Tourism employability in the digital age: Skills gaps and labor market responses

Dunja Demirović Bajrami; Marko D. Petrović; Suzana Lović Obradović

doi:10.71159/icemit2526D

Authors

Dunja Demirović Bajrami Geographical Institute “Jovan Cvijić” Serbian Academy of Sciences and Arts, Belgrade, Serbia
Marko D. Petrović Geographical Institute “Jovan Cvijić” Serbian Academy of Sciences and Arts, Belgrade, Serbia
Suzana Lović Obradović Geographical Institute “Jovan Cvijić” Serbian Academy of Sciences and Arts, Belgrade, Serbia

DOI:

https://doi.org/10.71159/icemit2526D

Keywords:

tourism employability, digital skills, skills gaps, labor market, work-integrated learning

Abstract

The tourism industry is undergoing rapid digital transformation, reshaping job roles, required competencies, and employability pathways. This paper examines emerging skills gaps in tourism, focusing on digital and soft skills, and how education, industry, and policy actors respond to these challenges. A mixed-methods design combined survey data from 312 tourism students and graduates in Serbia with interviews with 25 industry professionals. Results reveal a major mismatch between digital competencies taught and those demanded by employers, notably in data analytics, digital marketing, AI, CRM systems, and virtual collaboration tools. While basic digital literacy is common, advanced skills are scarce. Employers also emphasize adaptability, emotional intelligence, intercultural communication, and problem-solving, which are underdeveloped in curricula. The study highlights labor market responses, including industry-led training, internships with digital focus, and work-integrated learning. It recommends integrating digital literacy, agile skill development, and cross-sectoral competencies to enhance tourism workforce resilience in the digital era.

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