Northern Ireland’s tourism sector has demonstrated remarkable resilience in recent years. From navigating the impact of the COVID-19 pandemic to adapting to shifting visitor expectations and economic pressures, businesses across the region have continued to innovate and evolve. Yet, as the sector looks ahead to a period of renewed growth and opportunity, one challenge remains consistently at the forefront: skills.

Workforce and skills leadership is one of the Northern Ireland Tourism Alliance’s (NITA) key strategic priorities. NITA is part of the Tourism Skills Delivery Group, a sub-group of the Tourism Partnership board, which works with the Department for the Economy and Tourism NI, to ensure the voice of industry is central to the development of the bespoke Tourism Skills Plan.

In addition to this work, NITA has established a new Tourism Skills Forum, an employer led group, to help shape skills policy, improve employer practice and support the long-term growth of the industry. Chaired by Eddie McKeever, Managing Director of McKeever Hotels and NITA Board member, the Forum brings together senior industry professionals who share a strong commitment to tourism and workforce development.

Across hospitality, attractions, transport, and visitor services, employers are facing persistent skills shortages, recruitment difficulties, and retention challenges. At the same time, the nature of work within tourism is changing. Digital transformation, sustainability expectations, and the demand for high-quality visitor experiences are reshaping the skills employers need often faster than the current system can respond.

Why an employer-led approach matters

For too long, employers have often felt that the skills system does not fully reflect the realities of operating within tourism particularly in a sector characterised by seasonality, a diverse workforce and a high proportion of SMEs.

An employer-led approach is critical to bridging this gap. By placing businesses at the heart of the conversation, the group seeks to ensure that skills policy and provision are grounded in real-world need. It also provides a platform for employers to move beyond shared challenges and towards shared solutions.

A collaborative work programme for immediate impact

The NITA Tourism Skills Forum’s forward work programme is deliberately practical and action-focused. Its initial phase will prioritise employer networking and knowledge exchange recognising that some of the most effective solutions already exist within the sector itself.

Through a series of events and engagements, the group will create space for employers to:

• Share insights on recruitment, retention and workforce development

• Learn from proven approaches and innovative practice

• Build connections that support collaboration and peer learning

This focus on peer-to-peer exchange reflects a simple but powerful idea: that employers are not starting from scratch and that collective knowledge can be a catalyst for faster more effective change.

Shaping a stronger skills system

The Forum is guided by a set of clear strategic ambitions. It aims to strengthen the employer voice on skills, ensuring that the system works in the best interests of the tourism sector and is responsive to its evolving needs. This includes engaging with policymakers and stakeholders to highlight challenges, identify opportunities and influence future direction.

Connecting employers is another core priority. By fostering stronger networks across the sector, the group will help to break down silos, encourage collaboration, and enable the sharing of ideas and best practice at scale.

As part of this work, it has just launched a call for Apprenticeship Ambassadors encouraging employers to share their experience, promote the value of apprenticeships and support greater employer engagement across the sector.

Leading chef, Niall McKenna, of James Street and Waterman Restaurants in Belfast, was the first to sign up as an Ambassador.  An advocate for high-quality apprenticeships, Mr McKenna welcomed the initiative.

“Apprenticeships provide an important opportunity to develop talent and invest in the future of our industry. We look forward to sharing our experience,” he added

In addition to the Apprenticeship Ambassador initiative, the Forum will also champion greater employer investment in skills. While external support is important, long-term success will depend on a shared commitment to developing talent from within, creating clear pathways for progression and building a more resilient workforce.

The Forum will also support stakeholders in developing solutions to key skills challenges, acting as both a sounding board and a partner in shaping initiatives that deliver real impact.

Looking ahead

There is no single solution to the skills challenges facing Northern Ireland’s tourism sector. However, there is a clear opportunity to take a more coordinated, employer-driven approach, one that combines insight, collaboration and practical action.

The NITA Tourism Skills Forum represents an important step in that direction. By bringing together experience, passion and a shared sense of purpose, it has the potential to not only influence policy but also to support meaningful change on the ground.

As the sector continues to grow and evolve, investing in people will be critical. Through collaboration and leadership, this employer-led initiative aims to help ensure that Northern Ireland’s tourism workforce is equipped, empowered and ready for the future.

Roisin Mckee, lead facilitator for the Northern Ireland Tourism Alliance Tourism Skills Forum. Roisin is a senior workforce development expert, bringing extensive knowledge and expertise in developing strategic partnerships between industry, education and government

More information about becoming an Apprenticeship Ambassador and the link for expressions of interest can be found here.

More details about NITA are available here.

NITA Tourism Skills Forum Members:

Eddie McKeever, Managing Director, McKeever Hotels & NITA Board member; Heather Collinson, Head of Human Resources, Titanic Belfast; Louise Smyth, HR Business Partner, National Museums NI; Martin Toner, Director of People and Culture, McKeever Hotels; Ciara Allen, Business Development Manager, National Trust; Martin McMullan, Director, Life Adventure; Michelle Simpson, Chairperson, Visit Derry & NITA Board member; Colette McCafferty, Owner, Travel & Tourism Associates & NITA Board member.