The first Hospitality Apprenticeship Week will aim to shift the perception among young people and their parents that the industry is limited to low-paid, part-time jobs.
Supported by the National Apprenticeship Service, the inaugural event will showcase the positive impact training can have on individuals, employers and the wider economy. It will run from Monday 5 to Friday 9 August.
The week will provide an opportunity for employers to engage with school and college leavers to showcase the variety of career opportunities available within the hospitality sector.
As well as changing minds about the industry being low paid, the event will also promote apprenticeships as providing opportunities to forge a strong career path.
The campaign will sit under the main #FireItUp national apprenticeship campaign and will be driven by a steering group made up of leading hospitality businesses and bodies including UKHospitality, Institute of Hospitality, People 1st, Springboard, Mitchells & Butler, PizzaExpress, Marriott Hotels and the Department of Digital, Culture, Media and Sport.
Kate Nicholls, chief executive of 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."
For further information about Hospitality Apprenticeship Week, contact: firstname.lastname@example.org