Skip to the main content
This website uses cookies to give you a better online experience. By using this website or closing this message, you are agreeing to our cookie policy. More information
Alberta Supports Contact Centre

Toll Free 1-877-644-9992

Travel Counsellor

Travel counsellors represent travel suppliers. They advertise, promote and sell a wide variety of travel services to the public.

Also Known As

Salesperson, Travel Agent, Travel Consultant

NOC Codes

In Canada, the federal government groups and organizes occupations based on a National Occupational Classification (NOC) system. This alis occupation may not reflect the entire NOC group it is part of. Data for the NOC group can apply across multiple occupations.

The NOC system is updated every 5 years to reflect changes in the labour market. Government forms and labour market data may group and refer to an occupation differently, depending on the system used.

Here is how this occupation has been classified over time.

2006 NOC

  • 6431: Travel Counsellors

2006 NOC-S

  • G711: Travel Counsellors

2011 NOC

  • 6521: Travel counsellors

2016 NOC

  • 6521: Travel counsellors

2021 NOC

  • 64310: Travel counsellors

2023 OaSIS

  • 64310.00: Travel counsellors
Duties
Updated May 25, 2021

In general, travel counsellors:

  • Describe and sell travel destinations, products and services to clients
  • Access information about costs, routes and schedules from computerized reservation systems and the internet
  • Make reservations using telephone, fax, computerized systems and the internet
  • Issue required documentation, such as electronic tickets, travel insurance policies and itineraries
  • Notify customers about changes in travel plans and required documentation
  • Calculate and prepare invoices
  • Accept payment from customers and pay suppliers
  • Calculate and arrange any applicable charges or refunds if travel plans are altered or cancelled

When routes or schedules change or other factors create the need to alter customer travel plans, travel counsellors must be able to make the necessary adjustments quickly.

Travel agencies may earn commissions by selling the services of suppliers such as:

  • Transportation companies, such as airlines, motor coach companies, railway passenger services, cruise lines and car rental companies
  • Accommodation facilities, such as hotels and resorts
  • Cruise lines
  • Travel wholesale and tour companies offering package holidays
  • Excursion companies or attractions (such as theme parks) offering deals on activities in the area
  • Other travel services, such as travel insurance
Working Conditions
Updated May 25, 2021
  • Strength Required Lift up to 5 kg

Most travel counsellors work in travel agencies located in towns or cities, but a growing number work from their homes. Most of a travel counsellor’s work day is spent consulting with clients and completing paperwork. They often are subject to time pressures. They need to work overtime during peak travel periods, when clients’ travel plans change or when socio-political events or natural disasters occur.

Work Personalities

In Alberta, this occupation is part of 1 or more 2023 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.

How This Occupation Compares to Your Work Personalities

Fit
Fit Guide
An occupation can be a great, good, fair, weak, or poor fit for you.
E
Enterprising
This occupation
You
S
Social
C
Conventional
This occupation
You

This Occupation’s Work Personalities

Your Work Personalities

Quick Guide

Alis work personalities are based on Holland’s theory. It identifies 6 personality types: Realistic, Investigative, Artistic, Social, Enterprising, and Conventional. People with similar personalities and interests will tend to pursue similar careers. They are likely to create work environments that are favourable to their type.

Most people will identify with 2 or 3 dominant personalities. If the occupation’s personalities match your more dominant types, this occupation is more likely to be satisfying and rewarding to you.

This Occupation’s Work Personalities lists the personalities most likely to be found in that occupation. They are listed in order of importance, with 1 as the most important.

Your Work Personalities shows where the occupation’s personalities rank within your test results. Rank 1 is your most dominant type and 6 is your least dominant.

Learn about work personalities

Abilities

In Alberta, this occupation is part of 1 or more 2023 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.

Travel counsellors
2023 OaSIS: 64310.00

How This Occupation Compares to Your Abilities

The graph below shows how well your scores match the overall abilities for this occupation.

The closer your ability scores are to the center, the more they match this occupation’s. The further away they are, the less they match this occupation’s.

The lower your ability scores are compared to the occupation’s, the more challenging the occupation will likely be for you. The higher your ability scores are compared to the occupation’s, the less challenging the occupation will likely be for you.

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities

Abilities Sets

The 49 abilities are grouped into 5 abilities sets: Critical Thinking, Numbers and Patterns, Physical Activity, Mind-Body Coordination, and Senses.

Some abilities are more relevant to an occupation than other abilities. Individual abilities that are not relevant to an occupation are greyed out.

Critical Thinking

Critical Thinking includes 9 abilities related to identifying and solving problems, thinking of ideas, and communication, such as speaking and writing.

