Instagram campaign to change perceptions of travel, tourism careers
More people need to be persuaded to consider travel and tourism as a career option, according to the World Travel & Tourism Council as it launched a new Instagram campaign to help change perceptions of a career in the sector.
Despite the industry’s obvious appeal, there remains a lack of awareness of the range of career opportunities that exist within it, according to WTTC president and chief executive David Scowsill.
“Graduates need to be moved away from always only considering banking or finance or law as careers with opportunities for progression and security and see Travel & Tourism as an excellent career option,” he said. “We believe this campaign can play its part in doing that.”
Travel and tourism workers in Australia are being urged to participate in the campaign, by creating a 15-second Instagram video explaining why they love working in the industry.
It follows the release of new research by WTTC which demonstrates the industry’s potential to address youth unemployment and gender inequality issues worldwide. It employs 20.3% of young people in Australia, nearly double the overall workforce average of 11.6%. The number of female employees is also above average – 66% as compared with 45.7%.
“Travel & Tourism offers work-life balance, international opportunities, travel and good benefits. But we need people to realise this,” Scowsill said.
“People in the Travel & Tourism Industry have a great thing in common – we love travel. So there are no better people to sell the sector and be brand ambassadors to help shift perceptions”.
Hilton Worldwide president & chief executive Chris Nassetta, Taj Hotels chief executive Raymond Bickson and South Africa Tourism chief executive have kicked off the campaign.
To take part, industry representatives need to answer one of the following questions:
1) How or why did you decide to start a career in the Travel &Tourism industry?
2) What has been the most fulfilling (or inspiring) moment in your T&T career?
3) Who has been most influential to you in your T&T career?
4) Why would you recommend a career in T&T to someone?
5) How has a career in T&T affected/changed your life?
The video should then be uploaded in Instagram tagging @WTandTC and hashtagging #TourismMatters with a first prize of US$1,000 and runners up prizes of US$500 and US$250 up for grabs.
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