Tourism is an important component of global economic growth. In the former Soviet Union, and Russia in particular, both incoming and outbound tourism have seen steady growth, with increasing visitor numbers in both directions.
This rapid growth creates the need for modern, competitive, customer-focussed training institutions to prepare the tourism managers and professionals of tomorrow.
Navigator was commissioned to implement a strategic analysis of a national Academy of Tourism, a training organisation with 30,000 students, 4,000 trainers and 40 sites in the former Soviet Union.
Our objective was to:
- Assess the existing academic curriculum in light of changing occupational skills needs and employer demand for tourism professions with 2003 as a starting point and 2010 as a final horizon.
- Review the financial, organisational and management structure to determine basic competitiveness and relevance to the rapidly-transforming economic and social environment of the country.
- Determine the role of the internet as a means of distance learning, alumni relations and marketing recruitment services to the tourism sector.
- Develop a long-term financial and development plan to enable the expansion of the organisation, the renewal of curricula, the proper compensation of academic and support staff, and general financial competitiveness.
A detailed analysis was implemented taking to account training sites in Moscow and St. Petersburg. Following a presentation of current findings, a strategic visioning workshop was held to develop the basic elements of a new organisational strategy.
This was then translated into a strategic development plan, which included:
- Mission, vision, core values
- Strategic objectives to 2010
- Financial plan to 2010
- Main recommendations in business process development, structure and staff
- New staff competency profiles
- Recommendations for curriculum renewal
- Recommendations for enhanced cooperation with private tourism employers.
The report and recommendations were accepted by the client, and work on implementation in several sectors began.