Would PNP or Skilled Worker category be more suitable?

Hi,

I am helping a friend and would like some help on the best way for him to immigrate to Canada.

He is an Indian citizen and has worked for many years in the cruise line industry doing sales and tour excursions. He has excellent sales and management skills and is familiar with Vancouver and Alaska tours while working on the cruise ships to Alaska.

Would it be best for him to apply through the skilled worker category or through a PNP program. If PNP, what is the likelihood of finding a job in tourism and what is the best way to do so?

What is the current time frame as a skilled worker (assuming he could apply in this category)? Has immigration to Canada become more difficult or has the process been speeded up.

Any info, guidelines or advice that is provided will be helpful as he is just starting to look into this process. Thank you.