In Africa, social sustainability—ensuring economic benefits also support communities—is key to future growth. The hospitality and tourism industry, a major GDP contributor, is central to this effort. However, a talent gap, especially in managerial positions often held by foreigners, needs addressing.
Project Highlights:
1. Social Sustainability and Hospitality Education:
- Definition: Social sustainability is about “doing business in ways that benefit society and protect people.” It promotes wellbeing within organizations and supports future generations.
- Importance: Skilled talent is vital for new economic models and societal growth in Africa. The hospitality industry, the world’s second-fastest-growing sector, can significantly impact Africa's development by providing job opportunities and fostering local leadership.
2. UM6P’s Commitment to Social Sustainability:
- Vision: Mohammed VI Polytechnic University (UM6P) in Morocco aims to be a leading African institution promoting sustainable development in hospitality and tourism management.
- Mission: Train ethically responsible leaders with a resilient mindset, foster innovation, and generate impactful knowledge to support the industry's sustainable growth.
3. The School of Hospitality Business Management (SHBM):
- Development Strategy: UM6P partnered with EHL, the world leader in hospitality education, to create a School of Hospitality Business Management (SHBM). The aim is to produce 10,000 hospitality managers in Morocco by 2030 to drive a new type of tourism.
- Curriculum and Infrastructure: The curriculum balances practical and theoretical training, tailored to industry needs. State-of-the-art facilities and learning environments ensure effective education and industry readiness.
Implementation Phases:
- Feasibility Study: Identified regional needs and suitable training models.
- Curriculum Design: Developed a 4-year bachelor’s program in Hospitality Management with practical and theoretical components.
- Infrastructure Support: Collaborated on designing facilities like classrooms, restaurants, and training hotels.
- Team Training: Conducted workshops to shift teaching methods towards facilitation that encourages student learning.
- Marketing Collaboration: Created a marketing strategy and digital platform for student recruitment.
Expected Outcomes:
- Talent Development: Produce homegrown leaders for Africa’s hospitality industry, reducing reliance on foreign talent.
- Cultural Revitalization: Work with local communities to celebrate and promote heritage, such as reviving traditional culinary recipes for tourism.
- Industry Growth: SHBM's collaboration with stakeholders, like OCP Group, promotes sustainable practices and enhances the industry’s image.
Results:
- Launched the bachelor's program with 65 students in 2020, most receiving scholarships.
- Built partnerships with hospitality professionals and created a center of excellence with iconic Moroccan hotels.
- Recognized as Africa's first Associate Member within the EHL network, confirming its impact on social sustainability.
UM6P SHBM's approach illustrates how hospitality education can be a powerful enabler of social sustainability. By developing a talented and resilient workforce, the institution not only strengthens the local economy but also fosters a culture of innovation and sustainable growth in Africa’s hospitality sector.