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Cthrc hr forum educators meeting charlottetowne pei presentation (v5)
1. Labour Market Information: An Opportunity for Educators? Scott Meis, Special Advisor Educators Partners Meeting 10 th Annual Tourism HR Forum 14-16 November, 2011 Charlottetown, P.E.I
23. TSA Integrated Data System Source: Statistics Canada • Statistique Canada Recreation surveys Canadian Tourism Satellite Account Survey of Household Spending Travel Survey of Resident Canadians International Travel Survey Demand surveys Input-Output Tables Travel Arrangement Services survey Food and beverage Survey Accommodation survey Transportation surveys Supply surveys System of National Economic Accounts Other supply surveys (including goods) Balance of Payments
46. What is a Tourism Job? Total jobs in all industries (T) (t) jobs in tourism industries (A) not attributable to tourism demand (i.e. industries that directly serve visitors) (a) jobs in tourism industries (A) attributable to tourism demand (i.e. industries that directly serve visitors) (b) jobs in non-tourism industries (B) attributable to tourism demand (i.e. industries that directly serve visitors) (T) (A) (a) (B) Total jobs in tourism industries (A) (i.e. industries that directly serve visitors, including non-visitor) Total Jobs attributable to tourism demand (B) (i.e in tourism industries & non-tourism industries) (b) (t) HRM Supply-Side (A) HRM Tourism Demand-Side(a) (a)
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54. Tourism Employment by Province Almost 60% of tourism employees are found in 2 provinces: Ontario and Quebec
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57. Insights on Part-time Work & Total Hours by Industry Group
79. Thank you for your interest & attention! Are there any questions? wswedlove@cthrc.ca Thank You Canadian Tourism Human Resource Council │www.cthrc.ca │613 231 6949
Editor's Notes
Core functions include development and dissemination of relevant, credible and timely labour market information for touurism sector Includes labour market research, statistics and analysis research and development Provides and promotes LMI… As a member benefit to business, labour, associations, government, and equity groups To promote and enhance professional HR development in tourism
Key recent advances and events include: OECD TSA Human Resource Module Conceptual Framework – 2001 Canadian TSA-HRM R&D (1997-2002) Revision of international standards – IRTS 2008 Update of TSA methodological framework –TSA-RMF 2008 ILO/WTO Joint project on employment in Tourism Industries (2008) ILO/UNWTO Review of measurement issues and case studies of employment in tourism industries (2008) UNWTO Global Conference on Tourism Employment Statistics – Bali 2009 CTHRC Demographic profile of Tourism sector employees (1994 through 2010) ILO Technical Guide on Best Practices in Measuring Employment in Tourism Industries – In progress Canadian Human Resource Module Update releases 2006-2009 Canadian tourism labour supply-demand models, 2006-2010 Global economic crises, recession & aftermath (2007-2010)
Key recent advances and events include: OECD TSA Human Resource Module Conceptual Framework – 2001 Canadian TSA-HRM R&D (1997-2002) Revision of international standards – IRTS 2008 Update of TSA methodological framework –TSA-RMF 2008 ILO/WTO Joint project on employment in Tourism Industries (2008) ILO/UNWTO Review of measurement issues and case studies of employment in tourism industries (2008) UNWTO Global Conference on Tourism Employment Statistics – Bali 2009 CTHRC Demographic profile of Tourism sector employees (1994 through 2010) ILO Technical Guide on Best Practices in Measuring Employment in Tourism Industries – In progress Canadian Human Resource Module Update releases 2006-2009 Canadian tourism labour supply-demand models, 2006-2010 Global economic crises, recession & aftermath (2007-2010)
Tourism is a special form of demand (both personal and business consumption). Before the conception and development of the Tourism Satellite Account (TSA), it was impossible to identify either individual tourism economic activities/industries or their amalgam as a synthetic tourism sector. As a result, it was not possible at that time to conceive of, or estimate, an aggregate measure of employment in tourism industries, such as the total number of jobs in tourism industries or the characteristics of persons working in tourism jobs in ways that were comparable with other industries or the overall economy.
