Key findings from Social Impact of Global Tourism by the World Travel & Tourism Council indicate that hospitality is a leading employer for young people around the globe, accounting for almost 60% of all youth employment in 2021 with 40% of those numbers represented by women. Despite continued recovery from the COVID-19 pandemic, there are staff shortages at hotels, restaurants, entertainment venues, theaters, convention centers, and tourism organizations. In relative terms, one in fifteen US job postings remains unfilled, and one in nine European Union jobs remains unfilled. This represents an estimated 412,000 tourism worker shortage. Further, despite the expansion of the Canadian labor market to pre-pandemic levels of 5.3%, Destination Canada reports in their 2023 Quarter-three snapshot that 116,000 positions remain unfilled, representing 6.2% of all the tourism sector.   

Several factors fueling the labor shortage in the US include a decrease in international migration patterns as it relates to the US labor market, working conditions, and a lack of adequate skillsets to perform several jobs within hospitality. Thus, a variety of policy changes and engagement strategies can help destination organizations fill the gap and address these concerns.  

Addressing staff shortages within the sector requires a multi-stakeholder collaborative approach to developing a skilled tourism workforce, providing competitive employee benefits, and partnering with academia to help equip tomorrow’s workforce with new and improved skills to operate within the industry. A recent article by Forbes suggests that one of the greatest currencies of our time is not gold, oil, or knowledge but rather talent acquisition.  

When discussing strategies like youth engagement and workforce development, it's important to be mindful of cultural differences and adapt the approaches accordingly. Be sure to acknowledge the diverse cultural contexts in which these strategies will be implemented and adapt according to the needs of your destination. 

Los Angeles Tourism & Convention Board

At the Mobile World Congress in 2021, the Los Angeles Tourism & Convention Board launched its own Career Academy with the goal of increasing equity in career representation by inspiring the youth of historically underserved communities to consider diverse career paths. This initiative was brought on in response to the call of Los Angeles council leaders’ executive directive to help increase recognition of systemically marginalized groups. For the event itself, a dozen high school students from the Ambassador School of Global Leadership attended the inaugural program led by Mayor Eric Garcetti. Each student received a tour of the exhibition hall, met with executive leaders to learn about career opportunities, fostered meaningful connections, and learned about future career day opportunities available within the industry. Over 4,100 people attended the convention, 65% of whom were senior executives.

Moreover, Los Angeles’s Career Academy bridges the connections between students and meeting planners looking to authentically impact Los Angeles. In turn, students learn equity, diversity, and inclusion best practices in aligning corporate social responsibility. While the convention was not hospitality-focused, the bureau brought students together with senior-level executives at technology companies, and this can make the connection between other sectors and hospitality. The academy highlights the connection between youth engagement in choosing career paths and where they see themselves represented.  Since one of the greatest strengths of Los Angeles is its diversity, programs like this are essential to helping close the workforce gap and helping to address racial inequalities that exist due to a lack of representation. 

Attending events and conferences as a young professional or emerging leader is a transformative experience that offers invaluable opportunities to network, learn, and enhance your contributions to your organization. Recently, my colleague Kelsey Hayes and I attended the Texas Association of Convention and Visitors Bureau (TACVB) conference, which underscored how impactful these events can be for personal and workforce development. This guide aims to provide young professionals with actionable tips for maximizing their experience at industry events while highlighting the importance of encouraging leaders to invest in developing their emerging talent. 

Why Conferences Are Crucial for Workforce Development

In industries like tourism and destination promotion, staying up to date with evolving trends, technologies, and best practices is essential. Conferences are more than just learning opportunities—they are investments in the growth of both employees and organizations. By attending these events, emerging leaders gain fresh insights, acquire new skills, and build connections that can ultimately improve their team’s performance and contribute to the organization’s success.

Workforce development flourishes when employees—particularly younger team members—are given the tools and opportunities to grow. By sending them to conferences, leaders empower these professionals to bring back innovative ideas and actionable knowledge, strengthening the organization. Investing in young talent is the cornerstone of building a resilient and forward-thinking workforce as we prepare for the future. 

Building Connections: The Power of Networking

One of the most rewarding aspects of attending the TACVB conference was connecting with other young professionals at the Young Professionals Reception. Meeting peers navigating similar challenges offered an immediate sense of community, which is crucial for those new to the industry.

