The landscape of the tourism industry is undergoing profound changes, driven by rapid technological advancements and evolving consumer preferences. As digital transformation, sustainability, and the integration of artificial intelligence (AI) reshape the sector, an urgent question arises: "What will the future of work in tourism look like?"

To answer this question, South African Tourism’s Analytics and Insights Unit conducted research into the future of tourism jobs in an AI driven environment.

Here are some of the key trends that emerged from the study.

Key trends shaping the future of tourism jobs

The nexus of technology and tourism is shifting the dynamics of employment. As we look ahead, several pivotal trends are emerging, significantly impacting the job market:

Automation and AI Integration: while automation can enhance efficiency, it also raises concerns about job displacement, particularly for roles reliant on manual processes. According to the McKinsey Global Institute, it is estimated that up to 45% of work activities could be automated by 2030, affecting millions globally.
Industry 4.0: the rise of digital technologies is creating opportunities for those companies that successfully integrate these innovations. Embracing these changes can lead to increased operational efficiency and the emergence of entirely new job categories.
The Gig Economy: the demand for flexible, project-based work is on the rise, offering individuals a departure from traditional employment models. However, this shift also brings concerns of job insecurity as workers increasingly engage in short-term, freelance roles.
Skills Evolution: with the shifting job landscape, there is a growing importance placed on soft skills, such as adaptability and emotional intelligence. Technologically-savvy individuals will be in high demand.
Reskilling and Upskilling: to remain competitive, both businesses and employees must commit to continuous learning and adaptation, with a projected 97 million new roles expected to emerge by 2025 from the World Economic Forum.

"As automation incrementally increases, the future of work will likely move from execution-focused roles to strategic positions, demanding extensive reskilling across sectors," highlighted the unit.

The job landscape in tourism is evolving

The research unit highlighted that the tourism sector faces an uncertain future as it adapts to these changes with traditional roles increasingly under threat, yet there remains hope in emerging positions that align with new consumer demands and technological advancements.

“The growth of online booking platforms heralds a decline in the demand for traditional travel agents, while automation technologies, including AI-powered kiosks, have significantly reduced the need for human interaction for front desk and check-in staff in hospitality settings,” said the report.

It also revealed that the rise of virtual reality experiences presents new challenges for tour guides, with many travellers opting for immersive digital tours rather than traditional experiences.

However, despite these shifts, new opportunities are surfacing in less automatable sectors. Doors for professionals such as sustainability managers, travel technology specialists, wellness tourism consultants, community based tourism developers and remote work tourism facilitators will be open.

“As eco-friendly practices become vital, the demand for the pursuit of health and wellness travel increases and the tourism industry’s reliance on technology grows, these professionals will spearhead initiatives and use their skills to create enriching travel programmes,” the unit said.

Skills for future success

According to the analytics and insights unit, the evolving nature of tourism jobs necessitates the development of new skills. It noted that key competencies expected to be in demand include:

Technological Literacy: mastery of AI and emerging digital tools will be crucial across many roles.
Sustainability Expertise: knowledge of eco-friendly practices will be essential, particularly in planning and management.
Emotional Intelligence: high levels of emotional intelligence and soft skills will be vital for roles focused on customer interaction and experience.
Creative Problem-Solving: innovative solutions will be necessary to overcome industry challenges, exemplified by AI-driven journey adaptation that focuses on unique traveller preferences.

What lies ahead?

In conclusion, the unit stated that in an industry characterised by unprecedented change, organisations must proactively adapt to technological advancements and consumer demands while despite the spectres of job loss, there is significant potential for new roles to emerge as part of this evolving landscape.

"The key to navigating this future is flexibility and readiness for continuous learning. Those willing to embrace change and develop future-proof skills will uncover a wealth of opportunities in the tourism industry. Ultimately, while the rise of automation holds both promise and challenge, the intrinsic need for human creativity and emotional intelligence remains steadfast. As the sector pivots towards sustainable tourism, the narrative of tomorrow’s workforce will be built on adaptability and innovation," the unit said.

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How technology is shaping the future of tourism jobs