WTTC reveals that Travel and Tourism could generate 91 million new jobs by 2035

The World Travel & Tourism Council (WTTC) released a key report revealing that while the sector is on track to account for one in three new jobs worldwide by 2035, demographic and structural changes could lead to a shortage of more than 43 million people without action.

The Future of the Travel & Tourism Workforce report, which analyzes 20 economies, was launched today at the 25th WTTC Global Summit. It was developed with the support of the Ministry of Tourism of the Kingdom of Saudi Arabia, Coraggio Group, Miles Partnership, and the Hong Kong Polytechnic University. It is based on extensive global research, including a survey of business leaders and in-depth interviews with WTTC members and other key stakeholders.

The report not only highlights how the sector has recovered as a global engine of job creation, but also how structural changes—such as the decline in working-age populations relative to economic growth—will further impact the Travel & Tourism sector, which is expected to grow much faster than the economy.

A sector of unique opportunities

In 2024, the sector supported a record 357 million jobs worldwide, and is estimated to support 371 million this year. Over the next decade, Travel & Tourism is projected to generate 91 million new jobs, representing one in three net new jobs created globally.

By 2035, global demand for Travel & Tourism workers will exceed supply by more than 43 million people, leaving labor availability 16% below required levels.

According to the report, the hotel industry will face a shortage of 8.6 million workers, approximately 18% below required levels.

Low-skilled jobs, which remain critical to the sector, will continue to be the most in-demand, with a projected need for more than 20 million additional workers. Positions that rely heavily on human interaction and services that cannot be easily automated will remain in high demand.

The report notes that the labor challenge will affect all 20 economies analyzed, with the largest deficits in absolute terms forecast for China (16.9 million), India (11 million), and the European Union (6.4 million).

In relative terms, Japan's Travel & Tourism sector is projected to have a labor supply 29% below expected demand by 2035, followed by Greece (-27%) and Germany (-26%).

However, despite these challenges, Travel & Tourism remains a pillar of job creation.

Gloria Guevara, WTTC Interim CEO, said: “Travel & Tourism will continue to be one of the world's largest employers, providing opportunities for millions of people. But we must also recognize that demographic and structural changes are transforming labor markets everywhere.

“Many workers left the sector during COVID when tourism came to a standstill. Now, with global unemployment expected to fall and working-age populations shrinking, this is putting increasing pressure on labor supply, especially in fast-growing sectors like Travel & Tourism.

“This report is a call to action. Working together with governments and educational institutions, our sector must address these challenges and continue to be one of the largest employers, offering dynamic career paths for future generations. WTTC will collaborate with government authorities around the world to ensure policies are implemented to reduce this gap and unlock the potential in their countries.”

His Excellency Ahmed Al Khateeb, Minister of Tourism of the Kingdom of Saudi Arabia, added: “By 2035, one in three new jobs will come from the Travel & Tourism sector; no other sector can claim the same. Saudi Arabia demonstrates what can be achieved with vision and investment, with more than 649,000 training opportunities and a workforce comprised of nearly 50% women.”

Sara Meaney, Managing Partner of Coraggio Group, commented: “This report offers us much more than eye-catching data; it invites us to rethink how we attract, develop, and retain talent in an ever-changing environment.
It will require intentional investment to design jobs that inspire, support evolving career paths, and invest in workplaces that reflect the values ​​of today’s workforce. This is our opportunity to redefine what it means to work in Travel & Tourism.”

Building a future-ready workforce

The report explores how the sector, together with governments and educators, can turn these challenges into opportunities:

o Inspire more young people by showcasing the diversity and excitement of career opportunities in Travel & Tourism

o Strengthen collaboration and alignment between the education sector and industry so that training responds to the needs of employers and provides real-life experiences

o Improve retention with leadership development programs, clear internal promotion paths, and inclusive work cultures

o Invest in digital literacy, AI adoption, and sustainable practices to prepare future workers and increase productivity

o Incorporate flexible policies to manage fluctuating labor demand, including reducing barriers to hiring from abroad and combining part-time positions into full-time jobs

Collaboration is key

Addressing the workforce challenge will require close alignment between governments, industry players, and education providers. With proactive planning and investment, Travel & Tourism can continue to generate prosperity, innovation, and opportunities for communities around the world.

The Global Summit is being held in collaboration with the Italian Ministry of Tourism, ENIT (the Italian National Tourism Agency), the Municipality of Rome, and the Lazio Region.

Other WTTC partners include: Antonio Lefebvre d'Ovidio Di Bolsonaro Philanthropy, Arsenale Spa, Chase Travel (JPMC), Giacomo Milano, MMGY, MSC Group, Terme di Saturnia and Trip.com Group.

Source: WTTC.