Page 28 - Pembrokeshire Skills Report 2024

Leisure & Tourism Skills
Experiences / Themes
• Years of
• Adventure
• Legends
• Sea
• Discovery
• Outdoors
Labour Market Intelligence informs on recruitment
into the sector, some core skills are listed in high
volume across job adverts, such as:
• Housekeeping
• Lifeguarding
• Leisure & Recreation
• Marketing
• Instructing
• Chefs / Cooks
• Tourism specialities
This provides a good indication of core skills
employers are looking for. It is also prudent to look
at core competencies employers are looking for, its
these skills that make the visitor experience.
• Cleanliness and Detail
• Customer Service
• Willingness to Learn
• Communication
• Problem solving
• Management / professionalism.
Future Skills Mapping
• Digital literacy, basic to advanced /
Automation
• Local Crafts
• Teachers / Tutors / Historians
• Experience excursions
• Paddleboarding
• Swimming
• Forest excursion
• Nature retreat
• Yoga / spiritual activity
• Sustainability / Circular economics
• Planning
• Problem solving
• Supply chain management
• Renewable Energy
• Decarbonisation
• Local tourism analysis and data
insight
• Cruise economy
There are opportunities to:
Understand and create an offer to allow the full end
to end customer journey, ensuring visitors can cram
as much into the day as possible. Link with other
businesses to aid this.
Identifying and reacting to emerging trends,. Skills
such as Yoga tutors, local crafts, experience trips,
sports and alternative accommodation types
Green – maximising the ethical profile of the
business is becoming a key priority. Such as
sustainable transport, local produce,
accommodation, nature and the environment.
Technology – the reach of Social Media now means
that businesses can't control content, however they
can control the environment that the content is
captured in. Images are becoming a currency for
the travel sector so excellent presentation of the
offer will feed through into Social Media channels.
Photograph friendly offerings must be at the
forefront of employer's minds.
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Visit Wales has provided focused marketing and
product development in terms of themed messaging
within marketing materiel. Aligning skills with these
themes will ensure repeat and happy visitor
experiences..