel Counsellors 3,624 3,653 0.1% 29 324 352 6434 Ticket & Cargo Agnts & Rel. 579 642 1.0% 63 55 118 6435 Hotel Front Desk Clrks 3,864 3,804 -0.2% (61) 334 273 6441 Tour & Travel Guides 525 655 2.2% 129 62 191 6442 Outdoor Sport & Rec Guides 265 395 4.1% 131 36 166 6451 Maîtres D'Hôtel & Host 3,291 3,766 1.4% 475 290 765 6452 Bartenders 5,819 6,626 1.3% 807 512 1,319 6453 Food & Beverage Servers 32,324 37,193 1.4% 4,868 2855 7,723 6641 Food Srvc Counter Attends 23,547 28,874 2.1% 5,327 3153 8,480 6642 Kitchen & Food Srvc Helpers 19,074 23,350 2.0% 4,275 2532 6,807 6670 Attendants in Amusmt & Rec 4,941 6,000 2.0% 1,059 656 1,715

All Occupations in BC 1,949,089 2,204,052 1.2% 254,963 313704 568,667

Source: Ministry of Advanced Education; COPS 2001 Scenario

Growth rates to 2010 also appear reasonable for most of the occupations. The COPS frame of economic and industry growth, while classified differently from the industry groupings that have been discussed here, are generally compatible with the trends and industry employment projections developed for this project. However the industry detail that we have looked at is

CS/RESORS – Final Report 30 greater than the COPS sector categories and our reading of this more detailed industry growth does suggest some useful refinement of the COPS projections for a few occupations. Specifically we feel that the growth rates and job openings numbers are a little high for the two management occupations. At the same time we feel that the COPS projections also slightly underestimate employment growth for chefs and cooks. Hotel front desk clerks are expected to show a small employment drop, according to the COPS scenario; our suggestion is for some, although not strong employment growth for this important accommodation sector occupation.

The following provides an amended table for these affected occupations, incorporating changes in growth rates but retaining the attrition patterns provided in the COPS original estimates.

Selected Occupations - Revised Employment Projections To 2010

Estimated Growth Net Total Total Employment Rate Change Attrition Openings Occupation 2000 2010 2000-2010 2000-2010 2000-2010 2000-2010 0631 Restaurant & Food Srvc Mgrs 18,634 24,850 2.9% 6,216 4401 10,617 0632 Accommodation Srvc Mgrs 8,190 11,150 3.1% 2,960 1870 4,829 6212 Food Srvc Suprvsrs 4,967 6,230 2.3% 1,263 707 1,971 6241 Chefs 3,848 4,880 2.4% 1,032 525 1,557 6242 Cooks 27,687 33,880 2.0% 6,193 3734 9,927 6435 Hotel Front Desk Clrks 3,864 4,150 0.7% 286 334 620

Calculations based on industry growth trends.

The openings estimated in this way, drawing on COPS and projections based on industry trends, provide a simple measure of the number of job openings that are available to those entering the labour market for each occupation. COPS employment estimates are annual averages and use the labour force survey employment definition, not differentiating if employment is full or part time. Information on employment over the year, shows us that work in many tourism occupations is seasonal and requirements at periods of peak employment are inevitably higher than the annual average would suggest. At the same time information drawn from the Census shows that, while seasonal work requires additional workers, many workers only have access to very limited amounts of work when working in some of the highly seasonal and lower skill occupations.

Because many of these occupations require little specific skill training, the potential workforce is large. In fact many of the more seasonal opportunities recruit students, post-secondary and secondary, for short term employment; in some cases for part-time employment for longer periods of time.

The relatively high unemployment rates for many of these occupations and low wages confirm that, generally, these occupations are not in a shortage situation. The labour market reports from HRDC offices confirm this. Their occupation profiles typically point out that some of the tourism occupations, especially the large field of chefs and cooks, offer more opportunities but are not in shortage, except for the most highly skilled chefs where supply is limited.

CS/RESORS – Final Report 31

The projections, the characteristics of work and workers in tourism related industries and in key tourism occupations all show that occupational projections cannot in themselves be used to deterministically allocate training from which a graduate moves directly into an employment opening. However they are useful in providing some parameters of size, industry importance and direction of employment demand as a basis for the labour market information that training providers need to be aware of. The projections and estimates of opening provide a base for further information from employers identifying specific skills that are in more demand or that are increasing in importance and which may be lacking in new, and even current workers.

B. Overview Commentary on Labour Market Information, Issues and Imbalances

The various statistical measures on employment trends and on workplace and occupation characteristics paint a picture of a relatively balanced tourism sector labour market.

A further review of HRDC's local labour market information reports and occupational profiles (many available on HRDC's community websites) and the analysis provided in the BC WORK FUTURES publication also confirms that, again at a general level, the tourism sector is not experiencing chronic shortages of workers. In some cases, information on unemployment and EI program recipients shows that, in many tourism occupations, workers often experience periods of unemployment. This is consistent with a work area that has a large component of seasonal work. Certain occupations, especially cooks and chefs, have been discussed as providing opportunities for job seekers. This is mainly because of the large size of this occupation as well as above average employment growth rates. Local labour market information for some areas has, over the years, reflected the difficulty in recruiting and retaining skilled workers, especially high-end chefs, in some more remote or very fast growth locations within the province.

Use of foreign workers for temporary work is an indicator of shortage. HRDC works with the industry to authorize the use of temporary foreign workers in locations when and where it has been difficult to recruit well qualified workers locally or elsewhere in Canada. Chef is one of the occupations that does show up regularly in this program. However, the numbers remain small, estimated at about 30 in 2001, down a little from the levels of the mid 1990s. Cooks are also recruited through this temporary worker program with about 240 employment authorizations issued in 2001. This is significantly down from the numbers requested and authorized during the mid-1990s. This requirement is frequently for ethnic cooks with sophisticated Chinese style at the head of the list. The reduction in the use of this program reflects a major slowing of demand at the high-end ethnic (Chinese) restaurant level in the industry. The process of using employment authorizations to augment a specialized work force in food preparation links entry for an initial period of two years to ensuring that local workers are provided with training; after the two years the worker can, and often does, qualify for permanent entry as an immigrant.

There are some wider labour market environment aspects that need to be considered in assessing how future demand, supply and imbalances might look.

CS/RESORS – Final Report 32 • Overall the population is getting older. The youth population is declining as a share of the overall adult population and as a share of the labour force. The numbers of young persons entering the labour market is lower than it was a decade ago and this will remain a challenge. • At one level this demographic situation will reduce the ready supply of young workers and students available for the large seasonal demand in many tourism occupations. • Immigration, also a staple for providing a ready labour supply of workers for less skilled jobs during the immigrants’ transition period is also changing to emphasize entry of those with higher education levels and good official language skills. Continuing flows of family members will continue to provide some labour supply but there could be an impact. • The demographic shifts also place a further challenge. This issue is one of attracting well educated and skilled young workers to careers in tourism management when the tourism industry will be in competition for these young labour market entrants. While the tourism sector offers high rates of employment growth compared to many sectors some, such as health and education, have a far older workforce which will increase their need for replacing retiring skilled workers. Competition also comes from computer and high technology growth. Tourism incomes and work conditions, such as part-year work patterns and variable work hours, will make it difficult to compete for these workers.

C. Tourism British Columbia Scenario

This section provides a brief impact analysis of the Tourism British Columbia growth scenario in order to illustrate the general employment impacts of growth as has been targeted by this BC Tourism scenario. The BC Tourism scenario employment impact estimates for 2010 have been developed using a simple methodology of creating a blended growth rate between the basic trend rate as calculated for the industry and the targeted rate for various tourism activities and products. This blended rate also reflects the direct tourism share of each industry. The industry and employment impact analysis, which follows, refers to this scenario as the Tourism British Columbia Growth Strategy.

The employment projections that have been described previously in this report do not include all of the product and activity marketing targets that Tourism British Columbia have established for their growth scenario. These employment projections were based, to a large extent, on the industry trends that have been experienced over the past couple of decades in the tourism related industries. The projections also include a small amount of growth, beyond the trend, to reflect some recent developments, such as slightly stronger growth in some areas of adventure tourism

CS/RESORS – Final Report 33 and the potential of further growth in convention activity. These employment projections also do not include the impacts of the Vancouver/Whistler Olympic bid. These employment projections are referred to, in this section, as the base scenario.

Accommodation Services

Employment projections and estimates in accommodation services are mainly influenced by tourism activity with direct tourism employment accounting for close to 90 percent of all employment in this industry. The remaining employment is linked to local and business use of accommodation. The employment projections in the base scenario have been developed from trend data with some additional employment reflecting some enhanced convention activity. For the Tourism British Columbia scenario a blended growth rate of just over 5.5 percent annual employment growth has been used.

Current Employment 43,600 2010 Employment Projection - Base Scenario 50,000 2010 Employment Impact - Tourism British Columbia Growth Strategy 62,750

The Tourism British Columbia growth strategy and scenario would have an impact of increasing employment by a further 12,750 over the base case scenario.

Food Services

Food services, unlike accommodation services, is influenced mainly by local consumers. Only about a quarter of the food services industry is directly reliant on tourism. Employment trends, and an anticipated slowing of population growth (and thus local consumer growth) led the base scenario to project employment growth at 2.6 percent per annum to reach a level of 154,000 by 2010. With the stronger tourism growth suggested by the Tourism British Columbia scenario, a blended growth rate of just over 3.5 percent annual employment growth has been used to illustrate the impact of increased tourism activity.

Current Employment 124,200 2010 Employment Projection - Base Scenario 154,000 2010 Employment Impact - Tourism British Columbia Growth Strategy 168,500

The Tourism British Columbia growth strategy and scenario would have an impact of increasing employment in food services by a further 14,500 over the base case scenario.

CS/RESORS – Final Report 34 Adventure Tourism

Employment in the adventure tourism area is almost completely related to tourism activity. The base scenario employment projections, drawn from recent trends and potential growth, suggest annual growth to 2010 will be in the 3 to 3.5 percent range. This includes some higher growth in emerging, but very small, adventure tourism areas. The extensive array of targeted products and activities in the Tourism British Columbia scenario includes some very strong growth rates for special activities with other areas expected to grow at a rate closer to the longer-term trend. Many of the adventure tourism targeted areas are very small in employment numbers; much of the employment impact from adventure tourism actually comes from tourists using accommodation and food services while coming to or taking part in adventure tourism. The overall impact of the Tourism British Columbia scenario is seen as leading to employment growth of 5.5 percent annually to 2010.

Current Employment 23,400 2010 Employment Projection - Base Scenario 31,300 2010 Employment Impact - Tourism British Columbia Growth Strategy 36,500

The Tourism British Columbia growth strategy and scenario would have an impact of increasing employment in adventure tourism by a further 5,200 over the base case scenario.

Travel Trade

The travel trade sector is relies extensively on tourism activity as well as on local consumers travelling elsewhere. Organisation changes, technology and cost pressures are all expected to have a significant impact on employment. The base case scenario suggested that it would be a struggle for this sector to even maintain employment levels over the coming decade, and that this would only be done if the products and services provided by the travel trade were enhanced. Increasing tourism activity, as suggested by the Tourism British Columbia growth strategy would provide further support for this sector. However there are still technology impacts, Internet booking and loss of commission fees which will hold back employment growth. Impacts on employment from the Tourism British Columbia scenario are expected to be a relatively small growth, about 500, in employment levels by 2010.

Attractions

Employment in the attractions sector was estimated at 22,300 in 2001 which was down from just over 25,000 in 1998. The base scenario employment projection anticipates some constraint in government supported areas but overall looks for employment levels to recover and grow further to 29,000 by 2010, showing a growth rate of about 3 percent annually for the decade. The Tourism British Columbia scenario of stronger tourism growth has been calculated as providing a blended growth rate of just over 4 percent annually to 2010.

Current Employment 22,300 2010 Employment Projection - Base Scenario 29,000 2010 Employment Impact - Tourism British Columbia Growth Strategy 30,300

CS/RESORS – Final Report 35

The Tourism British Columbia growth strategy and scenario would have an impact on the attractions area of the tourism sector of adding approximately 1,300 jobs over the base case scenario.

Demand and Training Impacts

The type of employment growth that is linked to a growth scenario such as the Tourism British Columbia scenario will not be equivalent across all occupations that are important to tourism and tourism related industries. The strategy for growth is specifically targeting certain tourism activities such as emerging adventure tourism or outdoor activities. Another target area is convention activity. The likely impact would be more in those areas that are the most closely linked to these targeted activities.

There are a few important human resources demand and training issues that could be expected to result from the growth rates, levels and types of development that are suggested by the Tourism British Columbia strategy.

• The requirement for skilled workers will be higher than the projections. • Since more of the demand for services would be in high-end areas, there will be higher requirements for highly skilled workers in food services, convention arrangements, accommodation services. • There will be more emphasis on management and marketing occupations or skills. • More requirements in small adventure tourism occupations such as specialised ski activity or other outdoor trekking. • More tourism locations (geographic) will call for workers in areas with limited tourism workforce or skills. • Considerable pressure for change in employment conditions to emphasise more full-time work, less seasonal work. • Increase in wage demands are likely as the supply of medium and low skill workers, affected by demographic change, is insufficient for the job openings.

CS/RESORS – Final Report 36 D. Student Outcomes Overview: Overall Employment, Utility of Programming, Distribution with Tourism Occupations

Highlights of Findings from the Student Outcomes Data

¾ Students who have completed tourism training programs have a labour force participation rate of 91% in 2001 and an employment rate of 89%. Therefore, those actively looking for employment, per se, have tended to find it. However, approximately 50% of tourism graduates in the labour market are working in the tourism industry. ¾ With the exception of cook training, where the majority of graduates are hired in cook related occupations, other tourism related graduates are being hired in wide range of occupations, many outside tourism itself. ¾ In reviewing 16 major tourism occupations, it appears that some 23% of those hired in these occupations are graduates. . (Caution in interpreting data is advised, because of the diffuse boundaries of the definitions of tourism occupation.) Given that tourism related graduates enjoy high employment, the concerns must be that: 1) graduates are being employed in other industries and therefore are not staying in tourism; and, 2) there are not enough tourism graduates to fulfill the labour market demand. That is, graduates from non-tourism programs are being hired in tourism occupations, who are not necessarily as well trained as tourism graduates. ¾ Data on private post-secondary tourism graduates is not as detailed nor as readily available as the public data. Therefore, no corresponding student outcomes data is available from the private post-secondary programs. ¾ Graduates in tourism found their program more related to their tourism jobs than did non-tourism graduates. ¾ Graduates in tourism found their program more useful in getting work in tourism related occupations than non-tourism graduates. ¾ Graduates in tourism found their programs more useful in job performance than graduates of non-tourism programs.

1. Methodology For The Student Outcomes Review

The methodology used for the Student Outcomes review draws on the student outcomes information available through the data provided by the Center of Educational Information, Standards and Services (CEISS).

Methodology for the Public Post-secondary Student Outcomes Analysis

The public student outcomes provide information on students’ perceptions of their education 12 – 15 months after graduation. There is no data on employers’ perceptions of their new hires.

CS/RESORS – Final Report 37 With that said, there are some limitations to the data and what can be concluded in responding to the question of program relevance.

To better align the programs, the consultant requested a revision of the data grouping. Rather than use the occupational classification presently used by CEISS, which results in a small sample, the following grouping was requested:

¾ Hospitality Management: all hospitality management related diploma programs ¾ Cook Training: entry level and apprenticeships ¾ Tourism Management: all ‘non hospitality’ 2 year tourism management diploma program ¾ Adventure Tourism: all adventure tourism programs. This grouping does not represent a consistent set of programs. However, the grouping reflects a sectoral focus.

This grouping reflects a cluster of programs that share common standards and, generally, a common career direction.

Four years of data were requested, with the hope of providing a historical analysis of the programs. The data was an extra charge to the project paid to CEISS, and for that reason, the historical analysis is limited to only 4 years, as well as a limited range of data requested per year. The following data was requested: Employment Outcomes • % in the Labour Force • % employed • % Employed Full time • % Employed Part time Relationship of Training to employment • Overall Satisfaction Main Reason for enrolling • How satisfied were your studies Further Education Outcomes • % were currently studying • % have taken further studies since leaving • % have taken further studies at a BC College • % have taken further studies at a BC University For employment destinations, two sets of data were requested: • Graduate destinations: this data shows the destination of graduates of a given program • Employment outcomes: this data provides source of training by occupation and identifies what kind of graduate was hired for that occupation

CS/RESORS – Final Report 38 Methodology for Private Post-Secondary Student Outcomes Analysis

Methodology for the Key Respondent Interviews

In addition to the student outcomes data, several interviews were conducted with representatives of the industry and of government. The intention of the interviews was:

- to augment data collected with some anecdotal information - to ask specific policy questions - to verify findings of the data

The interviews drew from a set of questions that, to a certain degree, varied from interview to interview. This was in order to focus the expertise of the respondent to their particular area (e.g. adventure tourism or advanced education policy). As the number of individuals involved in education and training policy is relatively low, and those people that were interviewed were in key positions, the consultant believes that the findings are accurate for those interviews. In relation to the interviews of industry respondents, all interviews proposed by the consultant took place, plus additional interviews to ensure a regional and sectoral input. Although there were relatively few interviews in total, 22 interviews were conducted rather than the 8 that were originally proposed. This allowed for the consultant to gain a regional perspective. The breakdown of interviews was as follows:

Private Sector 9 Educators 4 Government 9

In this section we look at what happens to students who have completed tourism sector training. The data are organized by the type of training program in which they participated, compared with their employment status overall and then how useful they found their tourism training to their current employment, whether or not this is in tourism. These findings provide insight into the value of tourism training for providing “employability skills” in general, which the students apparently find can be applied in a wide range of occupations. Then we focus in more closely on that (minority) group of tourism programming graduates who are indeed employed in various tourism sectors. Along with the description of their distribution across the most frequently-cited occupations, we reflect their views on the utility of their training for their current job.

The findings are based on data from public training institutions. As we comment briefly later, the data from private sector training organizations is not readily useable for this kind of analysis.

CS/RESORS – Final Report 39 Also, it should be noted that the data provided (by the Centre for Educational Information, Standards and Services -- CEISS) reflects the destination of graduates of the hospitality management diploma programs in 2000. The reader should keep the following comments in mind about the nature of the data collection:

¾ Timing of survey: this data is collected approximately one year after graduation. Recognizing that many graduates start off in frontline positions and progress to supervisory/management positions over time, the responses are not able to suggest curriculum revision is required. A graduate’s perception of the program may change over time as his/her career progresses. It is therefore important that future research on tourism graduate outcomes focuses on historical trends rather than ‘snapshot’ surveys. ¾ Sample size: The sample size is good for 3 of 4 program groupings. The adventure tourism program grouping has a sample size of only 38 responses. As the program grouping includes a range of programs, conclusions may not be reliable. ¾ In some cases, the NOC classification does not reveal whether the graduate is employed in the tourism industry (e.g. NOC 1121 Specialists in Human Resources). In some cases, the graduate responses assist in showing the link between the program and the tourism industry.

The public student outcomes provide information on students’ perceptions of their education 12 – 15 months after graduation. There is no data on employers’ perceptions of their new hires. With that said, there are some limitations to the data and what can be concluded. In order to better reflect consistent program grouping, the consultant worked with the CEISS staff to regroup the data. The program groupings used are:

1. Hospitality Management: all of the hospitality management related diplomas were grouped together. 2. Cook Training: the 11 Professional Cook Training programs, including the few apprenticeship outcomes, were included. Baking was left out of the number. 3. Tourism Management: all certificate and diploma related tourism programs were grouped together. 4. Adventure Tourism: all adventure tourism related programs.

To analyze the historical context and to identify possible trends, 3 to 4 years of data was tabulated, depending on what was available.

