The recruitment of skilled staff remains a key issue for the tourism sector, despite the economic slowdown, some slight increase in the labour supply and the tourism market difficulties experienced last year. Against this backdrop, CERT undertook specific recruitment campaigns in 2001 which increased by about 9% formal entry to the industry through training. CERT was also able to target its recruitment campaign at women returning to work and more than 1,000 women were trained. The school-leaver market fell slightly in line with expectations. Some potential to expand the domestic labour market remains but for the future it is likely to be confined to the more mature female segment.
CERT addresses entry to the tourism and hospitality industry workforce by way of a comprehensive promotion and recruitment campaign aimed at specific target markets such as school-leavers, those wishing to return to work and the long-term unemployed. The campaign includes roadshows, attendance at all major exhibitions, 300 school talks and attendance at the AGM of career guidance counsellors.
These activities are supported by the distribution of school packs for guidance counsellors and two career videos targeted at school-leavers and those wishing to return to the workforce. Last year, for example, the "Go places in tourism" roadshow confirmed its value as the industry's prime marketing tool. It visited 18 venues across Ireland and attracted more than 10,000 students and potential recruits who experienced the career campaign and took part in the ready-steady-cook presentations with top Irish chefs. The campaign also went into second level schools through the chef of the future competition which attracted 90 student teams.
Additional information.Promotional plans for 2002 provide for an increased emphasis on direct communications with target groups via a roadshow and an expanded programme of exhibitions and school talks. For the first time, primary schools will be targeted when the new people and place programme is launched to raise awareness of the core values of the Irish tourism product among young people. A new careers advice centre will open in CERT House to provide a one-stop-shop to anyone considering a career in tourism and hospitality. The new CERT website allows students to access careers information and request further careers information.
I welcome these initiatives by CERT to recruit and encourage more Irish nationals to the industry. Nonetheless, a recent report by CERT showed that non-nationals account for over 20% of total industry employment. This is not surprising, given that the economy has been operating at virtually full employment in recent years. Future growth in this area may not be as marked as in the recent past, but there can be little doubt that cultural diversity will remain a feature of the tourism workforce for the future.
The recent changes to the work permit scheme as operated by my colleague, the Tánaiste and Minister for Enterprise, Trade and Employment, should also encourage greater recruitment of Irish nationals. I understand that from this month, new applications for work permits from employers will not be accepted unless accompanied by a letter from FÁS confirming that all reasonable efforts had been made to fill the vacancy through the domestic or wider EEA labour market. This new system should help control levels of unskilled workers being recruited into the industry and help ensure that the availability of a possible Irish employee will be checked before a permit is issued to a non-EEA national. This is being achieved by a formal consultation procedure between CERT and FÁS.