Who s Working for You?

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1 What s Inside: This report was developed using customized tabulations from the 2006 Census. It provides employment statistics for each of the industry groups included in the tourism sector, as well as demographic profiles of the tourism labour force by geography and industry group, for selected occupations. Who s Working for You? A Demographic Profile of Sector Employees Funded by the Government of Canada s Sector Council Program

2 WHAT S INSIDE: This report includes the following information for the year 2006: The number of people employed in the tourism sector and in each of its component industry groups, on a national basis, as well as provincially. The source for this data is customized tabulations from the 2006 Canadian Census; Demographic profiles of the people working in tourism occupations by each industry group and the sector as a whole. This reporting is based on customized tabulations from the 2006 Canadian Census. Projections for total tourism sector employment supply and demand through These projections stem from the model developed by the Conference Board of Canada, which estimates the gap between labour supply and demand at the national, provincial, and sub regional levels where available; The size of tourism sector businesses by number of employees, according to the Canadian Business Register; and, The proportion of unionized employment, according to the Labour Force Survey. Copyright Canadian Human Resource Council All rights reserved. All trade marks mentioned herein belong to their respective owners. It is illegal to copy this resource in any form or by any means, electronic or mechanical, including photocopying without the prior written permission of the Canadian Human Resource Council. By downloading this document you are liable to abide by copyright law. Statistics Canada information is used with the permission of Statistics Canada. Users are forbidden to copy this material and/or disseminate the data, in an original or modified form, for commercial purposes, without the expressed permission of Statistics Canada. Information on the availability of the wide range of data available can be obtained from Statistics Canada's Regional Offices, its Web site at and its toll free access number Disclaimer: Information has been obtained by the CTHRC from sources believed to be reliable. However, because of the possibility of human or mechanical error by our sources, CTHRC does not guarantee the accuracy, adequacy or completeness of any of the information. The publisher and contributors shall not be held liable in any degree for any loss or injury by an omission, error, misprint or ambiguity. If you have any questions about the content of this publication, CTHRC staff are available to provide information and assistance. Tel.: (613) Fax: (613) Website: research@cthrc.ca ISBN: Note: due to rounding, data may not equal 100%

3 Table of Contents Executive Summary Total Sector Employment Projected Labour Supply and Demand Size of Sector Businesses Sector Occupations Demographics of the Sector Labour Force Summary Table: Demographic Characteristics* for the Sector Labour Force Accommodations Size of Businesses in the Accommodations Industry Group Demographics of the Accommodations Labour Force Demographics of People Working in Select Accommodations Industry Occupations Light Duty Cleaners Accommodation Service Managers Hotel Front Desk Clerks Other Attendants in Accommodation and Travel Food and Beverage Services Size of Businesses in the Food and Beverage Services Industry Group Demographics of the Food and Beverage Services Labour Force Demographics of People Working in Select Food and Beverage Services Occupations Food Counter Attendants, Kitchen Helpers and Related Occupations Food and Beverage Servers Cooks Restaurant and Food Service Managers Cashiers Bartenders Chefs Food Service Supervisors Maitres d hôtel and Hosts/Hostesses Bakers Recreation and Entertainment Size of Businesses in the Recreation and Entertainment Industry Group Demographics of the Recreation and Entertainment Labour Force Demographics of People Working in Select Recreation and Entertainment Occupations Program Leaders and Instructors in Recreation and Sport Casino Occupations Landscaping and Grounds Maintenance Labourers Operators and Attendants in Amusement, Recreation and Sport Retail Salespersons and Sales Clerks Technical Occupations Related to Museums and Art Galleries Conference and Event Planners Outdoor Sport and Recreational Guides...101

4 5.0 Transportation Size of Businesses in the Transportation Industry Group Demographics of the Transportation Industry Group s Labour Force Demographics of People Working in Select Transportation Occupations Bus Drivers and Subway and Other Transit Operators Taxi and Limousine Drivers and Chauffeurs Air Pilots, Flight Engineers and Flying Instructors Pursers and Flight Attendants Airline Sales and Service Agents Transportation Managers Ticket Agents, Cargo Service Representatives and Related Clerks (Except Airline) Travel Services Size of Businesses in the Travel Services Industry Group Demographics of the Travel Services Industry Group s Labour Force Demographics of People Working in Select Travel Services Occupations Travel Counsellors Tour and Travel Guides Other Occupations Janitors, Caretakers and Building Superintendents Retail Trade Managers Accounting and Related Clerks Sales, Marketing and Advertising Managers Customer service, information and related clerks Retail Trade Supervisors Human Resource Managers Appendix I Approach, Methodology and Data Sources Appendix II Key Terminology Appendix III NAICS Descriptions of Industries Appendix IV Descriptions of Occupations