Certain smaller programs, such as baking and meat cutting, were excluded from the data. In addition, owing to low response rate and in order to keep the data reliable, the travel counseling program was also not included in the tourism management grouping. Tourism related programs at the university level could not be included since no data exists by program.

CS/RESORS – Final Report 40 2. Student Employment Outcomes: Scope of the Analysis

To begin with the description of current labour market circumstances of graduates, for each training program grouping, the following tables, with brief commentary, are presented:

¾ Graduates in the Labour Market: overall participation ¾ Graduate Employment Status: currently employed or not ¾ Work conditions: Full time or Part time ¾ Assessment of the Relation of Programming Received to Employment ¾ Respondents Currently Studying

The next “cut” at the data is tracing those graduates who are indeed employed in the tourism sector. For this group, we look at:

¾ Graduate Destination within Tourism: analyses the employment destination of those graduating, by tourism-related occupation ¾ Training Source by Tourism Occupation, 1999-2001: lists all of those hired in tourism occupations, by program

Employment Status of Graduates from Hospitality Management Programming

The programs in this grouping are the Hospitality Management diploma programs. All of these programs use an industry endorsed core curriculum and include a work placement in the industry.

Hospitality Management Graduates in the Labour Market

93% 92% 92% 91% 91% 91% 90% 89% In Labour Market 88% 88% 87% 1995 n=25 1999 n=73 86%

Number of Respondents 2000 n=112 85% 2001 n=145 1995 1999 2000 2001 Year

There is a fairly consistent percentage of students who enter the labour market upon graduation, averaging 90.5% across all four years. (Note: being in the labour market and being employed are not the same. A person is “in the labour market” who is either employed or actively seeking employment.)

¾ Over time, of those who enter the labour market, 89.8% of graduates are employed.

CS/RESORS – Final Report 41 Hospitality Management Graduate Work: Full Time or Part Time

100% 91% 84% 86% 90% 78% 80% 70% 60% Employed Full Time 50% Employed Part Time 40% ***Note: Totals may 30% 18% not add up to 100% 20% 12% 14% 4% due to missing data/no 10% response Percentage of Respondents 0% 1995 n=23 1995 1999 2000 2001 1999 n=51 2000 n=93 Year 2001 n=116

¾ Historically of those employed, approximately 80% of graduates are employed full time.

Graduates are asked how strongly they feel their training relates to the jobs they have. The responses are:

Relation of Hospitality Management Program to Employment (includes tourism and non tourism occupations)

70% 61% 60% 55% 50% 50% 46% Not At All Related Not Very Related 40% 32% 29% 30% Somewhat 30% 27% Related 23% Very Related Respondents Percentage of 20% 11% 10% 8% 10% 8% 10% 1995 n=22 0% 2% 1999 n=51 0% 2000 n=93 1995 1999 2000 2001 2001 n=116 Year

¾ Over time and across all types of employment, there has been little change in the relation to training to employment. The average for ‘somewhat and very’ over the four years is 82.5%.

CS/RESORS – Final Report 42 Graduate Overall Satisfaction Level with Program

60% 55% 55%

50% 46%

40% 36% Not At All 29% Not Really 30% 25% Mostly 20% 15% 15% 14% Completely

10% 6%

Percentage of Respondents 3% 3% ***Not asked 0% in 1995 1999 2000 2001 1999 n=73 2000 n=145 Year 2001 n=112

¾ Over time and across all types of employment, overall satisfaction rate has been at an average of 72.3% (‘the sum of mostly and completely’) across all three years.

Hospitality Management Respondents Currently Studying

120% 100% 100%

Not 80% 71% 69% 64% Studying 60% Currently Studying 36% 40% 29% 31% 1995 n=25 1999 n=73 20% 2000 Percentage of Respondents 0% n=112 0% 2001 1995 1999 2000 2001 Year

¾ Over time, there has been fluctuation in the percentage of graduates continuing to study after graduation. This may reflect the development of tourism related degree programs in the late 1990’s, but could reflect graduates moving to other areas of study outside tourism.

CS/RESORS – Final Report 43

Employment Status of Graduates from Cook Training Programs

The data tabulated is drawn from both entry level and apprenticeship programs.

Cook Training Respondents in the Labour Market

96% 94% 94% 94% 92% 92%

90% In Labour Market 88% 88% 1995 n=294 1999 n=206 86% 2000 n=271 Number of Respondents 2001 n=226 84% 1995 1999 2000 2001 Year

¾ Over time, there has been an increase in the percentage of respondents entering the labour market.

Cook Training Graduate Employment Status

100% 91% 89% 90% 90% 84% 80% 70% 60% Not Working 50% Employed 40% 30% 1995 n=258 20% 16% 9% 11% 10% 1999 n=190

Percentage of Respondents 10% 2000 n=254 2001 n=213 0% 1995 1999 2000 2001 Year

¾ Over time, the percentage of graduates in the labour market has averaged 88.5%.

CS/RESORS – Final Report 44 Cook Training Graduate Work: Full Time or Part Time

100% 88% 90% 83% 83% 80% 80% 70% 60% Employed Full Time 50% Employed Part Time 40% ***Note: Totals may 30% not add up to 100% 16% 20% 13% 15% due to missing data/no

Percentage of Respondents 7% response 10% 1995 n=234 0% 1999 n=160 1995 1999 2000 2001 2000 n=225 2001 n=191 Year

¾ Over time, the percentage of graduates employed full time has averaged 83.5%.

Relation of Cook Training Program to Employment (includes tourism and non-tourism occupations)

70% 64% 61% 62% 60% 57% Not At All 50% Related Not Very 40% Related Somewhat 30% 23% Related 19% 20% 17% 16% Very Related 20% 14% 13% 14% 7% 10% 5% 4% 1995 n=232

Percentage of Respondents 4% 1999 n=160 0% 2000 n=225 2001 n=189 1995 1999 2000 2001 Year

¾ Over time, the relation of training to employment has averaged 80.8% (sum of somewhat related and very related).

CS/RESORS – Final Report 45 Graduate Overall Satisfaction Level with Program

60% 54% 56% 48% 50%

40% 35% 33% Not At All 29% Not Really 30% Mostly 20% Completely 13% 14% 9% ***Not asked 10% in 1995 Percentage of Respondents 4% 2% 2% 1999 n=206 0% 2000 n=270 1999 2000 2001 2001 n=224 Year

¾ Over time, there is an increase in the percentage of students that are completely satisfied with training, but the sum of mostly and completely satisfied remains fairly consistent averaging about 85%.

Cook Training Respondents Currently Studying

120%

97% 100% 89% 89% 83% 80%

Not Studying 60% Currently Studying

40% 1995 n=294 1999 n=206 17% 2000 n=271 20% 11% 11% Percentage of Respondents 3% 2001 n=226 0% 1995 1999 2000 2001 Year

¾ Over time, there has been an increase in percentage of graduates continuing studies. It is unclear if these graduates are continuing in cook training, tourism, or studies outside of tourism.

CS/RESORS – Final Report 46 Employment Status of Graduates from Tourism Management Programming

The data collected is for tourism related diploma programs, most of which follow the common core curriculum.

Tourism Management Graduates in the Labour Market

100% 99% 98% 97% 96% 95% 94% In Labour Market 92% 91% 1995 n=88 90% 1999 n=82 2000 n=113 88%

Percentage of Respondents 2001 n=96 86% 1995 1999 2000 2001 Year

¾ The percentage of graduates entering the labour market upon graduation varies over time, averaging 95.5%.

Tourism Management Graduate Employment Status

100% 91% 90% 87% 88% 90% 80% 70% 60% Not Working 50% Employed 40% 30% 1995 n=84 20% 13% 10% 10% 12% 1999 n=81

Percentage of Respondents 10% 2000 n=107 2001 n=91 0% 1995 1999 2000 2001 Year

¾ Of those who have entered the labour market, an average of 89% are employed.

CS/RESORS – Final Report 47 Tourism Graduate Work: Full Time or Part Time

100% 95% 92% 94% 88% 90% 80% 70% Employed Full Time 60% Employed Part Time 50% 40% ***Note: Totals may not 30% add up to 100% due to 20% 12% missing data/no 7% response Percentage of Respondents 10% 4% 4% 1995 n=76 0% 1999 n=73 1995 1999 2000 2001 2000 n=93 Year 2001 n=80

¾ Of those employed, the majority (averaging 92.3%) is employed full time.

Relation of Tourism Management Program Training to Employment (includes tourism and non-tourism occupations) 50% 45% 45% 40% 40% 39% 40% 36% Not At All Related 34% 33% 35% Not Very Related 30% 27% Somewhat Related 25% Very Related 20% 18% 15% 16% 14% 15% 12% 11% 11% 1995 n=74 10% 1999 n=73 Percentage of Respondents 10% 2000 n=93 5% 2001 n=80 0% 1995 1999 2000 2001 Year

¾ The relation of training and employment varies over the years, from 67% to 79%. There is a consistent percentage of graduates (roughly 14%) whose employment does not relate to their training.

CS/RESORS – Final Report 48

Graduate Overall Satisfaction Level with Program

60% 51% 48% 50% 45% 39% 40% Not At All 33% 30% Not Really 30% Mostly 20% Completely 20% 17% ***Not asked in 9% 1995 10% 4% Percentage of Respondents 2% 1% 1999 n=82 2000 n=113 0% 2001 n=96 1999 2000 2001 Year

¾ Over the past three years, the satisfaction level of graduates has averaged 82%.

Tourism Management Respondents Currently Studying

120%

97% 100% 87% 87% 80% 75% Not Studying 60% Currently Studying

40% 25% 1995 n=88 20% 13% 14% 1999 n=82 Percentage of Respondents 3% 2000 n=113 2001 n=96 0% 1995 1999 2000 2001 Year

¾ From 1995 to the last three years, there has been an increase in the percentage of graduates currently studying. This may reflect the development of tourism related degree programs in the late 1990s , but could reflect graduates moving to other areas of study outside tourism. Formatted: Bullets and Numbering

CS/RESORS – Final Report 49

Employment Status of Graduates from Adventure Tourism Programming

The adventure tourism grouping is a mix of 6-month training programs, 1-year certificate and 2- year diploma. The sample size is small and therefore conclusions are not a reliable representation of adventure tourism programs.

Adventure Tourism Graduates in the Labour Market

1.2

97% 98% 97% 1

78% 0.8

0.6 In Labour Market 0.4 1995 n=38 1999 n=27

Number of Respondents 0.2 2000 n=42 2001 n=48 0 1995 1999 2000 2001 Year

¾ For the past two years, an average of 97.5% of graduates were in the labour market.

Adventure Tourism Graduate Employment Status

95% 100% 92% 90% 91% 90% 80% 70% 60% Not Working 50% Employed 40% 30% 1995 n=37 1999 n=21 20% 8% 10% 9% 2000 n=41 5% Percentage of Respondents 10% 2001 n=46 0% 1995 1999 2000 2001 Year

CS/RESORS – Final Report 50 ¾ Over time, of those in the labour market, an average of 92% are working. Adventure Tourism is typically more seasonal than other sectors and therefore this may not be an accurate measurement if the data was collected at a different time of year.

Adventure Tourism Graduate Work: Full Time or Part Time

100% 88% 91% 90% 81% 80% 70% 65% 60% Employed Full Time 50% Employed Part Time 40% ***Note: Totals may not 30% 20% add up to 100% due to missing data/no 20% 11% response Percentage of Respondents 10% 3% 5% 1995 n=34 0% 1999 n=20 1995 1999 2000 2001 2000 n=37 Year 2001 n=42

¾ Over four years, the average percentage of graduates employed was 91%. Over the past three years, the percentage of graduates in full time work has increased.

Relation of Adventure Tourism Program Training to Employment (includes tourism and non-tourism occupations) 50% 46% 45% 45% Not At All 40% 38% Related Not Very 35% 30% 31% Related 30% Somewhat 30% 27% 27%27% 26% Related Very Related 25% 21% 20% 20% 16% 1995 n=33 15% 1999 n=20 2000 n=37 2001 n=42 Percentage of Respondents 10% 6% 5% 5% 5%

0% 1995 1999 2000 2001 Year

CS/RESORS – Final Report 51 ¾ The relation of training to employment varies considerably over the years, from 54% to 75%.

Adventure Tourism Graduate Overall Satisfaction Level with Program 70% 60% 60% 48% 50% Not At All 40% 35% Not Really 33% 29% Mostly 30% 27% 21% Completely 20% 15% 14% ***Not asked 8% in 1995 Percentage of Respondents 10% 4% 5% 1999 n=27 2000 n=42 0% 2001 n=48 1999 2000 2001 Year

¾ The data sample is small. Over time, the sum of ‘mostly’ and ‘completely’ satisfied levels averaged 69%.

Adventure Tourism Respondents Currently Studying

100% 92% 88% 90% 85% 79% 80% 70% 60% Not Studying 50% Currently Studying 40% 1995 30% 21% n=38 20% 15% 12% 1999 8% n=27 Percentage of Respondents 10% 2000 0% n=42 1995 1999 2000 2001 Year

¾ Over time, the percentage of graduates that are currently studying increased, averaging 16% in the last three years.

CS/RESORS – Final Report 52

Student Outcome Comparison in Selected Program Areas

Percentage in the Labour Force and Employed in Training Related Job (From 2000 BC College and Institute Student Outcomes) Respondents % in Labour % Employed in Force Training Related Job Business 3354 90 67 Nursing 1197 94 89 Health Related 588 96 88 Legal or Social 1008 92 64 Computer and Info Services 423 95 69 Hospitality Management 112 91 84 Tourism Management 113 91 73 Cook Training 271 94 82 Adventure Tourism* 42 98 54 Arts and Science 4709 76 21 - lower division *Adventure tourism graduate sample size is relatively small, which calls for caution in interpreting the results. In 1999 and 2001 respectively, 75% and 69% of graduates were employed in a training-related job.

¾ The number of tourism-related graduates is relatively small in relation to graduates of other programs areas, such as health, business and social programs. ¾ The percentage of graduates in the labour force is in the 90% range for all programs except Arts and Science (as a university transfer program, arts and science graduates are most likely enrolling in higher level courses). ¾ In 2000, among the 4 tourism-related program areas, graduates from hospitality management and cook training had the highest percentage of employment in a training related job. ¾ The percentage of graduates employed in a training-related job varies from program to program, and may be a reflection of the labour market characteristics. For example, nursing and health related program graduates have the highest percentage of employment in a training-related job. This reflects the strong internal labour market of the health sector, specifically the mandatory requirement for training certification for employment. ¾ With the exception of adventure tourism, tourism-related programs are above average in terms of graduates employed in training-related jobs.

Graduates Employed in Tourism: Occupational Concentrations and Utility of Training for Employment

In this section we begin with the findings by each type of programming completed, in order to identify the occupations in which they are concentrated and to describe how useful they report their training to be in relation to the job itself, in finding the job in the first place, and in facilitating their performance on the job. For this analysis, we separated out the occupations that reflected at least one-half of the students responding. There was a tendency for them to be concentrated in from five to nine occupations.

CS/RESORS – Final Report 53

Hospitality Management: Occupations Where Graduates Are Employed

Graduate Destination--Hospitality Management 2000 Program Useful No. NOC Training Program Useful NOC Description to Job Employed Code Relation to Job Getting Work Performance 19 6453 Food & Beverage Servers 3.4 3.3 3.3 19 6435 Hotel Front Desk Clerks 3.8 3.8 3.4 7 6212 Food Service Supervisors 3.7 3.4 3.6 5 6421 Retail Salespersons 2.4 3 3 4 6216 Other Service Supervisors 3 3 3 54 of 92 Average 3.5 3.4 3.3

¾ Of the 31 occupations representing 92 graduates surveyed, we find that 54 students (59%) are in the top 5 occupations (above). ¾ Approximately 82% of 92 graduates surveyed rated their program either a 3 or higher on a scale 4 in terms of training related to the job. ¾ Approximately 85% of 92 graduates surveyed rated their program either a 3 or higher on a scale of 4 in terms of program being useful to job performance.

Hospitality Management, 2000

4.0 3.6 3.5 3.4 3.5 3.2

3.0 All Occupations 2.5 2.3 n=93 2.0 Top 3 Occupations 2.0 n=45

1.5

1.0

0.5

0.0 Training Relation to Program Useful Program Useful to Job Getting Work Job Performance

CS/RESORS – Final Report 54

Cook Training: Occupations Where Graduates Are Employed

Graduate Destination--Cook Training 2000

Program Useful No. NOC Training Program Useful NOC Description to Job Employed Code Relation to Job Getting Work Performance

118 6242 Cooks 3.8 3.7 3.7 27 6241 Chefs 3.7 3.8 3.4 18 6642 Kitchen & Food Service Helpers 3.8 3.7 3.7 163 of 225 Average 3.8 3.7 3.7

¾ Of the 38 occupations representing 225 graduates surveyed, we find that 163 students (72%) are in the top 3 occupations. ¾ Approximately 82% of 225 graduates surveyed rated their program either a 3 or higher on a scale 4 in terms of training related to the job. ¾ Approximately 87% of 225 graduates surveyed rated their program either a 3 or higher on a scale of 4 in terms of program being useful to job performance.

Cook Training, 2000

3.8 4 3.7 3.6 3.5 3.3 3 2.5 2.5 All Occupations n=225 2 1.7 Top 3 Occupations n=163 1.5 1

0.5 0 Training Relation Program Useful Program Useful to Job Getting Work to Job Performance

CS/RESORS – Final Report 55 Tourism Management: Occupations Where Graduates Are Employed

Graduate Destination—Tourism Management 2000 No. NOC Training Program Useful Program Useful to NOC Description Employed Code Relation to Job Getting Work Job Performance 9 1411 General Office Clerks 3.3 3.3 3.4 9 6431 Travel Counsellors 3 2.6 2.8 6 6453 Food & Beverage Servers 2.3 3.7 2.7 6 5254 Program Leaders in Recreation 3.8 3.7 3.5 5 6216 Other Service Supervisors 4 3.5 3.6 4 6435 Hotel Front Desk Clerks 3.3 3.3 2.5 4 6211 Retail Trade Supervisors 2.8 3.7 3.0 4 0721 Facility Operation Managers 3.3 3.5 3.5 4 1411 Administrative Clerks 2.3 3.3 2.8 51 of 93 Average 3.1 3.3 3.1

¾ Of the 41 occupations representing 93 graduates surveyed, we find that 51 students (55%) are in the top 9 occupations. ¾ Approximately 69% of 93 graduates surveyed rated their program either a 3 or higher on a scale 4 in terms of training related to the job. ¾ Approximately 53% of 93 graduates surveyed rated their program either a 3 or higher on a scale of 4 in terms of program being useful to job performance.

Tourism Management, 2000

3.5 3.3 3.2 3.2 3.0 3.0

2.5 2.3 All Occupations 2.0 n=93 1.6 Top 5 Occupations n=35 1.5

1.0

0.5

0.0 Training Relation to Program Useful Program Useful to Job Getting Work Job Performance

CS/RESORS – Final Report 56 Adventure Tourism (small sample): Occupations Where Graduates Are Employed

Graduate Destination--Adventure Tourism 2000 No. NOC Training Relation Program Useful Program Useful to NOC Description Employed Code to Job Getting Work Job Performance Deck Crew, Water 4 7433 2 3 2.8 Transport Community & Social 3 4212 3.0 4.0 3.0 Service Workers Program Leaders in 3 5255 3.7 3.3 3.7 Recreation Attendants in 3 6672 3.3 3.0 3.3 Recreations and Sport Conference & Event 2 1226 2 1 2 Planners 15 of 37 2.8 3.0 3.0

¾ Of the 27 occupations representing 37 graduates surveyed, we find that 15 students (41%) are in top 5 occupations. ¾ Approximately 54% of 37 graduates surveyed rated their program either a 3 or higher on a scale 4 in terms of training related to the job. ¾ Approximately 62% of 37 graduates surveyed rated their program either a 3 or higher on a scale of 4 in terms of program being useful to job performance.

