The first Hospitality Apprenticeship Week will take place next week in a bid to encourage more school leavers to join the industry.
With the support of the National Apprenticeship Service (NAS), it will run from Monday, August 5 to Friday, August 9.
The week follows the government's recent launch of the first tourism-sector deal, designed to prepare the country for an expected increase of nine million visitors per year. The deal will help create an additional 10,000 apprenticeships for people building careers in the tourism and hospitality sectors.
Hospitality Apprenticeship Week provides an opportunity for employers to engage with school and college leavers to showcase the career opportunities available within the industry. The campaign will focus on shifting the perception among young people and their parents that hospitality roles are limited to low paid, part-time jobs. Instead, it will encourage them to recognise that apprenticeships provide opportunities to create a strong career path.
Kate Nicholls, chief executive of trade body UKHospitality, said: "There are increasing challenges in recruiting and an expected shortfall in labour, due to demographic changes, both in an ageing population resulting in fewer young people and migration. The industry recognises its responsibility to help improve the image of careers in hospitality and to invest in training and skills development.
"Apprenticeships are a key part of promoting hospitality as a career of choice and providing an alternative pathway into senior level roles, as well as entry level."