How to attract more young people?

Description

How to attract more young people into tourism professions? Due to the chronic shortage of staff in the industry, the Slovenian Tourist Board decided to launch the 'I Create Experiences' the campaign, highlighting the positive aspects of tourism professions. Creatim created a website where the relevant information is conveyed through real-life stories of young people pursuing careers in tourism.

Client

Slovenian Tourist Organization aimed to counteract the bad reputation of tourism jobs by accentuating the positive aspects such as personal growth, international experience, friendships, and the impact on the development of the local community and the co-creation of sustainable actions. In tourism, each individual contributes to the quality of the service and leaves their mark, which is particularly important for Generation Z.

Challenge

How to attract more young people into tourism professions? Due to the chronic shortage of staff in the industry, the Slovenian Tourist Board decided to launch the 'I Create Experiences' campaign, highlighting the positive aspects of tourism professions. The campaign aims to change the way people think about tourism professions.

Solution

Creatim created the campaign website. Leads from social media, influences, and events are encouraged to visit the site, where the relevant information is conveyed through real-life stories of young people pursuing careers in tourism.

Their stories are complemented by information on schooling opportunities at several levels, with concrete guidance on enrolling in specific programs. Under the 'Incentives' tab, employers can find information on job funding opportunities, while jobseekers can learn about current training programs and scholarship opportunities. There is also a section dedicated to incentives for young entrepreneurs who want to set out independently. The portal also contains news and current educational and promotional events in education and employment.

The campaign has received millions of views and thousands of likes even before its full-scale launch this summer.