5 Executive Summary Canada s tourism sector, which consists of five component industry groups (food and beverage services, transportation, accommodation, recreation and entertainment, and travel services), is a large and dynamic contributor to the nation s economy. In 2006, tourism spending in Canada reached $66.8 billion, and the sector s contribution to Canada s GDP was 2.0%. in Canada offers unique experiences, interesting attractions, five star accommodations, and superb amenities. However, if there are no employees to provide these services and operate the facilities, the tourism sector will not be sustainable. Businesses in the sector not only provide services for tourists, but also for locals who use neighbourhood restaurants and entertainment venues. For statistical measurement, there is a difference between tourism demand created by locals and spending by a Canadian tourist or a visitor from another country. However, from the point of view of the business owner, all of these people are customers who require memorable and exceptional service. The Canadian Satellite Account (CTSA) reports tourism employment as the number of jobs directly attributable to tourism demand, or spending by domestic and foreign tourists. According to the National Indicators, there were 633,700 tourism jobs in However, from a human resource perspective, when hiring, or training, the employer does not think about which of their employees serve visitors. Thus, this document looks at total tourism sector employment the total number of people working in the sector (as defined by the CTSA), regardless of whether their employment is attributable to tourist or the local resident spending. In 2006, total tourism sector employment in Canada was 1.66 million people, which represented 10.3% of all employment in Canada. The largest industry was food and beverage services, which engaged 47.9% of all tourism employees. Not surprisingly, the four occupations employing the largest numbers of tourism workers were those associated with food and beverage services. Food counter attendants and kitchen helpers accounted for 13.6% of all tourism employment, followed by food and beverage servers (10.7%), cooks (8.5%), and restaurant and food service managers (5.5%). When compared to the Canadian labour force, tourism continues to be a sector dominated by young workers. In 2006, workers between the ages of 15 and 24 represented 15.0% of Canada s labour force, but almost onethird (32.8%) of the tourism labour force. Furthermore, 18.5% of tourism employees were between the ages of 25 and 34 years. Notable standouts bucking this trend were the transportation and travel services industry, with just 5.4% and 11.8% of their respective labour forces in the age range. Transportation in particular was dominated by older workers, being the only industry group to have the majority (53.6%) of its workers aged 45 and older. Food and beverage services employed the youngest labour force with almost half (48.1%) of its labour force aged 24 or younger. Most occupations within the accommodations and recreation and entertainment industries also employed a higher percentage of young people than the Canadian labour force a whole. Despite the fact that tourism may still be considered a young industry in terms of the people it employs, the number of older workers is increasing. For example, the proportion of people working in accommodations who 1 Statistics Canada, National Indicators Quarterly Estimates Fourth Quarter Catalogue no X. March 27, x/ x eng.pdf A Demographic Profile of Sector Employees page 1 of 187

6 were 45 years or older increased by 8.7% since For the sector as a whole, the number of workers aged 45 years and older increased by 4.5% between 2001 and In 2006, the Canadian labour force was 53.1% male and 46.9% female. By contrast, the tourism sector was comprised of 47.7% males and 52.3% females. The accommodations and food and beverage service industry groups employed larger proportions of female workers, at 61.4% and 59.6% respectively. The gap was even greater in the travel services industry where 70.5% of workers were female. At the other end of the spectrum was the transportation industry group, which had a predominantly male workforce (71.9%). Within transportation, school and employee bus transportation was the only industry that employed a greater share of women than men. Unlike the other industry groups, gender distribution in recreation and entertainment mirrored the overall labour force. Equity groups were better represented in the tourism sector labour force (41.5%) than the overall Canadian economy (35.2%). However, in terms of the mother tongue of its employees, the tourism sector was reflective of the Canadian labour force as a whole. Six in ten (60.1%) tourism sector workers first language is English, compared to 58.9% of the total labour force. Within the industry groups, Travel Services had the highest percentage of its workforce born outside of Canada (33.3%) as well as the highest percentage of workers whose mother tongue is neither English nor French (28.1%). Food and beverage services had the largest share of visible minorities (27.6%). Overall, the seasonal nature of the tourism sector can be seen in its employment patterns. The sector (48.3%) employed less people in full year positions than the Canadian economy (61.6%). Although part time jobs were prevalent in the sector (38.6%), more than six in ten (61.4%) tourism employees worked full time. There was great variability in the work patterns of each industry group. For example, the transportation and travel services industries were most likely to employ people on a full time/full year basis (56.7% and 53.4% respectively), while businesses within the recreation and entertainment group were most likely to employ workers on a part year basis (58.1%). Within the industry groups, food and beverage service providers were more likely to employ workers on a part time/full year basis (15.6%). The tourism sector in Canada faces many challenges attracting and retaining its workers. These include competition for labour, both within the sector and from other areas of the economy, falling birth rates, misperceptions about tourism occupations, and the aging of the baby boomer population. It is expected that Canada s tourism sector could face a cumulative shortage of over 95,000 full year jobs by And, as tourism continues to grow in Canada, it will become more and more difficult to ensure an adequate supply of labour. This situation illustrates the importance of understanding total tourism sector employment and the characteristics of the sector s existing workers. It also demonstrates the importance of understanding the projected supply of labour in Canada over the coming years. The aim of this report is to provide stakeholders with pertinent information on the tourism sector s labour force, in order to inform proactive human resource decisions. In the future, tourism employers will have to continue to seek workers outside the youth labour pool, and work to make tourism careers more attractive. The sector already employs a higher share of equity groups than the Canadian economy as a whole, and its share of workers aged 45 years and older is increasing. Notwithstanding economic downturns, the tourism sector has grown year over year. If the sustainability of the sector is to continue, there must be ongoing improvement in the quality of the tourism labour force, and increasing flexibility on the part of businesses to meet changing competitive demands. A Demographic Profile of Sector Employees page 2 of 187

7 1.0 Total Sector Employment In 2006, total tourism sector employment accounted for 10.3% of all employment in Canada. The food and beverage services industry group accounted for the largest proportion of employment in the tourism sector (47.9%), followed by Recreation and Entertainment (21.7%). The largest proportion of tourism sector employment was in Ontario (37.6%), followed by Quebec (22.0%) and British Columbia (16.4%). Of Canada s main Census Metropolitan Areas (CMAs), Toronto accounts for the largest proportion of tourism employment overall and within each industry group. Figure 1 Employment in Industry Groups (2006) (employed labour force) Transportation 16.4% Recreation & Entertainment 21.7% Travel Services 2.9% Food & Beverage Services 47.9% Accommodations 11.2% Table 1 Provincial Sector Employment (by Industry Group) Sector Accommodations Food & Beverage Services Recreation & Entertainment Transportation Travel Services NL 1.1% 1.4% 1.1% 0.8% 1.4% 0.8% PEI 0.4% 0.7% 0.5% 0.4% 0.2% 0.3% NS 2.6% 2.9% 2.7% 2.4% 2.5% 2.3% NB 1.9% 2.4% 2.2% 1.4% 1.6% 1.8% QC 22.0% 20.7% 22.3% 21.7% 22.5% 20.9% ON 37.6% 30.9% 37.7% 41.0% 36.8% 39.4% MB 3.6% 4.3% 3.4% 3.2% 4.5% 2.4% SK 2.8% 3.9% 2.9% 2.6% 2.3% 1.3% AB 11.2% 12.8% 11.3% 9.9% 11.9% 9.3% BC 16.4% 19.1% 15.7% 16.2% 15.6% 21.3% Total Employed 1,656, , , , ,500 48,245 A Demographic Profile of Sector Employees page 3 of 187

