PRESENTATION TO THE TOURISM PORTFOLIO COMMITTEE ON

TOURISM HUMAN RESOURCES DEVELOPMENT STRATEGY (THRD)

13 APRIL 2010

Rationale for Tourism HRD Strategy

o There is a lack of service culture and ethos in the sector and in the country in general.

o People development is fundamental to the success of public , private organizations and enterprises.

o It seeks to ensure that people are capable of undertaking their responsibilities.

o Ensure a sustainable supply of talent to the organizations.

o It seeks to ensure that the sector is able to generate and sustain its human capital needs.

o Skills development is able to keep pace with the growth in tourism

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Methodology for Strategy Development

o To assess the status of Tourism Human Resources Development (THRD) in the sector and determine the needs.

o To identify strategic focus areas for THRD that are responsive to the tourism growth strategy and the overall strategic development framework.

o To review the focus of the tourism industry and ensure that the THRD strategy is responsive to the Sector’s strategic priorities.

o Alignment of the THRD with the National Human Resources Development Strategy.

o Outline a comprehensive 5-year THRD strategy .

o To present an action plan and an implementation guide for the adoption and roll out of the strategy in the sector.

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Vision for Strategy

…Sustained and efficient human capital formation to grow a service-oriented and

world class tourism destination …

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Structure of the Sector as at 2007

Sub-sector Estimation of industry size

Hospitality 28,000 employers – 290,000 employees (2007: skills audit report)

Travel and Tourism 6,200 employers – 28,000 employees (2007: skills audit report)

Conservation and Tourism Guiding

3,500 employers – 30,000 permanent employees (2007: skills audit report)

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Strategic Imperatives/Objectives for HRD in Tourism A Service Ethos and Tourism Culture.

Strengthening the Educational Foundation or Building Human Capital in the Sector.

Promoting Quality and Consistency in Training.

Commitment, Collaboration and Joint Action to Minimize Fragmentation. Training Interventions Designed to Foster Transformation.

Strengthen Private Sector Partnerships and Participation in Policy.

Consolidating and Streamlining Disparate Initiatives into more Coherent and Articulated Structures.

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Strategic Imperatives/Objectives for HRD in Tourism

Ensure demand-led planning in skills development.

Building competence in Tourism Management and Leadership in public and private sector.

Incentive-driven promotion of HRD for the sector.

Building core and generic competencies as a stimulus for change.

Building capacity in communities to assess, value and manage tourism assets (building a tourism culture)

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Strategic Initiatives National Tourism Careers Expo

Educators seminar National Tourism Leadership Dialogue Tourism Service Excellence Initiative National Tourism Ambassador Programme Thematic Capacity Building (chefs, guides,

foreign language etc.) Tourism curriculum review Address matters related to conditions of

employment (decent work)

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1. National Tourism Career Expo

Serves as a platform to promote tourism as the career and profession of choice to the youth and

industry as an employer of choice to job seekers exchange of ideas, interests, need, requirements by both the industry and

the education sector Is the premier Tourism Human Resource Development event in the country

NTCE hosted twice (08 and 09) by NDT, DEDT-KZN & THETA Partnership with a sum total of 29 000 participants and 100 exhibitors

Additional arenas : • recruitment clinic• Adventure• Conservation

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2. Educator Seminars

Serves as an annual recruitment & preparatory platform of educators & learners to attend the NTCE.

Also serves as a platform to share information & latest developments with educators tourism & hospitality education & training issues

Creates a platform for educators to advise NDT of their needs and challenges

Led to the initiation of educator placement programme in industry workplaces for experiential learning.

An average of three sessions held in each province with an average of 35 educators attending, including those in rural areas

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4. Tourism / Hospitality Schools Survey

Marked decline of new entrants into Hospitality Colleges / Hotel Schools reported in 2008.

Lack of clearly defined career path sighted as a challenge.

Industry perceived as uncompetitive in terms of remuneration.

Capacity of educators in schools in terms of tourism curriculum also identified as a challenge.

Emphasised on collaboration amongst stakeholders

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5. Tourism Volunteer and Ambassador Training NDT partnered with FIFA 2010 World Cup Organising Committee (OC)

to train recruited volunteers on Know Your Country – Know Your City module developed by NDT.

Since 2008 the programme has trained in excess of 20 000 volunteers

NDT also facilitated the appointment of Hospitality Assistants for 2009 Confederation Cup and 2010 World Cup.

210 Tourism Ambassadors where trained on SA Host Customer Service Programme and provinces were encouraged to continue doing so for the World Cup and beyond.

Volunteers & Ambassadors assist participants during events with critical tourism and other related information sought by visitors.

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6. Training Opportunities Domestically and Internationally Partnership with the Deputy President`s Office on placement of unemployed graduates

established. 64 unemployed tourism graduates placed at the Ritz Carlton Hotel in Canada for experiential

learning on hotel management.

