European Union to Launch Tourism Academy in 2027 to Address Skills and Labour Shortages

92% of tourism SMEs struggle to recruit workers with the required skills, as the new academy aims to connect universities and vocational institutions with industry needs.

The European Commission plans to launch the EU Tourism Academy in the second half of 2027 as part of a new strategy to address skills and labour shortages across the tourism industry and develop training programmes aligned with the needs of hotels, travel companies and tourism destinations.

The initiative was announced under the Sustainable Tourism Strategy presented by the European Commission on November 4, 2026.

European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas highlighted shortages of skilled workers as one of the major challenges facing the sector.

European Commission documents indicate that 92% of tourism-related small and medium-sized enterprises (SMEs) in the European Union face difficulties finding employees with the required skills.

The sector comprises approximately five million businesses, 99% of which are SMEs, and supports more than 20 million jobs across the EU.

The proposed academy aims to assist these businesses by providing access to professional training and skills development programmes designed to bridge the gap between education and labour market requirements.

The academy will operate through a network connecting universities, national tourism education institutions, vocational education and training providers, and industry partners.

Its activities will focus on developing educational content and collaborative training programmes tailored to the evolving needs of the tourism industry.

Plans also include the possibility of offering digital microcredentials, allowing tourism professionals to formally demonstrate their skills and enhance their professional qualifications.

The initiative will draw on tourism labour market analysis and future skills forecasts to direct training towards areas experiencing the greatest demand.

However, the European Commission has not yet announced the academy's detailed budget or enrolment requirements.

The World Travel & Tourism Council (WTTC) welcomed the European Union's tourism strategy and the proposed academy in a statement issued on November 10.

The organisation described the initiative as an opportunity to address workforce shortages and better align training programmes with the practical needs of tourism businesses.

WTTC also emphasised the importance of collaboration between public institutions, education providers and the private sector, expressing its willingness to contribute industry expertise to support the initiative.

The academy forms part of a broader programme that includes the establishment of a European Tourism Observatory in the first half of 2027 to monitor industry trends, analyse data and support tourism policymaking.

The significance of the initiative lies in moving beyond traditional recruitment approaches towards developing a structured training system closely connected to the needs of tourism businesses.

However, the academy's success will not be measured solely by the number of courses delivered or certificates awarded.

Its effectiveness will depend on whether it improves workforce capabilities and employment opportunities, particularly among smaller tourism companies that lack sufficient resources to provide extensive in-house training.

For the Arab hospitality and tourism sectors, the European initiative offers a model worth following, particularly in strengthening cooperation between universities, tourism institutes and private companies.

Practical skills, digital capabilities and hospitality service standards are among the areas where closer collaboration between education and industry could deliver measurable benefits.

The academy's actual impact will become clearer following its launch, when data on trainee participation, skills development and employment outcomes becomes available.