Tourism breathes life into economies, energizes local culture, and offers dynamic career journeys—but recruiting top talent is a constant challenge. With competition from higher-paying industries, shifting workforce attitudes, and evolving expectations, tourism needs fresh tactics to pull in (and keep) superstar employees. Still, as travel booms and job options multiply, there’s real potential for organizations that are willing to rethink their recruitment strategy. UpHouse taps into creative storytelling, authentic branding, and community connections to help employers stand out and draw in today’s best talent.
Grasping Today’s Tourism Talent Reality
Tourism isn’t just about creating memorable vacations. It’s a powerful economic engine and a chance for regions to showcase what makes them special. Globally, tourism fuels countless small businesses and offers jobs that stretch from entry-level guest services to executive leadership. Places that attract travelers often see better public spaces, buzzing arts scenes, and a shared sense of pride among locals.
But finding and keeping great employees is tough. Demographic shifts and stiff competition—with other industries promising bigger paychecks or more stability—make it harder than ever to build dependable teams. Younger workers sometimes write off tourism careers as short-term gigs, overlooking the possibilities for advancement, job satisfaction, and unexpected work-life balance. Compared to tech, healthcare, or finance, tourism organizations have to work even harder to market the benefits.
There’s plenty of hope, though. Today’s industry offers wildly diverse roles, from sustainability advisors and digital marketers to outdoor adventure guides and high-end hospitality managers. The rise of eco-tourism, remote work, and specialized travel creates fresh lanes for people who want work that’s meaningful and varied.
Don’t underestimate lifestyle perks either. Many tourism destinations offer much more than competitive pay—they deliver a chance to live somewhere beautiful, immerse in vibrant culture, or just decompress from city stress. For experience-hungry candidates, that’s a real draw.
Bottom line: Tourism is packed with career potential. But to win over top prospects, employers need a sharper, more inviting message—one that combines genuine stories, exciting opportunities, and a real sense of place.
Step 1 – Share Real Stories, Not Just Job Ads
When it comes to recruiting in tourism, nothing sparks interest like authentic storytelling. UpHouse partnered with Discover Tourism to create documentary-style videos showcasing real team members’ career journeys—stories that busted old stereotypes and reignited interest in tourism jobs.
By highlighting true, relatable experiences (who doesn’t want to hear about a camp counsellor who became a GM, or a part-timer who found their calling?), you quickly show that tourism isn’t just “summer work”—it’s a launching pad for meaningful careers. These stories cut through the noise and help potential hires envision a future with you.
How to get started:
- Chat with your staff or collect stories via surveys—everyone loves to share what makes their journey unique.
- Feature journeys, advancement tales, or creative pivots—like a science grad turned adventure guide.
- Use interviews, customer testimonials, behind-the-scenes clips, or even photo diaries.
- Make sure these live front-and-center on your careers page and social channels.
Pro tips:
- Candid stories beat stock photos every time.
- Showcasing career growth kills old “dead-end job” perceptions.
- Organic, unscripted content hooks viewers.
- Videos and images drive more eyeballs and engagement than text alone.
- Potential applicants trust what real employees say—far more than slick marketing.
Step 2 – Put the Spotlight on Recruitment Videos
A video is worth a thousand words—maybe more. Authentic ‘day in the life’ videos, like those UpHouse champions, transport viewers into your workplace, letting them meet your people and soak up the real vibe.
Keep it short, sweet, and real—think 60 to 120 seconds at most. Skip the corporate buzzwords. Capture fun, candid moments—team members chatting, a chef prepping a dish, a guide gearing up for the day. Edit quickly and stick with your brand’s style and feel.
To get the biggest bang:
- Define your unique value. What’s it really like to work for you? Say it up front.
- Let staff take the mic. Most smartphones shoot great video these days.
- Short clips, big impact. Brevity rules—edit tightly; use your branding for consistency.
- Get videos everywhere. Careers page, Instagram, TikTok, Facebook, LinkedIn—wherever your audience hangs out.
- Encourage your team to share. Staff reposting builds authenticity and spreads the word organically.
