An employee working in the tourism and hospitality industry assists a client.
Image: Patrick Tomasso/Unsplash
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.
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:
"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 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.
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:
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.