NDT provided Hospitality Youth Initiative with its database of unemployed graduates for their 3 months placement preparatory training

32 youth from Gauteng are undergoing experiential learning at the City Lodge Hotel Group

102 Tourist Guides and frontline staff were trained on French, German, Spanish, Portuguese during 2009,

The project was implemented in partnership with Department of International Cooperation & Organisation (DICO)

About 40 tourist guides were placed in Spain for a period of 4 weeks during 2009

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7. Tourism Leadership Dialogue

This is a dialogue platform for industry captains from both public & private sector to discuss pertinent industry issues affecting industry growth and development.

It has been successfully held on a quarterly basis since September 2008 with the sixth session held in March 2010

It has drawn interest to an average of 50 participants per session

It has led to Football Fridays Southern Sun idea being adopted by the sector and the eventually the whole country followed suite.

Minister`s round table discussions was also held with the Captain of the industry to discuss and provide strategic leadership

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9. Tourism Service Excellence Initiative (TSEI) NDT launched Tourism Service Strategy during the Annual National Tourism

Conference held in 2008.

The strategy has five implementation pillars namely: Research & information; upskillling; public awareness; standards setting, monitoring & measurement; and feedback mechanisms

Key industry stakeholders and the public sector signed a pledge committing to the provision of an excellent service through out the tourism value chain

The Research phase was conducted in 2009 with the view to ascertain the levels and standards of service in South Africa.

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9. Tourism Service Excellence Initiative (TSEI)

Research report with recommendation finalised.

Upskilling phase with a specific focus on front line staff underway. 250 000 frontline to be trained before the World Cup 200 Training Service Providers to be trained on train the trainer

Public awareness campaigns will be implemented in 2010 and the rest of the pillars will be implemented moving forward.

Tourism Service Excellence Initiative will be one of the tourism legacy projects.

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10. Monitoring of THETA Sector Skills Plan (SSP)

Entered into an MOU with THETA in 2006 to enable monitoring of SSP implementation by NDT

NDT represented in THETA board and Chamber Committees for oversight and monitoring purposes

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Medium-term implementation Plan

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Key Performance Areas

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•Provision of decent work within the tourism sector*

•To provide excellent people development within the tourism sector targeting young people**

•To ensure competitiveness of the sector***

KPIs Target 2010/11 Target 2011/12 Target 2012//13 Target 2013/14 Target 2014/15

% compliance with the tourism sector “Decent Work Framework”. *

Baseline and framework in place

MoU signed and implemented

10% industry compliance to the framework

20% compliance 30% compliance

South Africans as a % of total workforce in the tourism sector*

baseline and framework in place

Stakeholder MoU signed and implemented

5% increase of the baseline

15% increase of the baseline

30% increase of the baseline

No of educators empowered and placed within the tourism sector for experiential learning**

placement framework in place and 100 tourism educators empowered and

130 tourism educators empowered.

160 tourism educators empowered

200 tourism educators empowered

250 tourism educators empowered

No of businesses participating in the placement

Programme**

Placement framework in place

2 National Tourism businesses

4 National Tourism business

6 National Tourism business

10 National Tourism business

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KPIs Target 2010/11 Target 2011/12 Target 2012//13 Target 2013/14 Target 2014/15

List of scarce and critical skills needed by the tourism sector ***

Draft report in place

Final skills report 10% implementation of scarce and critical skills

20% Implementation of scarce and critical skills list

30% Implementation

No of targeted training initiatives undertaken**

180 Training initiatives

220 Training initiatives

280 Training initiatives

340 Training initiatives

400 Training initiatives

No of tourism graduates placed for experiential learning **

50 tourism graduates placed

70 tourism graduates placed

80 tourism graduates placed

100 tourism graduates placed

120 tourism graduates

No of school leavers who register for tourism qualifications at higher learning institutions**

Baseline study in place with 200 registered

350 registered 500 registered 650 registered 800 registered

Number of young people trained as Chefs***

150 200 300 350 400

Number of young people trained as Tourism Ambassadors and placed at key events***

15 000 200 300 350 400

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KPIs Target 2010/11 Target 2011/12 Target 2012//13 Target 2013/14 Target 2014/15

% of tourist guides registered in the new system

20% 30% 40% 45 % 55%

Number of participants on service excellence training programme

250 000 35 000 100 000 100 000 Review of strategy

% compliance with the service excellence framework by the sector

Standards and certification programme in place

Baseline in place

30% 65% 90%

% implementation of the framework governing the tourism centre of excellence

Concept document in place

Resource mobilization and buy-in

Centre of excellence established

50% 70%

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Key Performance Area - Deliver world class visitor experience

THANK YOU

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