This is how well your scores match the set of Critical Thinking abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities

Numbers and Patterns

Numbers and Patterns includes 10 abilities related to math, memorizing, and multitasking. It also includes how we perceive patterns, shapes, and distances.

This is how well your scores match the set of Numbers and Patterns abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities

Physical Activity

Physical Activity includes 9 abilities related to strength, balance, flexibility, coordination, and endurance. 

This is how well your scores match the set of Physical Activity abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities

Mind-Body Coordination

Mind-Body Coordination includes 9 abilities related to movement control and how we react to signals. It also includes fine motor skills, such finger and hand dexterity and hand-eye coordination.

This is how well your scores match the set of Mind-Body Coordination abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities

Senses

Senses includes 12 abilities related to seeing, hearing, and speaking. 

This is how well your scores match the set of Senses abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities

Quick Guide

The abilities or aptitudes shown for this NOC group come from the Occupational and Skills Information System (OaSIS).

The abilities scores range from 1 to 5, with 5 being stronger.

Occupations use different combinations and levels of these abilities. The Abilities Quiz helps you learn more about your ability levels and which occupations match your strengths.

If you have completed the Abilities Quiz, you can compare the occupation’s ability expectations to your own ability scores. Your scores may be lower than, a match to, or higher than the occupation’s expected abilities.

Learn about abilities

Traits & Skills
Updated May 25, 2021

Travel counsellors are sales representatives who are responsible for encouraging customers to return and use their agency’s services again. Therefore, they need:

  • A good memory
  • Patience and a pleasant manner to deal with all types of people
  • Attention to detail
  • Well-developed sales skills
  • Math skills
  • Typing and computer skills
  • Organization skills
  • A working knowledge of global geography
  • The ability to serve customers quickly and efficiently
  • The ability to handle stressful situations calmly and effectively

They should enjoy working with people and promoting travel products, performing detailed work and taking a methodical approach to compiling information, and operating computerized systems.

In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.

Top 10 Skills Employers Are Looking For

Travel counsellors

2016 NOC: 6521

This chart shows which job skills are currently in highest demand for this occupational group. It was created using this occupation's 101 most recent Alberta job postings, collected between Sep 30, 2022 and Oct 06, 2025.

Review these skills to learn:

  • Whether or not this occupation matches your skill set
  • What training you may need to get these skills
  • What skills to highlight in your resumé, cover letter, and interview.
Tasks: Provide travel information to clients regarding destinations, transportation and accommodation options and travel costs, and recommend suitable products
Tasks: Make transportation and accommodation reservations using computerized reservation and ticketing system
Tasks: Provide customers with travel information and other details such as regulations, duty free allowances, health risks and requirements, attractions and special events
Tasks: Attend to cancellations and schedule changes
Tasks: Sell travel products and travel insurance
Attention to detail
Tasks: Perform general office duties
Reliability
Client focus
Flexibility
Educational Requirements
Updated May 25, 2021
  • Minimum Education Varies

Travel counsellors should have at least a high school diploma. Travel agencies generally prefer to hire people who have:

  • Sales experience
  • Travel experience
  • Office experience
  • Fluency in a second language

It is beneficial to have completed travel-related courses or programs at the post-secondary level.

Prospective students are strongly advised to discuss their career and education plans with people employed in the travel industry before enrolling in an education program.

To expand or narrow your program options, visit Post-Secondary Programs and start your search with:

Completing a program does not guarantee entrance into an occupation. Before enrolling in an education program, prospective students should look into various sources for education options and employment possibilities. For example, contact associations and employers in this field.

Certification Requirements
Updated May 25, 2021
  • Certification Not regulated

Some employers prefer to hire people who are certified. Voluntary certification is available through the Association of Canadian Travel Agencies (ACTA). The designations offered include Certified Travel Counsellor (CTC) and Certified Travel Manager (CTM).

Tourism HR Canada offers voluntary emerit Travel Counsellor certification. Certification training is accessible from the emerit website.

Employment & Advancement
Updated May 25, 2021

Travel counsellors are employed by:

  • Retail travel agencies
  • Wholesale tour companies
  • Transportation and tourism companies
  • Travel insurance companies
  • Hotel chains
  • Government tourist boards

Qualifications for employment vary considerably from one employer to another. Inexperienced workers may start in clerical positions and take night courses or in-service training while they are gaining experience. Advancement depends on the travel counsellor’s sales ability and initiative, and the size of the company. Some experienced travel counsellors move into travel agency management positions, or open their own travel agencies (emerit also offers certification as a Travel Manager).

Industry Concentration

This section shows the industries where the majority of people in this occupation work. The data is based on the 2016 Census.

In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups.

Travel counsellors
2016 NOC: 6521

80.8% of people in this occupational group work in:

NOC groups often include several related occupations. Although there is labour market data for the larger NOC group, this occupation makes up only a part of that group. It means data for this occupation may be different than the data shown. For examples, see Note.

