Five Overlooked Reasons Why Tourism Jobs Matter

Many tourism jobs were once considered seasonal or entry-level employment, but in recent years, it’s become increasingly clear that they are much too important to take for granted. Especially as a record 330 million people find themselves employed in the tourism sector this year.

This World Tourism Day, on September 27, let’s acknowledge the vital work that those in tourism jobs do to buttress our industry. Without them, our industry would grind to a halt—and having just experienced that a few years ago, I’m sure none of us is hoping to go through it again.You can learn more about what your tourism workforce needs in DCI’s recent study, Strengthening the Travel and Tourism Workforce. More than just the force that pushes our industry forward, those in tourism jobs perform work that goes beyond simply facilitating visitation.

1. They are Brand Ambassadors

A destination brand is a nebulous thing, but tourism workers put a face on it. They are on the front lines, engaging with travelers and meeting planners, bringing that brand to life. 

It’s important to value tourism jobs in this light, to understand that these workers aren’t simply performing an action, but partaking in visitors’ experiences. A little upskilling can go a long way in making sure your destination’s workforce is engaged with your brand’s values and sharing it properly.

2. They Embody Local Culture

No one knows your destination’s local culture better than those who live and breathe it every day. Hotel concierges, restaurant servers, and tour guides are just some of the tourism jobs that visitors engage with and seek for advice. While online sources can provide endless reviews, nothing beats an authentic local human being when a traveler is experiencing a destination.

Highlighting local voices in the tourism industry is one way that destination marketers can tap into this local expertise.

3. They are Storytellers

A traveler may know nothing about your destination beyond some cursory research, but ten minutes with someone in a tourism role will change all of that. Tourism jobs are filled by local individuals with stories, and they are willing to share them with visitors.

Not every tourism worker will be Shakespeare, and not every story may be one you’d pitch to the travel media, but they can provide the history and anecdotes that tell your destination’s story in a direct, authentic way that visitors seek. Embracing this potential and sharing the kinds of stories your destination marketing organization wants to promote is a powerful way to guide their storytelling.

4. They Act as Watchdogs

When something isn’t quite right in your destination, it isn’t always immediately obvious. Having eyes on the ground—tourism workers who see insufficient infrastructure or inequality in the workplace, for example—can change all that. 

Far from enlisting them to report every single challenge, engaging with your tourism workforce to share real concerns is a powerful way to engage them, help them feel heard, and improve your destination when improvements are needed.

5. They Advocate to Other Workers

A tourism worker is part of a community—and communities share experiences and information. As your destination grows and seeks new talent, those already in a rewarding tourism job will tell others and inspire them to look to your destination and partners for employment

Acknowledging this is vital. Check in with tourism workers and do what it takes to keep them engaged. If successful, that positivity will spread and increase your talent pool, ensuring you have the human power needed to keep your destination moving forward.

Tourism simply doesn’t exist without a workforce. Attracting and keeping the best workers is key. Get in touch with Karyl Leigh Barnes at karyl.barnes@aboutdci.com to learn how DCI can help you research and understand your own local workforce’s needs and expectations.