8 Figure 2 Total Sector Employment by Province, 2006 (employed labour force) 37.6% 22.0% 16.4% 11.2% 3.6% 2.6% 1.1% 1.9% 2.8% 0.4% NL PEI NS NB QC ON MB SK AB BC SOURCE: Canadian Census 2006, Customized tabulation. Employment in the CMAs reported represented a substantial proportion of each province s tourism labour force in For example, 69.8% of Manitoba s tourism labour force was found in Winnipeg, while workers in Edmonton and Calgary comprised 67.8% of Alberta s tourism labour force. Table 2 Employment in Canadian Census Metropolitan Areas in 2006 (employed labour force) Newfoundland 18,455 Saskatchewan 46,280 St. John's 48.2% Saskatoon 26.7% Quebec 364,225 Alberta 186,100 Québec City 10.1% Calgary 37.6% Montréal 52.9% Edmonton 30.2% Manitoba 60,360 British Columbia 270,935 Winnipeg 69.8% Vancouver 54.4% Ontario 622,315 Nova Scotia 43,165 Ottawa Gatineau 8.9% Halifax 51.8% Toronto 41.5% Prince Edward Island 7,145 New Brunswick 31,860 Table 3 Employment in Canadian Census Metropolitan Areas in 2006 (by Industry Group) Sector Accommodations Food & Beverage Services Recreation & Entertainment Transportation Travel Services St. John's 0.5% 0.6% 0.5% 0.5% 0.6% 0.5% Halifax 1.4% 1.4% 1.3% 1.3% 1.5% 1.5% Québec 2.2% 2.9% 2.4% 1.9% 1.8% 1.9% Montréal 11.6% 6.9% 11.0% 13.2% 14.1% 14.6% Ottawa 3.3% 2.7% 3.5% 3.6% 2.9% 3.6% Toronto 15.6% 10.1% 14.6% 17.9% 17.7% 23.7% Winnipeg 2.5% 2.4% 2.4% 2.3% 3.4% 1.8% Saskatoon 0.8% 1.0% 0.9% 0.6% 0.7% 0.4% Calgary 4.2% 3.0% 4.1% 3.9% 5.9% 3.5% Edmonton 3.4% 3.0% 3.7% 3.1% 3.3% 3.3% Vancouver 8.9% 7.1% 8.6% 9.6% 9.2% 13.8% Rest of Canada 45.5% 58.9% 47.1% 42.1% 38.7% 31.4% Total Employed 1,656, , , , ,500 48,245 A Demographic Profile of Sector Employees page 4 of 187

9 Table 4 Employment* in Sector Industries: Canada and Provinces (2005 and 2006) Canada NL PE NS NB QC Total Employed Labour Force 16,177,300 16,484, , ,700 68,200 68, , , , ,400 3,721,600 3,765,400 Sector Employed Labour Force 1,651,200 1,660,800 18,400 18,800 7,000 6,600 46,300 43,600 28,800 32, , ,500 NAICS Industry ACCOMMODATION 202, ,500 2,800 3,400 1,400 1,400 6,900 5,800 4,000 4,600 42,100 34, Traveller Accommodation 186, ,000 2,800 3,400 1,400 1,400 6,300 5,300 4,000 4,000 38,300 30, RV (Recreational Vehicle) Parks & Recreation Camps 16,200 16, ,800 4,100 FOOD & BEVERAGE SERVICES 753, ,200 9,700 8,500 3,800 3,800 22,400 22,400 16,700 19, , , Full Service Restaurants 387, ,700 3,100 2,400 1,700 1,500 8,700 8,800 6,000 7,600 97, , Limited Service Eating Places 320, ,200 5,400 5,200 2,100 2,300 12,400 12,300 9,400 10,000 53,400 56, Drinking Places (Alcoholic Beverages) 45,200 43,300 1, ,300 1,300 1,300 1,400 11,800 12,700 RECREATION & ENTERTAINMENT 383, ,700 2,400 3,100 1,400 1,000 8,800 7,600 4,900 4,700 83,100 75, Motion Picture & Video Industries 51,100 47, , ,800 10, Performing Arts Companies 29,500 25, ,200 6, Spectator Sports 14,600 18,800 1, Independent Artists, Writers & Performers 56,700 53, ,900 10, Heritage Institutions 22,800 26,700 1, ,000 1,000 5,700 7, Amusement Parks & Arcades 5,600 7,200 1, Gambling Industries 44,700 40,200 1,500 1, ,200 5, Other Amusement & Recreation Industries 158, ,200 1,900 1, ,900 3,900 3,400 2,700 31,800 33,500 TRANSPORTATION 259, ,500 3,500 3, ,000 7,200 2,200 2,900 47,700 51, Scheduled Air Transportation 51,600 49,400 1, ,600 1, ,000 8, Non Scheduled Air Transportation 9,900 11,100 2,100 2, Rail Transportation 37,000 40, ,600 7, Deep Sea, Coastal & Great Lakes Water Transportation 11,200 12,400 1,700 1, ,200 1,200 1, Inland Water Transportation 4851 Urban Transit Systems 43,500 48,000 1, ,900 11, Interurban & Rural Bus Transportation 7,700 4, Taxi & Limousine Service 38,600 37, ,000 7,000 7, School & Employee Bus Transportation 30,500 32, ,400 10, Charter Bus Industry 6,000 4, Other Transit & Ground Passenger Transportation 4,000 4, Scenic & Sightseeing Transportation, Land 4872 Scenic & Sightseeing Transportation, Water 1,500 2, Scenic & Sightseeing Transportation, Other 5321 Automotive Equipment Rental & Leasing 18,300 19, , ,700 2,500 TRAVEL SERVICES 51,800 47, , , ,500 10, Travel Arrangement & Reservation Service 51,800 47, , , ,500 10,600 SOURCE: Statistics Canada. Labour Force Survey, 2005 and Annual Averages. Customized tabulations. * data source for employment within tourism sector industries is reported by the Labour Force Survey rather than the Canadian Census, therefore figures may vary. no data available. A Demographic Profile of Sector Employees page 5 of 187