Until recently, the majority of the available measures of tourism phenomena dealt primarily with various aspects of tourism consumer demand (both personal and business) – the volumes of various categories of visitors, the money they spent, and the goods and services they purchased. Measures of the supply-side of tourism production were, at best, dispersed, partial and fragmented. Even today, some twenty years later, less than half of the countries in the world have developed the necessary statistical instruments to generate a comprehensive supply-side view of tourism.
According to the UN-WTO, tourism is: “the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes” A commodity (passenger air transportation, hotel accommodation, restaurant meals, etc.) is a tourism commodity if a significant part of its demand in Canada comes directly from visitors An industry (air transportation, accommodation, food and beverage services) is a tourism industry if tourism commodities make up a significant part of its output
Lets say my sister and her husband travel to Ottawa from Toronto (which is about 500 km) to visit me because Uncle Angus is visiting from Scotland Angus offers to take us out for dinner as his guests.
We end up at the Red Lobster on St. Laurent As it reminds Uncle Angus of growing up in Glasgow’s industrial core in the early 1940’s
Of these 100 customers however, 25 are visitors/tourists (red dots) and all the rest, 75 persons, are local resident consumers, shown here as blue dots.
In order to meet this demand the restaurant needs servers We are not concerned with how many they have on staff, right now were looking at how many server jobs are needed to properly meet this current demand. It doesn’t matter if it is Steve, Joleen or Sarah who happens to be on shift. For arguments sake, lets say this particular restaurant needs 20 servers, cooks and kitchen helpers and bartenders to meet this current demand Since everything else is equal, if 25% of the demand comes from visitors, the one view of tourism employment would only count 25% of the jobs The other view of tourism employment, counts all 20 of the jobs created in the restaurant by the current demand – regardless of the source of those jobs will be serving visitors or local consumers. count all 20 serving jobs. And of course we also count the cooks, the chefs, the bartenders etcetera
The Canadian vision of the TSA (CTSA) was of a new statistical instrument designed to provide a comprehensive overview of tourism economic activity in monetary terms (both current and constant dollars) To establish the relative importance of identified component tourism activities to overall tourism activity and to other activities in the national economy in these monetary terms. Reasons & rationale for a TSA: Visibility, identity & recognition for the “industry” Credible and coherent estimates of tourism Comparable with total economy, other industries, across regions Comparisons between countries Consistent measures over time Increased analysis & research capacity From the very beginning, tourism employment and labour analysis were an essential part of the original identified industry applications for the information to be derived from the new instrument which included aiding decisions relating to “manpower development, education and training; planning and awareness, etc.
Supply surveys feed into SNA directly TSA takes supply data directly from SNA but uses surveys directly in some cases to restore detail e.g., Accommodation industry (hotels, motels, camping, other) e.g., food and beverages commodity (meals/drinks from acc/rest) Key survey input is demand surveys (travel/tourism) – fundamentally important to identify what is tourism in SNA Big advantage of using IO is that all main, relevant sources are integrated differences between them are reconciled in balanced frameowrk Consequence is that we save ourselves a lot of work we maintain comparability with the SNA
A commodity (passenger air transportation, hotel accommodation, restaurant meals, etc.) is a tourism commodity if a significant part of its demand in Canada comes directly from visitors An industry (air transportation, accommodation, food and beverage services) is a tourism industry if tourism commodities make up a significant part of its output
(sometimes 4 or 6)
While other organizations may not be concerned with the impact of locals on the tourism sector, it is certainly a concern of the council. Business owners need to train their employees to offer excellent service regardless of whether they are serving a local or a tourist Visitors spend money, but so do locals (people who are within their “usual environment”) And we spend that money within the tourism sector and that spending creates jobs just as spending by visitors does Review Percentages I am going to run you through an example just to make sure everything is clear.
