The global travel and tourism industry is set to become one of the world’s biggest engines of employment over the next decade, according to the World Travel & Tourism Council (WTTC). The sector is projected to generate 91 million new jobs by 2035, meaning that one in every three new jobs worldwide will be linked to tourism.
However, alongside this historic expansion lies a looming challenge: a workforce shortfall of over 43 million people, particularly concentrated in major economies such as China, India, and the European Union.
Tourism as a Global Economic Powerhouse
In 2024, travel and tourism contributed USD 10.9 trillion to global GDP — 6% higher than pre-pandemic levels in 2019. The industry employed over 357 million people worldwide, adding 20.7 million new jobs in one year.
These figures reflect not only a strong post-pandemic rebound but also the industry’s transformation into a critical driver of inclusive economic growth. From airlines and hotels to local food vendors and tour operators, tourism sustains a complex ecosystem of livelihoods.
Why the Boom — and Where the Gaps Are
1. Rising Middle-Class Travel Demand
Emerging markets like India, Indonesia, and Vietnam are seeing explosive middle-class growth, fueling both domestic and international travel.
2. Digital Acceleration
The digitalization of booking systems, travel experiences, and cross-border payments has made global travel easier and more affordable than ever before.
3. Government Investments in Infrastructure
Countries such as Saudi Arabia and Italy are investing billions in tourism infrastructure, from luxury resorts to transport modernization, to attract global travelers.
Yet, this rapid growth has created pressure on the human side of tourism — particularly in roles that rely on skill, cultural knowledge, and hospitality.
The 43 Million Worker Gap
By 2035, the WTTC forecasts a global labor shortfall of 16% in the tourism sector — meaning there will be 43 million fewer workers than needed to sustain projected growth.
Top Regions Facing Shortfalls:
- China: 16.9 million workers
- India: 11 million workers
- European Union: 6.4 million workers
Root Causes of the Labor Gap:
- Demographic shifts — Aging populations in Europe and East Asia.
- Youth preference for tech and remote jobs over service roles.
- Seasonal instability — Tourism jobs are often low-wage, temporary, or highly sensitive to global shocks.
- Skill shortages — Many new tourism roles demand digital literacy, language proficiency, and sustainability expertise that existing labor markets can’t meet.
Regional Insights
Europe
Home to five of the world’s ten most powerful tourism economies, Europe remains at the forefront. But its aging population and tight labor markets are pushing employers to rely more on automation and migration to fill roles.
India
India’s tourism sector is expected to add over 11 million jobs by 2035. However, workforce preparedness remains a concern — with gaps in vocational training, sustainable tourism management, and service quality. Public-private partnerships like Dekho Apna Desh and digital skilling initiatives are seen as essential for closing these gaps.
Middle East
Saudi Arabia continues to lead global growth, thanks to the Vision 2030 strategy that aims to diversify the economy and attract 150 million annual visitors by the end of the decade. Inbound spending and tourism infrastructure investments have reached record highs.
North America
While the U.S. and Canada have nearly regained pre-pandemic travel levels, labor shortages persist in aviation, hospitality, and food service sectors. Efforts to attract younger workers and improve working conditions are key to maintaining competitiveness.
Technology and Sustainability: Redefining Future Jobs
The future of tourism employment won’t be confined to traditional roles like front desk staff or tour guides. The WTTC anticipates new job types emerging around:
- Smart tourism technologies (AI, VR/AR, data analytics)
- Sustainable operations (energy efficiency, waste management, local sourcing)
- Cultural preservation and heritage tourism
- Digital marketing and customer experience design
Automation may take over repetitive tasks, but it will also create new skill demands — especially in data analysis, storytelling, and sustainability management.
Voices from the Industry
At the WTTC Global Summit in Rome, leaders emphasized the need for collaboration between governments, private enterprises, and education systems to bridge the labor gap.
“Travel and tourism is not just an industry; it is a profound connector of people and cultures,” said Manfredi Lefebvre, newly appointed WTTC Chair.
“To sustain growth, we must invest in people — the heartbeat of global travel.”
Italian Prime Minister Giorgia Meloni highlighted her country’s ongoing investment in tourism infrastructure as part of a strategy to enhance long-term resilience and job creation.
What the Original Report Missed
The WTTC report rightly highlights the scale of economic growth and job potential, but several deeper points deserve attention:
- Income Quality Matters: While tourism jobs are numerous, many remain low-paid and insecure. The focus should shift from quantity to quality.
- Climate Impact: Climate change threatens major destinations — from rising sea levels to heatwaves — and thus the livelihoods dependent on them.
- Migration Policy: Workforce mobility will play a key role in solving shortages, yet immigration barriers remain politically sensitive.
- Skill Ecosystems: Aligning education, apprenticeships, and local enterprise networks will determine whether the projected job growth is truly inclusive.
Frequently Asked Questions
| Question | Answer |
|---|---|
| How many new tourism jobs are expected by 2035? | About 91 million globally, according to WTTC projections. |
| Which countries will add the most jobs? | India, China, Saudi Arabia, and parts of Southeast Asia are expected to see the strongest job creation. |
| What is the expected workforce shortfall? | Around 43 million workers globally, or 16% below the required workforce by 2035. |
| Why will there be a shortage if tourism is growing? | Aging populations, skill mismatches, and competition from other industries make it hard to fill roles. |
| What kinds of jobs are being created? | Roles in hospitality, aviation, technology, sustainability, cultural tourism, and travel marketing. |
| How can India prepare for the tourism boom? | By investing in vocational training, digital skills, sustainability education, and tourism infrastructure. |
| What’s the economic value of global tourism? | In 2024, the sector contributed USD 10.9 trillion to global GDP — surpassing pre-pandemic levels. |
| Which regions face the biggest challenges? | Asia-Pacific and Europe due to demographic pressures and skills shortages. |
| Will automation replace human jobs in tourism? | Automation will change roles but also create new jobs requiring technical, cultural, and creative skills. |
| What can governments do to close the labor gap? | Simplify migration policies, incentivize training, and improve working conditions in tourism sectors. |
Conclusion
The WTTC’s forecast reaffirms that travel and tourism will remain a cornerstone of the global economy — a creator of opportunity, cultural exchange, and prosperity. But the path forward depends on how well the world prepares its workforce.
If governments and industries can address skill shortages, improve job quality, and ensure sustainability, the next decade could mark not only a record for tourism growth but also a transformation in how travel empowers communities worldwide.
Sources The Economic Times
