Tourism sector faces structural labor and skill challenges

The tourism sector in the Adriatic-Ionian region is facing structural challenges regarding labor and service quality. While seasonal peaks occur, employers are increasingly struggling to find educated staff capable of meeting modern traveler demands for sustainability, transparency, and authentic storytelling.

Data from the European Commission indicates that labor shortages in hospitality have evolved from seasonal issues into long-term structural challenges within EU member states in the region. Approximately 25 percent of tourism workers are classified as low-skilled, and over 90 percent of tourism businesses are small entities with fewer than ten employees, making them particularly vulnerable to service quality fluctuations.

Beyond traditional hospitality, there is a growing need for staff proficient in digital communication, waste reduction principles, and energy management. While digital communication skills remain high in areas like Croatia, gaps persist in technical areas such as cybersecurity and advanced digital transformation.