Canadian Tourism Human Resource Council

Canadian Tourism Human Resource Council

October 06, 2011 14:00 ET

Federal Tourism Strategy Officially Launched

The Canadian Tourism Human Resource Council (CTHRC) welcomes the inclusion of human resources as a pillar of Strategy

OTTAWA, ONTARIO--(Marketwire - Oct. 6, 2011) - On October 6, 2011, the Honourable Maxime Bernier, Minister of State (Small Business and Tourism), officially launched the Federal Tourism Strategy.

The Federal Tourism Strategy will help position Canada to take advantage of tourism growth opportunities, to increase tourism revenues, to create jobs in all regions of Canada, and to support an internationally competitive tourism sector. The strategy is the result of extensive industry consultations and a collaborative approach among some 15 government departments and agencies.

The strategy identifies four priorities: increasing awareness of Canada as a premier tourist destination; facilitating ease of access and movement for travellers while ensuring the safety and integrity of Canada's borders; encouraging product development and investments in Canadian tourism assets and products; and fostering an adequate supply of skills and labour to enhance visitor experiences through quality service and hospitality.

The CTHRC views this announcement as a very positive development, and is pleased that tourism labour market issues will be a priority under the Federal Tourism Strategy. The CTHRC has benefitted from significant ongoing support from Human Resources and Skills Development Canada, and is encouraged by the endorsement of the importance to the sector of the CTHRC and its programs in the Federal Tourism Strategy.

The recognition of emerit credentials and training as "synonymous with excellence, credibility and professionalism" by the federal government is significant, and the CTHRC will continue to work to ensure that occupational standards and certification programs reflect current skill and knowledge requirements of Canadian tourism businesses.

The Council has been working with Parks Canada for the past several years to ensure that the emerit Heritage Interpreter certification program provides the best credential possible for the agency's interpreters, and we look forward to expanding this work to other tourism-related job categories.

In addition, the CTHRC will continue its work in other important areas identified in the Strategy: producing timely labour market research, ensuring that the sector has current information on labour supply and demand gaps, tourism compensation and benefits, demographics of the tourism workforce, and general trends and issues in the sector's labour market; assisting individuals facing barriers to employment through cross-Canada delivery of the bridging program, Ready to Work; supporting tourism studies in high schools across the country through the Canadian Academy of Travel and Tourism; and finding ways to provide credit transfer opportunities for individuals with tourism knowledge and skills both inside and outside of Canada. The Federal Tourism Strategy's focus on partnering with industry, and private sector organizations supporting the tourism sector, will be very important going forward.

The Canadian Tourism Human Resource Council and its members look forward to enhancing our already strong working relationship with the federal government, to continue these important initiatives and to work together to resolve issues related to impending tourism labour shortages. The CTHRC believes that the release of the Federal Tourism Strategy is an important step towards reaching our collective goal of a sustainable and competitive Canadian tourism sector.

About the Canadian Tourism Human Resource Council (CTHRC)

The Canadian Tourism Human Resource Council (CTHRC) is a national organization that facilitates and coordinates human resources development activities which support a globally competitive and sustainable Canadian tourism sector. The Council conducts labour market research (, offers training and recognition under the emerit tourism training brand (, promotes the advantages of working in the sector through Discover Tourism (, and helps identify companies with positive HR practices through its employee-rated Employer of Choice program.

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