Job dissatisfaction rises as training provision drops 

The European Centre for the Development of Vocational Training (Cedefop) estimates that by 2035, there will be over 7 million job vacancies in the EU within the tourism and hospitality sector.  

Nonetheless, the tourism industry faces several challenges, including workforce shortages and lower qualifications compared to the EU average, with approximately 25% of the workers holding low-level qualifications. Yet, the current training provision in tourism and hospitality lags behind, posing a hurdle to addressing sector challenges. 

Amidst these developments, job satisfaction in the tourism and hospitality sector ranks lowest compared to other industries. 

In this context, apprenticeships can be a key instrument to boost the upskilling and reskilling required for labour shortages and to align the workforce towards sustainability goals. During the webinar, speakers presented three good practices as examples of how these challenges can be effectively tackled through apprenticeships.  

Assessing tourism and hospitality’s needs and gaps in green skills 

One project that aims to address the pressing need for skilled staff in the tourism sector, while simultaneously promoting environmental sustainability, is GreenHost. The project targets students in hospitality, tourism, and organisational management, as well as vocational education and training (VET) learners and educators. 

The project aims to foster enduring employment in the sector by establishing apprenticeships and transnational mobility schemes, facilitated by an online transnational cooperation platform. 

Through a VET curriculum specifically designed to equip industry personnel with essential skills, GreenHost aims to support the transition to a more sustainable and environmentally conscious industry, fostering green practices and promoting green careers. 

Increasing the attractiveness of apprenticeships in tourism and hospitality 

To address the issue of attracting more potential employees to the tourism and hospitality sector, the European Federation of Food, Agriculture, and Tourism Trade Unions (EFFAT) has been actively supporting apprenticeships within the tourism sector. 

In March 2024, EFFAT launched the EFFAT-HOTREC joint declaration on how to overcome labour and skills shortages in the hospitality sector. The declaration promotes dialogue with social partners as an integral part of the solution to address labour and skill shortages in the hospitality industry. The initiative also advocates for accreditation, supervision, fair pay and protection of workers’ rights as key criteria for increasing employee satisfaction in tourism and hospitality and the attractiveness of the sector. 

Understanding the skills demand in the EU 

Two initiatives – the Next Tourism Generation and PANTOUR – aim to understand the skills demand in the EU labour market. 

The Next Tourism Generation project is employing skills assessment methodologies to identify industry needs. Through skill matrices and education materials, it aims to enhance skill sets and competitiveness. 

Meanwhile, PANTOUR, a skills lab, aims at designing innovative and cooperative solutions to address skills needs in the tourism ecosystem. Its Skills Intelligence Monitor tool tracks skills gaps, job profiles, and training needs, shaping future workforce requirements. 

Addressing perceptions and promoting prospects: overcoming challenges for tourism and hospitality apprentices 

The webinar participants also discussed common challenges for apprentices in the tourism and hospitality sector such as perceptions of being exploited as cheap labour, which can deter potential apprentices. In this regard they highlighted that educating employers about the value of apprenticeships and emphasising their role as investments in the future workforce is crucial. 

Panellists also pointed out that improving the sector's image through initiatives such as increased pay, promoting green and sustainable skills, and highlighting transferable skills can make professions more attractive to prospective apprentices. 

Lastly, collaboration with the best employers and implementing effective apprenticeship and VET programmes were also seen as potential solutions to address challenges in the sector. 

Overall, the speakers agreed that there is no single solution to overcome challenges faced by the hospitality sector, and stressed that strategies for upskilling and reskilling are necessary to meet long-term needs. 

Watch the recording of the webinar. 

You can download the event report from the Related documents section below.