PATA Launches Landmark Report on Tourism Workforce Challenges and Opportunities Across Asia Pacific

(IN SHORT) PATA has released a major new report at PAS 2025 in İstanbul, titled The Evolving Tourism Workforce: Human Capital Development in APAC, produced in collaboration with Pear Anderson. Drawing from a year of in-depth research, the report explores the region’s pressing workforce challenges—such as talent attraction, skills gaps, and disconnects between education and industry—and offers actionable solutions to foster a resilient, purpose-driven tourism sector. It also highlights the need for stronger collaboration between government, academia, and industry to prepare youth with the future-ready skills essential for meaningful careers in tourism.

(PRESS RELEASE) İSTANBUL, 2025-Apr-24 — /Travel PR News/ — At the PATA Annual Summit 2025 (PAS 2025), the Pacific Asia Travel Association (PATA) unveiled a new flagship study titled The Evolving Tourism Workforce: Human Capital Development in APAC, offering a candid, data-driven look at the most urgent workforce issues impacting the Asia Pacific tourism sector.

Produced in collaboration with tourism consultancy Pear Anderson, the report presents findings from extensive research across private and public sectors, academia, and youth groups. It calls for strategic reform in how the region prepares, supports, and retains its tourism professionals—especially as the industry rebuilds from post-pandemic disruptions and adapts to the expectations of a younger, digitally native workforce.

“This is a pivotal moment for travel and tourism,” said PATA CEO Noor Ahmad Hamid. “With the industry still in recovery and renewal mode, we need a resilient, skilled, and passionate workforce to lead the way. This report not only diagnoses the sector’s most pressing human capital issues, but also lays out practical steps for meaningful reform and collaboration.”

Key challenges identified include:

• Persistent difficulties in attracting and retaining talent
• Misalignment between training programs and real-world industry needs
• Significant skills gaps in areas like digital literacy and sustainable practices
• A worrying disconnect between education providers and employers

The report highlights how many young people feel underprepared for tourism roles, even as employers struggle to find skilled candidates. It also underscores the importance of public-private dialogue and cross-sector collaboration in building a workforce that is both empowered and future-ready.

The study was officially launched during a special PAS 2025 session, Unlocking Potential: Insights from PATA’s Latest Human Capital Report, led by Hannah Pearson, Director of Pear Anderson.

“This report reflects what many have sensed for some time—we are facing a talent crisis,” said Pearson. “But the good news is that there is a deep well of passion within the tourism workforce. With the right strategies, we can channel that energy into a stronger, more sustainable future.”

Launched in January 2024, the study draws from a year of interviews, stakeholder consultations, and surveys across the Asia Pacific region. It offers actionable recommendations and real-life case studies to guide policymakers, educators, and industry leaders alike.

The full report is available for free at: 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

Media contact:
Tel: +66 (0)2-460-9264
E-mail: communications@PATA.org

SOURCE: Pacific Asia Travel Association