First CTSA focused mainly on monetary aggregates associated with tourism supply, demand and tourism GDP. Qualifying Notes: 1) TSA measures only direct effects on GDP & jobs 2) Additional complementary impact models measure indirect and induced effects on GDP & jobs
Keep in mind that a tourism industry is one that owes a significant portion of its demand to visitors. Within the tourism sector, there are 29 industries within five tourism industry groups: Accommodation, F&B, Recreation & Entertainment, Transportation, and Travel Services
Only one out of the ten tables (Table 7) covers employment in the tourism industries; and that, only in terms of number of jobs; hours of work; and full-time equivalent jobs by status in employment, all broken out by twelve characteristic industry/activity groups . In retrospect, the most important benefits of the release and promulgation of the TSA:RMF (2000) were: The identification and specification of a methodological approach for measuring non-traditional cross–cutting sectors of economic activity; and The endorsement and adoption of a common concept and definition of the tourism sector as a synthetic collection of characteristic economic activities/industries that included passenger transportation, accommodations, food and beverage services, travel services and recreation and entertainment characteristic activity/industry groups.
Only the number of jobs and labour income directly attributable to tourism can be found in the CTSA, and even then, little or no information is provided on the attributes of the jobs, the employers, and the employees working in those jobs. Yet, as revealing and useful as this new employment information was at the time, it was immediately noted that the human resource dimension of the CTSA was, and still is, very limited as it focused mainly on monetary aggregates associated with tourism supply and demand and the measurement of GDP.
In 2000, a new joint UN/UNWTO/OECD/EC standard The Tourism Satellite Account: Recommended Methodological Framework (TSA:RMF 2000) -- approved by the United Nations Statistics Commission Released jointly in 2001 Final TSA in TSA:RMF (2000) focused primarily on the core account -- key monetary aspects of tourism vs. overall economy. The TSA consists of ten tables of predominantly economic data which measure domestic and international consumption (in cash and in kind); value added of the tourism industries; tourism value added; and, tourism GDP.
Only one out of the ten tables (Table 7) covers employment in the tourism industries; and that, only in terms of number of jobs; hours of work; and full-time equivalent jobs by status in employment, all broken out by twelve characteristic industry/activity groups . In retrospect, the most important benefits of the release and promulgation of the TSA:RMF (2000) were: The identification and specification of a methodological approach for measuring non-traditional cross–cutting sectors of economic activity; and The endorsement and adoption of a common concept and definition of the tourism sector as a synthetic collection of characteristic economic activities/industries that included passenger transportation, accommodations, food and beverage services, travel services and recreation and entertainment characteristic activity/industry groups.
Only one out of the ten tables (Table 7) covers employment in the tourism industries; and that, only in terms of number of jobs; hours of work; and full-time equivalent jobs by status in employment, all broken out by twelve characteristic industry/activity groups . In retrospect, the most important benefits of the release and promulgation of the TSA:RMF (2000) were: The identification and specification of a methodological approach for measuring non-traditional cross–cutting sectors of economic activity; and The endorsement and adoption of a common concept and definition of the tourism sector as a synthetic collection of characteristic economic activities/industries that included passenger transportation, accommodations, food and beverage services, travel services and recreation and entertainment characteristic activity/industry groups.
The updated 2008 TSA:RMF emphasises the addition of a new Chapter 7 "Employment in the Tourism Industries", included in a revised and updated IRTS 2008 with the objective of helping countries to measure quantitative and qualitative dimensions of employment in order to better understand its impact on the tourism economy in a given country and complement the limited employment data produced for Table 7 of the TSA. For the first time, the new chapter describes concepts, definitions, basic categories and indicators of employment in the tourism industries from “a general statistical rather than a specific national accounts perspective”.