Adventure Tourism, 2000

4.0

3.5 2.9 3.0 3.0 2.8 2.5 All Occupations 2.5 2.2 n=37 1.8 Top 5 Occupations 2.0 n=15 1.5

1.0

0.5

0.0 Training Relation to Program Useful Program Useful to Job Getting Work Job Performance

CS/RESORS – Final Report 57 Aggregated Findings on Usefulness of Training for Employment

The analysis included an examination of the assessment by 1379 graduates who are in tourism- related employment of the utility of their training for their job. The following is the wrap-up of these findings.

Average Response on Utility of Training for all Graduates Who Are Employed, 2001 In the 16 Main Tourism-Related Occupations Scale of 1 to 4, with 4 being ‘very related’ Main Program Training Relation to Program Useful Program Useful to Sample Groups Job Getting Work Job Performance Business 98 2.2 2.0 2.6 University Studies 705 1.5 2.1 2.2 Other 306 1.8 2.2 2.4 Recreation 12 2.8 2.6 3.0 Tourism 48 3.2 3.1 3.3 Travel Agent 17 3.7 3.7 3.7

Hospitality 76 3.6 3.5 3.4

Adventure Tourism 15 3.7 3.2 3.2

Cook Training 179 3.3 3.1 3.5

Travel Agent * 0 - - -

*Travel Agent graduates assessed only for travel counselling program

It appears that in general the higher ratings of the utility of training for the job at hand are allocated to training sources other than university or business training (a generalized programming option). However, what must be kept strongly in mind is that the survey is of recent graduates. If, as is likely, graduates tend to go into entry-level or non- management/professional jobs at first, it is logical to assume that the highly trained university or business grad will indeed find their training less useful for their current work. As they advance to the levels for which they are ultimately trained, they may find the training more appropriate for those levels.

Conversely, the person trained at a certificate or diploma level may well experience a closer, more immediate “fit” between their training and the job they now have.

We cannot say either of these situations are occurring, but they must be considered in reviewing the findings in the table above. Readers may have other interpretations as well.

CS/RESORS – Final Report 58 Source of Training and Tourism Occupation, 2001

In this section we look at the distribution of the sources of training for those students employed in tourism. It is of interest for examining whether there is an least an informal relationship between where one trained and the kind of employment held within a year or so after completion of training. (Of course, it is not possible to know if these are students returning to training after having experience in the workforce, nor if this is so, in what sector they may have been employed, etc.)

National Occupational Classifications (NOCs) Business University Other Recreation Tourism Management TourismAdv Travel Counselling Hospitality Management Cook Training Restaurant and Food Service Managers n=59 6 26 8 5 7 7 Food Service Supervisors n=121 15 59 29 1 1 6 10 Bartenders n=55 6 27 16 3 3 Food and Beverage Servers n=399 30 263 71 1 7 2 23 2 Kitchen and Food Service Helpers n=30 15 11 4 Cooks n=189 2 37 47 1 1 2 99 Chefs n=36 1 5 5 25 Accommodation Service Managers n=19 2 6 2 1 1 9 Hotel Front Desk Clerks n=75 7 25 6 1 15 1 20 Maitres D’hotel and Host n=32 3 19 5 1 4 Food Service Counter Attendants n=153 5 88 51 9 Tour and Travel Guides n=17 2 11 2 1 1 Program Leaders in Recreation n=152 4 101 30 6 10 1 Conference and Event Planners n=28 7 10 8 1 2 Outdoor Sport and Recreational Guides n=19 2 4 4 1 8 Travel Counsellors n=33 4 5 3 2 17 2 Total 96 701 298 12 48 15 17 76 156 Note: limitations of data (unclear boundaries between occupations/sectors as to whether they are largely tourism- based).

Of the 1,319 hired in the above 16 tourism related occupations, 23% came from tourism related programs (cook training, hospitality management, tourism management, and adventure tourism and travel counselling).

In 2001, 89% of tourism related graduates were employed.

Employment Rates by National Occupational Classifications (NOC):

0631 Restaurant and Food Service Managers ¾ In 2001, 32% of graduates hired in this occupation came from tourism related programming. ¾ Tourism related graduates tend to score their program higher in all categories over other program graduates.

CS/RESORS – Final Report 59 6212 Food Service Supervisors ¾ In 2001, 14% of graduates hired in this occupation came from tourism related programs. ¾ Tourism related graduates tend to score their program higher in all categories over other program graduates.

6452 Bartenders ¾ In 2001, 11% of graduates hired in this occupation came from tourism related programs. ¾ Hospitality students tended to score their program higher in all categories over the program graduates.

6453 Food and Beverage Servers ¾ In 2001, 6% of graduates hired in this occupation came from cook training and hospitality, and 9% from all tourism related programs. ¾ Hospitality graduates tend to score their program higher in all categories over other program graduates.

6642 Kitchen and Food Service Helpers ¾ Most graduates in this occupation came from programs other than cook training (13% cooks versus 87% from elsewhere). ¾ Cook training graduates tend to score their program higher in all categories over other program graduates.

6242 Cooks ¾ In 2001, 52% of graduates hired in this occupation came from cook training. ¾ Cook training graduates tend to score their program higher in all categories over other program graduates.

6241 Chefs ¾ In 2001, 69% of graduates hired in this occupation came from cook training. ¾ Cook training graduates tend to score their program higher in all categories over other program graduates. ¾ There may be a misinterpretation of the term ‘chef’, since it is a specific credentialed position usually held by someone with a Red Seal.

0632 Accommodation Service Managers (small sample) ¾ In 2001, 23% of graduates in this occupation came from hospitality management, although in previous years it was less. ¾ Hospitality management graduates tend to score their program higher in all categories over other program graduates.

6435 Hotel Front Desk Clerks ¾ In 2001, 27% of graduates in this occupation came from hospitality management, and another 20% from tourism management programs. Over the past three years, roughly 40- 50% of graduates hired in this occupation come from tourism and hospitality management.

CS/RESORS – Final Report 60 ¾ Hospitality management graduates tend to score their program higher in all categories over other program graduates, followed in second place by tourism management students.

6451 Maitres D’hotel and Host (small sample) ¾ In 2001, 13% (4 out of 32) of graduates in this occupation came from hospitality management. ¾ Hospitality management graduates tend to score their program higher in all categories over other program graduates. Although the sample is very small, there is consistency over the past three years.

6641 Food Service Counter Attendants ¾ In 2001, 6% of graduates hired in this occupation came from cook training. ¾ Cook training graduates tend to score their program higher in all categories over other program graduates. ¾ Mostly university graduates were hired (58%) in 2001.

6441 Tour and Travel Guides (*small sample) ¾ Over the past three years, there has been a consistently low number of tourism related graduates hired as tour and travel guides (6%). ¾ Tourism related graduates tend to score their program higher in all categories over other program graduates.

5254 Program Leaders in Recreation ¾ In 2001, 7% of graduates hired in this occupation came from tourism and adventure tourism related programming, 11% if recreation is included under tourism. ¾ Tourism related graduates tend to score their program higher in all categories over other program graduates.

1226 Conference and Event Planners (small sample) ¾ In 2001, 7% (2 out of 28) of graduates hired in this occupation came from tourism, 3 out of 28 if recreation is included. Over the past three years, a consistently small number of graduates from tourism are hired in this occupation. ¾ Tourism related graduates tend to score their program higher in all categories over other program graduates.

6442 Outdoor Sport and Recreational Guides (very small sample) ¾ In 2001, 47% of graduates hired in this occupation came from tourism and adventure tourism related programming. ¾ Tourism related graduates tend to score their program higher in all categories over other program graduates.

What appears from these – admittedly limited – data is that the great majority of students employed in these tourism-related occupations received training from sources other than specifically tourism-oriented programs. The only three occupations that are an exception are cooks, with 52% having been trained in the occupation; chefs, at 69%, and outdoor recreation guides, with 47% trained in the field (but very small sample).

CS/RESORS – Final Report 61

It is of interest that there seems to be little link between overall level of education and the skill level of the occupation. This is rather dramatically indicated in the large proportion of university graduates employed as food and beverage servers and food service counter attendants. But again, these are recent grads going into entry-level positions in a provincial economy that is not strong. The larger question is where will they be in another several years. Will they move up in the tourism hierarchy, will they move out, will they stay where they are? Employers certainly have to take this situation into account, either for hiring, retention or advancement of suitable employees.

On the other hand, restaurant and food service managers are heavily drawn from university and business training programs, and the program leaders in recreation also tend to be university trained. (This occupation may well overlap with social services, such as employment in neighbourhood social service/health and recreation centres or community-based social support services, where a university degree may be required.)

Thus, it is clear that the tourism industry as a whole draws from a very wide array of employee training and individual backgrounds. Conversely, those trained in tourism programs may well not move into tourism occupations. Therefore, assessment of “fit” between supply and demand, if supply is expected to be tightly tied to formal tourism training, must take into account the likelihood that the fit is not tight or precise. Planning for meeting tourism human resources needs has to incorporate these complexities in order to avoid overly simplistic responses – as trainers, employers, or potential employees.

3. Private Post Secondary Student Outcome Survey of Employment

The private post secondary data is not as in-depth as the public information. Furthermore, as the funding for private post secondary student outcomes was recently cut, the data can only be used as is presently available. Therefore, it is difficult to compare public and private student outcomes, as the programs are grouped differently and the questions asked are not exactly the same.

CS/RESORS – Final Report 62 Private Post Secondary Graduates Post Program Employment Status, 2000

70% 63% 64% 63% 60% Seeking Work

50% Unavailable for Work 40% Same Work 30% Same Employer 19% New Different 20% 15% Work 14% 12% 13% 10% 8% 9%9%

Percentage of Respondents 10% Hospitality n=49 Travel n=203 0% Culinary n=86 Hospitality Travel/Tourism Culinary Services Admin/Mang. Manag. Program

¾ 75% of graduates of hospitality administration/management are employed. ¾ 79% of graduates of travel/tourism management are employed. ¾ 71% of graduates of culinary services are employed. ¾ Across all programs 75% of graduates are employed.

Private Post Secondary Graduates with Full Time Employment, 2000

74% 80% 70% 70% 61% 60% 50% 40% Employed F/T 30% 20% Hospitality n=49 10% Travel n=203 0% Culinary n=86 Percentage of Respondents Hospitality Travel/Tourism Culinary Admin/Mang. Mang. Services Program

¾ Across all private tourism programs, 68% have full time employment.

CS/RESORS – Final Report 63 Private Post Secondary Graduates Training Relation to Job, 2000 84% 83% 83% 82% Somewhat/Very Related 81% 80% 79% 79% 78% Hospitality n=49 78% Travel n=203 Culinary n=86 77% Percentage of Respondents 76% Hospitality Travel/Tourism Culinary Services Admin/Mang. Mang. Program

¾ Across all private tourism programs, 80% view their training as relating to their job.

E. Inventory of Tourism Training Resources

This section provides an overview of public and private programs, focusing on capacity, and overall scope of programming. The same grouping is used below as was used in the previous section on student outcomes. The section is structured as follows:

¾ Overall Capacity: identifies annual capacity in the public and private institutions by broad occupational grouping for 2002/03. ¾ Inventory of private and public institutions by program grouping (as complete as available data allows). ¾ Publicly funded programs: provides the total amount of publicly funded programming in the public system, including secondary, post-secondary and income recipient placement (Destinations). ¾ Public programming by tourism regions. ¾ Supplementary short course training: o SuperHost o TaxiHost o Foodsafe o Serving It Right o Oceans Blue o Ministry of Human Resources funding Income Recipient Program (Destinations) Please note: Appendix A has charts with the complete listings of the inventory of program offerings that could be collected at this time.

CS/RESORS – Final Report 64 Overall Capacity

Annual Graduate Output: Capacity Aggregated for all Education and Training by Sector /Key Occupation / Program Grouping, 2001/02* (public numbers do not align with base funded information, since there are programs that are cost recovery) Specific Public Private Sector Total Occupation (grads per year) (grads per year) Supervisors & Management in Hospitality 441 740 1181 Accommodation and F & B Bartender 20 820 840 Cook Training 760 365 1125 Appren. 480 480 Adventure Tourism 209 500 709 Tourism 550 715 1265 Management Travel Counselling 150 180 330 Total 2610 3320 5930 *Data gathered by interview, Internet, or FTE information for funded employment programs. In some cases, an estimate of 20 students per program offering was used if title of program only was available.

A Note on Data Limitations

¾ The totals provide a general sense of the output of the private and public post-secondary institutions. ¾ Because of the relatively weak connection between formal tourism education/training and actual entry into the tourism labour force, with the majority of the workforce coming from backgrounds that do not encompass the standard direct tourism training sources, these figures will not fully reflect the overall supply base of the tourism labour force. ¾ Viewing the totals as supply for the tourism industry cannot be completely precise because some graduates either leave the province, find employment in positions outside the tourism industry, or continue their studies. Furthermore, graduates may be from certificate, diploma or degree level programs, making it difficult to identify a common standard for certain program groupings. ¾ A large number of private school graduates are international students who do not stay in Canada to work. ¾ About 18% of the total demand for cooks and 14% of the total demand for chefs is from sectors other than tourism. Therefore, we cannot assume that the number provided above are moving directly into the tourism industry. ¾ The totals cannot be related to the quality of the programs available in the province, that would be another research project. ¾ There are a number of Continuing Education courses offered at public post-secondary institutions around the province. In most cases, these are not included in the inventory as they tend to change from year to year. ¾ The 5-year projection offered by region assumes steady state funding for the next 5 years. ¾ The number of apprentices represents as approximation of those that are enrolled in theoretical training at the colleges. As of August, 2002, there are 1,034 registered cook apprentices. Between April, 2000 and March 2001, 143 apprentices achieved certification.

CS/RESORS – Final Report 65

Inventory of Private and Public institutions by program grouping

The complete inventory is found in Appendix A. As most programs do not focus on specific occupational training, except for cook training, the programs are presented in 5 program groups: ¾ Hospitality Management ¾ Cook Training (entry level and apprenticeship) ¾ Tourism Management ¾ ACCESS (ACTA-CITC Canadian Educational Standards System) related programming. (This grouping is included here because of the number of ACCESS /travel counseling programs in the private post-secondary system. There are several in the public system as well, but only one is based funded.) ¾ Adventure Tourism

General Findings General Findings from the inventory research are as follows: ¾ Approximately 85% of programs are full time. ¾ Most private institutions are based in the Lower Mainland. ¾ Public institutions provide the greatest amount of regional coverage: 14 out of 15 community colleges offer tourism related programming, and 5 degree programs based at 5 of the 9 degree granting institutions. ¾ In the public programs, there is a province-wide common core curriculum used and credential duration is standardized for based funded programs. In the private programs, standards vary in terms of program duration and curriculum. ¾ Private institutions graduate 64% of the total, however, it is unclear how many graduates are from overseas, or the standard of the graduates.

What follows is a general analysis by broad program grouping, subdivided into public and private programming.

Hospitality Management Public Post-Secondary ¾ 1995/96 and 2001/02, the number of seats funded for Hospitality related Management programs has increased from 468 seats to 705, an increase of 50%. ¾ Most of these programs are 2-year diploma programs. Two programs are 1-year certificates (40 seats). ¾ All base funded programs are full time, laddered to degrees, and follow the industry - validated provincial standard (Programs for the Tourism Professional(PTP)). There is province wide articulation agreement with the secondary schools although there is no measurement available of its success. ¾ A project is presently underway, administered by the Centre for Curriculum, Transfer and Technology, to better transfer industry based credentials to hospitality management diploma program. This is the latest in a series of projects aimed at improving linkages between different credentials as well as supporting the use of training and educational standards in the tourism industry.

CS/RESORS – Final Report 66 Private Post-Secondary ¾ As of 2002, there are 26 programs in Hospitality management related programs. The number of seats is approximate. ¾ There is no linkage between duration of program and credential offered in the private programs. ¾ At this point there are no private degrees in hospitality management. Legislation will soon allow this to occur. ¾ Programs may ladder within the institution, but there is very little transfer between private institutions or to public institutions. Some institutions follow the provincial Standard (PTP) but most use the American Hotel and Lodging Association (AMLA) materials.

Cook Training Public Post-Secondary ¾ In 2001/02, there are 11 entry-level (1-year certificate) programs, totaling 771 FTEs. ¾ Total post-secondary funding for cook training in 2001/2002 is $8.5 million. ¾ The number of seats has increased by 3% for cook training between 1995/96 and 2001/02. ¾ Discussion is underway at the articulation committee level to develop a more flexible delivery system. ¾ In 2000/01, there were 1034 registered cook apprentices, which has been fairly constant over the past 5 years. Of that number, 633 apprentices were active in taking their theoretical training, with 209 apprentices completing their Level 3 training that year.

Tourism Public ¾ Between 1995/96 and 2001/02, the number of seats funded for Tourism Management programs has increased from 399 seats to 466, an increase of 17%. ¾ Most of these programs are 2-year diploma programs. Two programs are 1-year certificates. ¾ The annual number of base-funded in the certificate and diploma programs is approximately 240 a year. ¾ There are tourism related degree programs offered at 4 institutions, graduating approximately 60 students a year. ¾ All base funded certificate and diploma programs are full time, laddered to degrees, and follow the industry -validated provincial standard (Program for the Tourism Professional) for Tourism Management. ¾ There is province wide articulation agreement with the secondary schools although there is no measurement available of its success.

Adventure Tourism Public Post-Secondary ¾ 1995/96 and 2001/02, the number of seats funded for Adventure Tourism related programs has increased from 140 FTEs seats to 167 FTEs, an increase of 19%. ¾ The cost per student is higher for adventure tourism owing to the need for greater ratio of instructors to students.

CS/RESORS – Final Report 67 ¾ These programs are of varying duration, from 5 weeks to 2 years. ¾ The annual number of graduates in the certificate and diploma programs is approximately 120 a year. ¾ The UCC degree with an adventure tourism specialty graduates approximately 20 a year. ¾ All base funded programs are full time, most are laddered to the next level, and are based on the adventure tourism provincial core curriculum, which includes a range of industry based certifications. There is minor linkage with the secondary schools although there is no measurement available of its success.

Publicly funded Programs The total public investment in tourism HRD by Ministry is:

Ministry of Education $1.9 million Ministry of Advanced Education $18.5 million TOTAL $20.4 million

The Secondary School System Career Preparation

TOTAL STUDENTS PER YEAR 1999-2000 2000-2001 % CHANGE GR. 11 GR. 12 GR. 11 GR. 12 GR. 11 GR.12 Hospitality 451 447 303 268 -32.8% -40.0% Tourism 312 273 196 177 -37.2% -35.2% Cook Training 618 472 563 465 -8.9% -1.5% Adventure Tourism 63 43 61 56 -3.2% 30.2% TOTAL 1444 1235 1123 966 -22.2% -21.8%

¾ Between 1999-00 and 2000-01, there is an overall 22.2 % decrease in Grade 11 students enrolled in tourism related programs. ¾ The reason for this decrease is unclear. A change of the structure of career preparation is one possible reason, as well as the range of other choices available to students. ¾ There is no data available on the transfer of tourism career preparation students to the employment in the tourism industry. ¾ Anecdotally, 30-40 school districts will have declining enrolments over the next 10 years, although the provincial number of students in the secondary school system will remain relatively the same. ¾ In 2001-02, public expenditure on tourism related career preparation was: o Grade 11- $585 per career prep student x $1123= $657,000 o Grade 12 - $1355 per career prep student x $966= $1,308,930 ¾ Apprenticeship has increased in 3 years from 200 to over 1000 registered apprentices across all occupations.

