The new The Future of Work in Travel & Tourism report from the World Travel & Tourism Council (WTTC) spotlights an urgent workforce crisis looming over the global travel and tourism industry: While the sector is poised to create 91 million new jobs by 2035, it risks falling short by more than 43 million workers unless immediate action is taken.
Currently supporting 357 million jobs worldwide, the industry expects modest growth to 371 million jobs by the end of 2025. Despite this expansion, labor demand is projected to far exceed supply in key markets.
China, India, and the European Union are set to face the largest absolute worker gaps, with China alone short by nearly 17 million positions.
On a proportional basis, countries like Japan, Greece, and Germany are also expected to experience significant shortages, with labor supply trailing demand by over a quarter.
The hospitality segment faces particularly steep challenges. With an estimated shortfall of 8.6 million workers — around 18% below required levels — the industry struggles to fill roles critical for daily operations, especially lower-skilled jobs involving direct human interaction, which remain difficult to automate.
The WTTC report underscores the need for collaborative solutions spanning governments, educational institutions, and industry players. Key recommendations focus on attracting young talent by promoting the diverse career paths within travel and tourism, better aligning educational programs with employer needs, and improving workforce retention through leadership development and inclusive workplace cultures.
Additionally, investing in digital skills and embracing technology like AI are vital to preparing the workforce for future demands.
To ease pressure on labor markets, the report also advocates for more flexible policies. This includes reducing barriers to international recruitment and creatively combining part-time roles to create full-time opportunities.
Without swift intervention, these workforce shortages risk stalling growth and innovation in a sector that contributes significantly to global economies and employment. The WTTC’s call to action, amplified during its Global Summit in Rome, stresses that only through strategic planning and cross-sector cooperation can travel and tourism continue to thrive in the decades ahead.
