Tourism as a Talent Magnet

Professionals deciding where their next workplace will be are taking cues from the old real estate mantra: Location, location, location.

Communities that offer vibrant cultural districts, entertainment venues, and other lifestyle activities aren’t just attracting visitors; they are drawing in top talent. Today’s members of the skilled workforce are placing importance not only on finding the best job but finding the job in an ideal place to call home.

Indiana’s Gov. Mike Braun recently applauded the state’s tourism efforts following a report commissioned by the Indiana Destination Development Corporation (IDDC) that revealed that tourism in the Hoosier state saw major gains in 2024, improving both economic development and quality of life. Those gains are helping to position Indiana as an attractive destination not only for visitors, but for a stronger workforce that leads to long-term growth.

Lifestyle Matters

Millennials and Gen Z, those born between 1981 and 2012, are the generations that shape much of today’s workforce. This is also the segment of skilled workers who are more willing to relocate for work and value a work-life balance, according to researchers. So, it stands to reason that communities that offer a rich quality of life have a competitive advantage when it comes to attracting talent that brings specialized skills and leadership abilities from near and far.

Tourism-driven economic vitality is a crucial element in developing a workforce pipeline. When more dollars from business and industry, including transient tourism, are pumped into restaurants, museums, theaters, outdoor public spaces, infrastructure, sports venues and other attractions, the result is an area where people are more inclined to view it as not just a place to visit, but a place to live.

In a press release, Amy Howell, Interim CEO of IDDC, noted that “Tourism is an integral piece of Indiana that fuels economic growth and puts Indiana on the map as a premier destination for visitors and residents.” Her sentiments outline how a strong tourism landscape not only draws interest from those who may be interested in coming to town for a race but also appeals to those who want to immerse themselves full-time in Indiana’s culture.

Employer Opportunity

According to the IDDC report, over 83 million visitors passed through the state in 2024. That marks a significant opportunity to scale the workforce needed to keep Indiana’s economy thriving. Employers can leverage the well-established tourism industry by emphasizing not only what the company can offer internally for professionals, but what those potential employees can expect in the hours outside of work.

Three steps employers can take to attract and retain employees include:

• Highlighting community and lifestyle amenities in recruiting materials and during interviews. Employers can dedicate space on company websites and in their recruiting packets outlining the cultural attractions of the area. Social media accounts are a great place to publish short articles about how current employees spend their free time. Allowing for a few extra minutes during interviews to talk about quality-of-life expectations can be an impactful strategy in helping potential new hires envision a work-life balance.
• Partnering with tourism and cultural organizations. Combining internal benefits, like health insurance and paid time off, with external employee perks can be a valuable way to blend work and play. Annual golf or ski passes, discounted event tickets, or free admission to community venues are incentives are attractive extras for candidates. But the move also allows opportunities for companies to develop deeper relationships with other organizations and businesses in the area.
• Taking an active role in supporting the tourism industry. When employees see that employers value and invest in the quality-of-life initiatives surrounding the business, it goes a long way in building loyalty and enhancing company values. Professionals want to see an investment in their own well-being while also being part of the investment that leads to the economic vitality of their community. Social media, press releases and company websites are great places to showcase community efforts.

Long-Term Strategy

For business leaders, recognizing the relationship between tourism and talent builds a strong foundation in workforce development. Vibrant communities attract top candidates and help employers retain those who can make a significant contribution to not only the company, but the economic development of the region.

Healthy tourism is a long-term investment in healthy workforces.