7 Smart Ways Tourism Operators Can Beat the Workforce & Skills Shortage
Helping tourism operators grow with ready-to-go sales and marketing solutions.
The Australian tourism industry has weathered storm after storm and one of the most persistent challenges still affecting operators today? Workforce and skills shortages.
From losing international working holidaymakers to the scarcity of affordable housing and the rapid rebound of travel in 2022-23, the staffing crisis hasn’t let up.
And now, many tourism businesses are caught in a frustrating loop: demand is high, but the capacity to deliver exceptional guest experiences is stretched too thin.
Sound familiar?
You’re not alone and I have some real solutions for you.
Whether you’re running a regional experience, a coastal resort, or a city-based attraction, these 7 proven strategies will help you work smarter (not harder) and come out stronger.
1. Rethink Your Workforce Strategy
Gone are the days of relying solely on full-time, year-round staff. Today’s successful tourism operators build a flexible workforce tailored to demand.
Tactical ideas:
Recruit from untapped pools: students, working parents, semi-retired locals.
Partner with other local businesses to share casual staff during events or peak periods.
Create short-term micro-roles for content creation, guiding, or seasonal admin tasks.
Example: A wildlife sanctuary partners with a local cafe to share casual staff between both businesses solving two problems at once.
2. Upskill the Team You Already Have
A lean team can still be a powerful one if they’re equipped with the right skills. And the good news? Upskilling doesn’t have to be time-consuming or expensive.
Tactical ideas:
Cross-train staff to cover multiple roles.
Use platforms like Tourism Tribe or Typsy for quick and targeted online training.
Invest in training and coaching sessions for your team (we do that too at Exceptional Experiences!).
Example: A front desk team member learns basic Instagram strategy and now supports marketing in downtime between check-ins.
3. Create a Magnetic Workplace Culture
People don’t leave jobs they leave bad environments. So, let’s flip the script and build a place that’s known for being great to work at.
Tactical ideas:
Offer perks like team lunches, flexible hours, or local discounts.
Create a clear workplace purpose (e.g., “We exist to connect people with nature.”)
Use your social channels to celebrate your team just as much as your guests.
Example: A glamping operator gives each staff member a monthly “reset day” to enjoy the outdoors recharging their mental health and boosting loyalty.
4. Let Tech Lighten the Load
When people power is low, automate what you can. Use tech to streamline the admin, so your team can focus on people and experience delivery.
Tactical ideas:
Implement automated booking platforms like FareHarbor or Rezdy.
Set up email flows for confirmations, reminders, and upsells.
Use AI (yes, like ChatGPT) to help draft emails, blogs, or itineraries.
Example: A reef tour operator sets up an automatic “what to pack” email three days before departure cutting down calls and confusion.
5. Simplify and Enhance the Experience
If you can’t scale your staff, refine your offering to maintain quality. Fewer guests, better experiences, and stronger reviews.
Tactical ideas:
Introduce premium pricing for small group or VIP tours.
Create self-guided options using apps, QR codes or printed materials.
Streamline your services and remove low-return products that drain staff time.
Example: A hiking company launches a new “Solo Explorer” package with a curated map, podcast-style audio guide, and snack pack with no guide required.
6. Collaborate, Don’t Compete
Tourism thrives on community. By working together, we all win especially when it comes to managing staffing and stretching resources.
Tactical ideas:
Build a local “Tourism Staff Pool” with shared casuals for events or holiday peaks.
Offer joint training days for your region’s operators.
Package up experiences with others nearby and share the marketing workload.
Example: Several operators in a wine region create a joint “Tasting Trail Pass” and share one host to lead the experience across all venues.
7. Attract Talent Through Storytelling
Great people want to work for great places. So tell your story. Show potential staff what it’s like to be part of something special.
Tactical ideas:
Use Instagram or Reels to feature a “day in the life” of your staff.
Showcase your workplace culture and mission in your job ads.
Include testimonials from existing team members.
Example: A tourism business posts a short video of their team kayaking with dolphins and enjoying a staff BBQ afterward helping jobseekers feel the experience before they apply.
My Final Thoughts
Tourism is evolving.
The businesses that will thrive in 2025 and beyond are the ones that innovate their workforce, invest in people, and build businesses with purpose.
You don’t have to do it all yourself.
At Exceptional Experiences, we help tourism operators just like you with ready-to-go sales and marketing solutions to get more bookings and the support to help you feel less overwhelmed.
👉 Want help building a strategy, coaching your team, or managing your marketing? Let’s talk.
