Summary:
- Travel and tourism could add 91M jobs by 2035 but face a 43M shortfall, WTTC reported.
- China faces the largest gap at 16.9M, followed by India’s 11M and the EU’s 6.4M.
- The hospitality industry is expected to face an 8.6 million-worker gap.
THE TRAVEL AND tourism sector could add 91 million jobs by 2035 but still face a shortfall of more than 43 million, according to the World Travel & Tourism Council. The hospitality segment alone is projected to face an 8.6 million-worker gap, about 18 percent below required levels.
WTTC’s report, "Future of the Travel & Tourism Workforce,” found that growth is constrained by labor and skills shortages, with too few people entering or remaining in the industry. China is projected to have the largest gap at 16.9 million workers, followed by India at 11 million and the European Union at 6.4 million.
“Travel and tourism is set to remain one of the world’s biggest job creators, offering opportunities for millions of people worldwide,” said Gloria Guevara, WTTC Interim CEO. “But we must also recognise that wider demographic and structural changes are reshaping labour markets everywhere. Many workers left the sector during COVID when travel and tourism came to a standstill. Now, as global unemployment is expected to fall and working-age populations shrink, this is creating increased pressure on labour supply, especially for fast-growing sectors like travel and tourism.”
The council said the sector will grow faster than the overall economy, driven by a rising middle class spending more on travel. Over the next decade, it is expected to create 91 million new jobs, accounting for one in three net new roles worldwide by 2035.
Global demand for travel and tourism workers could exceed supply by more than 43 million by 2035, or 16 percent below demand, the report said. Low-skilled and customer-facing roles that cannot be automated will remain in demand. Some employers are also using AI tools to fill vacancies and improve productivity.
Released at the WTTC’s 25th Global Summit in Rome, the report is based on surveys and interviews with WTTC members and other stakeholders.
When asked about the top challenges for talent and the future of work, around 52 percent of survey participants cited recruitment and retention. Although the sector has recovered since COVID-19, the pandemic’s effects continue to hinder hiring across lodging, tours, aviation and cruises. The WTTC also noted that many younger workers, especially Gen Z, avoid customer-facing roles and prefer remote jobs.
Many employees under 30 are unwilling to accept the long and irregular shifts common in the industry, the report said. Employers noted that while many young people have academic qualifications, they often lack practical skills, are reluctant to start in entry-level role and do not view the sector as a stable long-term career.
The report outlines strategies to address workforce challenges, including offering competitive pay and benefits, fostering supportive cultures, aligning education with industry needs, improving retention through leadership development and clear promotion paths, investing in digital skills and sustainability and easing international recruitment through flexible policies and role consolidation.
“This report is a call to action,” Guevara said. “By working together with governments and educators, our sector will meet these challenges and continue to be one of the most rewarding sectors, offering dynamic futures for the next generation. WTTC will work with government officials around the world to ensure policies are implemented to reduce this gap and unlock the potential in their countries.”
The WTTC found that the U.S. led global travel and tourism in 2024, contributing $2.6 trillion to GDP.
