Training Tourism Leaders for Tomorrow

Tourism is a powerful economic engine for the state, but who will be there to drive it in the coming years? Plymouth State University (PSU) is enhancing its curriculum to better train the next generation of tourism leaders.

For 18 years, the Institute for NH Studies at Plymouth State University has been conducting tourism research for the NH Department of Resources and Economic Development. This fall the university introduced a new bachelor's degree program in Tourism Management. Its previous tourism degree program had a liberal arts focus; the new one adds a strong business element.

We wanted to produce the next generation of tourism leaders for the state of New Hampshire and Northern New England, says Mark Okrant, professor of tourism management and head of the Institute for NH Studies.

Okrant says the tourism market is getting more competitive, making it vital that future tourism leaders understand how to get into visitors' heads, discover what they are looking for and find a way to provide that without undermining the resources that bring visitors here.

And changes in the industry will require close attention. He says the energy shortage is already affecting the industry and will continue to do so. Also, the aging of America and the greater independence of youth open new potential markets. He expects visits by Chinese tourists to increase significantly within five years.

While other NH institutions offer programs focused on the hospitality industry, the PSU program focuses more heavily on the business of tourism, including collaborating with local, state and federal officials as well as regional and community planners, and businesses that benefit from tourism. Coursework will include externships, and students will be trained to track trends within the industry.

Okrant hopes to sign up undeclared students this fall and eventually grow the program to 50 students within five years. By next year, he plans to have an agreement with the Community College System of NH so community college students can study tourism and then transfer credits to PSU.

For more information, visit www.plymouth.edu.