Tourism continues to be among the largest industries in the world having recorded 1.4 billion international tourist arrivals in 2018, representing an increase of six per cent when compared to the previous year (United Nations World Tourism Organization Barometer, 2019). In 2018, tourism generated revenue of US$8.8 trillion (World Travel Tourism Council Report, 2019) and also showed 3.9 per cent growth compared to the global economy of 3.2 per cent. Additionally, it accounted for 10.4 per cent of the world gross domestic product (GDP), provided 319 million jobs, employed one in every 10 individuals worldwide and created one in every five new jobs over the last five years. This record performance of tourism supports the recent global commemoration of World Tourism Day 2019 under the theme: ‘Tourism and Jobs: A better future for all’.

This theme is very fitting to the sustainable tourism development thrust at this time as tourism is a powerful driver of job creation/employment and, ultimately, global economic development. The phenomenon, tourism, encompasses many sectors, activities, and resources to include accommodation, food and beverage, transportation (air, land and sea), events/entertainment, attractions, policymakers and destination planners as well as support services (banking and finance, information technology, marketing, travel intermediaries, law/legal entities, health and safety, agriculture, manufacturing and engineering). These practical manifestations of the business of tourism are not exhaustive, but simply underscore a few of the direct and indirect benefits of tourism by way of employment, job creation, and/or entrepreneurial activities.

Additionally, the phenomenon of tourism impacts many lives from the demand and supply chain and backward and forward linkages models, as well as the sustainable development perspective. On the demand side of tourism business, professionals in the field have to monitor the ongoing diversification in travel trends: the increase in the desire to experience new destinations; the need for healthy options (sports, health and wellness); the aspiration to be engaged in responsible tourism; and be an integral part of local community living and experiences. A demographic shift is simultaneously occurring with an increase in multigenerational travel; people are living longer and travelling with their younger generation. The supply side through artificial intelligence and strategic marketing has been responding to these needs and desires by way of affordable air travel and improved air connectivity to many destinations. This has resulted in diversified source markets, technological advances, improved visa facilitation, and new business model for tourism.

Demystifying the perceptions of hospitality and tourism education and training

The growth in the number of travellers correspondingly requires qualified and trained personnel to fulfil their expectations and keep the business of tourism sustainable; hence, the importance of education and training in diverse areas. It is, however, critical to demystify the traditional perception of hospitality and tourism education and training as it is often perceived as linked only to the practical expertise associated with food preparation and service, and housekeeping. Illustrations, photographs and graphics which depict hospitality and tourism training and education in order to highlight careers in this field tend to focus predominantly on job options which showcase the practical, skills-based expertise of professionals in the field.

However, the practical and technical skills of these specialists, whose innate attention to detail and creative flair make the experience happen with great aplomb, are supported by managerial experts. This explains why institutions of higher learning across the world position their hospitality and tourism schools in their business colleges. Some of these programmes are actually called hospitality business management to reflect the specialised focus. Students are taught the specificity of managing the various sectors/areas by way of the theories and management principles applicable to business ventures in hospitality, tourism, front office, event planning, housekeeping, the culinary arts, baking and pastry arts, and food and beverage operations, to name a few. Students must also have an appreciation of the legal and ethical tenets applicable in the business world as well as proficiency in the mitigation of risks, both globally and locally, by way of their exposure to hospitality and tourism law, risk management and professional ethics. The programme curriculum, developed in collaboration with experienced industry professionals, gives students the required foundation in accounting and financial management as well as human resource management and organisation behaviour to equip them to apply innovation in mentoring, guiding and leading a professional team. The goal is to create entrepreneurs or intrapreneurs capable of adapting 21st century technological skills in the process of growth and renewal at the workplace. Destination management and marketing with sound knowledge of international relations are also vital components of the curriculum as they prepare students with the adeptness required to target the various markets and build destination brand, image, identity, and loyalty. Likewise, students must be trained to demonstrate and apply knowledge and know-how in environmental management, which is especially purposeful in light of tourism’s solution-oriented approach to the challenges of climate change.

Students whose passion resides in the culinary arts required to enhance the gastronomical experience of our guests/visitors are educated and trained in the theoretical frameworks of the culinary sciences and experimental foods. The science, technology, engineering and mathematics (STEM) education model includes the culinary arts among the areas of focus, thus these culinary arts specialists are grounded in the theoretical approach applicable to this field in addition to the execution of the hard sciences (physics, chemistry and biology), the principles and application of nutrition, and the use of high-tech equipment and inventory management systems. The application of the sciences is an integral component of recipe development, which requires the appropriation of weights and measures, coupled with the admixture of colours, tastes, and textures. The same discourse is valid for the student who pursues baking, pastry arts and patisserie. Knowledge and execution of facility layout and design, along with the maintenance and repair of kitchen equipment are also paramount to these disciplines. These skill sets enable the aspiring chefs and food and beverage specialists to manage their resources efficiently while establishing the requisite foundation which will facilitate their training pursuits among the top executive and pastry chefs globally. The challenges, though tremendous, are worthwhile, given the substantial gross salary of a celebrity chef, as well as the opportunities open to food and beverage specialists who often carve out positions for themselves as industry leaders. Training in dining room services and banqueting operations extends far beyond the serving of meals to guests. It ensures that an exquisite dining experience is being achieved from the diverse and colourful interactions as the gastronomic delights are showcased; hence, the importance of customer service management and communication studies as components of the curriculum.

Kudos to the hospitality

The next time you encounter a hospitality and tourism student or graduate, congratulate this enterprising young Jamaican for making a non-traditional career choice. They ought to be commended for their input in enabling the economy as their area of specialisation in the tourism industry is poised for growth and holds much potential for Jamaica and the Caribbean.

According to the Planning Institute of Jamaica (PIOJ) 2019, the hotel and restaurant sector in Jamaica has grown by 5.6 per cent during the period of April to June this year. This contributed 1.4 per cent growth to the service industry and an overall one per cent growth in the economy for the same period, resulting in an improved debt-to-GDP level. The PIOJ pointed out that the overall growth of the economy is driven by the services industry. Tourism is the truest form of a service industry. This view is supported by the underlying perspectives of both the service economy and the experience economy. Additionally, tourism is the truest form of ‘service export’; its activities are exported without crossing physical boundaries with revenue derived from visitor expenditure and foreign exchange.

In concluding, let us acknowledge and commend all hospitality and tourism educators for their commitment to the business of tourism. We are enabling ‘Tourism and jobs: A better future for all’.

Gaunette Sinclair-Maragh, PhD, is an associate professor, School of Hospitality and Tourism Management, University of Technology, Jamaica. Send comments to the Observer or gaunsmar@yahoo.com.