The travel and tourism industries have grown by 500% in the last 25 years. It is estimated that by the year 2020 there will be 1.6 billion annual international tourist arrivals worldwide. Collectively these visitors will spend, US$2 trillion. More importantly the industry is undergoing a major shift with the switch from established areas like the Caribbean, Hawaii and the Mediterranean, to the Asia Pacific Region.
Tourism has been and will continue to be a key economic activity in Malaysia as it is in many countries in the coming decades. However, long term success of the tourism in Malaysia hinges on the country’s ability to develop sustainable tourism and attract repeat visitors. Both require the existence of a quality workforce that is attuned to the highest international standards yet deeply steeped in our culture, traditions and heritage. Excellent customer service will also ensure that our guests look forward to return to Malaysia again and again.
The greatest needs of the hospitality and tourism industry in terms of human capital are recruitment of a quality workforce, retention and retraining. Institutions and hospitality and tourism organisations can work together on these areas to their mutual benefits. Investing in human capital pays off in repeat guests and increased profitability.
Although, formal hospitality training began in the late 1960s there has never been an attempt to form an Association of educators in this area of specialty. It was in response to the need amongst the relevant training and teaching professionals to meet and discuss issues of common interest that the Tourism Educators Association of Malaysia (TEAM) was formed in June 2001. It was formally registered with the Registrar of Societies (ROS) on 3 March 2003.
There is need for closer formalised ties between the government, tourism educators and the industry. Herein lies the role of TEAM, which could act as a representative body for tourism and hospitality educators. Integration of all stakeholders in the implementation of the broad education policy outlined by the government is crucial to improving hospitality and tourism education in Malaysia.
TEAM will enable the academic community to develop meaningful partnerships amongst themselves and the industry. Building relationships between industry and institutions will encourage hospitality and tourism professionals to participate in curriculum development, professional development and cross-exposure programmes.
The Tourism Educators Association of Malaysia (TEAM) co-organized successfully their First National Conference in June 2001 with the theme, “Issues in Hospitality and Tourism Education and Training: Practioners’ Viewpoints” together with Universiti Utara Malaysia (UUM) and Taylor’s College, School of Hospitality and Tourism. Subsequently, the second conference was organized by Univeristi Teknologi MARA (UiTM) in 2003, KDU College in 2004 and Universiti Tun Abdul Razak in 2006. In 2005, TEAM co-organised the Asia-Pacific CHRIE Conference with Taylor’s College, School of Hospitality and Tourism. The main goal of these conferences is to provide a platform for discussing and sharing information on current issues and challenges faced by the industry with special emphasis on the Malaysian hospitality and tourism industry.
The Government has over the years sought tourism to be a key economic activity in Malaysia. Although, much of the world faces shortcomings whether economically, politically or socially, tourism in Malaysia remains an important source of revenue. The Government continues to support tourism activities, with campaigns to promote Malaysia worldwide and concentrate on some tourism infrastructure.
With TEAM, the relationship between the academic world and the industry will further be strengthened. TEAM would work together to have some kind of a support system to ensure that the quality of the workforce, whether those already in the industry or about to joint the industry, be maintained at the highest standard as possible. Hence, further improving the business of tourism in the country. The role of tourism education is not limited to merely responding to the challenges, but to help shape the industry’s future by equipping the future industry leaders and manpower with the ability to translate current challenges into tourism visions and plans.
The competitive pressures within the hospitality and tourism sector, especially in the Asian region, result in greater demand for quality services and therefore the industry need for innovative and skillful managers. The institutions of higher learning are given the responsibilities of producing these managers.
With the formation of TEAM, it is now possible to forge collaboration and alliances within the tourism and hospitality institution with local and international educational partners and tourism sectors such as tour operators, travel agencies, hotels, airlines and tourism associations and government agencies. TEAM can ensure the development of the curriculum and course design will be able to meet the need, requirement and expectation of the tourism industry.
The tourism industry is under pressure. Changing markets, industry restructuring and more competitive domestic and international markets are placing great burdens on expertise. The ability to succeed, and the future performance of tourism and related activities will depend largely on the skills; qualities and knowledge managers are able to bring to their businesses. Skills, qualities and knowledge are provided by education, training programs and working experiences.
Education in tourism has to find its place and role in faculties, departments and schools, providing the tourism industry with graduates who are able to respond to the challenges arising from this fast growing industry. It is indeed timely that TEAM was formed to coordinate and bridge the hospitality and tourism educators with the industry. It is hoped that TEAM would succeed in its mission as the association for tourism educators to lead the advancement in tourism education, sharing of ideas and disseminating knowledge so as to contribute effectively to the development of the tourism industry in Malaysia.
Tourism has been and will continue to be a key economic activity in Malaysia in the coming decades. However long term success of the tourism and hospitality industry in the country hinges on the recruitment of a quality workforce, retention and retraining. Institutions and hospitality and tourism organisations can work together on these areas to their benefit.
Although formal hospitality training began in the late 1960s there has never been an attempt to form an Association of educators in this area of specialty. It was in response to the need amongst the relevant training and teaching professionals to meet and discuss issues of common interest that the Tourism Educators Association of Malaysia (TEAM) was formed.
TEAM will enable the academic community to develop meaningful partnerships amongst themselves and with the industry. Building relationships between industry and institutions will encourage hospitality and tourism professionals to participate in curriculum development, professional development and cross exposure programmes.