Tourism work: public management of the tourism workforce in Finland

The chapter is built on the basis of the public management of tourism workforce in Finland and it provides an overview on how project-based development is used as a tool in answering the challenges the industry faces in terms of finding skilled employees. The chapter considers also the structural challenges that cause the lack of skilled tourism workforce in Finland. The national tourism policy in a Finnish context is explored through development projects. Project MatkailuDiili is introduced as an example of a public initiative to tackle the challenges. The way tourism work is presented has an impact on the acquisition of skilled workforce and close attention should be paid to how the industry is discussed by public instances.