Although there is a skills shortage in the travel, tourism and hospitality sector post-COVID, there remains a high demand for jobs.

“There is a big need for tourism jobs in South Africa as the country is recovering quickly following COVID-19. There is a high demand for skilled, reliable, and motivated workers nationwide. Employers need committed, passionate, and qualified professionals to join their tourism businesses,” Jabu Matsilele, Chairperson of the Small Tourism Enterprise Association (STEA) told Tourism Update.

Globally, employment in the travel and tourism sector rose slightly in 2022 compared with the previous year, following a sharp drop with the onset of the COVID-19 pandemic. Despite the increase, travel and tourism jobs worldwide remained below pre-pandemic levels, totalling 295 million in 2022.

However, this figure is expected to grow to 320 million in 2023, according to a Statista Research Development report published in August.

Lee-Anne Singer, FEDHASA Cape Chairperson, told Tourism Update that the hospitality sector faced a significant gap in its middle management workforce.

“There are a lot of eager students and fresh young professionals who are keen to dive into the industry. However, many of them lack the essential skills required for the job. As a result, there’s a noticeable disparity, with a considerable number at the entry-level and a strong presence at the senior leadership level, but a glaring void in middle management,” said Singer.

She said this situation has arisen from the rapid promotion of the industry’s previous middle management personnel during the pandemic.

“These individuals were swiftly elevated and moved into senior positions to address business critical priorities hospitality businesses faced. This has left a noticeable vacuum in the middle ranks. The current senior to middle management may not possess the experience and expertise required to effectively fulfil their roles as a result,” said Singer.

Rosemary Anderson, FEDHASA National Chairperson, said: “The Western Cape is the one province where we're currently experiencing staff shortages, making it a job-seekers market. In contrast, in the other provinces, the situation favours employers.”

Kim Botti, Director of supply chain, logistics, and travel recruitment agency, Lee Botti & Associates, said another significant issue in the job market since the pandemic is that experienced travel individuals have either changed careers or immigrated.

“Large numbers of consultants have left the industry and found employment in other sectors – not wanting to come back to travel,” said Botti.

Challenges

There are plenty of challenges in the industry to create more job opportunities, and Matsilele summarised it as the following:

• Rising costs and reduced revenue.
• Skill and talent shortages.
• Attracting new customers (access to markets).
• Coping with market competition.
• Securing and managing funds.
• Buying power.
• Visas and the National Public Transport Regulator regime.
• Safety and security.
• Lack of funding.

Singer pointed out numerous current challenges in the hospitality industry job market: “The challenges we face include several issues – safety and security concerns, energy generation, bureaucratic hurdles, and the various supplementary expenses associated with running a hospitality business in South Africa.

“Overcoming these challenges would not only pave the way for profitability within our establishments but also paint a brighter economic landscape for South Africa. This, in turn, would inspire people to allocate more of their disposable income to pursuits such as travel, tourism, and hospitality – creating a surge in demand. As a result, we would need to employ more staff,” said Singer.

Botti added that existing staff in the industry were currently under pressure, and organisations must bring in skilled talent to assist with the pressure. 

She continued that hospitality and tourism jobs often require putting in long hours, which job seekers no longer want.

“They are looking for work life balance and want normal office hours and flexibility. There is a certain degree of flexibility for skilled staff, with remote or hybrid positions.  However, organisations do feel that team culture, knowledge sharing, and being in the office, even in a hybrid situation, are still important for many of them,” said Botti.

Opportunities

Matsilele said that there are always opportunities for entrepreneurs to start their own small companies that eventually become job creators themselves.

“There is a big demand for SMEs playing in international leisure markets such as the Middle East, India, and the US. The US is offering a great opportunity – Black African American wants to work with previously disadvantaged SMEs offering authentic experiences,” he said.

Matsilele added that the STEA has partnered with the Tshwane University of Technology, placing their students for internship and absorbing the ones that are ready. The STEA will be conducting a job search workshop seminar next year.

Singer said there was tremendous potential to create more opportunities within the hospitality industry.

“Often, people view hospitality through a very narrow lens, focussing solely on front-of-house and food and beverage services. However, there is an entire commercial aspect associated with a hospitality business, that deserves greater attention.  

“We must consider the expertise needed to efficiently manage revenue for a major hotel group. It demands serious business qualifications and the intellectual property necessary to optimise business operations and revenue streams. In this context, areas like yield management, sales, and marketing are also vital.

“Hotel and hospitality marketing has undergone a digital transformation, necessitating strong, proficient marketing skills to oversee these departments effectively. Unlike in the past, where a marketing coordinator managed the marketing for the business, today’s professionals must don the hat of a data scientist, ensuring the success of marketing campaigns and measuring their effectiveness,” said Singer.

She added that E-commerce, digital marketing, web development, social media management, campaign management, and search engine optimisation are all key skills in the hospitality industry, yet these remain somewhat in the shadows.

“These areas represent vast opportunities that the hospitality industry should actively promote. I make a point to emphasise this every chance I get, stressing the existence of another world that must be explored. The responsibility to make our industry appealing again falls on the shoulders of hospitality leaders, both in the private and public sectors. The pandemic hit us hard, and we have a long journey ahead to reposition the hospitality sector as a preferred career path, drawing in fresh talent and reinvigorating the sector’s attractiveness,” noted Singer.

She said FEDHASA proactively engages with the public and private sectors, working closely alongside various SETAs (sector education authorities) to help create more job opportunities.

“We play a pivotal role as intermediaries and function as an informal recruitment agency, with a special focus on helping young students seeking entry into the hospitality sector.

“Essentially, we serve as a conduit for these aspiring individuals. When tertiary institutions have students who have successfully completed their qualifications and require internships or practical work experience, they can turn to FEDHASA. We, in turn, leverage our network and reach out to our members to secure suitable placements for these students,” said Singer.