Effective recruitment videos don’t demand huge budgets—just honesty, warmth, and a window into your real culture.
Step 3 – Connect with Your Local Community
Sometimes the best candidates live just around the corner. Grassroots connections and hyperlocal outreach not only help you find talent but make your business a known and loved part of the neighborhood.
Ways to build local buzz:
- Team up with local personalities, artists, chefs, or athletes to showcase your workplace in familiar, authentic ways.
- Shout out regional traditions—like food festivals, local events, or natural highlights—in your messaging.
- Celebrate and feature employees, students, or partner businesses from the area.
- Play an active role in the community. Sponsor events, encourage staff volunteerism, or support local causes that matter to your neighbors.
- Share stories about how your team is making a difference, at work and at home.
Real community engagement builds loyalty. When people see you investing in where they live, they feel more connected—and are more likely to want to join your team.
Step 4 – Expand Your Network and Partnerships
Top talent often comes through networks, not just job postings. Sector-centric groups—like panels, meetups, and industry associations—are goldmines for making connections and building your employer brand among up-and-coming talent.
Get involved in:
- Industry events and sponsorships—so your company becomes a familiar, trusted name.
- College and university outreach—offer workshops or internships and recruit at career fairs.
- Professional networks—host your own events or participate in networking meetups.
- Tourism and business associations—share resources and learn what other top employers are doing.
This approach isn’t just about filling roles now—it’s about creating relationships that pay off for years to come. When people see you as a hub of opportunity, they’ll come to you first.
Step 5 – Refresh and Revitalize Your Employer Brand
Sometimes, the difference between just getting applications and attracting real stars is how you present yourself. A brand refresh—think new visuals, messaging, and identity—can do wonders.
The key is to root your brand in real stories, regional flair, and your people’s passion. Invite your team to shape the new look and messaging. When employees help build the brand, they’ll feel a deeper sense of ownership—and naturally become your best ambassadors.
How to stand out:
- Invite genuine employee input and pride into your brand.
- Let warmth and personality come through—human stories, not just corporate lingo.
- Use workshops and brainstorms to crowdsource ideas from your team.
- Position your new brand as open and welcoming: “Picture yourself here? Let’s chat.”
Step 6 – Use Influencer Marketing to Build Trust
In the age of social media, influencer voices matter—especially in B2B or recruitment marketing. When respected local personalities, travel experts, or industry insiders vouch for you, it packs a punch.
Find authentic, sector-connected influencers (think travel bloggers, adventure guides, or cultural advocates) and invite them to share their own experiences with your team. Skipping the “paid script” routine, let them lead Instagram takeovers, host live chats, or shadow a staff member for a day. The more genuine, the better.
Influencer partnerships put your workplace in front of qualified candidates who might never have seen your traditional ads. They also show off your organization’s creativity and strong community roots.
Conclusion
Bringing exceptional talent into tourism isn’t about luck—it’s about intent and innovation. UpHouse’s six-step game plan—centered on real storytelling, authentic video, community roots, broad partnerships, brand refreshes, and influencer voices—gives tourism organizations a winning edge.
Mixing creativity with community spirit and employee pride makes your recruitment efforts magnetic. Do this, and you’ll not only fill open roles—you’ll build an employer brand people are excited to join.
Ready to become a magnet for tourism’s brightest minds? Tap into UpHouse’s approach and turn your workplace into the place everyone wants to be.
FAQ
How does storytelling attract tourism talent?
Authentic personal stories—be they videos, blogs, or socials—break down barriers and help candidates see themselves in your organization.
How can small tourism firms afford good recruitment videos?
Use your phone, free editing apps, and focus on realness over polish. Honest and relatable always trumps expensive glitz.
Why does local engagement work for recruitment?
Being hands-on in your community fosters trust, loyalty, and invaluable word-of-mouth recommendations.
How do we pick effective influencers for tourism hiring?
Skip the mega-celebs. Choose local experts, credible insiders, or trusted voices who already inspire your target audience.
What’s the key to a successful tourism employer rebrand?
Start by listening to your employees, spotlight the special character of your region, and build your new image together. Collaboration wins every time.