10 Table 4 continued Employment* in Sector Industries: Canada and Provinces (2005 and 2006) ON MB SK AB BC Total Employed Labour Force 6,298,900 6,492, , , , ,600 1,786,400 1,870,700 2,130,600 2,195,500 Sector Employed Labour Force 611, ,400 59,800 52,000 42,600 42, , , , ,000 NAICS Industry ACCOMMODATION 65,600 64,600 9,200 15,900 7,800 6,800 23,100 24,700 39,000 34, Traveller Accommodation 61,000 58,700 8, ,000 6,800 21,400 24,700 35,800 32, RV (Recreational Vehicle) Parks & Recreation Camps 4,600 5, , ,700 3,200 2,800 FOOD & BEVERAGE SERVICES 279, ,500 27,000 13,600 21,300 21,700 80,100 84, , , Full Service Restaurants 127, ,100 15,500 11,900 11,600 11,300 42,700 47,500 73,100 69, Limited Service Eating Places 139, ,300 10, ,800 9,700 30,500 31,800 48,100 51, Drinking Places (Alcoholic Beverages) 11,800 11, , ,900 4,900 9,200 9,500 RECREATION & ENTERTAINMENT 155, ,400 11,500 13,700 8,600 9,000 39,200 34,900 61,800 64, Motion Picture & Video Industries 22,800 19,000 1, ,100 2,700 8,400 3, Performing Arts Companies 9,500 11,300 1,100 2,700 1,600 2,500 3, Spectator Sports 7,500 10,100 1,400 2,800 2,400 1,700 11, Independent Artists, Writers & Performers 21,900 23,800 1, ,000 1,000 5,300 3,900 13,900 2, Heritage Institutions 7,100 9,600 1,100 1, ,900 2,900 3, Amusement Parks & Arcades 2,500 3,500 2,200 7, Gambling Industries 19,900 18,300 2,000 5,500 2,000 2,300 3,900 3,000 7,700 27, Other Amusement & Recreation Industries 64,000 62,800 5,000 2,900 4,000 4,200 19,500 18,400 24,100 9,400 TRANSPORTATION 94,000 97,900 10,900 8,000 4,200 4,400 32,200 35,000 45,000 29, Scheduled Air Transportation 17,400 15,000 2,700 1,900 9,400 10,400 10,300 3, Non Scheduled Air Transportation 2,200 2,200 4,700 1,700 1,900 3,300 4, Rail Transportation 9,300 13,400 5,000 2,000 6,200 6,600 6,300 6, Deep Sea, Coastal & Great Lakes Water Transportation 1,100 5, Inland Water Transportation 1,500 7, Urban Transit Systems 17,300 20,700 1,400 1, ,500 4,700 6, Interurban & Rural Bus Transportation 2,000 1, ,100 2,300 2,100 4, Taxi & Limousine Service 18,400 17,900 1,200 1,100 3,800 3,000 5, School & Employee Bus Transportation 16,600 15,900 2,200 3, Charter Bus Industry 1,900 2,400 2, Other Transit & Ground Passenger Transportation 2,400 1, Scenic & Sightseeing Transportation, Land 4872 Scenic & Sightseeing Transportation, Water 4879 Scenic & Sightseeing Transportation, Other 5321 Automotive Equipment Rental & Leasing 6,500 8, ,300 2,700 4,000 3,000 TRAVEL SERVICES 18,000 20,000 1, ,500 4,200 10,200 9, Travel Arrangement & Reservation Service 18,000 20,000 1, ,500 4,200 10,200 9,400 SOURCE: Statistics Canada. Labour Force Survey, 2005 and Annual Averages. Customized tabulations. * data source for employment within tourism sector industries is reported by the Labour Force Survey rather than the Canadian Census, therefore figures may vary. no data available. A Demographic Profile of Sector Employees page 6 of 187

11 1.1 Projected Labour Supply and Demand The following section is an excerpt from the CTHRC report, The Future of Canada s Sector: Labour Shortages to Re Emerge as Economy Recovers produced by the Conference Board of Canada in For detailed information regarding this study as well as the methodology used in the modelling, please refer to the full report available from the CTHRC. As with many sectors of the Canadian economy, tourism is experiencing a shift towards tighter labour markets over the medium and long term. Evidence suggests that as demand for labour in the tourism sector continues to grow, the supply of available labour will have an increasingly difficult time keeping up. The challenge of finding enough people to fill tourism jobs will intensify so much so that missed opportunities and the inability to meet potential business demand could cost the industry billions of dollars. The projected labour shortages in the tourism sector are caused by the increasing demand for labour during a period when the labour force is expected to experience slower growth and a sizable shift in its composition. Traditionally, the tourism sector has relied heavily on young people as a source of labour. However, the rate at which young people are entering the labour force is decreasing, while the competition for younger workers is intensifying from other sectors. Given these challenges, the Canadian Human Resource Council and the Conference Board of Canada are working together to identify the extent of potential labour shortages in the tourism sector over the long term. Last year, the Conference Board developed a macroeconomic model to forecast potential labour shortages in the tourism sector out to 2025, by province, by tourism industry group and by tourism occupation. This update takes the study a step further, by examining potential labour shortages at the sub provincial regional level. The economic conditions associated with the global recession that began in 2008 present a significant challenge to Canada s tourism sector. However, tourism is resilient and in the wake of historical challenges, has continued to thrive. Due to decreasing demand for tourism goods and services and layoffs in other areas of the economy, the labour woes previously facing the sector have waned somewhat. However, as a sector that relies on young people, particularly for front line positions, the challenges presented by an aging labour force will return as the economy recovers. As economic conditions improve, fuelling growth in demand for tourism services, the imbalance between labour supply and demand will begin to expand again. By 2025, the potential labour shortage could balloon to nearly 256,700 full year jobs 2. This shortage represents the cumulative effect of missed opportunities and unfulfilled demand over the forecast horizon. Over the long term, food and beverage services is forecast to suffer the largest labour shortage among all tourism industry groups; by 2025 potential supply of labour for food and beverage services could fall short of demand by more than 172,000 full year jobs. Not surprisingly, occupations in this industry group (i.e. foodcounter attendants, servers, cooks and bartenders), will experience the greatest labour shortages among tourism occupations. Labour shortages are also projected for the recreation and entertainment, transportation and accommodation industry groups. Generally, the provinces and cities that employ the largest number of workers in the tourism sector are those that will experience the largest shortages in the future. In 2006, Ontario accounted for a significant share of Canada s labour shortages in the tourism sector, experiencing an estimated shortfall equivalent to 9,974 full 2 A job is defined as regular work for the period of one year, regardless of the number of hours per week. If the work exists for only a fraction of a year, then it only counts as the corresponding fraction of a job. A Demographic Profile of Sector Employees page 7 of 187

