Recruitment problems and skills shortages in the leisure, travel and tourism sector industries are to be tackled by the launch of People 1st, a new skills council for the sector.

Minister for Sport and Tourism Richard Caborn MP said he expected the council to address the “structural weaknesses” in the leisure industry.

People 1st chairman John Brackenbury said the aim was “to make this an industry of first choice, not one of missed opportunity and last resort”.

The council has attracted support from Susan Waldock, HR director of Rank Group’s gaming division, who said it was an opportunity to move the industry away from the glamorous image depicted in movies such as Casino.

“A lot of people never think of going into the gaming world as a career,” she said. “Lots of skills that people already have in the retail environment are very relevant to us.”

As the industry geared up for deregulation in 2006, its staffing needs would expand, she added.