Industry in action: Tourism students gain experience at professional conferences

Students from the School of Hospitality and Tourism had a chance to broaden their horizons and make industry connections at  two major conferences held recently in Niagara Falls.

NC students volunteered and attended conferences held by the Ontario Motor Coach Association (OMCA), and the Professional Convention Management Association (PCMA), Canada East Chapter in November 2022.

Overall, 41 Tourism Management Business Development students participated, as well as one Honours Bachelor of Business Administration (Hospitality) student.

The initiative was led by Professor Janet Jakobsen, who coordinated NC student participation at both conferences.  As a longtime PCMA member who has served as a volunteer with the PCMA for her entire career – and a PCMA Lifetime Achievement Award 2016 recipient – Jakobsen opened the doors for NC Tourism students to become involved through her strong industry connections.

Jakobsen noted that for the OMCA conference, students participated in set-up on Sunday and from Monday to Wednesday they had an opportunity to sit with buyers while sellers pitched their products and services, and to attend lunches. They also participated in the educational sessions, which was beyond the scope of experience for most event volunteers, she noted.

At PCMA, students took part in event management activities, and were given the opportunity to attend meals at the event, where they could make new industry connections.

Jakobsen was a speaker at the PCMA conference this year, which also featured NC alumnus (Culinary Management , 2011; Bachelor of Business Administration – Hospitality, 2014) and former NCSAC President Shane Malcolm (Director of Career Success, Onyx Initiative), Tourism Management and Business Development alumna (2019) Victoria Goulet (Territory Manager – Niagara, Canopy Growth Corporation). They also had a chance to hear from the International CEO of PCMA, Sherrif Karamat who spoke at the conference.

“It was an incredible experience – the delegates complimented them and thanked them so many times for their service,” said Jakobsen. “It gives some real-world experience to our students and helps them really appreciate my enthusiasm for the industry – they see the industry in action.”

By participating in the industry conferences, students qualified to earn a mark in class, if they volunteered for a minimum shift and sent a hand-written ‘thank you’ note to the main contacts from the conference they participated in. Those who were not able to take part had an option to complete an alternate assignment.

Second-year Tourism Management Business Development student Madison Meloche volunteered at both the OMCA and PCMA conferences. Originally from London, Ontario, she is interested in pursuing a career as a tour operator, with a specific interest in educational tours, inspired by her mother who teaches high school.

She valued the chance to sit with a supplier and experience conversations with approaching buyers, and took advantage networking  opportunities.

“It was really interesting to see what actually happens in the industry and make connections,” she said, noting that one contact she made has been working in educational tours for more than 20 years. “I’m definitely going to stay connected to her and it was interesting to see it all in action.”

Yeison (Jason) Nova, originally from Colombia, enjoyed the opportunity to speak to people while guiding them to and from buses. The Tourism Management Business Development student was thankful for the opportunity to participate in the major industry event, and for the opportunity to make new industry contacts. It was his first chance to visit the power station in Niagara Falls since arriving in Canada and he enjoyed participating in conference activities.

“The people were the most important part. They shared their experiences with me and it was an excellent opportunity to grow, professionally,” he said. “The people I met, the conversations, and the knowledge they shared with me and sharing contact information was most valuable.”

Tourism Management Business Development student Raina Fok, who came to NC after working in the event industry in Hong Kong, appreciated the opportunity to get involved in both industry conferences.

She participated in a seminar and a brainstorm session and enjoyed the opportunity to share her own opinions as well as listen to leaders in the industry.

“They all understand that the tourism industry, after challenges throughout the pandemic, now has a good chance to rebound,” she said. “I learned a lot from them … and then I’m happy to apply my marketing and academic knowledge from class … to share my opinions and comments, as ‘new blood.'”

Held November 13-16; OCMA Marketplace provided group-tourism related companies a chance to connect, network, learn, and secure future group bookings. Tour Operators met one-on-one with tourism suppliers for three days of eight-minute appointments for a speedy update on products and services available to their upcoming groups, while delegates enjoyed networking receptions, lunches, and educational sessions to boost their knowledge and ability to navigate the post-pandemic recovery of motor coach and group tourism.

The PCMA Canada East Canadian Innovation Conference, November 20-22 was designed to meet the needs of meeting and event professionals and suppliers whose organizations are engaged in providing services related to the conduct and operation of meetings, conventions, seminars, exhibits and trade shows.

Alysone Will of  Absolute Conferences & Events Inc., the association management firm for PCMA Canada East chapter, noted that they always like to partner with a local college for the CIC, to expose students to the real experience of running a meeting.

“As there are many different areas where staff are needed, we try to give them the opportunity to experience some of the concurrent sessions, plenaries, registration etc. This year was no exception and Janet Jakobsen assisted us with obtaining a full schedule of volunteers,” said Will.

“The Niagara College volunteers were integral to the success of CIC this year – from room monitoring, to managing the coat check, to helping with our Ballroom drops at the morning plenaries. In addition, we provided a display table for the College and I trust that they benefited by being with their peers.”

OMCA Events Manager Laura Huether noted that Niagara College students were busy on-site at the Niagara Falls Convention Centre helping assist event staff with the show.

“From setup and logistics to assisting the shuttles in the evening, the students were tremendously helpful, instantly becoming part of the team. They also had the opportunity to learn about the group tour and motor coach industry, by taking part in industry-specific education sessions,” said Huether. “Finally, the students made valuable business connections by sitting in on marketplace appointments, either in the booth with the tour operators or shadowing tourism suppliers as they moved from appointment to appointment.

“OMCA was grateful to have the students from Niagara College as part of the event and would welcome them back next year!”