PATA Unveils New Report on the Future of Tourism Talent in Asia Pacific
Study highlights urgent workforce challenges and opportunities across the region
İSTANBUL, April 24, 2025 – During the PATA Annual Summit 2025 (PAS 2025) in İstanbul, Türkiye, the Pacific Asia Travel Association (PATA) officially launched a new report, The Evolving Tourism Workforce: Human Capital Development in APAC, which sheds light on the pressing challenges and opportunities surrounding workforce development in the region’s tourism sector.
Spanning the private and public sector, academia, and youth communities, the report is authored by PATA Member Pear Anderson and presents a comprehensive look at human capital across the tourism industry in Asia Pacific. It also offers actionable recommendations and inspiring case studies aimed at empowering the next generation of tourism professionals.
“This timely report comes at a pivotal moment when tourism must re-establish its footing, as a new and younger generation enters the workforce,” said PATA CEO Noor Ahmad Hamid. “The insights gathered from diverse stakeholder groups across the region highlight the complexity of our workforce issues, while also providing a roadmap for recovery, resilience, and long-term growth.”
He added, “We hope this report will inspire our members and the broader industry to rethink training and development, initiate new collaborations across sectors, and customise strategies to build a stronger, more adaptable workforce. I extend our deepest gratitude to the Pear Anderson team for delivering such a comprehensive and forward-looking analysis.”
Key challenges identified in the report include:
Difficulty attracting new talent to the sector
High staff turnover and retention issues
Skills gaps, especially in digital literacy and sustainability
Misalignment between workforce development and sustainability goals
The report also emphasises a critical need for better collaboration between the public and private sectors, as well as between academia and industry, particularly in preparing youth to enter the workforce with realistic expectations and future-ready skills.
Notable findings and takeaways include:
Persistent misalignment in expectations and policy development across the public, private, education, and youth sectors
The need for structured public-private dialogue to prevent unintended consequences of human capital development policies
A clear gap between how prepared youth feel and how the industry assesses their readiness, pointing to a disconnect between education and employment
The need to harness the passion and purpose that drive many tourism workers—without exposing them to exploitative conditions
The report was officially launched during a featured session at PAS 2025 titled "Unlocking Potential: Insights from PATA’s Latest Human Capital Report," led by Pear Anderson Director, Hannah Pearson.
“This report reflects what many in the industry have felt intuitively for some time—we are at a crossroads,” said Ms Pearson. “Our research reveals both sobering realities and bright opportunities. The future of tourism in APAC depends on how we develop, empower and value our people today.”
The study was initiated in January 2024 and represents over a year of extensive interviews, surveys, and analysis, making it one of the most in-depth examinations of the Asia Pacific tourism workforce to date.
The complimentary report is available via the following link: www.pata.org/research-q1v63g6n2dw/p/human-capital-development-in-apac
About Pear Anderson
Pear Anderson is a tourism and hospitality consultancy firm, specialising in Southeast Asia. Through market intelligence, consultancy and sales representation, they partner across the spectrum of tourism-related organisations to build a lasting foundation in the region.
Right from the onset of the pandemic, Pear Anderson published a weekly report and online dashboard, analysing the impact of COVID-19 and subsequent recovery of Southeast Asia's tourism and hospitality industry. Their work has been cited in mainstream media outlets, from BBC World News to Bloomberg, and the team regularly speak at travel industry events.
For more information on Pear Anderson and to view the dashboard, visit: www.pearanderson.com
