There’s been a long-held view and perception that jobs in tourism and hospitality are only for the short term. A stopgap, a summer job or something to do until a ‘proper’ job comes along.
I see this very differently, having worked in the tourism and hospitality industry for more than 40 years; however, this view overlooks the thousands of people who’ve built successful, lasting and enriching careers in this industry, the variety of opportunities that our sector presents and it also no doubt influences the many young Scots who could be thriving in tourism.
Right now, opportunity is waiting. In the next few years, we’ll need around 41,500 more people working in tourism and hospitality across Scotland. That’s not a vague prediction, it’s a clear forecast based on how our economy is growing, how travel habits and consumer behaviour are changing, and how many older workers will be retiring.
These roles matter. They keep our towns, villages and city centres buzzing with domestic and international visitors and they support the businesses that depend on our tourism industry – suppliers, transport, small independent high street shops and other businesses that you might not consider to be ‘tourism businesses’. More than that, these roles and opportunities are a chance to be part of something bigger. Scotland has set itself an ambitious target – to be the world leader in 21st-century tourism.
That’s a vision laid out in our national strategy, Scotland Outlook 2030, and about far more than attracting visitors. It’s about protecting our places, growing prosperity in every community and ensuring tourism is a force for good, for the people who live here as much as the millions who come to visit our destinations.
Tourism plays a vital part in Scotland’s economy. It generates upwards of £12 billion in economic activity, supports more than 200,000 jobs, and is the lifeblood of our communities, particularly in rural areas. It also offers careers that are far more varied and rewarding than most realise.
Read more:
A young person can start out with a Modern Apprenticeship in a hotel kitchen or on the front desk and go on to run their own venue, launch a specialist events business, or take a management role overseas. We see it happen frequently. Our sector comprises individuals who have risen through the ranks to acquire extensive knowledge, experience and credentials, now holding leadership positions in various sectors of the tourism industry.
Part of the challenge is that old stereotypes still linger. Many parents and teachers still picture hospitality as pulling pints or clearing plates. Those roles are absolutely valuable (ask anyone what their first job was, and it was probably one of the two, or both!), but they’re only one piece of the jigsaw of opportunity.
Tourism is also an industry that needs digital marketers, data analysts, events teams, professionals who develop new experiences and drive sustainability projects. It’s an industry for people who love stories, culture, history, languages, fun, socialising and giving people new and memorable experiences.
At a time when many graduates struggle to find meaningful work, tourism offers a way in. Whether that’s through a college course, a university degree focused on tourism or events, or an apprenticeship where they’re learning on the job, it’s a sector with a clear route to building a prosperous future.
Scotland Outlook 2030 sets out exactly why that matters; how we’ll attract, grow and retain a skilled, diverse workforce. It puts fair work and quality opportunities front and centre; that’s essential if we’re serious about not just growing numbers but creating an industry that reflects modern Scotland and supports people in building a life they’re proud of.
But it can’t all be left to young people to figure out. As a country, we need to do far more to show the doors that are open. That means more apprenticeships, more investment in colleges and universities, and ensuring the training on offer keeps pace with the evolution of technology, sustainability and today’s visitor expectations.
We must also be honest about the barriers. In many rural and island areas, for example, the lack of affordable housing makes it hard for young people to take up jobs even if they want to.
If we’re asking them to build their lives in these communities, we need to make sure that’s realistic.
We also need UK Government support to create the right economic conditions for tourism to thrive; right now, that means urgently reviewing and addressing the national insurance contribution stance and lowering VAT for our sector to allow businesses to grow, employ, nurture and secure the talent we need. Without this, we risk undermining the very opportunities we’re trying to create for the next generation.
The good news is that we’re already seeing positive developments. Businesses across Scotland are reshaping roles to offer more flexible hours, year-round contracts and clear paths for people to progress. More are partnering with schools and colleges, setting up placements and mentoring schemes so that the next generation can get a real feel for working in our industry. These are the kinds of practical steps that turn strategy documents into real, meaningful economic and cultural change.
If your son or daughter is looking for a booming industry to be part of, as they should, Scotland’s tourism turnover figures stack up to present a very attractive option. This is a £16.5 billion industry; £10.5bn comes from what visitors spend here and another £6bn from events. It’s a sector full of innovation, job security, passionate people and a global brand that’s synonymous with a warm welcome and world-class experiences.
People will always want to travel, eat out, explore and make memories. That’s why tourism and hospitality will always be here, offering opportunity, connection, and a future young Scots can be excited about.
As you sit down to discuss next steps, hopes and dreams, or new options with your young people, I encourage you to explore what tourism can offer.
If your son or daughter enjoys working with people, is creative, curious, likes solving problems, or has a talent for languages, then there’s every chance they’ll shine here and be given the welcome our industry is globally renowned for delivering.
Tourism is an industry that can open doors all over the world, but most importantly, it can build a happy, successful and thriving life right here in Scotland, one that’s full of opportunity with a bright future for everyone.
Marc Crothall is chief executive of the Scottish Tourism Alliance