On 13 September, the French ministry of economy launched a wide communication campaign all over France and on many medias as part of the Destination France plan to raise the awareness of younger audience about the diversity of training courses and professions and trades in the tourism industry, a sector that is recruiting thousands of people and offers diverse career plans.
The tourism industry includes 2 million jobs in France and accounts for about 8% of the GDP. The industry is now one of the “critical engines of our economy”, said the French minister in charge of tourism. Despite an exceptional summer season that marks a clear pickup of tourism in 2022, professions and trade of the industry struggle to draw new people. This is why the French government worked with players of the tourism industry to launch this national campaign included in the Destination France plan.
A plan in line with international expectations
The Destination France plan launched by the French president in 2021 aims at strengthening the position of France as first tourism destination in the world. The idea is to precisely determine over 10 years a “clear line of development and transformation of the tourism industry” by turning France into the 1st sustainable tourism destination “in line with new expectations from French and international clients, especially in terms of ecological transition”.
The first action of the Destination France plan takes the form of a wide national communication campaign created for the wide audience and young generations to improve the attractiveness of professions and trades in the tourism industry and answer the recruitment needs of the sector.
Three major objectives in the short and medium term
This campaign stages the “1001 reasons” to work in tourism, and aims at reuniting three major objectives at short and medium term, such as:
- the strengthening of the attractiveness of the tourism industry to better raise awareness about the diversity of professions and professional opportunities;
- recruitment, with facilitating mechanisms to recruit in professions experimenting shortage, especially to prepare for the major events to come, and for example the Rugby World Cup held in France in 2023;
- training courses, with a highlight on courses leading to such professions and trades.
Spread over a year, this campaign is mainly directed towards the young from 16 and 25 years old currently seeking a job or a professional purpose.
A campaign adapted to the younger audience
This campaign includes indeed the broadcasting of advertisements on most TV channels and social medias. It reminds in each message broadcasted that the tourism industry is recruiting, including through the monemploitourisme.fr platform, which allows to discover the diversity of professions, industries, and job and training offers.
And Campus France provides a number of information sheets about training offers in relation with tourism, gastronomy and hotel management leading to these professions.