Finland’s national event: the changing landscape of tourism | Exploring future skills, work and opportunities
On 20 January 2026, tourism professionals, educators, students and industry stakeholders gathered both online and at the SAMK Pori Campus for the seminar The Changing Landscape of Tourism: Operating Environment, Job Roles and Skills. Organised as part of the EU-funded PANTOUR project, the event brought together 109 participants to discuss how the tourism and hospitality sector is evolving and what kinds of skills, attitudes and competencies will be needed in the coming years.
The seminar focused on one central question: what will tourism work look like in the next 5–10 years? Through expert presentations and open discussion, the event highlighted how rapidly changing operating environments, new technologies, sustainability demands and shifting customer expectations are reshaping the industry.