12 year jobs. By 2025, tourism labour shortages in that province could reach nearly 98,000 full year jobs. Sizeable shortages are also projected for Quebec, British Columbia and Alberta. Toronto s supply of labour could fall short of potential demand by nearly 50,000 full year jobs by Significant shortfalls are also forecast for Montreal, Vancouver and Calgary. Meanwhile, Atlantic Canada is expected to endure the most acute shortages in tourism labour, as a percentage of overall potential labour demand. By 2025, potential labour shortages in the tourism sector are projected to range from 13.2% in Prince Edward Island to 17.2% in New Brunswick. Current projections suggest that over the forecast horizon, the tourism sector could support hundreds of thousands more jobs than workers will fill. If the tourism sector does not make collective changes to address the looming labour crunch, individual tourism businesses will be forced to react to the shortage of labour in isolation most likely by raising wages to attract more employees. The Conference Board s model shows that by raising real wages the tourism sector could eliminate potential labour shortages over the long term. However, this approach would only increase the additional supply of labour by approximately 50,200 jobs by The rest of the labour shortage would be eliminated through a reduction in tourism demand. By taking this approach, the tourism sector would reduce the potential demand for tourism in Canada by 9.4% in 2025, costing an estimated $22.2 billion in tourism spending. Furthermore, this tactic would leave the sector operating with 206,000 fewer full year jobs than its potential, imposing a heavy toll on the profitability of tourism businesses. This is clearly not a desirable outcome. A more effective means of closing the gap between labour supply and demand would be to raise the productivity of the tourism sector and to increase the supply of labour. This could be achieved by increasing the attractiveness of tourism occupations, and by reducing the barriers hindering potential labour force participants from entering the tourism sector. Table 5 Projected Employment Shortage: Canada Accommodation 4,131 1,782 3,966 6,550 10,564 17,019 Food and Beverage Services 9,563 5,742 3,260 59, , ,258 Recreation and Entertainment 4,934 2,326 1,756 19,105 34,648 42,795 Transportation 4,716 1,491 4,058 10,169 16,318 24,828 Travel Services TOTAL 23,681 4,615 13,264 95, , ,669 Table 6 Projected Employment Shortage: Newfoundland & Labrador Accommodation Food and Beverage Services ,185 1,678 2,081 Recreation and Entertainment Transportation Travel Services TOTAL ,138 2,761 3,189 A Demographic Profile of Sector Employees page 8 of 187

13 Table 7 Projected Employment Shortage: Prince Edward Island Accommodation Food and Beverage Services Recreation and Entertainment Transportation Travel Services TOTAL ,209 Table 8 Projected Employment Shortage: Nova Scotia Accommodation Food and Beverage Services ,688 3,229 4,401 Recreation and Entertainment ,181 Transportation Travel Services TOTAL ,813 5,164 7,009 Table 9 Projected Employment Shortage: New Brunswick Accommodation Food and Beverage Services ,135 3,547 4,633 Recreation and Entertainment Transportation Travel Services TOTAL ,956 4,977 6,531 Table 10 Projected Employment Shortage: Quebec Accommodation ,039 2,497 4,102 5,643 Food and Beverage Services 1,919 1, ,390 26,632 35,217 Recreation and Entertainment ,233 9,034 10,048 Transportation 1, ,300 3,514 4,770 Travel Services TOTAL 4, ,495 22,344 43,108 55,379 A Demographic Profile of Sector Employees page 9 of 187

14 Table 11 Projected Employment Shortage: Ontario Accommodation 1, , ,517 Food and Beverage Services 4,858 1,547 2,743 20,856 45,468 71,476 Recreation and Entertainment 2,665 1, ,958 12,441 16,654 Transportation ,438 4,936 8,251 Travel Services TOTAL 9,974 3,651 4,920 30,117 63,726 97,903 Table 12 Projected Employment Shortage: Manitoba Accommodation Food and Beverage Services ,081 2,431 3,472 Recreation and Entertainment Transportation Travel Services TOTAL ,642 3,621 5,117 Table 13 Projected Employment Shortage: Saskatchewan Accommodation Food and Beverage Services ,477 2,842 3,651 Recreation and Entertainment ,098 Transportation Travel Services TOTAL ,485 4,619 6,022 Table 14 Projected Employment Shortage: Alberta Accommodation ,194 2,306 Food and Beverage Services 1, ,229 9,177 13,914 19,128 Recreation and Entertainment ,299 3,469 4,131 Transportation 1,226 1,048 1,574 2,185 2,862 4,282 Travel Services TOTAL 3,919 1,027 3,432 14,528 21,543 30,049 A Demographic Profile of Sector Employees page 10 of 187

