Diversity in Tourism Strengthened through a New Project – Free Support for Companies
The seasonal nature of tourism, irregular working hours and the internationalisation of the sector make it challenging to recruit and retain skilled staff. At the same time, the working-age population is shrinking and competition for talent is tightening. This makes employer branding, onboarding and employee wellbeing increasingly important in ensuring service quality and attracting competent employees.
DEIB stands for Diversity, Equity, Inclusion and Belonging. In practice, it means that companies learn to recognise and value the different backgrounds and needs of both employees and customers – whether related to age, gender, culture, language, ability, or family situation.
When a company integrates DEIB themes into its everyday operations, it strengthens its employer image, increases employee commitment and improves customer satisfaction – leading directly to greater competitiveness.
In the tourism and hospitality sector this is particularly evident:
- Recruitment and availability of staff: DEIB competence helps attract and retain employees from diverse backgrounds, which is crucial in times of labour shortage.
- Workplace wellbeing: A culture that values diversity increases job satisfaction and fosters a sense of belonging.
- Customer experience: Tourists come from many different countries and backgrounds – DEIB competence enables higher quality and more personalised service.
Launching in October, the two-year national ESR+ funded project “Developing DEIB Competence Strategically and Operationally in the HoReCa sectors ” (1.10.2025–29.2.2028) has a total funding of €874,000. It is implemented by four universities of applied sciences with strong expertise: Satakunta University of Applied Sciences, Turku University of Applied Sciences, Haaga-Helia University of Applied Sciences and Seinäjoki University of Applied Sciences. Key partners include MaRa ry (Hospitality and Restaurant Services), SMAL ry (Association of Finnish Travel Industry), the Finnish Association for Different Learners, and several regional employment areas. The project is part of the broader Future Labour Markets initiative.
Are you facing recruitment challenges, labour shortages or high employee turnover?
At the core of this new project is DEIB competence – practical tools to attract a more diverse workforce, strengthen team spirit and deliver better customer experiences. Participating companies will receive a tailored development programme, a 5 ECTS study module for employees, expert support for daily operations, and ready-to-use materials – all free of charge. In return, companies are expected to take part in an initial interview with the project team and a few short workshops.
The benefits for companies include: a stronger employer brand, more committed staff and more competitive services.
Join us and take advantage of this free development support!
Contact information:
Tiina Leino
Project Manager
tiina.leino@samk.fi
+358 50 307 7593
SAMK / Center for Tourism Business Development
Teija Nuurma
Communications & Project Coordinator
teija.nuurma@samk.fi
+358 50 345 0928
SAMK / Center for Tourism Business Development