3-Year Job Market Forecast

This section shows the Alberta job market condition, or short-term demand forecast, for this occupation over a 3-year period. It also shows the number of people employed in the occupation.

In Alberta, this occupation is part of 1 or more 2021 National Occupational Classification (NOC) groups.

Travel counsellors
2021 NOC: 64310
Cool
Job Market
2,000
Employed in AB

Source: 2024-2026 Alberta Short-Term Employment Forecast

NOC groups often include several related occupations. Although there is labour market data for the larger NOC group, this occupation makes up only a part of that group. It means data for this occupation may be different than the data shown. For examples, see Note.

To see data for all occupations, visit Occupations in Demand.

5-Year Job Market Forecast

This section shows the employment outlook for this occupation in Alberta over a 5-year period.

Employment outlook is influenced by a wide variety of factors including:

  • Time of year (for seasonal jobs)
  • Location in Alberta
  • Employment turnover (when people leave existing positions)
  • Occupational growth (when new positions are created)
  • Size of the occupation
  • Trends and events that affect overall employment, especially in the industry or industries from the previous list

In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups.

Travel counsellors
2016 NOC: 6521
3.5%
Annual Growth
(Above average)
26
New Positions

Source: 2021-2025 Alberta Regional Occupational Demand Outlook

Annual growth is from 2021 to 2025. New positions created each year are in addition to job openings created by employment turnover.

NOC groups often include several related occupations. Although there is labour market data for the larger NOC group, this occupation makes up only a part of that group. It means data for this occupation may be different than the data shown. For examples, see Note.

Employment turnover is expected to increase as members of the baby boom generation retire over the next few years.

Related Alberta Job Postings
Wage & Salary
Updated May 25, 2021

Salaries, working conditions and travel benefits vary greatly from one employer to another. Many travel agencies have incentive plans where wages are based on sales productivity.

Depending on their agency’s sales performance, travel counsellors may qualify for reduced rates for air, cruise and hotel arrangements. Educational tours are offered to travel agencies by suppliers, and counsellors usually attend 1 tour a year.

In Alberta, this occupation is part of 1 or more 2021 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.

Travel counsellors

2021 NOC: 64310
Average Wage
$29.94
Per Hour
Average Salary
$56,682.00
Per Year
Average Hours
37.5
Per Week
Average Months on Payroll
11.3
Survey Methodology Survey Analysis

Source
2023 Alberta Wage and Salary Survey

NOC 64310 Wage Profile

Unless otherwise noted, the data shown here is for all industries and all regions in Alberta.

All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production), and other forms of compensation.

To see the full survey data for this NOC group, visit the wage profile.

Other wage sources
To make an informed wage and salary decision, research other wage sources [pdf] to supplement this data.

C: Lower Reliability
Data Reliability Code Definition

Lower Reliability, represents a CV of between 15.01% and 33.00% and/or if fewer than 20 survey observations and/or if survey observations represent less than 33% of all estimated employment for the occupation.


Hourly Wage

For full-time and part-time employees
  • Low
  • High
  • Average
  • Median
Starting
Overall
Top

Hourly Wage

For full-time and part-time employees
Wages* Low (5th percentile) High (95th percentile) Average Median
Starting $17.31 $23.94 $20.39 $19.78
Overall $19.65 $56.32 $29.94 $26.37
Top $22.00 $64.86 $40.69 $39.56

Swipe left and right to view all data. Scroll left and right to view all data.

* All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production) and other forms of compensation.

Pay brackets for hourly wages

  • Starting pay: average pay offered for entry-level positions
  • Overall pay: average pay across all employees in this occupation
  • Top pay: average pay offered to top-paid employees

Industry Information

ALL INDUSTRIES
Business, Building and Other Support Services

Skills Shortage

Employers that Recruited in the Last 2 Years
65%
65%)
Recruiting Employers that Experienced Hiring Difficulties
63%
63%
Employers with Unfilled Vacancies of over 4 Months
16%
16%
Vacancy Rate
6%
Related Post-Secondary Field of Study
  • Business, Management and Administrative Studies
Other Sources of Information
Updated May 25, 2021

Alberta Hotel and Lodging Association (AHLA) website: www.ahla.ca

Association of Canadian Travel Agencies (ACTA) website: www.acta.ca

Travel Alberta website, Industry hub: industry.travelalberta.com

Tourism HR Canada website: tourismhr.ca

Get information and referrals about career, education, and employment options from Alberta Supports.

Updated Mar 31, 2021. The information contained in this profile is current as of the dates shown. Salary, employment outlook, and educational program information may change without notice. It is advised that you confirm this information before making any career decisions.

Was this page useful?