The travel and tourism industry has long been a dynamic and rewarding field for job seekers, offering roles that span everything from hotel management and tour operations to airline services and destination marketing.
As the world continues to rebound from the disruptions caused by the COVID-19 pandemic, the outlook for those who have studied travel and tourism is evolving, both in South Africa and globally.
In South Africa, travel and tourism have been vital contributors to the national economy. Pre-pandemic, the sector accounted for about 7% of the GDP and provided over 1,5 million jobs. The industry was hard hit by the pandemic but there has been a gradual recovery. Domestic tourism has been pivotal to the sector’s resurgence, with South Africans exploring local destinations more than before.
However, challenges persist. South Africa faces rising operational costs, inflation, and inconsistent, although growing, international visitor numbers. Nonetheless, there is optimism with government initiatives such as the Tourism Sector Recovery Plan which was launched in November 2020 and aims to boost job creation, support small businesses, and make the country more competitive as a tourist destination.
This means that job seekers can expect a slow but steady improvement in employment prospects as the industry aligns itself with both domestic and international demand.
Globally, the travel and tourism industry is on a fast recovery trajectory, particularly in regions like Europe, the US, and Southeast Asia, where international travel has resumed with strong momentum.
According to the World Travel & Tourism Council, the industry is projected to grow by an average of 5,8% per annum over the next decade, adding over 126 million new jobs worldwide by 2030. This is great news for job seekers with qualifications in travel and tourism.
The rapid growth of digitalisation and the shift to more sustainable tourism practices are transforming the job landscape. Employers are increasingly seeking candidates who are not only skilled in traditional tourism roles but also have expertise in, for example, digital marketing, sustainable tourism, and the use of technology to enhance customer experience (e.g. virtual reality tours, AI-powered booking systems).
The rise of experiential travel – where tourists seek more immersive and authentic experiences – has also created new niche job markets.
For those who have studied travel and tourism, a variety of career paths are available:
Tourism management: Managing tourist facilities such as hotels, resorts, and eco-tourism destinations.
Tour operators and travel agents: Planning and co-ordinating travel itineraries for individuals or groups.
Event and destination management: Organising events like conferences, and festivals, or managing the promotion of specific tourist locations.
Digital marketing and sales: Promoting travel products and destinations through online platforms and digital channels.
Sustainable tourism: Working in initiatives or organisations focused on eco-friendly and sustainable travel solutions.
Hospitality: Roles within hotels, restaurants, and other service-oriented sectors of tourism.
Adventure and eco-tourism: Leading outdoor or adventure-based experiences, or managing eco-tourism operations.
The reality remains that studying in one discipline without taking deliberate actions to enhance what you as an individual have to offer, would not give you a competitive advantage as a job seeker.
Here are some points that job-seekers with a travel and tourism qualification could consider if they would like to build their own brand and get a competitive advantage in the job market:
Diversify your skills
The traditional roles in travel and tourism are evolving, and having a multi-faceted skill set is increasingly important. Knowledge of digital tools, such as social media marketing, travel booking platforms, or customer service software, can make you stand out. Additionally, understanding sustainable tourism practices can open doors, especially as the world becomes more environmentally conscious.
Consider specialisation
While having a broad understanding of the industry is valuable, consider specialising in a niche that aligns with current trends, such as eco-tourism, adventure tourism, or luxury travel. Specialisation not only positions you as an expert but also allows you to tap into markets that are rapidly expanding.
Build an international perspective
Even if you plan to work in South Africa, having an international outlook is essential. Many travel businesses operate globally, and understanding global travel trends, customer behaviour, and international tourism policies can give you an edge. Pursuing internships, studying abroad, or working for multinational companies can broaden your horizons and help you stay competitive in an increasingly interconnected industry.
Build a network and gain experience
Networking is crucial in the tourism sector. Joining industry associations and attending travel trade shows can provide valuable connections and insights into current opportunities. Additionally, gaining practical experience through internships or entry-level jobs can fast-track your career.
Stay adaptable
Travel and tourism is a highly dynamic industry, often impacted by global events like health crises, economic downturns, and political changes. Being adaptable and open to new roles, locations, or even career paths within the industry will be key to long-term success.
The future for job seekers in the travel and tourism sector is promising, both in South Africa and internationally. While the industry is still navigating post-pandemic recovery challenges, there is a clear upward trajectory.
The key to thriving in this evolving landscape is staying adaptable, building a diverse skill set, and aligning oneself with emerging trends such as sustainable tourism and digitalisation. By doing so, job-seekers can position themselves for a rewarding and successful career in this ever-exciting industry.
