PANTOUR hosts its first international conference in London: Shaping the future of skills in European tourism

PANTOUR’s inaugural International Conference in London marked an exciting milestone in the project’s final year, bringing together leading experts, educators, and industry voices to explore how the tourism workforce is evolving in a rapidly changing world. Held in collaboration with ETOA (European Tourism Association) and aligned with their Global European Marketplace event, the conference delivered a dynamic programme filled with insights, dialogue, and shared commitment to strengthening skills development across Europe.

A deep dive into the future of tourism work

The central question framing the event, Will my job exist in five years?, sparked conversations that moved far beyond job survival. Across keynote presentations and panel discussions, speakers highlighted that the future of tourism work is not simply about skills and roles disappearing or emerging, but about the purpose, adaptability, and human connection that shape meaningful careers.

Key insights from research and skills intelligence

From AI-driven innovation to sustainable transformation and shifting social expectations, the sector is experiencing significant change. Throughout the conference, PANTOUR unveiled previews from its major research outputs, including:

• Country Skills Reports
• EDI (Equality, Diversity & Inclusion) findings
• New Occupational Profiles for the tourism sector
• A forthcoming suite of 60+ skill-based training modules (planned to launch in 2026)

 

These resources offer a comprehensive picture of the skills Europe needs to build a resilient, future-ready tourism workforce. They highlight persistent gaps, particularly in digital, green, and social competencies, but also provide pathways for educators, businesses, and professionals to upskill and reskill effectively.

Expert voices on talent, education, and transformation

The conference opened with an inspiring keynote from Corné Dijkmans (Breda University), on the changing tourism landscape, setting the scene for a lively and honest panel discussion moderated by Lobke Elbers (Breda University). Distinguished speakers Marta Machado (HOTREC), Kelly Strong (Strong Recruitment), and Michael Quinn (Failte Ireland) brought diverse expertise spanning skills intelligence, recruitment, sector research, and education reform.

Together, they explored:
Skills gaps and future needs: Speakers addressed the most pressing talent shortages, the mismatch between education and labour-market needs, and opportunities to strengthen employer–education collaboration.

Digital and sustainable transformation: The panel examined how tourism qualifications (many unchanged for decades) must be redesigned to reflect current realities. They discussed how to tell a more compelling story about tourism careers to students, parents, and career changers.

Best practices and real-world solutions: Examples from across Europe illustrated how organisations are using AI in HR, implementing innovative training models, and building stronger learning pathways that support sustainable employment. The session concluded with an engaging audience Q&A and a quickfire round capturing predictions for future skills and surprising job roles that may emerge in the years ahead.

 

Keeping the Human Touch in Tourism

Tourism’s people-first identity remains its defining strength, offering a powerful counterbalance to increasingly digital-first industries and a unique selling point for attracting the next generation of talent. Following the keynote panel, Daniele Fanelli (EF Educational Tours), Brent Imrie (TourTime NZ) and Adele Youngs (ETOA President/Live Travel &Tours) shared their perspectives on the value of these skills in shaping every visitor’s experience. The panel emphasised that tourism professionals interact with diverse cultures, personalities, and expectations, so strong communication, empathy, and patience help create positive connections. When travellers feel understood and respected, they are more likely to enjoy their stay and share favourable reviews. Effective people skills also build trust, encourage repeat visits, and strengthen a destination’s reputation. They concluded that ultimately, tourism thrives on human interaction, making social competence a foundation of successful service for both guests and industry professionals alike today.

 

Green skills for all

Addressing another pillar of the PANTOUR programme, the discussions moved onto the gaps in day-to-day green skills in the workplace. Alison Atkinson (Avanti Destinations) and Tim Fairhurst (ETOA) delved into the challenges around compliance, both in-house and regulatory, with Alison highlighting the value of up-to-date internal resources for this. Tim conducted a lively interactive audience poll to assess where the industry is on green skills. Encouragingly, most people agreed that sustainability is a management priority in their organisation, with the majority (62%) asserting that they would collaborate with competitors on sustainability issues. Whilst 57% said their organisation has the skills needed to become more sustainable, 35% disagreed with this. Most said their organisation did not offer professional development in green skills (57%), identifying a need for more work in this area. The audience believed overwhelmingly that change should be accelerated by a combination of industry and smart regulation (78%). 

Future-proofing tourism: solving the digital skills challenge

The afternoon concluded with a wide-ranging look at the digital skills challenge facing tourism. Professor Dimitrios Buhalis (Bournemouth University Business School) asserted that solving this requires targeted training, accessible resources, and a culture of continuous learning. As technology shapes booking systems, marketing, and customer service, workers must be confident using digital tools. Investing in workshops, online courses, and mentorship helps staff adapt quickly. Collaboration between industry, schools, and government can ensure training matches real-world needs. Encouraging employees to experiment with new platforms builds confidence and innovation. By closing digital skill gaps, tourism businesses improve efficiency, enhance guest experiences, and stay competitive in a fast-changing market. Developing strong digital capabilities is essential for a resilient and future-ready tourism sector.

A PANTOUR community committed to progress

The event’s energy was shaped not only by its speakers but also by the enthusiasm of the PANTOUR community, both those who joined in London and those following the project online. Their engagement continues to fuel PANTOUR’s mission to strengthen the skills ecosystem in tourism and hospitality. A special thank-you goes to PANTOUR colleagues Arran Wiltshire, Rachel Read, Tim Fairhurst, and the entire organising team for creating a warm, professional, and inspiring environment in London, just ahead of World Travel Market.

Looking ahead to Brussels 2026

With its first international conference now concluded, PANTOUR is already preparing for its next major milestone: the second International Conference in Brussels in 2026. The discussions in London reaffirmed that the sector’s future will be shaped not only by the jobs that emerge, but by how the industry ensures these roles are meaningful, sustainable, and worth aspiring to.