Building the Tourism Workforce Pipeline

Forward-thinking destinations are actively shaping their own success by partnering with economic development entities to attract top talent and foster a thriving workforce.

In the ever-evolving landscape of tourism, destination organizations are discovering that their roles extend beyond simply marketing a location. Chattanooga, Tennessee, stands as a prime example of a destination that has embraced innovative approaches and strategic collaborations to bolster its tourism industry.

How Destination Organizations Drive Talent Attraction and Development: Lessons from Chattanooga

Chattanooga Tourism Co. recognized the need to not only attract visitors but also cultivate a skilled workforce to support the industry's growth. In 2021, they launched a multi-faceted advertising campaign targeting the local metro area, which expanded to include surrounding markets in 2022.

The Tourism Co. created a landing page that told the stories of working in tourism and updated the landing page with currently available jobs in tourism. This campaign ran targeted ads to people seeking employment or seeking to change employment via digital, radio (English and Spanish), and locally broadcast television advertising.

The result of the campaign was that Chattanooga's tourism jobs were filled faster than other destinations in the area, helping to put people back to work, reducing stress on other employees, managers, and owners, and improving the quality of experience for visitors. By July 2022, a new record level of tourism employment in Chattanooga was achieved.

"Talent attraction is one of those areas where the brand message is really impactful."

- Charles Wood |President and CEO
Chattanooga Area Chamber of Commerce

Chattanooga's Recipe for Success

Chattanooga's proactive approach to workforce development serves as an inspiring example for other destinations. By actively partnering with economic development entities, investing in targeted advertising, and fostering a positive brand image around tourism careers, the city has achieved remarkable success in attracting and retaining talent. The collaborative "Chattanooga Calling" campaign further exemplifies the power of creative solutions in addressing workforce challenges. These efforts not only benefit the tourism industry but also contribute to the overall economic vitality and quality of life in Chattanooga.

The Destination Effect is a joint initiative by Destinations International and Tempest. To share your destination's success story, please email join@destinationeffect.com.