The Public Post-secondary System For 2001/02, base funded post-secondary programs amounted to:

CS/RESORS – Final Report 68 - Certificate, Diploma and Degree programs related to Tourism Management, Hospitality Management and Adventure Tourism: $10 million - Cook training, baking: $8.5 million

A more detail listing of programs is provided in Appendix A.

For a program to receive funding on an ongoing basis, a program proposal is submitted to the Ministry for approval. The program is reviewed by Ministry staff that seeks input from various agencies. An evaluation is made on the grounds of: - Labour market demand - Existing supply - Industry support - Use of standards - Incorporation of articulation - Articulation and prior learning assessment - Delivery method - Program specific policies (e.g. linkage to the Tourism Learning System)

Until this year, funding of each program was based on a formula that took into account issues such as equipment/supplies required, student/instructor ratio and location of campus. Institutions would then report their utilization rate of the funding provided.

Ministry of Human Resources The Jobs Partnership Program is a job placement program designed for "job ready" people who are applying for BC Benefits and looking for employment in the tourism industry. The program is available around the province: ¾ Vancouver Island: Victoria, Duncan, Nanaimo, Parksville, Courtenay, Campbell River & Port Alberni ¾ Lower Mainland: Greater Vancouver, Sechelt, Squamish, Richmond & Burnaby ¾ Fraser Valley: Maple Ridge, New Westminster, Coquitlam, Port Moody, Abbotsford, Chilliwack, Surrey, Langley, Delta, White Rock ¾ Northern BC: Prince George, Kamloops, Fort St. John/Dawson Creek ¾ Interior: Kelowna, Vernon, Cranbrook, Penticton, Invermere, Salmon Arm, South Okanagan, Golden, Fernie, Sparwood & Creston ¾ A $17 million contract (“Destinations”) was allocated for income assistant recipients to be matched to jobs in the tourism industry. The goal is approximately 4,700 placements.

Education and Training from a Regional Perspective

Clearly, tourism is not a homogenous entity throughout the entire province, and therefore tourism HRD planning should take into account a regional perspective. However, it is also recognized that some HR needs are consistent throughout the province. With that said, this section presents the available data from a regional perspective, to advance the discussion on regional planning.

CS/RESORS – Final Report 69 There are, however, challenges in attempting to take the discussion of labour market need and supply of graduates from a provincial to a regional level. The challenges are: - It is difficult to provide accurate labour market information on a regional basis; - Whereas the tourism related programs found around the province have a regional mandate, not only may their students come from outside the region, but graduates often leave the region as well.

The inventory of programs is provided from a regional perspective below. The provincially designated tourism regions are used. Because public college regions overlap the tourism regions, colleges and universities were grouped as follows: ¾ Northern British Columbia: College of New Caledonia (CNC), University of Northern British Columbia (UNBC), Northwest Community College (NWCC), Northern Lights College (NLC) ¾ Cariboo Chilcotin Coast: part of Cariboo, part of CNC, part of NWCC ¾ The Islands: Camosun, Malaspina and North Island, University of Victoria ¾ Vancouver Coast & Mountains: BCIT, Capilano, Douglas, University College of the Fraser Valley (UCFV), Simon Fraser University (SFU), Vancouver Community College (VCC) ¾ Thompson Okanagan: Okanagan University College and Cariboo ¾ BC Rockies: Selkirk and College of the Rockies

As opposed to considering regional planning from a demand/supply perspective, it may be more useful for regional planning to set priorities for local programming. The data collected by the regional interviews suggested that the labour shortages are greater outside the Lower Mainland. More flexible industry based training may assist in providing access for those in the industry. Local colleges can also provide support in both planning and delivery of education and training, and should be used. Furthermore, tourism HR policy discussions should occur regionally and involve senior levels of the local private and public institutions, both secondary and post- secondary. With the decentralized approach taken by the government, it will be more important to engage local decision makers with information to assist them in their decision-making.

The breakdown by region is provided in Appendix A.

Supplementary Short Course Training

In British Columbia, there is a range of supplementary course training. This section provides an overview of the enrolment in these courses, and is organized as follows: ¾ Occupational Standards and Certification ¾ SuperHost Customer Service Training ¾ TaxiHost ¾ Foodsafe ¾ Serving It Right ¾ Sustainable Tourism Workshops

General comments on the supplementary courses are as follows:

CS/RESORS – Final Report 70 ¾ Three of these courses are mandatory: TaxiHost, Foodsafe and Serving It Right. These courses are well known and are accepted as part of the training in the industry. TaxiHost level 3 is presently being discussed, and Foodsafe is presently undergoing significant revision. ¾ SuperHost has trained over 400,000 people in customer service training since 1986. There are now six workshops under the SuperHost brand, with a large level of industry support. Tourism British Columbia is exploring ways to expand the number of workshops within the year. ¾ Oceans Blue focuses on sustainable tourism, specifically related to marine related tourism, and offers a range of activities that include training. Beyond Oceans Blue there is no training in industry related to sustainable tourism.

Occupational Standards and Certification: Hospitality Industry Education Advisory Council (HIEAC)

To establish consistency and raise performance levels, National Professional Certification has been developed. Professional Certification is a self-directed evaluation process leading to national industry recognition of tourism employees as professionals in their chosen field. National occupational standards have been developed in occupations. In British Columbia, 14 occupations are available for certification. These are:

¾ Bartender ¾ Local Tour Guide ¾ Banquet Food and Beverage Server ¾ Reservation Sales Agent / Counter Sales ¾ Campground Operator ¾ Sales Manager ¾ Food and Beverage Server ¾ Special Events Co-ordinator ¾ Front Desk Agent ¾ Tourism Trainer ¾ Guest Services Attendant ¾ Tourism Visitor / Information Counsellor ¾ Housekeeping/Room Attendant ¾ Wine Service

The main purchasers of occupational standards are:

HIEAC Certification Activity By TEC (up to the end of June 2001) CERTIFICATION HIEAC In Process 384 Certified 1183 Inactive 1406 Registrations 2973 Exam Only 43

¾ BC has 13% of the total candidates classified as In Process. ¾ BC has the second highest percentage of candidates Certified with 17%. ¾ BC has the second highest percentage of candidates Inactive with 27%. ¾ BC has the second highest percentage of candidates Registered with 20%.

CS/RESORS – Final Report 71

Total Number of People Registered and Certified with HIEAC 1999-2001 1999 2000 2001 Registrations Certified Registrations Certified Registrations Certified Food & Beverage Server 196 34 158 50 121 51 Front Desk Agent 61 20 53 23 38 13 Housekeeping/Room Attendant 57 37 44 17 48 18 Reservation Sales Agent 27 14 27 9 12 9 Bartender 54 8 27 7 8 3 Campground Operator 46 21 2 2 4 1 Front Desk Agent III 0 0 0 0 2 1 Banquet Food & Beverage Server 9 1 18 9 16 11 Guest Services Attendant 16 10 9 6 9 5 Tourism Visitor Information Counsellor 12 12 5 4 3 1 Local Tour Guide 5 5 8 5 1 0 Sales Manager 11 1 6 0 1 0 Special Events Co-ordinator 0 0 21 6 3 1 Tourism Trainer 5 4 11 5 3 0 Wine Service 3 1 6 2 1 0 Total Certified 502 168 395 145 270 114

¾ In 2001, 80% of registrations were in 4 occupations: Food & beverage server, front desk agent, housekeeping/room attendant and reservation sales agent. ¾ Although HIEAC consistently finds itself at the top of the national ranking for registrations and certifications, the number of certified individuals is relatively small in comparison to the size of the industry.

SuperHost Customer Service Training

SuperHost was first introduced in 1985 to prepare BC’s tourism workforce to host the world at Expo 86. Since then, over 400,000 British Columbians have participated in SuperHost training and helped establish BC’s world-class reputation for service. The Family of SuperHost customer service workshops are: ¾ SuperHost Fundamentals ¾ SuperHost Japanese Service Expectations ¾ SuperHost Service Across Cultures ¾ SuperHost Customers with Disabilities ¾ Frontline Management Solutions ¾ Japanese Service Expectations

CS/RESORS – Final Report 72

SuperHost Workbook Sales and History Fiscal year # of kits sold Comments % Change 1985/86 33,125 Pre-Expo 1986/87 63,254 Expo +91 1987/88 32,652 Encore launched -48 1988/89 30,660 Licensed to Montana -6 1989/90 n/a Licensed to New Zealand n/a ¾ Licensed to Utah & UK 1990/91 27,600 n/a ¾ Encore discontinued ¾ SHost Japan launched 1991/92 17,625 -36 ¾ Licensed to Alaska ¾ Charge for workbooks began in January 1993 1992/93 15,059 -15 ¾ SH and SHJ brought into the secondary system ¾ Licensed to Australia & OTEC 1993/94 17,923 +19 ¾ Commonwealth Games – Victoria ¾ SH sold to Atlantic Provinces and Cape Cod 1994/95 15,690 ¾ Revised SH materials and video -18 ¾ Pilot in Indonesia ¾ SH sold to Amex for 10 Asian countries ¾ Implementation in Hong Kong & Singapore 1995/96 19,150 ¾ April 1995 – Farrell Report +22 ¾ TaxiHost launched ¾ FirstHost launched ¾ Implementation in Malaysia & Thailand ¾ New logo; revised materials for new look; 1996/97 22,514 +17.6 fee increase for materials 37% ¾ Launched SAC & CWD ¾ Implementation in Philippines ¾ PRIT charged for materials 1997/98 32,947 +46 ¾ Delivered a “Business/Marketing Strategy” workshop for DO’s 1998/99 26,345 Launched FLMS -12.2 1999/00 26,315 nil ¾ Pilot work in Antigua ¾ JSE for NWT 2000/01 22,700 ¾ 3 Recognized SH communities -20.6 ¾ 2 sales reps working 7 hours/week each ¾ PRIT closes 2001/02 22,000 (target)

¾ After 16 years, SuperHost continues to carry strong brand recognition, both locally and worldwide. ¾ SuperHost can serve as a valuable brand for future short industry training programs. Training Services is presently looking at a range of short training programs.

Frontline Management Solutions Frontline Management Solutions serves as an initial industry training program for customer service, and has had noticeable success at the supervisory level.

CS/RESORS – Final Report 73 ¾ In 1998, Tourism British Columbia introduced Frontline Management Solutions – a one- day workshop for managers and supervisors designed specifically for the tourism and service sector.

Frontline Management Solutions: Number of Participants Fiscal Year # of participants Revenue 1998/99 401 $59,920 1999/00 424 $60,516 2000/01 544 $66,029

Train-the- Trainer for SuperHost: Number of Participants Fiscal Year # of sessions/participants Comments 1985/86 25 sessions Maximum # was 8 1986/87 38 sessions TTT sessions held in free venues 1987/88 30 sessions No charge 1988/89 30 sessions No set criteria for trainers 1989/90 N/a 1990/91 36 sessions SH Japan launched 1991/92 20 sessions 1992/93 23 sessions 1993/94 12 sessions Began charging for TTT 1994/95 21 sessions 1995/96 19 sessions Went to 3 day TTT Launch of new products 1996/97 230 trainers Recertification of trainers 1997/98 235 trainers BC certified teachers only attend 1998/99 240 trainers one day 1999/00 153 trainers 2000/01 152 trainers

¾ There is a strong base of trainers in the province that could be used for other industry training. Since the introduction of the Family of SuperHost program in 1996/97, nearly 1000 trainers have been trained.

TaxiHost

In 1997 the City of Vancouver began requiring drivers applying for Taxi Chauffeur Permits to complete TaxiHost Level 1. The Vancouver International Airport Authority is also requiring drivers to have completed TaxiHost Level 1 by April 1998, and Level 2 by November 15, 1999, before airport permits will be issued or renewed. The City of Surrey will be requiring completion of Level 1 by December 31, 1999 and Level 2 by December 31, 2001. Dates for completing Levels 3 and 4 have not been finalized.

CS/RESORS – Final Report 74 TaxiHost: Number of participants to date

Year Level 1 Level 2 2002 161 38 2001 521 251 2000 399 380 1999 485 620 1998 675 112 1997 1667 N/a 1995/96 5377 N/a Total 9285 1401

¾ TaxiHost Level 1 is a mandatory program in most parts of the Lower Mainland, with Level 2 mandatory for airport pickup. There has been a perceived improvement in taxi service with the number of complaints having decreased. ¾ TaxiHost has won local and international recognition. ¾ TaxiHost is an excellent case study of training that was made mandatory, and that received significant resistance by some in the taxi industry. Over time, it has gained widespread support, and has had significant impact on the quality of service of the taxi industry. ¾ The decrease in participants over time is predictable: as more taxi drivers become certified, TaxiHost will have fewer participants. ¾ Levels 3 and 4 have yet to be finalized.

Foodsafe

¾ Foodsafe was developed in 1986 and is managed by the Ministry of Health and the Centre for Curriculum Transfer and Technology. Level 1 is a general awareness of food borne illness, with Level 2 aimed at management level. It is now legislated as mandatory that the owner/operator or someone in his/her absence has Foodsafe training. Since 1986, 330,765 people have taken Foodsafe.

Foodsafe Participants – 1999-2001 1999 2000 2001 Level 1 32208 46,997 45,547 Level 2 862 1241 1286

Foodsafe Delivery in Languages Other than English

Of the total number of Foodsafe participants, 15,700 (Level 1) and 166 (Level 2) were non- English speakers. The tables below provide data for the past three years.

Foodsafe Participants in the Two Major Non-English Groups 1999-2001

1999 2000 2001 Cantonese 636 774 747

CS/RESORS – Final Report 75 Punjabi 138 153 120

¾ The programs are presently going through a major revision to reflect Occupational Health and Safety topics through updating the resource materials, but essentially the content will remain the same. Generally speaking, participant evaluations continue to reflect a positive value of the program. ¾ It is difficult to measure the success rate of Foodsafe, as the indicator is, essentially, the absence of food borne illness, which is not reliably recorded, often passing as a flu bug rather than something that someone has eaten. However, the number of food borne illnesses of those that are recorded has decreased over the past decade. ¾ No recommendations are offered here, as this program is the responsibility of the Ministry of Health and the Centre for Disease Control. Projections for the next 5 years suggest that more than 200,000 people will receive training in FOODSAFE Level 1.

Serving It Right

¾ Serving It Right is a correspondence program that covers the legal rights and responsibilities regarding intoxication, liquor regulations and duty of care to patrons. ¾ Serving It Right is a mandatory beverage training program that has been in existence since 1989. There have been 57,000 SIR registrations between April 99 and April 2002. ¾ There is no measurement of the success rate of this program, as several other interventions occur to decrease drinking and driving.

Sustainable Tourism Workshops (information provided by Oceans Blue Foundation)

Oceans Blue Foundation/La Fondation Océans Bleus is a federally recognized environmental charitable organization with the following mission:

“to maintain and enhance environmental quality in coastal communities by encouraging highest possible standards of environmental responsibility among residents and visitors”.

The following initiatives are underway:

¾ Blue and Green Meetings Initiative Aimed at reducing negative environmental impacts associated with the meetings industry. Total participating organizations: 14. Projected participating organizations upon completion of Education Program: 200.

¾ Strategic Planning: Cruise Ship Stewardship Initiative Will create an accrediting and standards agency for the cruse ship industry. Total participating organizations: 47, plus over 300 non-self identifying subscribers to initiative communications. Projected participating organizations: 500.

CS/RESORS – Final Report 76 ¾ Strategic Planning: Environmentally Responsible Whale Watching: Oceans Blue Foundation will deliver an international whale watching “best practices” charter. Environmentally Responsible Whale Watching in B2B: A pilot of Oceans Blue Foundation’s Environmentally Responsible Tourism in Marine Protected Areas Project. Total participating organizations: 400. Projected participating organizations: 600.

¾ Blue and Green Boating Initiative Oceans Blue Foundation is starting a pilot program to raise awareness and to educate recreational boaters on the environmentally responsible practices in handling sewage from recreational boats. Total participating organizations: 3. Projected participating organizations: 700 retailers, marine trade and supply stores, campgrounds and accommodation, tourism associations, etc.

F. Reflections on Challenges, Requirements and the Recent Policy Changes, Arising from the Analysis of the Inventory of Existing Tourism Training Programming

Of all the challenges facing tourism education and training policy, the two greatest challenges remain:

¾ characteristics of the tourism labour market (wages, seasonality, working conditions, employment practices, etc.) ¾ fragmentation of human resources policy

Significant work has been done to ascertain what is needed to make tourism human resources development policy work efficiently and effectively. Based on the work of Ashton and Green (1996) who identified the key human resources policy requirements to ensure a high level of economic development, and Riley’s study of the tourism labour market and education (1995), nine policy requirements, which became known as the Tourism Learning System, were put forward as critical to ensuring an effective and efficient education and training system for the tourism industry. Before discussing these policy requirements, a brief review of the impact of labour market characteristics on tourism education and training and the issue of policy fragmentation is in order.

1. The Characteristics of the Tourism Labour Market

In addressing training gaps, we need to acknowledge that the relationship between the demand of the industry and the supply of the education sector must be placed in the context of the characteristics of the labour market.

The tourism industry is defined by Michael Riley (1995) as having a weak internal labour market. A useful way to illustrate this is to compare tourism to the health sector, which is viewed as having a strong internal labour market. In the health sector, there is a specific certification for specific occupations. Pay is based on certification received and promotion is closely linked with the credential. In most occupations in tourism, there is no set educational requirement for employment. Pay is not linked with certification, nor is promotion.

CS/RESORS – Final Report 77 This is not to say that the tourism industry should become like the health sector. The weak internal labour market of tourism has evolved to address influences such as seasonal fluctuations and pricing. The point is that the characteristics of the tourism labour market must be taken into account when discussing the notion of a training gap. This is largest weakness of the tourism human resources development planning to date, in that it has typically focused on system architecture, that is, standards, certification and the linking different levels of education and training.

To this end, significant effort has been placed on developing only certain aspects of the BC Tourism Learning System. Whereas the work done to date is important, it does not alone solve the problems of the industry. As Riley argues, tourism education and training strategies such as proposed with the BC Tourism Learning System “are a good illustration of well-thought-out conceptions which could easily be undone by labour market dynamics” (Riley 1993 58-59). Tourism education and training policy must therefore take into account the dynamic nature and characteristic of the tourism labour market in order to be successful.

2. Fragmentation of Tourism Human Resource Policy

As we discuss ways to better manage education and training for the tourism industry, better coordination of activity is a critical one. Tourism human resources development enjoyed a certain degree of coordination in the 1990’s, with the involvement of Pacific Rim Institute of Tourism and the Ministry of Advanced Education. The Ministry has now moved away for a program coordination role, and PRIT no longer exists. It is worth noting the number of policy- making agencies as well as other entities that hold critical positions in the influence, implementation and delivery of tourism education and training and that need to be taken into account when addressing tourism human resources development.

Policy Making Influence on Tourism human resources Policy ¾ Ministry of Advanced Education ¾ “The Tourism Industry” - Industry Training Branch ¾ Secondary Schools - Post-secondary Branch - Decision making at the school and school ¾ Ministry of Human Resources district level ¾ HRD Canada - Teacher groups ¾ Ministry of Education ¾ Post-secondary Institutions ¾ Tourism British Columbia - Articulation committees ¾ Ministry of Health - Educational Council ¾ WCB - Budget Committee - Faculty ¾ First Nations ¾ Regional issues ¾ Students / employees

A culture of collaboration has evolved in British Columbia between certain stakeholders, whereas others are not normally seen as part of the decision making process, when in fact they are or should be. For instance, an Education Council is found in each public college and has evolved into holding

CS/RESORS – Final Report 78 a significant role within the college system. In addition, other entities such as budget committees, faculty agreements and, perhaps most of all the students themselves, each have an impact on the focus and content of a tourism related program. As an industry made up of small businesses and an education system that is becoming more decentralized, a coordinated strategic plan developed through a collaborative approach is the natural choice for the future evolution of BC tourism human resources development. Such an approach builds on existing strengths of cooperation and openness, which make up the bulk of the work of the present, albeit incomplete, Tourism Learning System.

