1. Tourism Trends in Germany – Related skill needs
International Workshop „Trends ans skill needs in the tourism sector“ 29./30. April Halle, Germany
Dipl. Päd. Henriette Freikamp
Halle (Saale), April 2004

2. Agenda Introduction of isw Institut gGmbH
Tourism in Germany – facts and figures
Results of educational research in the tourism industry
Change of qualification demands in the tourism industry
Identification of „Trend Qualifications“ in tourism industry

3. Introduction of isw Institut gGmbH
isw = independent research institution –
founded 1991; about 45 employees
based at Halle (Saale); branch offices at Magdeburg and Berlin
interdisciplinary research: economic research as well as educational research
educational research: since 1999 identification of „trend qualifications“ as a basis for early identification of qualification developments

4. Early identification of „trend qualification“ in several sectors of industry since 1999
wellness and tourism
retail trade
IT / multimedia
finance
health
life science
security industry
In the current project phase, the research focuses among others on the sector renewable energies

5. Identification of „trend qualifications“ in tourism industry in Germany
Activity System
Complex of activities, that is needed to solve a specific task or problem within a work system.
Analysis of innovative work flows and of therefor needed new qualifications
AIM 4
Choosing relevant business departments and analysis of innovative processes.
Work System
Business departments with a independent complex function (e. g. Management, Administration, Production, Distribution). 3
Choosing trendsetters and partner businesses for cooperation.
Business Systems
Level of single business as a complex dynamic system, that interlocks different functional departments. 2
Trends with influence on innovation process of business as well as qualification developments.
Society System
Totality of national as well as global social conditions inclusive generaly, for instance technological developments, industrial developments etc. 1

6. Innovative research methodology „Branch Scouting“
Results of Trend Reasearch and Forecasting
Chaos theory and System theory as theoretical Basis
Unity of Logic,
Emotion and Intuition as
The methodical Concept
BRANCH-SCOUT
Research of Activity Systems at innovative businesses to define and describe „Trend Qualifications“.

7. Tourism in Germany - Facts and Figures
Source: RA

8. Tourism in Germany - Facts and Figures
Source: RA 2004

9. Tourism in Germany - Facts and Figures
Source: RA 2004

10. Tourism in Germany - Facts and Figures
Source: RA 2004

11. Tourism in Germany - Facts and Figures
Source: RA 2004

12. Tourism in Germany - Facts and Figures

13. Results of educational research in tourism industry : Social developments influence trends in tourism
Social trends with influence on activities as well as on work flow in the tourism industry:
Developments on the job market (trend to divide the whole holiday as well as to realise two or three short trips)
Increase of individualism (trend to specially designed travel)
Demographic Development (accessible tourism for all)
Increasing health consciousness (wellness tourism)

14. Results of educational research in tourism industry : General conclusions for qualifications development
2001/02 about 100 companies were contacted
the research was realised with 30 trend setters (travel bureau, hotel, travel organisation, transport organisations etc.)
Analysis of the work fields a) Travel Design and Sale, b) Travel Guiding, c) Business Travel and d) Service for Travel Agancies.
New / changed activties require new / changed qualifications
Universal resp. overlapping softskill demand (e.g. Customer orientation, frankness, empathy, communication competence, organisation competence, strength and stress resitance, responsibility, reliability etc.)

15. Results of educational research in tourism industry : General conclusions for qualifications development
Universal resp. overlapping demand of knowledge & competencies:
tourism related knowledge and competencies (e.g. touristical products, service, destinations, generally geographical knowledge, computer knowledge, reservation systems etc.)
mercantile knowledge and competencies (e.g. Customer orientation, selling techniques, marketing, calculation)
further knowledge and competencies (e.g. languages, time management, conceptioning, rhetoric)

16. Results of educational research in tourism industry : Identification of 9 complex qualifications
for each research sector special requirements were found - altogether nine complex qualifications have been identificated and described
„Traveldesigner“ designs individual journeys for single persons or groups.
„Online Travel Agent“ is responsible for online advise and sale of touristic products ans services.
„Event Designer“ plans, arranges, organizes special events for single persons or groups.
„Travel Guide“ attends organisated journeys, gives information and is a competent and responsible guide.
„Animateur“ is contact pearson and entertains customers at hotels, clubs or gyms.

17. Results of educational research in tourism industry : Identification of 9 complex qualifications
„Travel Guide for persons with restricted mobility“ guides and cares for older as well as handicaped tourists and is responsible for information and organisation during the journey.
„Specialist for Guest Relation and Service“ is responsible for the all around service for special guests and exclusive hotels, fairs etc.
„Specialist for Busienss Travel Management“ works at a travel agency for organisation and controlling of business travel for single customers as well as for businesses.
„Agency Service Specialist“ provides product information, training and is consultant concerning marketing and customer care.

18. Results of educational research in tourism industry : Example „ Travel guide for people with restricted mobility“
Personal requirements: frankness, empathy, communication competence, organisation competence, strength and stress resitance, responsibility, reliability etc.
general knowledge and competencies : touristical products, service, destinations, legal knowledge, usage of computer and internet, reservation systems, pedagogical and psychological knowledge, knowledge regarding medical care, knowledge regarding barrier free tourism
mercantile knowledge and competencies: customer orientation, selling techniques, marketing, calculation, controlling, statistics etc.
further knowledge and competencies: public work, languages, rhetoric, communication techniques etc.

19. Thank you for your attention!
Find the whole study on qualification development in tourism sector in Germany under
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