1 in 10 Share of the global workforce employed by travel and tourism 70mn Estimated number of travel and tourism jobs lost during the pandemic 15% Drop in youth employment (15-24) from 19mn (2019) to 16mn (2022) 20 Universities, colleges and academies that participate each year in ITB Berlin’s Talent Hub 1,000+ Lufthansa apprentices and dual study students welcomed in 2024. 150mn Saudi Arabia’s 2030 visitor target supported by new training pathways. 2024 Dubai College of Tourism launched international pathways to top up diplomas with UK degrees; online modules scaled nationwide. 2033 Dubai’s D33 agenda aims to double GDP, with tourism a central pillar BY THE NUMBERS
participate, giving prospective students a window into academic programmes, vocational training and international study options. Students and alumni share first hand experiences, while recruiters from major hotel groups, tour operators and technology firms advertise internships, graduate schemes and full time roles. The German Federal Employment Agency offers on site career coaching, including CV workshops and free professional headshots, so attendees leave with both opportunities and practical tools. Talent Hub exhibitors include leading hotel groups, destination marketing organisations, travel tech firms and institutions such as the University of Surrey, MODUL University Vienna, and École Hôtelière de Lausanne. A dynamic new feature – the NextGen Tourism Solutions Lab – enables students tackle real world industry challenges (from sustainable visitor experience design to digital marketing strategies) and pitch solutions to experts. Bridging classroom learning with industry realities, ITB Berlin is becoming a catalyst for workforce transformation. Germany: apprenticeships powering record growth Beyond the show floor, ITB Berlin’s host country, Germany, which has long been a tourism powerhouse, offers a model for aligning sector growth with workforce development. The WTTC forecasts the country’s travel and tourism sector to break all time records in 2025, contributing more than €443 billion to the economy and supporting 6.3 million jobs. To meet rising demand, Germany has expanded its apprenticeship and dual study programmes, long regarded as vocational education benchmarks. Leading travel and tourism companies such as DER Touristik and TUI Group run structured schemes that blend academic study with paid, on the job training across hotel management, travel operations and digital services. Meanwhile, German carrier flag
but they face particular challenges in accessing stable employment,” says the WTTC Against this backdrop, a new wave of public–private initiatives aims to reshape perceptions and rebuild a resilient workforce, attracting young talent while giving them the skills and experience needed for a future ready industry. From pioneering academic institutions to association-led efforts and destination strategies, here are standouts that are reframing tourism as a viable, vibrant career. ITB Berlin: spotlighting tomorrow’s leaders As the world’s leading travel trade show, ITB Berlin champions career development through dedicated platforms. The Talent Hub, formerly the Career Centre, brings universities, employers, training providers and policymakers together to inspire and connect the next generation of tourism professionals. Each year around 20 national and international universities, colleges and academies
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