3. The Tourism Learning System

To adequately address skills shortages, the policy requirements that are only partially addressed in the Tourism Learning System warrant attention. The requirements provide a sense of the kinds of foundations that need to be addressed in the policy arena in order to address the needs of the industry. The nine policy requirements of the BC Tourism Learning System are not new to the discussion in BC, but nor have all of the requirements been addressed effectively. They are still relevant today, as we look at training gaps and responding to training gaps.

The Tourism Learning System is defined as: A comprehensive and coordinated tourism human resource development strategy for the tourism industry.

A ‘comprehensive’ approach is perhaps the most important notion of this definition. Whereas BC has provided national leadership in areas such as articulation and core curriculum development, other aspects of the Tourism Learning System have not been addressed. As a result, the ‘System’ is not in full working order. Before discussing its weaknesses, a brief explanation of each requirement is provided below.

The 9 requirements that make up the Tourism Learning System are:

1. A government commitment to a vision for tourism human resource development and a vision of the tourism industry for the long term: ‘Commitment’ can come in various forms such as a commitment in funding, planning and coordination. It needs to be acknowledged that ‘long term’ planning is necessary for developing and sustaining a tourism workforce.

2. Industry/employer commitment to a vision for human resource development and the growth management of the tourism industry for the long term: Particularly in tourism, industry support is critical for education and training to actually work. Commitment from industry can come in a range of ways, including implementing good human resources practices, investing adequate financial resources in human resources development, participation in training schemes and supporting local institutions with coop placements and serving on advisory committees.

CS/RESORS – Final Report 79 3. Incentives for employees, employers and students to participate in education and training/lifelong learning: In offering education and training in all its various forms, it is important to answer ‘what’s in it for me?’, be it an employer, employee or student who asks. Some forms of incentives are career advancement opportunity, improved salary and benefits, employer contributions to professional development, or other public recognition by the employer or the professional community.

In some industry sectors, legal regulation is the method to encourage employers to train (Serving It Right, Foodsafe, TaxiHost) and in other countries, the incentive can be in the form of a training tax, that is accessed by businesses when staff take approved training.

4. An overall coordinating agency for tourism human resources development: This requirement attempts to address the need of policy fragmentation within human resources development. Such an agency plays a critical role in planning and coordinating the range of activities relating to tourism human resources development.

5. Core training standards and learning outcomes: There are few if any major industries that have not recognized the value of standards. They support education and training that has career relevance, promote consistency between programs, encourage credit transfer, industry recognition and support the notion of professionalism.

6. Practical and theoretical training recognizing the importance of classroom based learning as well as work place based learning: This is also a widely recognized requirement, and can be included in coop experiences for students, apprenticeship or workplace based training models leading to certification. Theoretical learning may be the aspect of training that is at times viewed as nice, but not necessary, but for the individual to enjoy lifelong learning, it cannot be ignored. Innovative ideas, new industry approaches and changing values impact professional conduct and need to be learned in both the classroom and the workplace.

7. Access to and flexibility of education & training: a) Links between levels of institutional programming (high school, certificate, diploma, degree) and from private institutions/workplace training to colleges and universities; b) Different modes of delivery to accommodate the lifestyle of the learner: Again, this is a well- recognized requirement. In relation to point a) this requirement supports lifelong learning, and recognizes the need for linkages between formal education and industry learning. Point b) aims to ensure that education and training is flexible enough in its delivery to allow accessibility to working adults and individuals from a variety of backgrounds.

8. Partnerships—Industry, government, educator involvement in human resources development planning: This requirement not only attempts to overcome fragmentation, but recognizes the tourism industry’s need as well as responsibility for participation and buy-in into any planning. This goes both ways with educational institutions needing to be more responsive to the changing needs of industry.

CS/RESORS – Final Report 80 9. Marketing—Educating employers, government and employees on the value of education and training and lifelong learning: This requirement is probably the most understated, yet could be described as the glue for the whole tourism human resources policy. Marketing is needed to not only profile the value of education and training to tourism employers, but to profile programs to prospective students and graduates to prospective employers.

Over the past decade, to varying degrees of success, certain requirements have been the focus of attention, namely:

¾ Government commitment to tourism human resources development: for example, increased investment in tourism human resources development, the development of the Tourism Learning System, investment in occupational standards. ¾ Education and training standards: for example, occupational standards, core standards for college and degree programs. ¾ Using both practical and theoretical components in education and training: for example, incorporation of practical experience in all publicly funded programs. ¾ Accessibility and flexibility, in the form of linking programs: for example, the creation of diploma to degree articulation. ¾ A coordinating agency: the involvement of Pacific Rim Institute of Tourism (PRIT), although this requirement is no longer being fulfilled. ¾ Private-Public Partnerships: for example, Programs for the Tourism Professional (PTP) industry validation of provincial curriculum standards.

What has been either overlooked, not funded or for some reason not addressed to an appropriate extent, are:

¾ Government vision of tourism for the long term: tourism human resources development is based on mostly on labour market information and entrepreneurial spirit as opposed to an industry strategic plan, although this is now changing. ¾ Industry commitment to human resources development and vision of the industry for the long term: industry involvement in education and training has been sporadic in the past. ¾ Incentives for employees, employers and students to participate in tourism related education and training: the issue of education and training is often separated from hiring practices, salary and career progression, leaving the question of ‘what is in it for me’ unanswered for employees and students. For employers, particularly small operators, there has been an absence of a human resources culture and buy in to training. ¾ Marketing to employers and prospective career seekers: there has been very little marketing to employers of the benefits of good human resources practices, including education and training, as well as what is available to them from CTHRC/HIEAC and the private and public post secondary institutions. As well, the perception of the tourism industry is still not as positive as it should be to support labour shortages and growth. ¾ Coordinating Agency: a new coordinating agency is now required to address industry training, and the range of other issues related to tourism human resources. Within this organization is a need to conduct research to support good practices and the development and revision of tourism related programs.

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These serve as policy gaps that need to be addressed in order to address skills shortages. The next section provides a sense of the environment that is influencing tourism human resources policy.

4. Recent Government Policy Changes Relating to Tourism Human Resources Policy

The change in government has resulted in several changes to education and training policy that of course impacts on tourism education and training. What follows is an overview of the policy direction and changes that have occurred by specific agency.

Overall, the provincial government is placing great emphasis on public-private partnerships and devolution of government involvement and regulations. In addition to the policy change, other issues that arose from interviews with government officials are identified.

Ministry of Education: Career related programming in the Secondary Schools

Policy change / Other issues Possible Implications and Outstanding Questions Career preparation funding is now given as block A business case will be required from schools wishing funding to each school district. deliver a career preparation program. This may result in a decrease in the tourism career preparation programs in the province, as various Career related programs compete for limited funding. The industry can work with local schools and school districts to establish training and work experience partnerships, although this could be quite an ineffective approach, since there are over 60 school districts. Industry Training Branch of the Ministry of Tourism can benefit from developing models of Advanced Education will continue to work closely industry training that can be implemented in the with Min of Education in the development of secondary school system (as well as in post- industry training programs secondary) The Ministry has decentralized funding, which will Developing flexible training programs with the give room for more flexibility in career related Industry Training Branch may result in a better courses. transition rate into the tourism industry. There is anecdotal evidence to suggest that high There is an opportunity for increasing awareness of school students are finding it difficult to achieve the tourism industry with a coordinated approach to their 30 hours of work experience. providing work experience for secondary school students There is no measurement of the success of tourism The key to a formalized link with the secondary career preparation or career awareness programs at school system is with the Industry Training Branch, the secondary school level. and developing models of relevance to secondary school students.

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Public Post-secondary – College and Universities

Policy change / Other issues Possible Implications and Outstanding Questions The Ministry’s New Era Policy document focuses Government policy can be influenced by a on health, engineering and information technology. concerted, coordinated voice that represents Tourism is not mentioned. industry and tourism education interests. The Ministry has moved from targeted funding to Influencing changes to existing expenditures will Block funding; colleges can reallocate internally. need to be done by working in collaboration with the institutions. The new program approval process is being Tourism has an opportunity to influence the new reviewed. program approval process by formally requesting involvement in the decision making on new programs. Colleges will receive the right to deliver applied A standard is already in place with regard to tourism degrees in the coming months. degrees. There could be a growth in more flexible degree level programming, if there is an clearly identified gap. Accountability will move toward greater use of Particularly for tourism, there needs to be better student outcomes data. data collection.

Private Post-secondary

Policy change / Other issues Possible Implications and Outstanding Questions The role of the Private Post-secondary Education There will be reluctance on the side of government Commission is being revised, as it is viewed as over to endorse any tourism program accreditation regulating. The scope of the mandate will thinned process that over bureaucratizes the system. out and the governance structure changed. Legislation is presently in process for private There will be an increase in the number of tourism institutions to be receive degree granting status. related degrees. Some clear direction needs to be in place from industry to ensure relevance and flexibility

CS/RESORS – Final Report 83 Industry Training Branch – Ministry of Advanced Education

Policy change / Other issues Possible Implications and Outstanding Questions ITAC has ceased to exist and a transition process is As an industry, Tourism does not have official underway over the next year. A provincial industry representation on the committee. It is very advisory committee is in place to advise the important that tourism contact the Ministry and get Ministry on the transition. involved in the transition discussions. The future direction will be to focus on sectoral There is a huge opportunity for HIEAC to serve as approaches. the coordinating agency for industry training, identifying new industry based training programs. Apprenticeship will be included in the larger Apprenticeship has been seen is too inflexible. context of industry training Developing a new more flexible model will benefit the tourism industry The time based training system will be gone, with The focus here is on flexibility. Occupational more of a focus on competency based learning. Standards are, to a certain extent, time based and there may be a need to discuss how these can be adapted to the best possible use. Industry training expands the model to include multi CTHRC has a tourism entry level and supervisory skilled approached as well as occupation based skills standards already developed. These, in approach. addition to occupational standards will be of great use in an industry training model. There could be funding available to pilot some Developing an industry training model that is innovative industry training models competency based (not time based) is a key priority and recommendation of this report. Industry and trainees will be expected to pick up Significant energy will need to be directed at SMEs some of the costs of industry training. to change the present (or lack of) training culture. Industry is seen as the driver, and educational Any new industry training model should start with institutions can play a supporting role. the intention of linking academic and industry credentials, for the benefit of both.

IV. IDENTIFICATION OF TRAINING GAPS AND RECOMMENDATIONS

The Demand, Supply and the Training Gap Relationship

In assessing the training gaps in the tourism industry, the project looks at the supply and demand, and assesses how to best ensure demand is met. An initial step is identification of the present and projected labour market need for certain occupations, and then measurement of the output of existing tourism related education and training. In addition to the labour market information, there are other forces that influence training gaps.

- Labour market trends, projections and demographic information - Industry development: if the government provides a policy focus on further developing the tourism industry beyond its natural growth rate, then there will be an increased need in addition to what is identified. - Industry trends: certain skills and occupations may become more prominent owing to various external environmental impacts to the BC tourism industry. For example, the need for the industry to be more sustainable, a need for greater language proficiency to better serve the needs of foreign visitors, or growing interest in certain activities such as adventure tourism. - Entrepreneurship: a significant number of business start-ups in BC are tourism related.

CS/RESORS – Final Report 84 - Regional Issues: there are different training needs around the province, and these need to be taken into account in order to ensure development of the industry.

For this report, the consultants define a training gap as the difference between supply and demand in terms of:

Quantity of certain occupations: - E.g. are there enough cooks? Quality of training: - Is the level of customer service high enough? - Do staff have the supervisory skills? Delivery method: - What kind of full time, part time and in house training do we need for the needs of the industry? Gaps in tourism human resources policy - There are several policy requirements that should be in place in order to compensate for the labour market characteristics and policy fragmentation that are inherent in tourism.

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It is clear that the question of meeting tourism human resources needs is not simply question of measuring and then matching supply and demand. The perception of the industry held by prospective employees, as well as labour market characteristics related to wage levels, seasonality and working conditions all impact on the supply/labour market demand relationship.

A. Review of Main Findings

The Tourism Labour Market

The tourism industry is sizeable and complex. For the development or maintenance of training programs, it is essential to take into account the whole picture of tourism. The direct tourism and tourism-related measures are informative of only a part of the requirement for skilled workers. It also is important to consider the employment impact of tourism and the fact that appreciable components of the sector are in fact providing tourism-type services for the local consumer population.

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The sector, by whatever measure being used, is growing at a faster pace than the overall economy, despite occasional dips in response to other components of the economy that are in short or longer-term decline. Employment growth in tourism has been above average for much of the last twenty years and is expected to continue to outpace the rest of the economy. However, the rate, while relatively higher, is not strikingly high in absolute terms.

At the same time, even in a situation of growth, there are slightly lower growth rates expected as a result of maturity of markets. Even though some generally slower economic growth is expected, there will still be a sizeable requirement for additional workers.

Attrition from retirement of workers is not as much of an issue as it is in many other industry sectors because of the younger age of the workforce. But the movement of young persons through entry jobs and outside the sector to other careers/jobs constantly creates more openings.

The tourism sector will be in competition for a smaller youth population. Many industrial sectors (health for one) are looking at how they can attract well-educated, young or new workers to meet retirement-triggered needs. Older workers (displaced, early retirees or looking for a change) could provide additional short-term, seasonal labour supply.

Tourism has taken to the use of computers. This will mean more computer skills will be required to keep up with competition in marketing and administration across the tourism sector. It also puts travel services, ticket agents, etc., at risk of job loss. Travel counsellors will need to offer additional services to survive.

How the industry is changing

Market changes include the changing demographics of tourists. Generally there are more overseas tourists coming to the province, but this is a shifting reality which is quite responsive to changing international economic conditions. A recovery in the numbers of Asian visitors to the province can be expected.

Because of the aging population, who are increasingly composed of more sophisticated, worldwide travelers, there will be an increased value put on the highest quality of services. This trend is increasingly linked to adventure and other specialized tourism. Areas such as cultural, heritage, and First Nations tourism offerings are all in their early stages of development, but do offer the potential for growth.

The add-on of demand from local consumers for an existing tourism product also shows an increasing demand for better services of all kinds, including those that may in fact be targeted to visitors.

While tourism opportunities are still concentrated in Vancouver, Victoria and Whistler, there is increasing, high-level development taking place in the Okanagan, the Kootenays and mid- Vancouver Island. In addition, because of adventure tourism, there are more impacts on the local economy because of resorts and of visitors travelling to other areas from a “base camp.” The

CS/RESORS – Final Report 87 wider tourism market, plus local consumer use of tourism-targeted facilities has the potential for increased demand in the Okanagan and mid-Island to provide services to active retirement populations.

There are increasing demands for the high end type of tourism opportunity. Also there is increasing demand for more diversity in adventure & attractions tourism development.

Hospitality Management

¾ In 2001/02, there were 705 seats publicly funded in hospitality management diploma programs. ¾ Historically, 90% of graduates of these programs entering the labour market are employed. ¾ Of those employed, 82% rated their program 3 or higher on a scale of 4 in terms of training related to the job, and 85% in terms of their program being useful to job performance. ¾ Of the 31 occupations representing 92 graduates surveyed, we find that 54 students (59%) are in 5 occupations. These are: Food & Beverage Servers Hotel Front Desk Clerks Food Service Supervisors Retail Salespersons Other Service Supervisors ¾ In 2001, out of 793 people hired in 8 tourism related occupations related to hospitality, the number of hospitality graduates was 10%. However, as stated above, 90% of graduates are employed. ¾ The average response regarding relevance of their training by hospitality management graduates when employed in a tourism related occupation was higher than other non- tourism graduates.

Although hospitality management graduates are getting hired, there are many other graduates being hired in tourism related positions. Hospitality management students perceive that their program is more relevant in comparison to perceptions of other non-tourism graduates of their programs. This may mean that hospitality management graduates do a better job in a tourism related occupation than other graduates. Although a high number of graduates are getting employed, a large portion of hospitality management graduates are not choosing to work in a tourism related occupation.

There are some specific comments made about the hospitality management diploma programs regarding certain skills that are deemed lacking. Supervisory and leadership skills are ones most often mentioned. Those involved in teaching those programs should assess what improvements could be made.

Several comments made in the interviews suggest that both the diploma and degree program can improve their profile in industry. In particular, the degree program came under scrutiny as having not met the expectation of the industry.

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From the perspective of public investment, the fact the majority of students are employed and are generally satisfied with the programs may be seen as reason enough to fund them. That the students are not choosing to enter the tourism industry is a concern, but not one that can be addressed by revising existing funding or programming.

Cook Training

¾ In 2001/02, there were 771 seats publicly funded in cook training programs for roughly $8 million. ¾ Historically, 88% of graduates entering the labour market are employed. ¾ Of those employed, 82% rated their program 3 or higher on a scale of 4 in terms of training related to the job, and 87% in terms of their program being useful to job performance. ¾ In 2001, of the 38 occupations representing 225 graduates surveyed, we find that 163 students (72%) are in 3 occupations. These are: Cooks Chefs Kitchen & Food Service Helpers ¾ The average response regarding relevance of their training by cook training graduates when employed in a tourism related occupation was higher than other non-tourism graduates.

Training cooks is costly, and there is a shortage in the number of trained cooks. A newer way of delivery should therefore be considered. In response to the quantity of cooks required, several colleges are either presently offering or planning to implement a more flexible delivery of cook training. The model would provide for an opportunity to exit the year-long entry-level cook training program upon completion level 1 and after level 2. This will increase the number of intakes over the course of the year and, it is believed, will increase the number of graduates.

A second opportunity rests with the discussions regarding a new approach to industry training, which includes but is not limited to, apprenticeship. As the Ministry is considering a sectoral approach, tourism has an opportunity to design industry training to fit the specific delivery needs of the tourism industry and to increase the amount of training available for cooks.

Tourism Management

¾ In 2001/02, there were 466 seats publicly funded in tourism management programs. ¾ Historically, 89% of graduates entering the labour market are employed. ¾ Approximately 75% of 80 graduates surveyed rated their program either a 3 or higher on a scale 4 in terms of training related to the job. ¾ In 2001, of the 41 occupations representing 93 graduates surveyed, we find that 51 students (55%) are in 9 occupations. These are: General Office Clerks Travel Counsellors Food & Beverage Servers

CS/RESORS – Final Report 89 Program Leaders in Recreation Other Service Supervisors Hotel Front Desk Clerks Retail Trade Supervisors Facility Operation Managers Administrative Clerks

¾ The average response regarding relevance of their training by tourism management graduates when employed in a tourism related occupation was higher than other graduates.

Although most graduates are finding employment, the scores for tourism management are lower than cook training and hospitality management. This is most likely due to the breadth of the programs. The tourism management diploma programs serve a range of purposes, from educating and training entrepreneurs, event planners, marketers, golf and ski management, tour operators, guides and a range of other non hospitality occupations. As a result the skills acquired in this program are broad, mostly business based and provide a wide range of possible career directions for the graduate. As a result, these programs are particularly cost effective.

Particularly with tourism management graduates, it would be valuable to conduct life history research in order to assess where graduates are in 5 and 10 years time. The existing alumni associations may be of use in collecting data on the careers of tourism management graduates and their value to the industry. As the data stands, there is not enough information to suggest curriculum revision or a reallocation of funding, particularly when such a high number of graduates are reporting employment.

