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Exploring workforce gaps, youth readiness and solutions for building a resilient tourism industry across the Asia Pacific region, the Pacific Asia Travel Association (PATA) has released a new report, The Evolving Tourism Workforce: Human Capital Development in APAC, which sheds light on the pressing challenges and opportunities surrounding workforce development in the region’s tourism sector.

Launched at PATA Annual Summit 2025 (PAS 2025) in the Turkish city of Istanbul, the report, authored by PATA Member Pear Anderson, presents a comprehensive look at human capital across the tourism industry in the Asia Pacific region, offering actionable recommendations and inspiring case studies aimed at empowering the next generation of tourism professionals.

Commenting on the findings, PATA Chief Executive, Noor Ahmad Hamid stated “this timely report comes at a pivotal moment when tourism must re-establish its footing, as a new and younger generation enters the workforce.

“The insights gathered from diverse stakeholder groups across the region highlight the complexity of our workforce issues, while also providing a roadmap for recovery, resilience, and long-term growth.”

Key challenges identified in the report include:

• Difficulty attracting new talent to the sector
• High staff turnover and retention issues
• Skills gaps, especially in digital literacy and sustainability
• Misalignment between workforce development and sustainability goals

The report also emphasises a critical need for better collaboration between the public and private sectors, as well as between academia and industry, particularly in preparing youth to enter the workforce with realistic expectations and future-ready skills.

Notable findings and takeaways include:

• Persistent misalignment in expectations and policy development across the public, private, education, and youth sectors
• The need for structured public-private dialogue to prevent unintended consequences of human capital development policies
• A clear gap between how prepared youth feel and how the industry assesses their readiness, pointing to a disconnect between education and employment
• The need to harness the passion and purpose that drive many tourism workers - without exposing them to exploitative conditions

The report was officially launched during a featured session at PAS 2025 titled Unlocking Potential: Insights from PATA’s Latest Human Capital Report, led by Pear Anderson Director, Hannah Pearson.

Pearson noted “this report reflects what many in the industry have felt intuitively for some time - we are at a crossroads.

“Our research reveals both sobering realities and bright opportunities. The future of tourism in APAC depends on how we develop, empower and value our people today.”

Hamid added “we hope this report will inspire our members and the broader industry to rethink training and development, initiate new collaborations across sectors, and customise strategies to build a stronger, more adaptable workforce. I extend our deepest gratitude to the Pear Anderson team for delivering such a comprehensive and forward-looking analysis.”

The study was initiated in January 2024 and represents over a year of extensive interviews, surveys, and analysis, making it one of the most in-depth examinations of the Asia Pacific tourism workforce to date.

PATA’s new Vision and Mission
At its Annual Summit, PATA also announced a new vision and mission that reflects the evolving priorities of the travel and tourism industry with a focus on innovation, collaboration, and adaptability. These guiding principles are a catalyst to the shaping of a meaningful tourism economy.

The new Vision and Mission were approved by the PATA Board held during the PATA Annual Summit 2025 in İstanbul and were formally ratified during the 74th Annual General Meeting.

PATA’s new vision for ‘A meaningful Pacific Asia tourism economy, reflects a commitment to long-term, holistic outcomes - social, cultural, environmental, and economic - that benefit all stakeholders. It recognises tourism’s potential as a transformative force that respects diversity, supports communities, and nurtures the region’s rich heritage.

PATA’s new mission is to ‘Share knowledge, enable networking, and protect tourism economy assets by fostering innovation, collaboration, and adaptability’.

This mission defines PATA’s 2030 strategic plan that supports its growing network of members and partners through responsible tourism practices, forward-thinking initiatives, and community-driven collaboration. It reflects a continued dedication to sustainability, resilience, and the long-term relevance of the tourism sector.

PATA Chairman, Peter Semone commented “with our new direction we are setting our aspiration on advancing a meaningful tourism economy in Pacific Asia, one where host communities are empowered, tourism stakeholders are valued, businesses grow responsibly, and the environment and cultural heritage are protected.”

Click here for more information on the The Evolving Tourism Workforce: Human Capital Development in APAC report. 

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