Key recent advances and events include: OECD TSA Human Resource Module Conceptual Framework – 2001 Canadian TSA-HRM R&D (1997-2002) Revision of international standards – IRTS 2008 Update of TSA methodological framework –TSA-RMF 2008 ILO/WTO Joint project on employment in Tourism Industries (2008) ILO/UNWTO Review of measurement issues and case studies of employment in tourism industries (2008) UNWTO Global Conference on Tourism Employment Statistics – Bali 2009 CTHRC Demographic profile of Tourism sector employees (1994 through 2010) ILO Technical Guide on Best Practices in Measuring Employment in Tourism Industries – In progress Canadian Human Resource Module Update releases 2006-2009 Canadian tourism labour supply-demand models, 2006-2010 Global economic crises, recession & aftermath (2007-2010)
Demographic Profile of Tourism Employees Uses TSA:HRM conceptual framework plus data from the 2006 Census Provides more detail than the TSA:HRM including: 38 occupations Gender Age Work Patterns Place of Birth Mother Tongue Equity Groups School Attendance Education Level The main report is found on the CTHRC collaboration web portal We have numerous summaries on the research section of the website under the labour market information/demographic profile National Provincial Industry Group Labour Profiles The labour profiles provide a demographic snapshot of the people in that labour pool who are employed in tourism The recently released 2010 version of this publication Who Works For You? A Demographics Profile revels that the level of schooling of the tourism labour force is one of the few aspects of the demographic structure of the tourism labour force that has changed significantly, with more than one in ten percent (`12.3%) of tourism workers holding a university degree compar3d to 22.3% of the Canadian labour force. Similarly, 28.4% of the total tourism labour force is attending school full-time, compared to 16.7 of the Canadian labour force. While the degree of unionization of the tourism sector labour force remains unchanged with 11.5% union membership, compared to 24.9% in the Canadian labour force.
The HRM provides a snapshot of employment of tourism industries, arranged & compiled into five industry groups -- transportation (with details available for air transportation and other transportation), accommodation, food and beverage services, recreation and entertainment and travel services Plus the data are arranged by the occupations they comprise, such as cooks, accommodation manager, room attendant… and others
While total tourism employment accounts for about 10% of Canada’s labour force, o f the jobs reported in the HRM, only about 1/3 (521,000) are due directly to tourism demand (spending). The direct employment figure is what is reported in the quarterly NTI reports, which causes some confusion. The remaining 1.08 million jobs are generated by resident activities such as local spending on taxis, in restaurants, hotels and casinos. The HRM also allows us another way to compare the tourism sector to the economy. In 2009, jobs in tourism industries declined 0.6%, a smaller decline than for all industries in Canada (-1.7%). Workers in tourism industries put in an average 29.0 hours per week in 2009, less than the Canadian average of 32.7 hours, reflecting the high proportion of part-time jobs in tourism. Compensation in tourism was up 0.3% in 2009, outpacing growth in the economy (0.1%).
1.6 million jobs in tourism industries 9.4% of all jobs… formerly 9.9% of all jobs in 1997 Down 0.6% (10,000 jobs) in 2009 Also down 1.7% (27,000 jobs ) in 2005 Compared with a 2.0% decline in tourism revenues Less than the 1.7% (27,000) decline in jobs in the overall economy Net loss of 10,000 jobs in tourism industries in 2009 12,000 full-time jobs disappeared… 2000 part-time jobs created
Industries Three industries dominate the tourism job market: - food & beverages, recreation & entertainment, and accommodation, F&B accounts for more than half of the jobs (53%) at 853,000 Rec & entertainment next at 17% 274,000 jobs Then, accommodations is next accounting for a further a 14% at 222,000 jobs Following that transportation at 13% and 214,000 jobs And lastly, travel services at 3% and 45,000 jobs Since the first HRM the shares of F&B have declined from X% While the job share of accommodation has increased X%
Occupations: Those jobs that are created in the tourism sector are the concern of the CTHRC, Five occupations groups dominate, accounting for almost 48% of jobs in tourism industries These were food counter attendants and kitchen helpers, food and beverage servers and cooks, restaurant and food service managers, and cashiers. Food and beverage servers and cooks were concentrated within three industries: the food and beverage services recreation and entertainment and accommodation industries.
