Retaining talent: the travel & tourism sector’s biggest challenge

The report reveals a striking paradox: while the sector is expanding rapidly, its workforce is under pressure. In 2024, Travel & Tourism supported 357 million jobs, and this year that figure is expected to reach 371 million. Over the next decade, the industry will create 91 million new roles, representing one in three new jobs globally. Yet, by 2035, demand for workers will exceed supply by 43 million, leaving labour availability 16% below required levels.

This shortage will be felt across different areas and regions:

• Hospitality faces a projected shortfall of 8.6 million workers.
• Low-skilled roles—essential for guest-facing services—will require 20 million additional workers.
• The largest gaps will hit China, India, and the EU, while countries like Japan, Greece, and Germany will face the steepest relative shortages.

The travel and tourism sector faces a pressing challenge: retaining talent. According to data recently published  from the WTTC report “Future of the Travel & Tourism Workforce: The key trends shaping workforce strategies”, more than half of industry leaders (52%) identify recruitment and retention as their top concern. The pandemic intensified this issue, as many experienced professionals and mid-level managers left the industry when job security declined. 

High turnover doesn’t just strain HR—it undermines service quality, efficiency, and institutional knowledge. With average tenure at just three to four years, companies need clear career pathways and robust development programmes. Retention also depends on:

• Upskilling and reskilling for digital and sustainable practices.
• Wellbeing and inclusion, creating workplaces that support mental health and diversity.

Under-30s prioritise flexibility, purpose, and work-life balance. They are less inclined to accept entry-level roles or unpredictable shifts, even with strong academic credentials. For many, Travel & Tourism is not perceived as a long-term career option—something the industry must change. 

To close the gap, businesses should:

• Showcase career diversity to inspire young talent.
• Partner with educators for training aligned with real-world needs.
• Invest in leadership development and internal mobility.
• Integrate digital and sustainability skills into workforce planning to adapt to today’s realities.
• Adopt flexible policies, including international recruitment and creative scheduling.
• Plan for succession and knowledge transfer to safeguard expertise.

Travel and tourism will continue to be a global engine for jobs—but only if the sector rethinks how it attracts, develops and retains talent. Businesses that focus on career growth, flexibility and inclusive cultures will not just keep their workforce; they’ll strengthen their competitiveness in an era of rapid change.