Build a talent pipeline through CSR

I NDUSTRY experts recommend investing in educational outreach programmes as a way to both uplift local communities and secure a future talent pipeline into their business at a time when the travel industry finds itself wrestling with the problem of an ongoing shortage of skilled staff. Educational institutions report strong outreach partnerships with hotels and tour operators but say that direct engagement with retail travel agencies and TMCs remains limited. Now, however, rapid technological shifts are redefining travel facilitation and agencies have a unique opportunity to bridge the knowledge gap by equipping students with practical, future- focused skills. Tourism leads The University of Johannesburg (UJ) School of Tourism and Hospitality (STH) says the majority of its industry partnerships address inbound and general tourism-focused environments. Professor Tembi Tichaawa, Academic Head for Tourism in the UJ STH and the College of Business and Economics, explained that the STH maintained a diverse network of industry partnerships across tourism, travel and hospitality sectors through advisory boards, alumni networks, guest lectures and structured workplace exposure programmes. “We achieve this through our Work Integrated Learning (WIL) and Work Integrated Education (WIE) programmes, as well as lectures,” said Tichaawa. He explained that the structured WIL programme was for students studying towards the diploma programmes, while students studying towards their bachelor’s degrees could get practical exposure through the WIE initiative. The WIE programme facilitates student engagement in a broad range of experiential learning activities, including industry- relevant projects, case-based competitions and innovation challenges. “We work closely with major hotel groups and organisations such as Airbnb and Tourvest, amongst others, through which students are afforded valuable workplace exposure and experiential learning,” he said. Andrea Hand, GM of Human Capital at Tourvest Destination Management (TDM), said the company’s partnership with UJ through the WIL programme enabled it to place a number of learners within the business for practical work exposure. Additionally, TDM has multiple initiatives, including an annual Unemployed Learnership, partially funded by TDM and the DERTOUR Foundation, and a NQF level 5 certification for Travel Professionals, useful for both inbound and outbound learnerships. Tichaawa told Travel News that the school also had a collaboration with BidTravel, which focused on innovation, technology, entrepreneurship and emerging trends in the sector. But formal partnerships with other traditional travel agencies remained rare. Evolving tech Tichaawa emphasised that further engagement with travel agencies could create a better understanding among students of the practical travel trade environment and profession. He believes the broader context of the travel management and facilitation environment has undergone significant change over the past decade, with technology, automation, artificial intelligence and digital booking platforms transforming traditional business models and reshaping the skills required by travel agency employers. “There is still a need for travel professionals, however the sector is increasingly specialised and niche in nature. “This evolution presents an important opportunity for higher education institutions and industry stakeholders to collaborate more closely in designing relevant learning experiences, workplace exposure opportunities and future-focused skills development programmes that meet the changing needs of the sector.” Talent pipeline Community-based training and academic partnership offer agencies a meaningful way to fulfil CSR mandates, while securing a sustainable talent pipeline for South Africa’s travel trade. “Community-based training is critical to building a resilient talent pipeline for Southern Africa’s travel trade by bridging the gap between academia, industry needs and the realities of the communities in which they operate,” said Tichaawa. Through these initiatives, students gain experience that exposes them to the opportunities, challenges and complexities of tourism and travel at both community and professional level. “In Southern Africa’s travel trade, the resilience of the industry requires a talent pipeline that understands both the commercial realities and its potential to create inclusive social and economic value. UJ and other educational institutions play a key role in developing graduates that can connect these dimensions and contribute meaningfully right from the start of their careers,” he said. Successful Hand verified the value to TDM of these outreach programmes, saying TDM had found them to be instrumental in building a sustainable workforce. “By running our own learnership, we are able to offer guidance and training on an area that is industry specific. Our aim is always to employ the learners who complete our learnership so that we create a continuous pipeline of future talent, future leaders and economically active citizens. This has proven to be extremely successful and we are proud of the fact that we contribute to the industry as a whole,” said Hand.