Adventure Tourism

¾ In 2001/02, there were 167 seats publicly funded in tourism management programs. ¾ Historically, 92% of graduates entering the labour market are employed. ¾ Approximately 54% of 37 graduates surveyed rated their program either a 3 or higher on a scale 4 in terms of training related to the job. ¾ Approximately 62% of 37 graduates surveyed rated their program either a 3 or higher on a scale of 4 in terms of program being useful to job performance. ¾ In 2001, Of the 27 occupations representing 37 graduates surveyed, we find that 15 students (41%) are in top 5 occupations. Deck Crew, Water Transport Community & Social Service Workers Program Leaders in Recreation Attendants in Recreations and Sport Conference & Event Planners ¾ The average response regarding relevance of their training by adventure tourism graduates when employed in a tourism related occupation was higher than other graduates.

CS/RESORS – Final Report 90 Adventure tourism is the most difficult program grouping to assess. Whereas 92% of graduates entering the labour market are employed, the highly seasonal nature of this sector results in the data being difficult to analyze. The small sample is also a problem, yet it may also reflect the tendency of adventure tourism graduates to be out of reach of surveys, owing to the nature of the employment, not only in terms of remote areas in BC, but choosing to go outside of the province for employment opportunities. In rural areas, one interviewee indicated that there was a significant shortage of highly skilled guides, and therefore employment was going to others from outside of the region, and even to foreign guides. In asking whether public expenditure is warranted in these programs, one must take into account the risk associated with this sector and the need for highly trained guides and operators. Anecdotally, as the existing guides and operators retire from the industry over the next 10 years, a shortage will be experienced.

Two recent efforts are beginning to address the issues of program consistency and quality in this area. The provincial Adventure Tourism Certificate Core Curriculum was recently completed, with the support of 16 adventure-related associations. Also, a set of resources is currently under production to assist program coordinators and adventure tourism students develop a better understanding of risk management issues and practices. Both projects are coordinated by the Centre for Curriculum, Transfer and Technology.

Industry Training – Supplementary Short Courses

In terms of the existing supplementary courses offered in British Columbia, namely: ¾ SuperHost ¾ TaxiHost ¾ Foodsafe ¾ Serving It Right ¾ Sustainable Tourism Workshops (Oceans Blue Foundation)

There is no data available to readily assess their effectiveness. However, all five programs have their own coordination and are evaluating the value of their programs, each in their own way.

SuperHost is a very successful series of workshops, but it does not hold any formal position in the province as a standard. Owing to the industry support of this workshop as reflected in the longevity and number of participants, it is worth considering the following: ¾ Commitment to the expansion of SuperHost offerings; ¾ Consider the adoption of SuperHost Fundamentals or equivalent as a regulated customer service standard in the province.

The existence of the Oceans Blue initiative points to an industry trend in addressing the concern about sustainable tourism. Other countries such as Australia have focused attention in this area, as sustainable tourism is viewed as a critical skill. British Columbia can and should do more in this important area.

CS/RESORS – Final Report 91 Occupational Standards and Certification

Occupational standards and certification is voluntary, and although BC is more successful than other provinces in terms of number of people certified, occupational certification remains a relatively small part of industry human resources practices. This may be a reflection of the systemic challenges facing tourism human resources development as a whole, specifically issues such as incentive and marketing. Anecdotally, the focus on an occupation may not attract certain employers, particularly small operators, who require a multi-skilled approach to training. Although materials are available to support multi-skilling, our interviews suggest that there are some in the industry who are not aware of what is available. There is room for expansion in the industry use of the standards.

Apprenticeship and Industry Training

As the Ministry of Advanced Education moves to revise apprenticeship, the opportunity presents itself for tourism as an industry sector to plan the best approach. The Ministry is looking for an agency to coordinate a formal sectoral role in industry training, and the new HIEAC is the most logical agency to provide that coordinating role. However, there is an expectation that industry will contribute to the training, in partnership with government. Further planning is required to ensure that existing occupational standards are best used in developing a new industry training model, but that multiskilled industry training is also used. Of course, linkages to institutions are also required in the form of credential transfer and taking advantage of the expertise that rests with the private and public institutions.

The critical issue will be to ensure that a new industry training model, whatever that may look like, incorporates some type of incentive, be it in the form of pay scale, benefits, hiring preference or career progression. If credentials are not recognized formally, then the tourism industry does not achieve the full benefit of such an initiative, and may find that there is little take up in the industry.

B. Recommendations on Training Gaps

Following the definition provided for training gap, recommendations are presented relating to: ¾ Quantity ¾ Quality ¾ Delivery ¾ Policy Requirements

This project was designed to identify, and preferably quantify the training gap by measuring labour market demand and existing supply as defined by the capacity of public and private tourism and hospitality programs and the quality of the programming in the form of student outcomes. We can now conclude that the supply-demand relationship and identifying the training gap is not as straightforward as perhaps originally thought. The full range of human resources issues facing tourism need to be taken into account when addressing the training gap.

CS/RESORS – Final Report 92 As we present our recommendations, three points are worth noting: ¾ The tourism task force has already identified a range of activities that need to be undertaken by the different stakeholders and, in particular, the new coordinating agency. With that said, the recommendations here are offered only to re-enforce what is, in some cases, already identified and perhaps even underway. ¾ Recommendations offered are primarily of a broad strategic nature, although there are a few specific suggestions offered. ¾ As was stated earlier, a comprehensive approach is required to resolve the macro human resources issues facing tourism. There is no one solution to address the human resources issues facing tourism, and therefore resolving some of these issues will be an iterative process done over several years.

The Tourism British Columbia scenario, that of doubling revenue generated by tourism over the next 10 years, not only magnifies various existing training gap challenges, but may make the revenue target difficult to attain if the challenges are not properly addressed. Specific labour market and human resource implications are listed below, and elaborated upon in the following section. • Additional skilled workers will be required in a range of occupations: these are identified in the labour market section of this report, on page 33-36. • Need for more emphasis on marketing, product development, management, and adventure tourism development: for revenue to be generated, new products will certainly be part of the overall provincial strategy, along with marketing. Tourism continues to be the focus on many new business start ups in British Columbia, although it is unclear of their level of success. Training and upgrading of business skills is therefore required in order to ensure small businesses are understanding industry trends as well as taking advantage of new opportunities. • Further requirement for more skilled entrepreneurs in tourism to ensure business and product development: the development of skilled entrepreneurs to start successful new tourism businesses can be looked upon as a central force in the development and sustainability of the tourism industry. • Need for higher skills in some occupations to meet anticipated high-end demand (cooks, chefs, servers, adventure/eco-tourism): as international markets coming to BC evolve, it will become even more important to upgrade the customer service and technical skills of frontline staff. • Increased sector employment in “new” tourism locations outside Vancouver/ Victoria/Whistler: as most tourism education is based in the Lower Mainland, development of tourism in other parts of the province will require access to education and training related to tourism. • Possible change for the better in employment conditions: as tourism grows, employment conditions may improve overall, with less seasonal and more full-time opportunities.Diminished supply of workers for lower-skilled jobs will likely raise wage demands for these positions; as more opportunities become available across the labour market, lower-skilled positions may be difficult to fill, which may in turn raise wage demands.

CS/RESORS – Final Report 93 1. Quantity of Training

However, the highly skilled occupation of chef continues to show some signs of shortages, leading to the recruitment of foreign workers. On a regional basis, it is not uncommon for resorts or high-end hotels in large cities to recruit from other regions in Canada, as well as from abroad to meet these needs. This is a kind of internal immigration of these skilled chefs.1 These shortages seem to have diminished somewhat in intensity currently, but the situation has been chronic. The shortage is also for very well qualified persons in other tourism sector occupations (hotel management, etc.).

Despite the overall numbers showing a balanced situation of supply and demand for most occupations, there are some skill requirements for which it is hard to find well qualified workers. Also the educational attainment of the existing workforce shows some gaps against the "ideal". Chefs and cooks do not all have formal trade qualifications or college education. Some will have very sound experiential qualifications. But it is certainly likely there is a challenge for the industry's capacity to develop toward high end products.

In attempting to increase the training opportunities for cooks, the cook articulation committee has proposed a project to identify ways to revise the existing program. It is these kinds of efforts that can greatly assist in ensuring greater flexibility in learning. This kind of activity should be supported financially by the tourism industry. Furthermore, in relation to the private cook training programs, some form of assessing and accrediting the content of the programs would be useful for both employers and students alike.

The rate of growth in adventure tourism, the diversity of products, new standards and licensing will be reflected in difficulty, at least in the short to mid-term, in obtaining additional workers with appropriate knowledge, skills and accreditation. This sector of tourism is extensively occupied by small businesses or sole operators. This makes it even more difficult to ensure standards and licensing are met. In that the adventure tourism sector is characterized by generally lower wages and conditions of work which call for seasonal highs and lows of activity, it is likely that turnover will continue to be a concern. However, skilled technical guides are required, with this need being quite significant in outlying areas of the province.

1 . In the CS/RESORS Consulting study of the tourism labour market nationally, for the CTHRC, informal evidence from interviews with management indicated this strategy of “raiding” highly skilled chefs from the more remote and seasonal venues (i.e., Newfoundland or Nova Scotia rural, seasonal resorts) to larger or more intensively developed locales (such as Whistler).

CS/RESORS – Final Report 94 A critical finding that complicates the supply-demand issue relates to the labour market destination of tourism graduates. We have found that a relatively high number of tourism graduates enter the labour market, but many find themselves employed outside of tourism. Whether this is by choice or because a suitable tourism job could not be found is unclear. What is of concern here is that those students that have committed to a tourism program, many of whom complete a practicum or coop placement in the industry, are for some reason not continuing in tourism. If a goal for tourism HR policy in the future is to attract people to the industry, attention should be placed on attracting and retaining those that have already committed to a tourism program. This is an opportunity that industry and the education sector can work together to address.

Clearly, there are not enough tourism graduates to fulfill the labour market demand. As a result, graduates from non-tourism programs are being hired in tourism occupations. The data indicates that tourism graduates perceive their training to be more relevant and worthwhile for a tourism job. However, there are relatively few graduates in relation to the industry’s need. Work place based training is therefore an important aspect of improving the skills of workers in the tourism industry.

With regard to quantity, another question relates to priority of certain kinds of education and training over others. For example, whereas food & beverage server is an occupation experiencing labour market shortage, as well as high turnover, should public spending be allocated to training in this area? Over the past decade, the Ministry of Advanced Education has provided educational approval for only management related programs. Management programming is seen as a better investment than frontline training for several reasons. First, it is assumed that individuals looking for a career in tourism will want to move into supervisory and management positions in the long term. It is generally recognized that graduates typically spend time in frontline positions no matter what education and training they have received, but usually experience accelerated promotional opportunities with a management education. Second, these programs provide greater educational benefit to the individual in terms of providing a broad skillset that can lead to a range of career paths. As the issue of training gap is discussed in the future, the question of priority occupations and skills will need further discussion. Not only will needs of industry will need to be placed in the context of the needs of the student, but with the program development and policy experience that has evolved in the BC education system over the past 10 years.

2. Quality of Training

CS/RESORS – Final Report 95 ¾ Aboriginal/First Nations tourism development will emphasize training of Aboriginal people, and often in more remote areas. ¾ Further training in sustainable tourism practices is also important, to maintain both the environmental and cultural aspects of BC’s tourism product for the long term.

Indeed, information from the interviews suggest that a critical skill shortage is supervisory skills. Training resources have been developed by the Canadian Tourism Human Resource Council and are available. These resources may also be incorporated into an industry training model.

From the recommendations from the 1986 report to address skill shortages, the Tourism Supervisory Development Program (TSDP) was created and delivered by several colleges around the province, as well as developed into correspondence materials. Ultimately, the TSDP did not succeed in generating increased interest amongst students or the industry. Whereas some would point to reasons such as a lack of marketing and program duration for its underachievement, there was no clear link between the credential offered (certificate) and career advancement or benefits to the individual. This would indicate that simply providing a new training program might not result in any noticeable change in the industry. If there is no incentive (mandatory requirement, career progression or salary) to train, then the overall tendency will be for staff in the industry not to train.

3. Delivery Method

What kind of full-time, part-time and in-house training is required to meet the training needs of the industry? From the research, it is unclear what the ratio of full-time, part-time and in-house training should be. However, as many graduates are coming from programs other than tourism, in-house training should be seen as the “default” priority.

Gaps in the Tourism Human Resources Policy Requirements

CS/RESORS – Final Report 96 ¾ Need for the government to have a vision of tourism for the long term; ¾ Need for intensified industry commitment to human resources development; ¾ Need for more effective incentives for employees, employers and students to participate in tourism related education and training; ¾ Need for increased, and more effective marketing of the sector as an employment and career destination to employers, the general public and prospective career seekers; ¾ Potential benefit of the development of a coordinating agency for province-wide tourism human resource development; and, ¾ Need for increased public/private partnerships, to facilitate funding of industry training in the future.

These requirements are essentially being addressed by the range of activity underway and managed by the task force. Our recommendation here is only to ensure that we maintain a broadest possible perspective on tourism human resources policy by continuously incorporating the policy requirements in planning.

4. The Need for Progress Indicators in Tourism Education and Training

¾ Life history analysis: data would document where tourism graduates of 5 and 10 years ago are today. What was the career and education path of some of the successful people in the tourism industry? This information could then be used to strengthen existing programs, as well as to create awareness in the general public. ¾ Data from employers: data to assess employers’ needs and perceptions of staff, hiring practices, training gaps, and the labour market situation in regard to issues such as turnover, would be useful in getting a better sense of human resource issues in BC tourism. ¾ Data from visitors: as with any tourism product, data collected from visitors on their perception of the level of service in BC would be another valuable indicator.

It is recommended that a project be undertaken to assess the most appropriate progress indicators for measuring success in tourism human resources.

CS/RESORS – Final Report 97 APPENDICES

A. Training Inventory Summary Charts

B. British Columbia Direct and Tourism-Related Employment – 1984 to 2000

C. Bibliography

CS/RESORS – Final Report 98 APPENDIX A -- INVENTORY

HOSPITALITY--PUBLIC INSTITUTIONS Public / Annual # of College Location Program FT/PT Duration COOP Credential / Diploma Private Capacity Intakes Vancouver Community College Vancouver Public Food and Beverage Operations FT 10 months 30 1 Certificate College of New Caledonia Prince George Public Food Service Careers (ESL) FT 10 months 30 1 Certificate College of New Caledonia Prince George Public Hospitality Management FT 2 years 30 1 Diploma New Hotel and Restaurant Douglas College Public FT 2 year 30 Diploma Westminster Management Camosun College Victoria Public Hotel and Restaurant Admin FT 2 years 50 1 Yes Diploma Selkirk College Nelson Public Resort and Hotel Administration FT and PT 2-year 20 1 Certificate/Diploma Level 1:45 Malaspina University-College Nanaimo Public Professional Bartending Program PT hours, Level 2: 20 Certificate 48 hours Wine and Spirits Education I and 8 Sessions (I); Trust of London Certificate of Kwantlen University College Surrey Public PT 20 II 15 Sessions (II) Competence Certificate in Accommodation University College of the Cariboo Kamloops Public Accommodation Management PT 2 years 20 1 Management North Island College Campbell River Public Resort Management FT 2 years 15 1 YES Hotel and Restaurant University of Victoria Victoria Public 2 Years 20 1 YES B.Comm. Management 2 years Vancouver Community College Vancouver Public Hospitality Management FT (Includes 500 100 YES Diploma hour practicum) Hospitality Operations Kwantlen University College Surrey Public FT 19 Weeks 2 YES Certificate Management Malaspina University-College Nanaimo Public Hospitality Management FT 2 years 21 Diploma Business Administration Okanagan University College Penticton Public Hospitality Management FT 2 1/2 years 15 1 YES Diploma, Specialty in Hospitality Management Food and Beverage University College of the Cariboo Kamloops Public PT 2 years 20 Certificate Management University College of the Cariboo Kamloops Public Resort / Hotel Management FT 2 years 20 Diploma TOTAL CAPACITY 461 HOSPITALITY –PRIVATE INSTITUTIONS Public / Annual # of College Location Program FT/PT Duration COOP Credential / Diploma Private Capacity Intakes British Columbia Bartending New Day and Private Professional Bartending 60 hours 100 Certificate Institute Westminster evening every 4 week Burnaby College Ltd. Vancouver Private Hotel and Tourism Program 28 weeks 30 Certificate month practicum Canadian School of Restaurant Vancouver? Private Management Dubrulle International Culinary Supervisory Development & Vancouver Private 17 weeks 50 3 Diploma and Hotel Institute of Canada Advanced Culinary Diploma Dubrulle International Culinary Vancouver Private Business Management and 17 weeks 50 3

CS/RESORS –Final Report Appendix A -- 1 and Hotel Institute of Canada Advanced Culinary Operations Hospitality and Resort Canadian Tourism College Surrey Private FT 885 hours 30 9 Hospitality Management Diploma Management Diploma 160 hours Hospitality and Resort Canadian Tourism College Vancouver Private FT 885 hours 30 9 work Hospitality Management Diploma Management Diploma experience Compu-College Vancouver Private Hotel and Services Supervisor 30 Fine Art Bartending School Vancouver Private Commercial Bartending 40 hours 720 ongoing Certificate Kingston College Burnaby Private AHMA - Food and Beverage FT 14 weeks 25 3 Certificate AHMA - Hospitality Operations AHMA Hospitality Operations Kingston College Burnaby Private 2 semesters 25 3 Certificate Certificate Kingston College Burnaby Private AHMA - Rooms Division FT 14 weeks 25 3 Certificate American Hotel & Motel Kingston College Burnaby Private FT 14 weeks 25 3 Certificate Association (AHMA) - Accounting AHMA - Hospitality Management AHMA Hospitality Management Kingston College Burnaby Private 3 semesters 25 3 Diploma Diploma 1 course is 14 weeks. 5 course One course certificate; or, five Hospitality and Tourism Kingston College Burnaby Private are 7 months 25 3 course specialization; or, twenty Management Diploma Program the full diploma course full diploma is 1 year Professional Development Hospitality Correspondence 3 AHMA Diploma and Certificate Parksville Private 14 1 Institute of Tourism (PDIT) Courses months/course Programs Available Professional Development AHMA Hospitality Operations Parksville Private Hospitality Operations Certificate FT 6 months 14 1 Institute of Tourism (PDIT) Certificate Professional Development Parksville Private Hospitality Management Diploma FT 9 months 14 1 AHMA Certificate Institute of Tourism (PDIT) Certificate for each hospitality topic covered; and, Hospitality Operations Certificate/Hospitality Sprott-Shaw Community College Vancouver Private Hospitality Operations Diploma 27 weeks 30 6 Management Diploma; Diploma for Business Administration Management - Hospitality Management International Hospitality Sprott-Shaw Community College Vancouver Private 30 Management Certificate for each hospitality topic covered; and, Hospitality Operations Certificate/Hospitality Hospitality Management Diploma Sprott-Shaw Community College Vancouver Private FT 37 weeks 30 6 Management Diploma; Diploma Program for Business Administration Management - Hospitality Management Event and Conference 11 weeks, 38 Tourism Training Institute Vancouver Private PT 20 Certificate Management Certificate hours total Tourism Training Institute Vancouver Private Flight Attendant Diploma FT 3 months 20 Diploma Tourism Training Institute Surrey Private Flight Attendant Diploma FT 3 months 20 Diploma Tourism Training Institute Vancouver Private Hospitality Operations Diploma 6 months 20 Diploma Tourism Training Institute Surrey Private Hospitality Operations Diploma 20 Diploma

CS/RESORS –Final Report Appendix A -- 2 FT Tourism Training Institute Vancouver Private Cruise Hospitality Diploma Apprenti 4 months 20 Diploma ceship Hotel Front Office Management FT and Tourism Training Institute Vancouver Private 3 months 20 Diploma Diploma PT Hotel Front Office Management FT and Tourism Training Institute Surrey Private 3 to 6 months 20 Diploma Diploma PT Business Administration - Vancouver Career College Vancouver Private FT 2 years AHMA Diploma Hospitality Management Vancouver Premier School of Vancouver Private Hotel Management Diploma FT 16 months 38 3 Diploma Hotel Management Vancouver Premier School of Higher Diploma in Hotel Vancouver Private FT 12 months 10 3 Higher Diploma Hotel Management Management Vancouver Premier School of Vancouver Private F & B Management FT 4-6 months 10 1 Certificate Hotel Management Vancouver Premier School of Vancouver Private Marketing & Sales Management FT 4-6 months 10 1 Certificate Hotel Management Vancouver Premier School of Vancouver Private Rooms Division Management FT 4-6 months 10 1 Certificate Hotel Management TOTAL CAPACITY 1560

NOTE: Data gathered by interview, Internet, or FTE information for funded employment programs. In some cases an estimate of 20 students per program offering was used if title of course only was available.