15 Table 15 Projected Employment Shortage: British Columbia Accommodation ,052 1,660 2,809 4,704 Food and Beverage Services 503 1, ,931 18,039 27,448 Recreation and Entertainment ,234 5,541 7,086 Transportation 1, ,106 2,051 3,215 5,087 Travel Services TOTAL 2,391 1,367 2,194 15,911 29,581 44, Size of Sector Businesses Businesses with no more than four employees dominated the tourism sector in 2006 (43.9%). Almost eight in ten (78.8%) tourism sector businesses that reported to the Canadian Business Register 3 indicated they had less than twenty employees. This is slightly lower than the Canadian economy as a whole, which reported having 86.8% of businesses in this category. It is interesting to note that the proportion of tourism businesses with employees was larger than the proportion in Canada as a whole. Table 16 Size of Sector Businesses by Number of Employees, 2006 Number of employees Canada Sector Accommodation Food & Beverage Services Recreation & Entertainment Transportation Travel Services % 43.9% 42.4% 37.2% 53.3% 57.4% 60.6% % 18.6% 18.2% 19.5% 17.2% 15.8% 21.3% % 16.3% 14.8% 19.5% 12.5% 10.5% 10.0% Total under % 78.8% 75.4% 76.2% 83.0% 83.7% 91.9% % 14.0% 14.5% 16.7% 10.6% 8.9% 5.3% % 4.9% 5.5% 5.8% 3.6% 3.5% 1.6% Total % 18.9% 20.0% 22.5% 14.2% 12.4% 6.9% % 1.5% 2.8% 1.1% 1.7% 2.0% 0.9% % 0.6% 1.5% 0.2% 0.8% 1.3% 0.2% % 0.2% 0.3% 0.0% 0.3% 0.6% 0.1% Total % 2.3% 4.6% 1.3% 2.8% 3.9% 1.2% SOURCE: Canada Business Register, Sector Occupations There is a wide range of occupations that make up the tourism sector. Some of these occupations are easily associated with the tourism sector, such as hotel front desk clerk. Others are occupations that work in various sectors, including tourism, such as human resource manager or cashier. This section will profile employment in the main occupations found in all industries of the tourism sector by a number of demographic characteristics. The occupations described in this document reflect 77.1% of employment in the tourism sector. 3 Businesses are only required to report if they have been allocated a GST number and/or if annual revenues reach a pre determined amount. A Demographic Profile of Sector Employees page 11 of 187

16 Table 17 Main Occupations in the Sector NOC S Number of % of tourism Occupation 2006 People employment G961 Food counter attendants, kitchen helpers and related occupations 225, % G513 Food and beverage servers 177, % G412 Cooks 140, % A221 Restaurant and food service managers 91, % H712 Bus drivers and subway and other transit operators 66, % G311 Cashiers 57, % G931 Light duty cleaners 47, % F154 Program leaders and instructors in recreation, sport and fitness 41, % H713 Taxi and limousine drivers and chauffeurs 38, % G512 Bartenders 36, % G411 Chefs 31, % G012 Food service supervisors 28, % G711 Travel counsellors 25, % G211 Retail salespersons and sales clerks 23, % A222 Accommodation service managers 23, % G715 Hotel front desk clerks 21, % I212 Landscaping and grounds maintenance labourers 20, % G723 Casino occupations 19, % G511 Maîtres d'hôtel and hosts 18, % G933 Janitors, caretakers and building superintendents 17, % G731 Operators and attendants in amusement, recreation and sport 16, % A211 Retail trade managers 12, % C171 Air pilots, flight engineers and flying instructors 11, % G712 Pursers and flight attendants 10, % G713 Airline sales and service agents 10, % G942 Bakers 8, % B531 Accounting and related clerks 8, % A131 Sales, marketing and advertising managers 7, % B553 Customer service, information and related clerks 6, % A373 Transportation managers 5, % G721 Tour and travel guides 4, % F112 Technical occupations related to museums and art galleries 3, % G732 Other attendants in accommodation and travel 3, % G714 Ticket agents and related clerks (except airline) 3, % G722 Outdoor sport and recreational guides 2, % G011 Retail trade supervisors 2, % B316 Conference and event planners 2, % A112 Human Resource Managers 2, % Subtotal 1,276, % All other tourism occupations 380, % TOTAL TOURISM SECTOR EMPLOYMENT 1,656,940 Total Employed Labour Force in Canada 16,021, % A Demographic Profile of Sector Employees page 12 of 187

17 1.4 Demographics of the Sector Labour Force Gender Did you know in 2006, women continued to account for a higher proportion of the tourism sector labour force than the Canadian labour force as a whole (52.3% compared to 47.4%). Travel services was the industry group with the largest proportion of women (70.5%). This is compared to the transportation industry group, which reported that women comprised just 28.1% of its labour force. Table 18 Gender of the Sector s Employed Labour Force: by Industry Group WOMEN MEN CANADA 47.4% 52.6% Sector 52.3% 47.7% Accommodations 61.4% 38.6% Food & Beverage Services 59.6% 40.4% Recreation & Entertainment 47.2% 52.8% Transportation 28.1% 71.9% Travel Services 70.5% 29.5% Age Did you know while there was a 4.5% increase in the proportion of tourism workers aged 45 years and over in 2006 compared to 2001, the tourism sector labour force is significantly younger than the Canadian labour force as whole. In fact, in the tourism sector, one third of workers were years old, compared to 15.0% in the Canadian labour force. This trend remains unchanged from The food and beverage services industry group employed the youngest labour force (48.1% were years of age). This is compared to the travel services and transportation groups which reported 11.8% and 5.4% of the labour force in this same age group. Table 19 Age of the Employed Labour Force in the Sector Canada Canada Canada years 15.0% 32.8% 15.6% 36.5% 14.5% 28.6% years 19.9% 18.5% 20.1% 18.7% 19.7% 18.3% years 24.6% 18.6% 25.0% 18.2% 24.3% 19.0% 45 years and over 40.5% 30.2% 39.3% 26.6% 41.5% 34.1% Table 20 Age of the Employed Labour Force in the Sector: by Industry Group years years years 45 years and over CANADA 15.0% 19.9% 24.6% 40.5% Sector 32.8% 18.5% 18.6% 30.2% Accommodations 22.8% 19.9% 20.2% 37.1% Food & Beverage Services 48.1% 17.8% 14.8% 19.2% Recreation & Entertainment 27.3% 20.7% 19.8% 32.2% Transportation 5.4% 15.5% 25.5% 53.6% Travel Services 11.8% 24.6% 25.1% 38.5% A Demographic Profile of Sector Employees page 13 of 187