The tourism sector already faces many challenges attracting labour to the sector. In order to effectively address this situation, businesses need to understand the demographic and employment characteristics of existing workers. This information about the PEOPLE working in the sector is found in the Demographic Profile of Tourism Employees . The reports provide details on the people who worked at a tourism business rather than the number of tourism jobs. The main report and summaries (National, Provincial, Industry Group, Labour Pools) are available for download from the Council’s website
Almost 60% of tourism employment is found in Ontario and Quebec (2006 Census)
Nothing else would allow us to accurately know what percentage of executive housekeepers in Nova Scotia had a University degree versus a college level degree Although the absolute numbers will grow, the percentages generally do not shift very much. If 80% of travel counselors were female in 2006, unless something causes a drastic change, it will still be around 80% give or take 2% in 2011
In Canada, most travel occurs during the third quarter, with 40% of all tourist arrivals and 32% of all domestic visitation taking place in the summer months. In addition, during this time frame resident patterns change with the weather and locals frequent neighbourhood restaurants and attractions more often. All of this tourist and resident consumption contributes to an increase in service requirements. It is not surprising then that tourism businesses require part-time and seasonal labour in order to meet demand According to the Census, the tourism sector employs more people in seasonal positions (52%) than in the economy overall (38%). However, other key economic sectors, including agriculture, fishing, manufacturing, farming, logging, and construction, all face more significant seasonal employment fluctuations than tourism does. Moreover, other service sectors such as government services and health services experience seasonal employment peaks similar to tourism. Part-time jobs are also prevalent in tourism, but six in ten (60%) tourism jobs in 2009 were full-time. Many occupations and industries within the tourism sector are better suited to part-time and seasonal work. These include attractions, facilities, and events that are not open year-round, as well as positions that can be labour-intensive. For example, businesses within the recreation and entertainment group are most likely to employ workers on a seasonal basis (58%), while part-time positions are more prevalent in the food and beverage services industry (49%). Some labour pools purposely look for more flexible employment. A lot of older Canadians seek part-time opportunities to stay active after retirement and to share their knowledge and experience without the responsibility of a full-time commitment. Many persons with disabilities want to participate in the labour force, but a full-time job may be detrimental to their overall health and well-being. With Canada facing a labour shortage and an aging population, businesses must recognize the positive contributions of part-time and seasonal employment to a thriving sector, and make a strategic effort to attract and retain people suited to this type of work.
September, 2010, Statistics Canada released National Tourism Indicators, Second Quarter, 2010 Includes tourism demand, tourism supply, tourism GDP and employment attributable to tourism demand Labour Highlights: Tourism demand has recovered to 2007 levels, But, tourism employment level have not…still declining Tourism account for 610 jobs in Canada in Q2, down 1.3% compared to Q2 2009 Fifth consecutive quarter of YOY declines Jobs down in all tourism industry groups but accommodation
October, 2010, CTHRC releases seasonally adjusted monthly tourism labour force unemployment rates for September 2010: Current unemployment rate, 6.8%, compared with overall rate of 8.0% Same level as September 2009, with little within each industry group Travel services industry labour segment showed the largest increase, +4.1% Transportation labour segment showed largest decrease -1.8% Tourism unemployment rates in most provinces were similar or lower than national average Lower rates in some provinces (i.e. PEI , Saskatchewan & New Brunswick) due to fewer youth participants in regional labour markets Source: Statistics Canada Special custom LFS tabulations for CTHRC
A broad perspective of the cumulative long-term threat of a widening labour gap Identify unfilled tourism demand & missed opportunities Identify possible mitigating policy options Empower stakeholder to pre-emptive actions Reduce risks of potential negative effects on sector performance & vibrancy
Further work in progress to promote and extend this international standard for tourism statistics relates to: Development of an implementation programme; Development of compilation guidelines; and Development of a related database. The implementation programme to be developed will consist of supporting training materials, workshops and technical assistance programmes to assist countries in basic data collection and compilation of the data considered in the recommendation. characteristic activity/industry groups.
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