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£3.5m action plan to create world-class service staff in London

The London Development Agency (LDA) is to invest £3.5m over the next four years to create top-quality chefs, hotel managers, tour guides and other hospitality, tourism and leisure staff in London.

The investment and action plan is set out in a report by the Agency, which highlights the massive importance of the hospitality, leisure, travel and tourism sectors to London's economy.

The report, which says that the sector accounts for 430,000 jobs in London amongst 47,000 businesses, estimates that between one third and two fifths of these firms have difficulty recruiting staff in London.

The LDA's action plan is part of its work to attract more high-spending visitors to the capital, especially business tourists. Around 7 million people come to London on business each year - around 25% of the total number of visitors. However they account for one-third of all tourism spending in London each year.

Manny Lewis, chief executive of the LDA, said: "The quality of service that customers receive is a hugely important factor in the attractiveness of any business in this sector. The LDA is working in partnership with the private sector and other public sector bodies to tackle the issues highlighted by the report so that London is able to maintain its position as one of the world's great cities in which to live, work, study and visit.

"This projects aims to help improve the experience for visitors and attract more high-spending business tourists to London. It will also ensure people working in the industry improve their skills and jobs prospects whilst also enabling firms to raise their competitiveness in this dynamic sector."

The LDA has run several pilot projects in partnership with high-profile organisations including Conran restaurants and the Hyatt Regency London - The Churchill in central London. During these courses, frontline catering staff learn how to improve their skills in champagne pouring, cigar choice, cocktail making and meat carving as well as their knowledge of English. The pilots have been well received by students and the industry. They have also been endorsed the Academy of Wine and Food Service, which promotes professional service standards for food, wine and bar staff.

The training courses will begin in January 2005 and it is planned that the project will give jobs to 950 unemployed people, provide additional help to 250 businesses and enable 1500 people already in the industry to get extra training.

Michael Gray, General Manager of Hyatt Regency London - The Churchill, said: "London is in a constant struggle with cities around the world to attract visitors and persuade them to return. One crucial factor in whether or not they come back to London is the quality of service they receive in hotels, shops, tourist attractions and any other leisure outlets. This scheme will help staff recruitment and retention in a number of important sectors and will bring benefits to wide range of companies and their staff."

The LDA is also a launching the action plan at an event on September 9th 2004 at Madame Tussaud's. The event brings together training providers and managers of hotels, tourist attractions and a wide range of other private sector partners. They will then design courses that address particular problems within the sector. The work is supported by a Regional Skills Partnership, which includes London's five Learning and Skills Councils, the TUC, Business Link London, People 1st, Skills Active and Job Centre Plus.

Copies of the LDA's Hotel, Leisure, Travel and Tourism Summary Prospectus and Action are available on the LDA website - www.lda.gov.uk

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