18 Work Patterns Did you know since 2001 there was a 1.6% increase in the proportion of tourism workers between the ages of who worked full time for part of the year. This did not occur in workers in this age group in the Canadian labour force as a whole. The increase in the tourism sector could be attributable to more seasonal requirements by employers or it could be an indication of the labour shortage experienced in tourism during this period. Table 21 Work Patterns of All Who Worked in the Sector in 2005 Full Time / Full Year Full Time / Part Year Part Time / Full Year Part Time / Part Year Canada Canada Canada Canada Total Canada 53.7% 24.0% 8.0% 14.4% Total 36.8% 24.6% 11.5% 27.1% years 19.6% 12.0% 26.7% 20.0% 15.2% 18.0% 38.5% 50.0% years 57.3% 46.6% 28.0% 29.6% 5.2% 8.3% 9.5% 15.5% years 63.6% 53.9% 22.9% 26.8% 5.8% 7.2% 7.7% 12.1% 45 years and over 60.2% 50.4% 21.6% 26.0% 7.6% 8.1% 10.7% 15.6% Did you know in 2005, the accommodations industry group employed almost three quarters of its labour force on a full time basis. Of this full time work, 39.4% worked full time, full year. Comparatively, 51.1% of the food and beverage services labour force worked full time. Table 22 Work Patterns of All Who Worked in the Sector in 2005: by Industry Group Accommodations Food & Beverage Services Recreation & Entertainment Transportation Travel Services Full Time / Full Year 39.4% 31.0% 31.9% 56.7% 53.4% Full Time / Part Year 32.5% 20.1% 29.2% 25.5% 26.7% Part Time / Full Year 7.8% 15.6% 10.1% 4.8% 6.7% Part Time / Part Year 20.3% 33.3% 28.9% 12.9% 13.2% Mother Tongue Did you know compared to those working in the Canadian labour force as a whole, tourism workers were slightly more likely to have a mother tongue other than English or French. Table 23 Mother Tongue of the Sector s Employed Labour Force Canada Canada Canada English 58.0% 58.7% 59.1% 61.8% 58.7% 58.2% French 21.9% 19.1% 22.0% 20.0% 21.9% 18.8% Other Language 20.1% 22.1% 19.0% 18.2% 19.4% 23.0% A Demographic Profile of Sector Employees page 14 of 187

19 Did you know three in ten (29.5%) workers in the travel services industry group reported speaking a mother tongue other than French or English. Table 24 Mother Tongue of the Sector s Employed Labour Force: by Industry Group Accommodations Food & Beverage Services Recreation & Entertainment Transportation Travel Services English 58.3% 56.1% 66.7% 57.0% 54.9% French 18.5% 18.7% 19.9% 20.3% 15.5% Other Language 23.2% 25.2% 13.4% 22.7% 29.5% Place of Birth Did you know according to the 2006 Census, the share of workers in the tourism labour force who were born outside of Canada was 23.7%. This reflects the sector s dependency on immigrants to help meet the demand for labour. The labour force within the travel services industry group had the highest proportion of workers born outside of Canada. Table 25 Place of Birth of the Sector s Employed Labour Force Born in Canada Born outside of Canada CANADA 77.9% 22.1% Sector 76.3% 23.7% Accommodations 73.9% 26.1% Food & Beverage Services 74.8% 25.2% Recreation & Entertainment 83.4% 16.6% Transportation 74.7% 25.3% Travel Services 66.4% 33.6% Equity Groups Did you know in 2006, visible minorities (18.8%), Aboriginal Peoples (3.2%) and disabled persons (11.5%) accounted for one third of the tourism labour force. Overall, equity groups were better represented in accommodations (36.7%) and food and beverage services (36.1%). Table 26 Equity Group Representation among People Employed in the Sector Visible Minorities Aboriginal Peoples Disabled Persons Total Equity Group Representation CANADA 15.1% 2.8% 11.8% 29.6% Sector 18.8% 3.2% 11.5% 33.6% Accommodations 19.0% 4.7% 13.1% 36.7% Food & Beverage Services 22.7% 3.1% 10.3% 36.1% Recreation & Entertainment 10.9% 3.3% 11.4% 25.6% Transportation 17.4% 2.8% 14.0% 34.2% Travel Services 22.9% 1.4% 11.2% 35.5% A Demographic Profile of Sector Employees page 15 of 187

20 School Attendance Did you know during the reference period, 28.4% of tourism workers attended school compared to less than 16.7% of the Canadian labour force. Table 27 School Attendance (Previous Nine Months) for the Sector s Employed Labour Force ATTENDED SCHOOL DID NOT ATTEND SCHOOL Canada Canada Total Canada 16.7% 83.3% Total 28.4% 71.6% years 62.7% 71.2% 37.3% 28.8% years 18.2% 19.1% 81.8% 80.9% years 9.6% 8.4% 90.4% 91.6% 45 years and over 5.7% 5.1% 94.3% 94.9% Did you know of the industry groups, food and beverage services had the largest share of its workers attend school during the reference period. This may be due to the fact that 48.1% of this labour force was years of age. Table 28 School Attendance (Previous Nine Months) for the Employed Labour Force: by Industry Group Attended School Did Not Attend School CANADA 16.7% 83.3% Sector 28.4% 71.6% Accommodations 20.3% 79.7% Food & Beverage Services 38.6% 61.4% Recreation & Entertainment 27.1% 72.9% Transportation 8.6% 91.4% Travel Services 13.8% 86.2% Education Levels Did you know about one in ten (12.3%) tourism workers hold a university certificate or degree compared to 22.3% of the Canadian labour force. Table 29 Education Levels of the Sector s Employed Labour Force Canada Canada Canada No certificate, diploma or degree 14.5% 23.3% 13.7% 26.1% 18.1% 25.3% High school certificate or equivalent 26.1% 34.6% 27.2% 35.9% 25.7% 32.8% Apprenticeship/trades certificate/diploma or College, CEGEP, other non university certificate/diploma 32.4% 25.9% 31.1% 23.2% 31.8% 26.0% University certificate or diploma below bachelor level 4.8% 3.9% 5.3% 3.5% 4.0% 3.9% University certificate or degree 22.3% 12.3% 22.7% 11.3% 20.3% 12.0% A Demographic Profile of Sector Employees page 16 of 187