CS/RESORS –Final Report Appendix A -- 3

TOURISM --PUBLIC INSTITUTIONS Public / Annual # of College Location Program FT/PT Duration COOP Credential / Diploma Private Capacity Intakes British Columbia Institute of Burnaby Public Tourism Marketing FT 2 year 45 1 Diploma Technology Business Admin Diploma / Tourism Camosun College (Interurban) Victoria Public FT 4 terms 17 1 YES Mgmt Option Camosun College (Interurban) Victoria Public Certificate in Tourism 1 year 20 NO Certificate in Tourism Diploma in Business Administration Camosun College (Interurban) Victoria Public Professional Golf Mgmt FT/PT 3 years 20 YES and Certificate in Professional Golf Management Camosun College (Interurban) Victoria Public Business Golf Management FT/PT 1 year 20 1 YES Certificate Bachelor of Tourism Management Capilano College N.Van Public PT 3 years 15 NO Degree Degree for Open University Tourism Management Co-op Diploma Capilano College N.Van Public FT 15 months 28 YES Diploma Program Destinations: Tourism Employment Victoria Public Destinations 9 months 20 Services Special Events and Conference Kwantlen University College Surrey Public 21 Sessions 25 Planning Bachelor of Tourism Management, Malaspina University-College Nanaimo Public 20 Bachelor of Tourism Management Minor in Recreation or Tourism Tourism Studies Two Year Diploma FT and 2 years, 6 Malaspina University-College Nanaimo Public 23 YES Diploma in Tourism Studies Program PT semesters Native Education Center Public Tourism Management FT 2 year 15 1 NO Diploma Bachelor of Tourism Management various Open University Burnaby Public Degree (offered with Partner PT 0 Bachelor of Tourism Management Institutions) studies FT and Selkirk College Nelson Public Golf Club Management 2 years 25 Diploma PT Selkirk College Nelson Public Culture and Nature Interpretation 1 year Certificate Ski Resort Operation and Selkirk College Nelson Public FT 2 years 42 Diploma Management Master of Arts, Ph.D. (Department of Simon Fraser University Burnaby Public 2 to 3 years 20 M.A.; Ph.D. Geography) for Master's FT 2 1/2 Master of Resource Management years, PT 5 or M.R.M.; Ph.D. in Resource and Simon Fraser University Burnaby Public (Tourism Management more years. 20 Environmental Management Specialization) Ph.D. minimum 3 years University College of the Cariboo Kamloops Public Bachelor of Tourism Management FT 2 years 20 Bachelor Degree Events and Conventions University College of the Cariboo Kamloops Public FT 2 years 40 Diploma Management Programs for the Tourism University College of the Cariboo Kamloops Public Professional - Supervisory PT 20 Development

CS/RESORS –Final Report Appendix A -- 4 University College of the Cariboo Kamloops Public Tour Coordinator FT 9 months 20 Certificate University College of the Cariboo Kamloops Public Tourism Management FT 2 years 20 Diploma FT and PT (day Resource & Recreation Program - and University of Northern British Prince 4 years (135 Public B.Sc. in Natural Resources evening 20 B.Sc. Columbia George credits) Management classes available ) Resource & Recreation Program - University of Northern British Prince FT and Public M.Sc. in Natural Resources 2 years 15 M.Sc. Columbia George PT Management University of Northern British Prince Resource Based Tourism Bachelor of FT and Public 4 years 20 1 B.A. Columbia George Arts PT TOTAL CAPACITY 550 TOURISM --PRIVATE INSTITUTIONS Public / Annual # of College Location Program FT/PT Duration COOP Credential / Diploma Private Capacity Intakes Canadian Tourism College Surrey Private Introduction to Tourism (ESL) PT 8 Weeks 30 6 Canadian Tourism College Surrey Private Tour Guiding Level I PT 10 weeks 30 6 Certificate 36 hours (6 Tour Planning - Group Travel: Design Canadian Tourism College Surrey Private weeks, 3 30 6 and Marketing hours a night) Cruise Specialist Certificate Program Canadian Tourism College Vancouver Private PT 36 hours 30 6 Certificate - Passport to Cruising Canadian Tourism College Vancouver Private Introduction to Tourism (ESL) PT 8 Weeks 30 6 Canadian Tourism College Vancouver Private Tour Guiding Level I PT 44 hours 30 6 Canadian Tourism College Surrey Private Airline Flight Attendant Diploma FT 260 hours 30 1 Diploma Cruise Specialist Certificate Program Part time 36 Canadian Tourism College Surrey Private PT 30 1 Certificate - Passport to Cruising hours Canadian Tourism College Vancouver Private Airline Flight Attendant Diploma FT 260 hours 30 1 Diploma Compu-College Vancouver Private Travel and Tourism International Travel and Tourism International Travel & Tourism Diploma International Institute of Travel Surrey Private 35 weeks 20 Diploma (IATA) and IATA Standard Course Diploma Wholesale Travel and Tourism Wholesale Travel and Tourism International Institute of Travel Surrey Private 20 Diploma Diploma International Institute of Travel Surrey Private Flight Attendant Diploma 20 Kingston College Burnaby Private AHMA - Marketing & Sales FT 14 weeks Certificate Kingston College Burnaby Private AHMA - Engineering & Facilities 25 3 Professional Development Institute Departmental Certificate of Parksville Private FT 3 months AHMA Certificate of Specialization of Tourism (PDIT) Specialization Professional Travel and Tourism Sprott-Shaw Community College Vancouver Private Management Professional Travel Tourism Sprott-Shaw Community College Vancouver Private Operations Preparation for entry level ACCESS Sprott-Shaw Community College Vancouver Private Travel and Tourism Management 37 weeks 30 6 exam Preparation for entry level ACCESS Sprott-Shaw Community College Vancouver Private Travel and Tourism Operations 37 weeks 30 6 exam

CS/RESORS –Final Report Appendix A -- 5 Tourism Training Institute Vancouver Private Business Management Diploma PT 3 months 20 Diploma Tourism Training Institute Vancouver Private Japanese for Tourism Certificate PT 13 weeks 20 Certificate Tourism Training Institute Vancouver Private Spanish for Tourism Certificate PT 12 weeks 20 Certificate 87 hours over Tourism Training Institute Vancouver Private Tour Guiding and Directing Certificate PT 20 Certificate 10 weeks FT and Tourism Training Institute Vancouver Private Travel and Airline Diploma 9 months 20 Diploma PT 8 to 11 Tourism Training Institute Vancouver Private Tourism Management Diploma 20 Diploma months FT and Tourism Training Institute Surrey Private Business Management Diploma 10 months 20 Diploma PT Tourism Training Institute Surrey Private English for Tourism Certificate (ESL) 20 Certificate Event and Conference Management Tourism Training Institute Surrey Private PT 12 weeks 20 Certificate Certificate Tourism Training Institute Surrey Private Japanese for Tourism Certificate PT 4 weeks 20 Certificate Tourism Training Institute Surrey Private Spanish for Tourism Certificate 12 weeks 20 Certificate Tourism Training Institute Surrey Private Tour Guiding and Directing Certificate PT 7 weeks 20 Certificate PT and Tourism Training Institute Surrey Private Travel and Airline Diploma 4 to 6 months 20 Diploma FT Tourism Training Institute Surrey Private Tourism Management Diploma 8-11 months 20 Diploma Tourism Training Institute Vancouver Private English for Tourism Certificate (ESL) FT 20 Certificate TOTAL CAPACITY 715 NOTE: Data gathered by interview, Internet, or FTE information for funded employment programs. In some cases an estimate of 20 students per program offering was used if title of course only was available

CS/RESORS –Final Report Appendix A -- 6

TRAVEL RELATED TRAINING--PUBLIC INSTITUTIONS Public / Annual # of College Location Program FT/PT Duration COOP Credential / Diploma Private Capacity Intakes Optional Camosun College (Lansdowne) Victoria Public Travel Counselling FT 6 months 25 ACCESS Level 1 Practicum Kwan. Certificate in Travel and Kwantlen University College Surrey Public Travel Tourism FT 22 Weeks 20 4 wk. pract. Tourism New Douglas College Public Travel Counsellor Certificate 2 months 25 Certificate Westminster North Island College Campbell River Public Travel Counselling Program FT 6 months 20 Certificate OUC Travel Counsellor Okanagan University College Kelowna Public Travel Counsellor Certificate FT 5 months 20 Certificate Vancouver Community College Vancouver Public Travel Agent FT 12 months 40 2 TOTAL CAPACITY 150 TRAVEL RELATED TRAINING—PRIVATE INSTITUTIONS Public / Annual # of College Location Program FT/PT Duration COOP Credential / Diploma Private Capacity Intakes Canadian Tourism College Surrey Private Travel and Tourism Diploma FT 650 hours 30 6 ACCESS Level I 420 hours (days) / Canadian Tourism College Surrey Private Travel Counselling Certificate FT/PT 30 6 Travel Counselling Certificate 332 hours (evenings) 160 hours 7 months Canadian Tourism College Surrey Private Travel and Tourism Advanced Diploma FT 30 4 wk Diploma (ACCESS Level II) 920 hours experience Tour Planning - Group Travel: Design Canadian Tourism College Vancouver Private PT 36 hours 30 6 Certificate and Marketing FT 650 Canadian Tourism College Vancouver Private Travel and Tourism Diploma FT hours PT 30 6 (Diploma) ACCESS Level I 540 hours 160 hours Canadian Tourism College Vancouver Private Travel and Tourism Advanced Diploma FT 935 hours 30 3 wk (Diploma) ACCESS Level II experience TOTAL CAPACITY 180 NOTE: Data gathered by interview, Internet, or FTE information for funded employment programs. In some cases an estimate of 20 students per program offering was used if title of course only was available.

CS/RESORS –Final Report Appendix A -- 7

ADVENTURE TOURISM—PUBLIC INSTITUTIONS Public / Annual # of College Location Program FT/PT Duration COOP Credential / Diploma Private Capacity Intakes Camosun College (Lansdowne) Victoria Public Coastal Eco-Adventure Tourism 20 Certificate Capilano College N.Van Public Wilderness Leadership FT 15 weeks 20 1 NO Certificate Capilano College N.Van Public Outdoor Recreation Management 2 years 29 1 YES Certificate Adventure Tourism Business College of the Rockies Invermere Public FT 10 months 20 1 YES Certificate/Diploma Management Program Valemount College of New Caledonia Public Ecotourism/Outdoor recreation FT 1 year 20 1 Certificate and Quesnel Kwantlen University College Surrey Public Adventure Tourism Program FT 1 year 15 1 7 wk. pract. Certificate Kwantlen University College Surrey Public Introduction to Adventure Tourism 3 months 15 NO Certificate Campbell North Island College Public Coastal Adventure Tourism Program 20 1 YES Certificate River Prince Northwest Community College Public Coastal Eco-Adventure Tourism FT 5 months 8 1 NO Rupert Northwest Community College Smithers Public Wilderness Guiding Skills FT 5 months 20 1 NO University College of the Cariboo Kamloops Public Adventure Guide Diploma FT 2 years 22 1 YES Diploma TOTAL CAPACITY 209 ADVENTURE TOURISM—PRIVATE INSTITUTIONS Public / Annual # of College Location Program FT/PT Duration COOP Credential / Diploma Private Capacity Intakes North West Baptist College Langley Private Backcountry Guide Training Canadian Travel School Vancouver Private Adventure Travel Certificate Certificate Canadian Outdoor Leadership Campbell

Training River Level 1: 6 Canadian Avalanche Association Revelstoke Private Level 1 and 2 FT days, Level 400 18 no Certificate 2: 2-8 days Canadian Tourism College Surrey Private Adventure Tourism Diploma FT 34 weeks 30 1 Diploma Canadian Tourism College Vancouver Private Adventure Tourism Diploma FT 34 weeks 30 1 Diploma Canadian West Mountain School Vancouver CCTT Victoria Cloverdale Learning Center Cloverdale Columbia Bible College Abbotsford Outdoor Recreation Leadership Cycle BC Vancouver Seacoast Expeditions Victoria Tourism Training Institute Vancouver Private Adventure and Ecotourism 7 months 20 Diploma Tourism Training Institute Surrey Private Adventure and Ecotourism 8 months 20 Diploma Vailmount Learning Center TOTAL CAPACITY 500 NOTE: Data gathered by interview, Internet, or FTE information for funded employment programs. In some cases an estimate of 20 students per program offering was used if title of course only was available.

CS/RESORS –Final Report Appendix A -- 8

COOK TRAINING—PUBLIC INSTITUTIONS College Location Public / Program FT/PT Duration Annual # of COOP Credential / Diploma Private Capacity Intakes Malaspina University-College Nanaimo Public Commercial Baking FT 10 months 20 Northwest Community College Terrace Public Cook Training FT 10 months 14 Certificate 4 months for Camosun College (Interurban) Victoria Public Professional Cook Training FT each of the 3 50 levels Professional Cook Training Each level is Certificate Basic Level I, Advanced Level II, College of the Rockies Cranbrook Public FT 30 YES Levels 1,2,3 4 months A La Carte and Specialty Level III 4 wk Kwantlen University College Surrey Public Culinary Arts Program FT 16 weeks 20 1 Continuing Education Culinary Arts Diploma pract. Malaspina University-College Nanaimo Public Professional Cook Training FT 12 months 108 Certificate Campbell North Island College Public Professional Cook Training FT 48 Level 1,2,3 Cook Training River Dawson Professional Cook Training 4 Months x 3 Core Skills and Short Order; Institutional and Northern Lights College Public FT 15 Creek Program Levels Camp Cooking; a la Carte and Banquet Professional Cooking Trades Northwest Community College Terrace Public 2 semesters 20 Qualification (correspondence) Okanagan University College Kelowna Public Culinary Arts Training 12 months 66 Certificate Professional Cook Training FT and 4, 5 and 5 Selkirk College Nelson Public 20 Certificate Level 1, 2, and 3 Cook Training Levels 1,2,3 (Apprenticeship) PT months University College of the Kamloops Public Professional Cook Training FT 12 months 44 Certificate Cariboo Vancouver Community Culinary Arts; Levels 1,2, and Vancouver Public FT 12 months 290 Certificate College 3 Culinary Arts Professional Vancouver Community Vancouver Public Cooking Combined Skills FT n/a College (ESL) 3, 1 month Okanagan University College Kelowna Public Cooking Apprenticeship PT training 80 Apprenticeship sessions 3 one Vancouver Community months Vancouver Public Culinary Arts Apprenticeship PT 320 Apprenticeship College training sessions 3 one month Camosun College (Interurban) Victoria Public Cooking Apprenticeship FT training 80 3 YES Apprenticeship sessions Northwest Community College Terrace Public Professional Cook Upgrading FT 3 months 15 Apprenticeship Certificate TOTAL CAPACITY 1240 COOK TRAINING—PRIVATE INSTITUTIONS Public / Annual # of College Location Program FT/PT Duration COOP Credential / Diploma Private Capacity Intakes Dubrulle International Culinary Pacific Northwest Practicum; International Vancouver Private Practicum Placement 17 weeks 50 3 and Hotel Institute of Canada Practicum

CS/RESORS –Final Report Appendix A -- 9 Dubrulle International Culinary Professional Culinary Evening Vancouver Private 17 weeks 50 3 Certificate and Hotel Institute of Canada Training Program Dubrulle International Culinary Professional Culinary Training Vancouver Private FT 17 weeks 50 3 Certificate and Hotel Institute of Canada Program Dubrulle International Culinary Professional Pastry & Dessert Vancouver Private FT 17 weeks 50 3 Certificate and Hotel Institute of Canada Program Pacific Institute of Culinary Vancouver Private Baking and Pastry Arts FT 24 weeks 55 4 Diploma Arts Pacific Institute of Culinary Vancouver Private Culinary Arts PT 12 months 55 4 Diploma Arts Pacific Institute of Culinary Vancouver Private Culinary Arts FT 24 weeks 55 4 Diploma Arts TOTAL CAPACITY 365 NOTE: Data gathered by interview, Internet, or FTE information for funded employment programs. In some cases an estimate of 20 students per program offering was used if title of course only was available.

