By Joe Baker, Tourism HR Canada Board of Directors.
First Chances Matter
I’ve been thinking a lot lately about first chances.
My first paid job in tourism was an internship in the in-room dining department at the Royal York Hotel back when I was studying at a Toronto university. I can still picture it: the energy, the pace, and the pride. At the time, I probably didn’t fully understand what that opportunity would mean. Looking back now, I do.
It wasn’t just a job. It was a beginning.
It gave me my first real glimpse into tourism and hospitality—an industry built on people, possibility and the remarkable art of making others feel welcome. It taught me about teamwork, service, standards, and responsibility. Most importantly, it taught me what can happen when someone decides to give a student a shot.
That’s why programs like Propel matter so much.
Why This Announcement Matters
I’m so pleased to share that the Propel Student Work Placement Program has been extended for another year, just in time for the busy tourism summer season.
It also means that summer semester placements and wage subsidies are now open.
That is good news for employers, good news for students, and very good news for a sector that continues to navigate change while preparing for one of the busiest times of the year.
Because let’s be honest: there is no such thing as business as usual in tourism anymore.
Our sector is evolving in real time. Employers are responding to labour shortages, changing traveller expectations, economic pressure, digital transformation, and the need to build teams that are resilient, adaptable, and ready for what’s next. At the same time, students are looking for meaningful opportunities to gain experience, build confidence, and connect their education to the real world.
Propel sits right at the intersection of those needs.
At its best, this program does more than fund placements. It helps employers say yes. It helps students get in the door. And it strengthens the connection between post-secondary education and the tourism workforce in a way that is practical, timely, and future-focused.
Talent Can Come from Anywhere
One of the things I appreciate most about Propel is that it encourages employers to think bigger about where talent can come from. This program is not only for students in tourism and hospitality. Employers can attract students from any field of study.
That matters.
A hotel may benefit from a business student with a strong operations mindset. A destination organization might need a marketing or communications student to sharpen storytelling and digital reach. A tourism business may bring in a technology student to support systems, a finance student to help with analysis, or an HR student to strengthen people practices.
Tourism is one of the most dynamic sectors in our economy. It does not run on one kind of talent. It runs on many.
And when employers begin to see students through that wider lens, the talent pipeline expands.
Use It or Risk Losing It
There is another reason this moment matters: we should not assume opportunities like this will always be here.
Programs like Student Work Placement Program (SWPP) are incredibly important, but they are not guaranteed forever. One of the best ways the tourism sector can remind the federal government how valuable this program is, is to use it—fully, visibly, and with urgency.
Strong uptake sends a message.
It shows that employers need this kind of support. It shows that paid placements matter. And it shows that work-integrated learning is not a nice-to-have, but an essential tool for workforce development in one of Canada’s most important sectors.
Because the alternative is not hard to imagine.
If this support disappears, employers will be back to covering the full cost of placements themselves—or worse, not paying for them at all. That would be a step backward for students, for employers, and for a sector that should be doing everything it can to attract and develop the next generation of talent.
Opening Doors
For students, a placement is not just a temporary role. It is often a turning point.
It is where classroom learning starts to click in the real world. It is where confidence begins to grow. It is where students start to see themselves not just as learners, but as professionals.
I know that because mine began with a placement too.
That internship at the Royal York gave me more than a paycheque. It gave me exposure, confidence, and a sense that I belonged in this industry. Years later, that still stays with me.
And it reminds me that one of the most important things we can do as leaders is create those same openings for others.
That is the deeper why behind Propel.
Yes, this program helps employers meet immediate staffing needs. Yes, it provides financial support at an important time. Yes, it helps students gain practical experience.
But it also does something bigger.
It helps build a stronger future for tourism by creating real pathways into the sector. It turns short-term need into long-term opportunity. And it reminds all of us that workforce development is not just about filling jobs—it is about opening doors.
Summer placements are open now. Let’s make this season count—for employers, for students and for the future of tourism.
Visit the Propel webpage to get all the details.
Joe Baker is a passionate leader within Canada’s tourism, hospitality, and education sectors and a vocal advocate for a resilient, inclusive, future-forward industry. He is CEO of Joe Baker & Co., a consultancy focused on thought leadership, human capital, and strategy. Joe is also Dean at the Okanagan College School of Business and serves on the board of directors at Tourism HR Canada.
Joe can be found everywhere @thejoebaker.