1. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara Characteristics and supply of the tourism educational system in Latvia Dr. Agita Šļara, vice rector for academic Vidzeme University College, Latvia in collaboration with I.Salmiņa postgraduate student (Research for bachelor thesis)

2. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara Tourism development program of Latvia 2006-2008 Main aim is to ensure increasing of tourism branch gross added value by 10- 15% and tourism contribution in GDP at 20% (at current prices)

3. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara Sub goals of the Program To promote Latvia as recognizable tourism destination by expanding Latvia market share in Latvia tourism markets and by increased repeat tourisms To promote development of tourism business, ensured balanced and appropriate tourism infrastructure according demand and to develop tourism products and services To promote development of cooperation in tourism by increasing capacity in national, local and NGO organizations

4. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara Expected outputs of the program Increased gross added value of tourism Increased contribution in GDP of tourism Increased number of overnights Increased Latvia market share in high priority markets Increased duration of staying in Latvia Increased expenditures by tourists in Latvia Increased number of employees in tourism (by 500 hundred per year)

5. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara Under development of incoming and domestic tourisms Action Development of human resources –Exist differences between qualification of employees and requirements of tourism sector –IT, communication, languages, basics of business

6. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara

7. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara STUDY TYPES Bachelor and master studies Academic and vocational studies Life long learning studies

8. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara STUDENTS IN LATVIA In 1991 was 172 students to 1000 inhabitants In 2006 was 566 students to 1000 inhabitants In 2007 was

9. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara GENERAL REGULATIONS Licensing Accreditation –2 or 6 years –3 experts (at least one foreign expert) –Observers from employer, student NGO –Competitors –Accreditation committee Quality guarantee

10. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara 1st level vocational study programs Tourism and leisure organisation Business management of SME Hotel management Tourism and hotel service

11. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara 2nd level vocational study programs Teacher in sport with qualification “Manager of active tourism”

12. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara Vocational bachelor study programs Tourism guide- Vidzeme University College Tourism organisation and management-Vidzeme University College Management of tourism and hospitality branch- Turība Tourism management- Liepāja pedagogy academy Tourism entrepreneurship management- information Systems Management Institute Public catering and hotel entrepreneurship-Latvia Agriculture University Management- Rezekne Higher Education institution Management- Latvia University

13. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara Vocational master study programs Tourism strategic management- Vidzeme University College (2004) Tourism strategic management-Turība (2005) Entrepreneurship management- Information Systems Management Institute (2001) International tourism and hospitality entrepreneurship management- Latvia University (2006)

14. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara Questionnaire of entrepreneurs I n=43 (130) Do you have lack of employees with higher education in tourism? 47% yes –Reasons: low income, other interests, opportunity to work in other sector Are you satisfied with languages skills of postgraduates in tourism? 35% enough 42% satisfactory 23% unsatisfactory (particularly Russian)

15. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara Questionnaire of entrepreneurs II Are post graduates ready for working in tourism? –47% satisfactory –12%unsatisfactory –26% corresponds to aims of study programs What kind of knowledge are missing for tourism post graduates? –Practical knowledge about service selling –knowledge about Latvian legislation and EU –Communication with customers and cooperation partners –knowledge about finance and economics

16. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara Questionnaire of entrepreneurs III Main strengths of tourism postgraduates –Theoretical knowledge about tourism objects in Baltic's and Europe, financial bookkeeping; –Innovative approach –Energy and active –Languages –Communication Do you need specialists with Master degree? –23% necessary; 33% not necessary; 44 it could be fine

17. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara Questionnaire of entrepreneurs IV Does higher education in tourism is qualitative and suitable for tourism organisations and tourism development of Latvia at whole? –Higher education in tourism is qualitative Main suggestions for tourism studies –Legislation, marketing of tourism products, practical training for teams, management psychology, project management, duties of staff

18. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara What kind of knowledge for tourism specialists will be important in next six years? –Deep knowledge of economics, marketing, legislation –Innovative approach –Good specialists of customers –Flexible in time –Managing conflicts Questionnaire of entrepreneurs V

19. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara CONCLUSIONS There are misunderstanding between requirements of tourism employers and Ministry of Education and Science (legislation) Higher education system from national point of view is not flexible (20% changes) Number of study programs is increasing Student audience are not enough big for offering very narrow or deep studies in particular field Number of tourism organisations and employees are growing

20. EUTO Developing Sustainable Destinations 25 September 2007 Riga, Latvia Dr.oec Agita Šļara Experience of Lifelong learning education in Vidzeme University College Increasing of Lifelong learning opportunities in electronic form for employees in tourism field in Vidzeme –Prepared 8 study courses in electronic form –4 study courses are delivered during project –97 successful graduates of study programme Developing of training program Cultural tourism and it implementation as pilot project