CS/RESORS –Final Report Appendix A -- 10 FTE BY PROGRAM

Publicly Funded Post Secondary Programs Hospitality Management School Program FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL FUNDED 1995/96 1995/96 1999/00 1999/00 2000/01 2000/01 2001/02 CM HOTEL/RESTUAR 65.0 83.0 70.0 105.2 70.0 115.1 100.0 CNC CTC HOSP ADMIN 5.0 CNC CTC FTES (HOSP 10.0 - 29.0 21.1 29.0 ADMIN) CNC HOSP ADMIN - - 35.0 49.9 35.0 50.2 45.0 COTR HOSPITALITY - - 24.3 2.7 24.3 COTR HOSPITALITY 19.3 14.2 29.3 20.9 20.0 8.8 20.0 MUC HOTEL ADMIN 40.0 33.0 40.0 45.2 41.0 42.0 41.0 NIC RESORT/TOURISM - - 32.6 30.9 33.0 24.1 33.0 NIC MOTEL/RST/MGMT 16.2 27.8 15.1 9.1 15.1 22.5 15.1 NL HOSPITAL & TOUR - 6.6 5.0 5.7 11.0 NVIT N.E. HOSP/TOUR - - NWCC HOSPITALITY 24.0 - 10.0 - 10.0 - 10.0 OUC HOTEL & REST. 30.0 8.8 30.0 15.7 30.0 6.4 30.0 MAN. SL HOSPITAL & TOUR - - 40.0 43.3 40.0 41.0 40.0 SL HOSPITALITY 10.0 1.5 10.0 5.5 10.0 6.4 10.0 UCC RESORT/REC MGMT 22.0 32.6 47.0 66.0 47.0 58.0 47.0 VCC HOSPITAL & TOUR 189.0 149.0 238.0 218.8 241.9 213.8 222.3 VCC N.E. HOSP./TOUR. 22.5 13.0 22.5 13.8 22.5 24.8 22.5 VCC FOOD & BEV MGR. 30.3 77.0 Total 468.3 439.9 629.5 630.9 673.8 642.6 705.2

Tourism Management School Program FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL FUNDED 1995/96 1995/96 1999/00 1999/00 2000/01 2000/01 2001/02 BT TOURISM MAN. 90.0 81.6 90.0 128.0 90.0 125.2 90.0 CM TOURISM MAN. 30.0 46.0 35.0 - 35.0 11.2 35.0 COTR TOURISM 24.0 13.7 30.0 32.3 24.0 33.7 24.0 COTR EVENT MGMT CERT 5.0

CS/RESORS –Final Report Appendix A -- 11 CP CERT. IN TOURISM 40.0 49.9 55.0 57.4 55.0 93.8 55.0 DG TOURISM MAN. - - 101.0 122.0 101.0 119.0 101.0 MUC TOURISM 40.0 46.0 43.0 48.6 47.0 55.0 47.0 NWCC FN CULTURAL 12.0 TOURISM SL SKI RESORT MGMT - - 97.0 74.7 97.0 84.8 97.0 SL SKI RESORT MGMT 48.0 39.1 SL GOLF CLUB MAN - - 50.0 59.1 50.0 50.8 50.0 SL GOLF CLUB MAN 48.0 43.8 SL TOURISM 24.0 21.1 UCC TOUR. SUP. DEV. 24.0 0.1 UCC CONV/EVENT MANG 25.0 43.9 40.0 34.1 40.0 47.5 40.0 Total 393.0 303.6 451.0 428.2 449.0 495.8 466.0

Adventure Tourism School Program FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL FUNDED 1995/96 1995/96 1999/00 1999/00 2000/01 2000/01 2001/02 CNC ECOTOUR/OUTDOR - - 17.2 REC COTR TOURISM MAN. - - 20.0 8.8 20.0 CP OUTDOOR OPTS 25.0 20.1 CP OUTDR REC CORE 55.0 54.1 58.0 56.1 58.0 58.2 58.0 NWCC WILDERNESS 16.0 25.4 20.0 10.1 20.0 29.4 20.0 GUIDE NWCC COASTAL ECO- 8.0 ADVENTURE UCC ADVENTURE GUIDE 44.0 38.5 44.0 64.0 44.0 43.3 44.0 Total 140.0 138.1 122.0 130.2 122.0 139.7 167.2

Cook Training School Program FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL FUNDED 1995/96 1995/96 1999/00 1999/00 2000/01 2000/01 2001/02 CM COOKING 15.3 12.2 CM COOKING 50.0 46.0 CM ITAC COOKING 50.0 - 50.0 CNC COOKING 30.0 21.6 CNC ITAC COOKING 30.0 - 30.0

CS/RESORS –Final Report Appendix A -- 12 COTR COOKING L1/2 32.0 22.6 COTR COOKING L1/2 - - COTR ITAC COOKING L1/2 32.0 - 32.0 MUC COOKING 94.0 122.8 MUC ITAC COOKING 140.3 - 140.3 NIC COOKING 36.0 21.6 NIC ITAC COOKING 48.0 - 48.0 NL COOKING 15.0 15.1 NL ITAC COOKING 15.0 - 15.0 NWCC COOKING 14.0 7.9 NWCC ITAC COOKING 14.0 - 14.0 OUC COOK APP. 15.4 11.4 OUC COOKING 61.0 53.2 OUC ITAC COOKING 66.2 - 66.2 SL COOKING 20.0 16.4 SL ITAC COOKING 20.0 - 20.0 UCC COOKING 44.0 51.9 UCC ITAC COOKING 46.0 - 47.6 UCFV ITAC Cooking 18.0 VCC COOKING 20.4 17.0 VCC COOKING 304.8 275.0 VCC ITAC COOKING 290.6 - 290.6 Total 751.9 694.7 752.1 771.7

CS/RESORS –Final Report Appendix A -- 13 FTE BY REGION

Thompson Okanagan

Hospitality Management PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) UCC 47.0 66.0 47.0 58.0 47.0 N/A OUC 30.0 15.7 30.0 6.4 30.0 N/A TOTAL 77.0 81.7 77.0 64.4 77.0 N/A 385.0

Tourism Management PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) UCC N/A UCC 40.0 34.1 40.0 47.5 40.0 N/A TOTAL 40.0 34.1 40.0 47.5 40.0 N/A 200.0

Adventure Tourism PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) UCC 44.0 64.0 44.0 43.3 44.0 N/A TOTAL 44.0 64.0 44.0 43.3 44.0 N/A 220.0

CS/RESORS –Final Report Appendix A -- 14 Cook Training PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) UCC UCC 46.0 - 47.6 TOTAL 46.0 - 47.6 238

CS/RESORS –Final Report Appendix A -- 15

BC Rockies Hospitality Management PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) COTR - - 24.3 2.7 24.3 N/A COTR 29.3 20.9 20.0 8.8 20.0 N/A SL 40.0 43.3 40.0 41.0 40.0 N/A SL 10.0 5.5 10.0 6.4 10.0 N/A TOTAL 79.3 69.7 94.3 58.9 94.3 N/A 471.5

Tourism Management PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) COTR 30.0 32.3 24.0 33.7 24.0 N/A COTR 5.0 SL 97.0 74.7 97.0 84.8 97.0 N/A SL N/A SL 50.0 59.1 50.0 50.8 50.0 N/A SL N/A SL N/A TOTAL 177.0 166.1 171.0 169.3 176.0 N/A 880.0

Adventure Tourism PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) COTR - - 20.0 8.8 20.0 N/A TOTAL 20.0 8.8 20.0 N/A 100.0

CS/RESORS –Final Report Appendix A -- 16 Cook Training PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) COTR N/A COTR N/A COTR 32.0 - 32.0 N/A SL N/A SL 20.0 - 20.0 N/A TOTAL 52.0 52.0 N/A 260

CS/RESORS –Final Report Appendix A -- 17

Northern BC Hospitality Management PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) CNC 5.0 N/A CNC 10.0 - 29.0 21.1 29.0 N/A CNC 35.0 49.9 35.0 50.2 45.0 N/A NWCC 10.0 - 10.0 - 10.0 N/A NL - 6.6 5.0 5.7 11.0 N/A TOTAL 55.0 56.5 79.0 77.0 100.0 N/A 500.0

Tourism Management PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) NWCC 12.0 N/A TOTAL 12.0 60.0

Adventure Tourism PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) CNC - - 17.2 N/A NWCC 20.0 10.1 20.0 29.4 20.0 N/A NWCC 8.0 N/A TOTAL 20.0 10.1 20 29.4 45.2 N/A 226.0

CS/RESORS –Final Report Appendix A -- 18 Cook Training PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) CNC N/A CNC 30.0 - 30.0 N/A NWCC N/A NWCC 14.0 - 14.0 N/A NL N/A NL 15.0 - 15.0 N/A TOTAL 59.0 59.0 295

CS/RESORS –Final Report Appendix A -- 19

The Islands Hospitality Management PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) CM 70.0 105.2 70.0 115.1 100.0 N/A MUC 40.0 45.2 41.0 42.0 41.0 N/A NIC 15.1 9.1 15.1 22.5 15.1 N/A NIC 32.6 30.9 33.0 24.1 33.0 N/A TOTAL 157.7 190.4 159.1 203.7 189.1 N/A 945.5

Tourism Management PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) CM 35.0 - 35.0 11.2 35.0 N/A MUC 43.0 48.6 47.0 55.0 47.0 N/A TOTAL 78.0 48.6 82.0 66.2 82.0 N/A 575.0

Adventure Tourism PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) N/A N/A N/A N/A N/A N/A N/A N/A TOTAL

CS/RESORS –Final Report Appendix A -- 20 Cook Training PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) CM N/A CM N/A CM 50.0 - 50.0 N/A MUC N/A MUC 140.3 - 140.3 N/A NIC N/A NIC 48.0 - 48.0 N/A TOTAL 238.3 238.3 N/A 1191.5

CS/RESORS –Final Report Appendix A -- 21

Vancouver Coast and Mountains

Hospitality Management PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) BT 90.0 128.0 90.0 125.2 90.0 N/A VCC 238.0 218.8 241.9 213.8 222.3 N/A VCC 22.5 13.8 22.5 24.8 22.5 N/A VCC N/A TOTAL 350.5 360.6 354.4 363.8 334.8 N/A 1,674.0

Tourism Management PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) CP 55.0 57.4 55.0 93.8 55.0 N/A DG 101.0 122.0 101.0 119.0 101.0 N/A TOTAL 156.0 179.4 156.0 212.8 156.0 N/A 780.0

Adventure Tourism PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) CP 58.0 56.1 58.0 58.2 58.0 N/A TOTAL 58.0 56.1 58.0 58.2 58.0 N/A 290.0

CS/RESORS –Final Report Appendix A -- 22 Cook Training PROJECTION OF # OF FTEs SCHOOL FTEs 1999/00 FTEs 2000/01 FTEs 2001/02 IN THE NEXT 5 YEARS FUNDED ACTUAL FUNDED ACTUAL FUNDED ACTUAL (2001/02-2006/07) UCFV 18.0 N/A VCC N/A VCC N/A VCC 290.6 - 290.6 N/A TOTAL 290.6 308.6 N/A 1543

CS/RESORS –Final Report Appendix A -- 23 APPENDIX B – DIRECT AND TOURISM -RELATED EMPLOYMENT IN BC

British Columbia Direct Tourism Employment -- 1984 to 2000

Total BC Total Tourism Transportation & Retail & Finance, Education Health Accommodation Food & Amusement Travel Other Employment Employment Communication Wholesale Insurance Services Beverage & Recreation Services Services Trade & Real Estate

1984 1,016,360 74,090 12,060 15,820 320 720 870 19,370 17,550 2,850 2,090 2,440 1985 1,033,310 75,090 12,500 16,430 330 650 870 19,180 17,640 3,580 2,210 1,700 1986 1,059,220 78,490 13,170 17,030 320 680 890 21,300 18,100 3,000 2,040 1,950 1987 1,110,390 81,810 12,650 18,380 340 700 940 21,410 18,500 3,340 3,310 2,230 1988 1,167,800 86,690 12,960 19,840 360 820 990 21,900 19,680 3,750 4,200 2,200 1989 1,221,050 86,800 14,080 19,860 390 960 1,010 20,220 19,360 4,060 3,890 2,980 1990 1,285,620 101,010 14,350 21,460 420 930 1,100 27,440 21,050 4,220 6,550 3,490 1991 1,259,740 93,090 14,420 20,860 480 760 1,120 23,030 21,040 5,150 3,230 3,010 1992 1,259,170 93,990 13,860 21,350 470 550 1,160 23,130 21,980 5,310 3,850 2,330 1993 1,313,100 105,230 13,860 22,510 530 590 1,120 26,960 26,230 6,110 5,060 2,260 1994 1,342,940 105,940 14,490 19,990 520 860 1,120 28,160 25,500 7,200 5,170 2,930 1995 1,393,190 107,110 15,340 20,840 520 1,020 1,160 26,120 26,600 7,520 4,600 3,390 1996 1,408,520 109,820 14,370 20,800 500 1,030 1,140 29,500 26,960 7,720 4,540 3,260 1997 1,441,670 112,640 15,570 21,060 510 1,010 1,120 28,870 28,550 7,520 4,670 3,760 1998 1,454,560 112,250 16,210 20,980 530 1,020 1,160 27,730 29,370 6,330 4,940 3,980 1999 1,456,200 110,860 16,530 20,970 530 990 1,170 27,400 29,850 4,800 4,800 3,830 2000 1,515,980 111,890 16,870 22,030 530 860 1,180 25,870 31,250 5,150 4,350 3,810

Source: BC Stats calculations. Data source Statistics Canada, Survey of Employment, Payrolls and Hours (SEPH) The employment numbers are then allocated according to share of GDP. For more information see: BC Stats, Tourism Sector Monitor, June 2001.

CS/RESORS –Final Report Appendix B -- 1

Employment in Tourism Related Industries in thousands Preliminary 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 Accommodation 23.6 25.9 26.8 31.8 29.1 35.9 33.3 33.9 27.7 29.4 30.3 31.7 33.2 37.8 43.6 Food & Beverage 73.3 76.2 82.1 81.8 91.5 92 86.1 93.1 105.9 111.2 113 117.1 116.6 123.8 124.2 Adventure Tourism & Recreation 11.1 11.48 13.4 14.4 14.2 15.6 15.5 17.5 18.5 19.7 19.9 17.4 21.6 21.1 23.4 Transportation 36.8 39.6 38.9 43.4 46.3 44.7 39.9 42.7 41.8 39.9 44.6 47.6 49.3 43.5 44.3 Travel Trade 4.7 3.5 2.9 4.2 5.6 5.4 5.5 7.9 7.5 12.3 10.4 9.3 8.1 7.7 9.0 Attractions 13.4 13.92 15.3 15.2 14.2 13.7 15.4 21.9 19.1 21.8 20.4 25.1 22.4 22.8 22.3 Tourism-related industries, Total 162.9 170.6 179.4 190.8 200.9 207.3 195.7 217 220.5 234.3 238.6 248.2 251.2 256.7 266.9

All Industries 1374.6 1435.4 1508.9 1554.9 1572.6 1620.3 1675.9 1754 1792.3 1821.2 1869 1870.2 1906.4 1949.1 1942.4

Percent of total employment 11.9 11.9 11.9 12.3 12.8 12.8 11.7 12.4 12.3 12.9 12.8 13.3 13.2 13.2 13.7

Year-over-Year Percent Change Accommodation 9.7 3.5 18.7 -8.5 23.4 -7.2 1.8 -18.3 6.1 3.1 4.6 4.7 13.9 15.4 Food & Beverage 4.0 7.7 -0.4 11.9 0.5 -6.4 8.1 13.7 5.0 1.6 3.6 -0.4 6.2 0.3 Adventure Tourism & Recreation 3.4 16.7 7.5 -1.4 9.9 -0.6 12.9 5.7 6.5 1.0 -12.6 24.1 -2.3 11.0 Transportation 7.6 -1.8 11.6 6.7 -3.5 -10.7 7.0 -2.1 -4.5 11.8 6.7 3.6 -11.8 1.9 Travel Trade -25.5 -17.1 44.8 33.3 -3.6 1.9 43.6 -5.1 64.0 -15.4 -10.6 -12.9 -4.9 16.9 Attractions 3.9 9.9 -0.7 -6.6 -3.5 12.4 42.2 -12.8 14.1 -6.4 23.0 -10.8 1.8 -2.1 Tourism-related industries, Total 4.7 5.2 6.4 5.3 3.2 -5.6 10.9 1.6 6.3 1.8 4.0 1.2 2.2 4.0

BC Employment, All Industries 4.4 5.1 3.0 1.1 3.0 3.4 4.7 2.2 1.6 2.6 0.1 1.9 2.2 -0.3

Percent of Tourism Related Employment Accommodation 14.5 15.2 14.9 16.7 14.5 17.3 17.0 15.6 12.6 12.5 12.7 12.8 13.2 14.7 16.3% Food & Beverage 45.0 44.7 45.8 42.9 45.5 44.4 44.0 42.9 48.0 47.5 47.4 47.2 46.4 48.2 46.5% Adventure Tourism & Recreation 6.8 6.7 7.5 7.5 7.1 7.5 7.9 8.1 8.4 8.4 8.3 7.0 8.6 8.2 8.8% Transportation 22.6 23.2 21.7 22.7 23.0 21.6 20.4 19.7 19.0 17.0 18.7 19.2 19.6 16.9 16.6% Travel Trade 2.9 2.1 1.6 2.2 2.8 2.6 2.8 3.6 3.4 5.2 4.4 3.7 3.2 3.0 3.4% Attractions 8.2 8.2 8.5 8.0 7.1 6.6 7.9 10.1 8.7 9.3 8.5 10.1 8.9 8.9 8.4% Tourism-related industries, Total 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100.0%

Source: BC Stats. Data drawn from Statistics Canada, Labour Force Survey.

CS/RESORS –Final Report Appendix B -- 2

APPENDIX C – BIBLIOGRAPHY

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Bird, G., Hood, T. and White, B. (2001). The Tourism Learning System: Western Canadian Experiences and Strategies, Ottawa: ACCC.

Bristol Group (2001). A National Market Study on Training Resources in the Tourism Industry. Final Draft Report.

Burton, L. (2002). Knowledge Matters. Presentation to ACCC Board of Directors, February 22, 2002. Human Resource Development Canada.

British Columbia Chamber of Commerce (2002). Skill Shortages Initiatives: Closing the Skills Gap, Vancouver.

Canadian Tourism Commission and Statistics Canada (1999). The National Tourism Indicators: Setting Tourism on a New Statistical Foundation.

Center for Education Information (2000). 2000 BC Student Outcomes: Summary of Survey Results by Program Area. Ministry of Advanced Education, Training and Technology.

Center for Education Information (2000). 2000 Key Student Indicators for BC Colleges and Institutes: Survey Results by Institution. Ministry of Advanced Education, Training and Technology.

CERT, (1996). Tourism Education and Training in Ireland. Dublin, Ireland: The State Tourism Training Agency.

Chartered Institute of Personnel and Development (2000). Labour Turnover. Survey Report. Office for National Statistics, London.

Chir-Stimpson, S. (1998). “Why Planning so often fails”. Canadian HR Reporter, June 15, 1998, pp. 19.

CS/RESORS Consulting, Ltd. (2001). Worker Shortages in Accommodation, Food Services and Travel Agencies. Report of Three National Surveys. Canadian Tourism Human Resource Council, Ottawa.

CS/RESORS –Final Report Appendix C -- 1

Downie, B.K. and Wipond, K. (1993). Education and Training Needs for British Columbia’s Environmental Sector. Downie & Associates: Victoria.

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Gallagher, P. (2001). A BC Perspective: The Straight Goods, Kamloops.

Gallagher, P. and Lamoureux, M. (2001). Exploring Investment in Work-Related Learning in British Columbia. Prepared by Gallagher and Associates for the Industry Training and Apprenticeship Commission of British Columbia, North Vancouver.

Goldberg, M. A. and Fullerton, H. R. (2000). Education Issues and Challenges Facing British Columbia in the Millennium Global Knowledge-Economy. The Vancouver Board of Trade. Retrieved May 26, 2001 from the World Wide Web: http://vancouver.boardof trade/Goldberg_edu_summary.htm

Government of Canada (2001). Knowledge Matters: Skills and Learning for Canadians. Canada’s Innovation Strategy.

Industry Canada (2001). Achieving Excellence: Investing in People, Knowledge and Opportunity. Canada’s Innovation Strategy, Ottawa.

Kunin, R. (2001). The Concept of a Human Resource Investment Tax Credit as a Means to Increasing Training in BC. Prepared by Kunin and Associates for the Industry Training Apprenticeship Commission.

Lemon, R., (2001). Tourism: The Labour Market and the Visitor Experience. Presentation to the Tourism Educators Conference. Tourism British Columbia.

Meis, S. and Kemp, K. (2001). Towards a Labour Market Module of the Tourism Satellite Account: Initial Results. Presentation to the International CHRIE Conference & Exposition Convention, July 25, 2001, Toronto.

Ministry of Advanced Education. (2001) A Discussion of Skills Shortages Issues in British Columbia. Government of British Columbia: Youth and Labour Market Service Branch. Retrieved October 26, 2001 from the World Wide Web: http://www.aved.gov.bc.ca/branches/ea/reports/skillshortages.htm.

Ministry of Education (2001) Headcount Enrolment in Approved Career Preparation Programs: by specialty, school and district/authority. Government of British Columbia. Retrieved May 9, 2002 from the World Wide Web: http://www.bced.gov.bc.ca/k12datareports/01sldtxt/1591a.txt

CS/RESORS –Final Report Appendix C -- 2 Monkman, M. (2000) Tourism-Related Occupations 1992-1999. BC Stats; Ministry of Finance and Corporate Relations.

On Track. (2000) Private Training Outcomes Survey Report. Center for Education Information. Retrieved May 9, 2002 from the World Wide Web: http://ontrack.ceiss.org/Reports/2000_12contents.asp

Rubenson, K. and Schuetze, H.G. (2000) Investment Options for Financing Work-Based Education and Training. Center for Policy Studies in Higher Education and Training. Vancouver: UBC.

The Educational Foundation of The National Restaurant Association, (1997). Industry of Choice Report. Chicago, Illinois.

Tourism British Columbia. (2002) The Value of Tourism: Building Tourism with Insight.

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Western Economic Diversification Canada, Ministry of Competition, Science and Enterprise and BC Stats. (2001) Small Business Profile: A Profile of Small Business Growth and Employment in British Columbia. Victoria.

Formatted: Bullets and Numbering

CS/RESORS –Final Report Appendix C -- 3