By Steve Gillick, President and Chief Operating Officer, CITC (www.citc.ca)

No, I am serious. Despite the events of the Fall of 2001, there is a bright
opportunity-filled future in the travel industry.

Yes, last year's unprecedented events lent a blow to the entire industry. The failure of Canada 3000 contributed to some uneasy feelings. The recent commission "zero-outs" aimed at travel agencies by major North American Airlines, and the prospect that other suppliers will also stop paying commission, added to this.

Recently, the media has focussed on the plight of the neighbourhood travel agency and called into question the very future of the travel counsellor. Yet, there are jobs in the travel industry that are begging for qualified personnel.

The definition of a perfect job is to find something you love to do. It's even better if you can convince someone to actually pay you for doing it. Travel careers frequently follow this path.  People choose travel as a career because they love to travel. They love to learn about cultures and history and different places. They love to sample different cuisine, photograph colourful celebrations and festivals.  They love to share their experiences with others; to share what is referred to as "contagious enthusiasm" for a destination. Creativity is welcome, respect and accuracy when treating clients is important and customer service is mandatory. Exercising good business skills is the norm and staying flexible and adaptable to industry changes is essential in this day and age.

Travel professionals also love the intellectual challenge of travel. But there are also professional skills at work.  It is no wonder that at least one travel counsellor calls herself a "Jack-of-All-Trades": Travel counsellors must be proficient in using a GDS  (Global Distribution System) which contains all the airline schedules, hotel information, car rental information and booking rules.  Travel counsellors must be adept at people skills, sales and marketing skills.  They must be able to interpret a brochure and read it 'upside down' to them so it is right side up in front of the client.  Travel counsellors must be up-to date on destination information, know where the closest travel medical clinics are located, be able to comfortably sell a variety of travel insurance packages, know passport and visa rules and keep a database of their client's needs and preferences.

Here's something to consider. Consumer travel has increased since December 2001. Despite the in-flux of Internet booking engines, consumers still prefer to research on the net and then book with a real, live travel professional.   Yvonne Friesen CTC, from Platinum Travel in Winnipeg says that "some people have tried booking on the Internet and have returned to us.  They discover that the Internet takes time and if anything goes wrong, who are they going to call?" 

Those travel organizations that are recognizing the potential of the travel industry maintain great excitement. They are getting involved in niche marketing, everything from birdwatching and wine-tasting tours to adventure tours.  They are responding to the needs of baby-boomers who are seeking ecologically responsible tours, spiritual adventures and cultural experiences.  They are looking into the seniors' market, the gay and lesbian market and the family market.  The clever ones are learning more about Canada for family travellers who prefer a domestic holiday with amazing sites to see and endless attraction-possibilities.

The recommended course of action for professional training in travel counselling is to register with an ACCESS-endorsed school such as Tourism Training Institute. ACCESS is a national industry body that sets standards in education and professional certification/designation. There are a plethora of travel-related jobs that can grow out of a travel & tourism course.  The field includes not only travel counselors but also Tour Escort, Consolidator, Corporate Sales, Personnel Agency, Educator, Marketing, Incentives, Motorcoach Industry, Scheduling, Travel Information services, Destination Writing, Industry Administration, Tourism and Convention Services, Attractions, Tourist Boards, Tour Operator, Travel Insurance, Cruise Lines, Airlines, Travel Web Site Designer, Destination Rep, Travel Photographer and on and on and on.

Now is the time to think about a career in travel.  The nay-sayers are the ones who will be put out of business because of uncreative and negative thoughts.  The proponents of travel are those who are happily carrying on in their chosen field.  After all, they are working in a career they have chosen. For the most part, travel professionals love their work. Even better, they are getting paid for it. And in the process, their own dream fulfillment is being realized.