Tourism Staff Shortage? How to Attract and Keep Great People
Canada’s tourism industry is bouncing back—but there’s a catch. Visitors are returning, but finding reliable staff is not an easy task. Whether you’re running a hotel, guiding wilderness tours, or managing a local attraction, you’ve likely felt the pinch of the ongoing tourism staff shortage.
The good news? You can still build a strong team. But it takes a fresh approach to hiring, training, and retaining talent in today’s competitive market.
Why the Shortage?
Before you solve the problem, you need to understand it. Here’s what’s driving the staff crunch:
Seasonal unpredictability: Many tourism roles are seasonal or part-time, which doesn’t always attract long-term commitment.
Cost of living: In popular tourism destinations, it’s often too expensive for staff to live nearby.
Career perception: Tourism jobs are sometimes seen as temporary rather than career-worthy.
Post-pandemic shifts: The pandemic pushed many workers into new industries with higher wages or more stability.
These are real challenges, but with the right strategies, they’re not unbeatable.
1. Attract with More Than Just a Paycheque
Yes, competitive pay matters. But today’s workers want more than a wage—they want meaning, growth, and flexibility.
Showcase Your Culture
Your brand’s culture should shine in every job post and interview. Are you all about sustainability? Adventure? Local heritage? Highlight that. People want to work for businesses with values that match their own.
Offer Perks That Matter
You don’t need deep pockets to stand out. Consider:
Flexible scheduling for students or parents
Staff discounts for friends and family
Free meals, housing, or travel stipends for remote locations
Opportunities to earn certifications or licenses
Small perks go a long way when they make life easier for your team.
2. Hire for Attitude, Train for Skill
Don’t wait for the “perfect” resume. Some of your best hires will be people with the right attitude, even if they’re new to the industry.
Look for candidates who are:
Naturally friendly
Curious and eager to learn
Comfortable with change
Passionate about your region or industry
Then, provide hands-on training and mentorship to help them thrive. A positive team culture can turn a newbie into a star.
3. Invest in Onboarding and Growth
First impressions count. If new hires feel confused or unsupported, they won’t stay long.
Create a Solid Onboarding Process
Set them up for success from day one:
Provide a clear training schedule
Assign a buddy or mentor
Communicate expectations early
Share your company’s story and values
Give Them a Path Forward
If you want staff to stick around, show them how they can grow. Offer cross-training, leadership opportunities, and feedback sessions. Help seasonal workers return next year by staying in touch and giving them priority hiring.
4. Build a Reputation as a Great Place to Work
Your reputation as an employer matters just as much as your custoer reviews.
Celebrate Your Team Publicly
Share staff stories and behind-the-scenes photos on social media. Nominate team members for tourism awards. Celebrate work anniversaries. When your team feels valued, word spreads.
Ask for Feedback—and Act on It
Regularly check in with your staff and ask what’s working (and what’s not). Make improvements based on their feedback. They’ll feel heard—and more loyal.
5. Partner with Schools and Local Programs
Tourism students, newcomers to Canada, and underemployed locals are all potential team members. Work with:
Local high schools and colleges
Employment programs
Indigenous employment initiatives
International student offices
Offer internships, co-op placements, or part-time work. These partnerships can create a reliable talent pipeline.
6. Use Smart Recruitment Tactics
The best candidates aren’t always scrolling job boards. Think outside the box:
Promote openings on social media with fun videos or reels
Ask your current staff for referrals
Set up a “work with us” booth at local events
Make your careers page mobile-friendly
Make applying easy, fast, and engaging.
People First, Always
Tourism is a people-first industry—both for guests and staff. By creating a workplace where team members feel supported, valued, and proud to show up, you’ll not only fill positions—you’ll build a stronger business.
Staffing challenges won’t disappear overnight, but with a people-focused strategy, you’ll attract the right talent and keep them coming back season after season.