Networking is an essential component of workforce development. Building relationships with peers, mentors, and potential collaborators can significantly impact your career trajectory. These connections often open doors to new opportunities and create a support network you can rely on throughout your professional journey. Events like TACVB provide the perfect platform to establish these relationships early, laying the foundation for long-term success. 

Tip: Be Intentional About Networking

To make the most of these opportunities, approach networking with intention. Find a buddy with someone at your level to explore the event with. Be proactive in introducing yourself to others, ask insightful questions, and genuinely engage in conversations. Make sure to bring the business cards and wear a name tag. Remember, it's not just about expanding your professional circle—it's also about building meaningful connections that can offer support, guidance, and collaboration in the future. Make these connections meaningful by connecting on LinkedIn or sending an email note.

Expanding Your Skills Through Professional Development Sessions

Professional development sessions are a goldmine for enhancing your skillset. At TACVB, I had the opportunity to attend several sessions that directly aligned with my role. From learning about cutting-edge marketing strategies to discovering the latest tools for stakeholder engagement, these sessions provided practical insights I could immediately apply at work.

These sessions are vital for workforce development and equipping young professionals with the skills and knowledge necessary to excel. By learning directly from industry leaders and experts, young employees can bring back innovative practices that enhance their organization’s operations. 

Tip: Select Sessions Wisely

Review the conference agenda beforehand to maximize your learning and choose sessions that align with your current role or areas where you want to grow. Divide and conquer with your colleagues at the conference to maximize the sessions attended. Don’t forget to bring your desired note-taking guide. Think critically about how you can apply what you’ve learned to your job or your team’s objectives. Review your notes within 24 hours. Don’t go on information overload; take the time to sit and reflect with your notes.  

A Pivotal Moment: The First-Timer Lunch

Another pivotal experience at the TACVB conference was attending the First-Timer Lunch. This gathering brought together professionals at different stages of their careers, from CEOs to coordinators, providing an open forum to exchange ideas and share experiences. It was an eye-opening opportunity to connect with industry veterans while building relationships with peers attending for the first time.

Interacting with experienced leaders offers invaluable mentorship opportunities and career insights for young professionals. Exposure to those further along in their careers allows you to learn from their experiences, gain advice, and explore potential career pathways. This type of engagement is crucial for workforce development, as it helps younger employees envision their future within the industry and fuels their drive to grow within their roles. 

Tip: Seize Opportunities to Engage

Don’t be intimidated by titles or experience levels—these events are designed to encourage conversation and knowledge-sharing across the board. Take advantage of casual moments, like lunches or receptions, to introduce yourself to seasoned professionals and ask thoughtful questions. These connections can help shape your career path. Prompt questions and an elevator pitch to yourself for who you are and what you do beforehand if socializing does not come as naturally to you. Bring fun merch to hand out; this can be a great way to not only promote your brand but also get your foot in the door, so to speak, for initiating a conversation.

Remember to take care of yourself. Rest and recharge your social battery to avoid burn-out throughout the conference.  

Bringing Value Back to Your Organization

The ultimate goal of attending any conference is to bring the insights and skills you’ve gained back to your organization. After attending TACVB, we returned to our roles with new ideas for improving marketing strategies and more effective approaches to stakeholder engagement. The knowledge I acquired enhanced my performance and allowed me to contribute more meaningfully to my team’s success. 

From a workforce development perspective, this is where the investment pays off. When young professionals return from conferences, they come equipped with a renewed sense of purpose and valuable insights to benefit the organization. Leaders who prioritize sending their younger team members to events foster a culture of continuous learning and innovation, ensuring that the organization remains agile and competitive.

Tip: Share What You’ve Learned

Don’t keep the knowledge you gain to yourself—host a debriefing session with your team to share key takeaways from the conference. This will position you as a proactive leader and help disseminate valuable information throughout your organization, enhancing overall performance.

Conclusion: Investing in the Next Generation

Workforce development is critical for any organization looking to stay competitive in the tourism and destination marketing industry. Conferences and events allow young professionals to expand their skills, form vital industry connections, and bring innovative insights back to their teams. Our experience at TACVB emphasized just how powerful these opportunities can be, both for personal growth and for an organization's long-term success.

By investing in young professionals, leaders are building a more skilled, motivated, and connected workforce—one that is ready to lead the industry into the future. Attending events is not just a steppingstone in personal career growth; it is an essential part of developing the leaders of tomorrow.