Go with Tourism – a government-funded initiative developed to build New Zealand’s tourism workforce – has today launched a new digital marketing campaign asking New Zealanders to “broaden their horizons” when it comes to a future in Tourism.

The Broaden Your Horizons campaign is a subtle shout out to those who hold negative perceptions about the Tourism industry. Myths such as low-paid, seasonal work, unskilled staff and lack of career progression are busted by videos showcasing the success of three tourism heroes.

Janine Mears, General Manager of Mudbrick Vineyard & Restaurant, explains how she opted out of the “corporate ladder” for a life in hospitality; Garth Solly, General Manager at The Landing, describes working his way up from entry-level positions; and Mason Carr, Jump Master at AJ Hackett Bungy, followed his passion for adventure and the outdoors by studying adventure tourism after secondary school.

The concept for Broaden Your Horizons was developed in consultation with Tourism Educators Forum Aotearoa following recent concerns that career influencers – parents, caregivers and school career advisors – are dissuading New Zealand youth from Tourism careers.

“This isn’t a new problem,” says Matt Stenton, Programme Director at Go with Tourism. “In 2018, the Tourism Youth Perceptions research report clearly showed how our youth are influenced by the negative perceptions held by those they go to for career advice.

“The issue now, however, is that the career influencers are saying that Tourism has been decimated and that they won’t find a future in the industry, when in fact our industry is screaming out for talent.

“COVID-19 is a once-in-a-lifetime event. In about five-years’ time we expect tourism to thrive again and new talent will be highly sought after. As our industry is starting to reactivate, now is the perfect time to feed the funnel and future-proof Tourism by showing students what success can look like and to get them training towards Tourism career goals.”

Tourism Youth Perceptions was commissioned by Auckland Tourism, Events & Economic Development (now a part of Auckland Unlimited) and Tourism Industry Aotearoa. Results showed:

• Tourism is a “hard-sell” to parents
• Careers advisors are not tourism advocates
• Tourism is considered a “second-class” subject in schools
• Students picked up on the negative stereotypes their influencers believed

Go with Tourism encourages the entire Tourism industry to get behind the key message of the Broaden Your Horizons campaign. “We all need to work together to break down negative perceptions and encourage new talent to our amazing industry,” says Stenton.

Written by Helen Shaw, Marketing Communications Manager