WTTC Forecasts Major Job Growth in Travel and Tourism by 2035, Here’s All You Need to Know

As one of the largest and most rapidly growing industries in the world, the travel and tourism sector will create 91 million new jobs in the world by 2035, according to the World Travel & Tourism Council (WTTC). This speaks to the potential the industry possesses in providing job opportunities which, in turn, will foster economic and social development. This potential is, nonetheless, accompanied by obstacles that must be solved to prepare the employees needed to satisfy demand.

The Growth of Travel and Tourism Jobs: Current Trends and Future Projections

In 2024, the travel and tourism sector supported an impressive 357 million jobs globally. This figure is expected to grow to 371 million in 2025, reflecting the industry’s resilience and continued expansion. Over the next decade, the sector is expected to generate one in every three new jobs globally, making it a vital engine of economic development.

However, this growth is not without its challenges. The WTTC report highlights that while the demand for labor is rising, structural and demographic shifts could result in a shortfall of more than 43 million workers by 2035 across 20 key economies. This gap could threaten the sector’s ability to sustain its rapid growth and meet the demands of an increasingly globalized tourism market.

Demographic and Structural Challenges Affecting the Workforce

The report emphasizes that demographic and structural shifts could lead to a significant labor shortage in the sector. A key challenge lies in the hospitality industry, where a projected global workforce deficit of 8.6 million workers by 2035 is expected. This represents an 18% shortfall in the number of workers required to meet demand. The issue is particularly pronounced in service-facing and low-skilled roles, which are difficult to automate. These positions, including hotel staff, restaurant workers, tour guides, and airport personnel, will remain crucial to the industry’s functioning, and demand for them will only grow as global travel increases.

WTTC Interim CEO, Gloria Guevara, pointed out that while the travel and tourism industry will continue to be a major job creator, it faces significant structural challenges. “Travel & Tourism is set to remain one of the world’s biggest job creators, offering opportunities for millions. But wider demographic and structural changes are reshaping labor markets. This report is a call to action,” she stated. Guevara called on governments, educational institutions, and industry stakeholders to work together to overcome these challenges and ensure that the sector’s growth potential is realized.

Strategies to Address the Skills Gap and Labor Shortage

To address these staffing shortages, the WTTC has proposed a series of strategies aimed at attracting and retaining talent within the travel and tourism industry. These initiatives are critical to ensuring that the industry remains a vibrant source of employment and innovation for years to come.

1. Attracting Youth to the Sector

One of the most important strategies for addressing the workforce gap is attracting young people to the travel and tourism industry. The sector offers diverse career pathways, but many young people are unaware of the opportunities available. The WTTC recommends showcasing these career options through targeted outreach and educational campaigns to spark interest among the youth.

By highlighting the many roles within the industry—from hospitality management to tour guiding, digital marketing, and sustainable tourism—young people can see the potential for a fulfilling and rewarding career. The report suggests that greater collaboration with schools and universities is essential to guiding the next generation into these exciting careers.

2. Aligning Education with Industry Needs

To ensure that new entrants into the workforce are well-prepared, it is vital to align educational curricula with the needs of the tourism sector. The WTTC emphasizes the importance of increasing experiential training and providing students with real-world exposure to tourism-related roles. Educational institutions need to offer programs that focus on the practical skills required in travel, hospitality, and tourism management, equipping graduates with the knowledge and experience needed to thrive in the sector.

3. Improving Staff Retention

Another crucial area for growth is improving staff retention. High turnover rates in the tourism industry can disrupt operations and increase training costs. To address this, the WTTC recommends creating clear leadership pipelines within organizations, offering career development opportunities, and fostering inclusive and supportive workplaces. Employee retention can also be improved by offering competitive salaries and benefits, as well as creating environments where employees feel valued and motivated.

4. Investing in Digital Skills and Sustainability

As technology continues to play a larger role in the travel and tourism sector, investing in digital skills and sustainable practices is essential. The rise of artificial intelligence (AI), data analytics, and digital marketing has transformed the way the industry operates. To stay competitive, tourism businesses must invest in upskilling their workforce to take advantage of these technologies, improving efficiency and customer experience.

Additionally, sustainability is becoming an increasingly important aspect of travel, with tourists demanding more eco-friendly and responsible tourism practices. The WTTC advocates for the adoption of sustainable practices across the sector, from carbon-neutral hotels to eco-friendly transportation options. Employees who are trained in sustainability will be invaluable to businesses looking to meet this growing demand.

5. Introducing Flexible Staffing and Reducing Barriers to International Hiring

The WTTC report also suggests introducing flexible staffing policies that can help businesses adjust to seasonal fluctuations in tourism demand. This flexibility can allow businesses to scale their workforce up or down as needed, ensuring they can meet demand during peak travel periods without overburdening employees during quieter times.

Furthermore, reducing barriers to international hiring can help alleviate labor shortages in regions facing difficulties in filling positions. By making it easier for qualified workers from around the world to join the tourism industry, businesses can tap into a global pool of talent and fill critical roles.

The Role of Governments, Educators, and Industry Stakeholders

The WTTC emphasizes that addressing the challenges facing the tourism workforce will require a collective effort from governments, industry stakeholders, and educational institutions. Governments must create policies that support job creation and training, while the private sector must invest in its workforce and develop inclusive hiring practices. Educational institutions, on the other hand, must ensure that their programs equip students with the skills needed for a career in travel and tourism.

By working together, these stakeholders can unlock the full potential of the travel and tourism sector, ensuring that it continues to create jobs, stimulate economic growth, and contribute to social development worldwide.

The Future of Travel and Tourism Employment

Projected to become one of the largest job-creating industries in the world, the travel and tourism sector will have the capacity to generate 91 million new jobs around the world by 2035. To achieve this potential, the industry needs to address the increasing skills gap and the challenges posed by labor shortages. Developing the sector though will require attracting young people to the sector, aligning education and training with industry needs, improving retention, investing in digital and sustainable skills as well as flexible staffing arrangements. The industry will also need to invest in the growing global tourism market. The future of travel and tourism as a key employment and economic growth driver will depend on the combined efforts of governments, businesses, and educational institutions.

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