21 Did you know of all the industry groups and the tourism sector overall, recreation and entertainment had the largest share of workers with a university certificate or degree (22.7%). Considering the large proportion of food and beverage services workers that were years of age (48.1%) it is not surprising this industry group had the largest share of workers with a high certificate or equivalent (38.8%). Table 30 Education Levels of the Sector s Employed Labour Force: by Industry Group No certificate, diploma or degree High school certificate or equivalent Apprenticeship, trades certificate, diploma University certificate or diploma below the bachelor level University certificate or degree CANADA 14.5% 26.1% 32.4% 4.8% 22.3% Sector 23.3% 34.6% 25.9% 3.9% 12.3% Accommodations 20.6% 32.9% 30.2% 4.5% 11.8% Food & Beverage Services 31.9% 38.8% 19.2% 2.8% 7.2% Recreation & Entertainment 15.1% 30.0% 27.1% 5.0% 22.7% Transportation 14.2% 31.9% 37.7% 4.4% 11.9% Travel Services 4.2% 21.6% 44.9% 7.5% 21.8% Unionization In 2006, the proportion of unionized workers in the tourism sector (11.5%) was less than half the share in the Canadian labour force overall (24.9%). Notwithstanding the transportation industry group, there was little change in overall unionization rates between 2005 and Reflective of the large public and private organizations that tend to be unionized, the greatest proportion of unionization in the sector was seen in the transportation industry group (32.9%). Conversely, just 2.6% of the food and beverage services labour force was unionized. Table 31 Unionization* within the Sector Total # of Employees # of Union Member Employees % of Union Member Employees Total # of Employees # of Union Member Employees % of Union Member Employees CANADA 16,169,700 4,064, % 16,484,300 4,108, % Sector 1,651, , % 1,660, , % Accommodations 202,700 37, % 191,500 31, % Food & Beverage Services 753,300 24, % 775,200 20, % Recreation & Entertainment 383,600 50, % 379,700 49, % Transportation 259, , % 266,500 87, % Travel Services 51,800 2, % 47,900 2, % SOURCE: Statistics Canada. Labour Force Survey, 2005 and Annual Averages. Customized tabulations. * Unionization data is reported by the Labour Force Survey rather than the Canadian Census, therefore sum figures may vary. A Demographic Profile of Sector Employees page 17 of 187

22 1.5 Summary Table: Demographic Characteristics* for the Sector Labour Force CANADA TOURISM SECTOR Accommodations Food & Beverage Services Recreation & Entertainment Transportation Travel Services Total Employment 16,021,180 1,656, , , , ,500 48,245 GENDER Female 47.4% 52.3% 61.4% 59.6% 47.2% 28.1% 70.5% Male 52.6% 47.7% 38.6% 40.4% 52.8% 71.9% 29.5% AGE years old 15.0% 32.8% 22.8% 48.1% 27.3% 5.4% 11.8% years old 19.9% 18.5% 19.9% 17.8% 20.7% 15.5% 24.6% years old 24.6% 18.6% 20.2% 14.8% 19.8% 25.5% 25.1% 45 years and older 40.5% 30.2% 37.1% 19.2% 32.2% 53.6% 38.5% WORK PATTERNS IN 2005 Full Time / Full Year 53.7% 36.8% 39.4% 31.0% 31.9% 56.7% 53.4% Full Time / Part Year 24.0% 24.6% 32.5% 20.1% 29.2% 25.5% 26.7% Part Time / Full Year 8.0% 11.5% 7.8% 15.6% 10.1% 4.8% 6.7% Part Time / Part Year 14.4% 27.1% 20.3% 33.3% 28.9% 12.9% 13.2% Total Full Time 77.7% 61.4% 71.9% 51.1% 61.1% 82.2% 80.1% Total Part Time 22.3% 38.6% 28.1% 48.9% 39.0% 17.7% 19.9% Total Seasonal (Part Year) 38.4% 51.7% 52.8% 53.4% 58.1% 38.4% 39.9% Total Year Round 61.6% 48.3% 47.2% 46.6% 42.0% 61.5% 60.1% PLACE OF BIRTH Born in Canada 77.9% 76.3% 73.9% 74.8% 83.4% 74.7% 66.4% Born outside of Canada 22.1% 23.7% 26.1% 25.2% 16.6% 25.3% 33.6% MOTHER TONGUE English 58.0% 58.7% 58.3% 56.1% 66.7% 57.0% 54.9% French 21.9% 19.1% 18.5% 18.7% 19.9% 20.3% 15.5% Other Language 20.1% 22.1% 23.2% 25.2% 13.4% 22.7% 29.5% EQUITY GROUPS Visible minorities 15.1% 18.8% 19.0% 22.7% 10.9% 17.4% 22.9% Aboriginal Peoples 2.8% 3.2% 4.7% 3.1% 3.3% 2.8% 1.4% Disabled persons 11.8% 11.5% 13.1% 10.3% 11.4% 14.0% 11.2% SCHOOL ATTENDANCE (in ) Attended school 16.7% 28.4% 20.3% 38.6% 27.1% 8.6% 13.8% Did not attend school 83.3% 71.6% 79.7% 61.4% 72.9% 91.4% 86.2% EDUCATION LEVELS No certificate, diploma or degree 14.5% 23.3% 20.6% 31.9% 15.1% 14.2% 4.2% High school or equivalent 26.1% 34.6% 32.9% 38.8% 30.0% 31.9% 21.6% Apprenticeship/trades/College/ CEGEP certificate/diploma 32.4% 25.9% 30.2% 19.2% 27.1% 37.7% 44.9% University below bachelor level 4.8% 3.9% 4.5% 2.8% 5.0% 4.4% 7.5% University certificate or degree 22.3% 12.3% 11.8% 7.2% 22.7% 11.9% 21.8% * Unless otherwise indicated, data is for the employed labour force as of Census Day: May 16, A Demographic Profile of Sector Employees page 18 of 187

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