This research was carried out with undergraduates in China, USA and the UK to understand the extent and nature of the negative perceptions among non- Travel & Tourism undergraduates. It was found out that: Travel & Tourism is viewed as a reasonably attractive industry for university undergraduates but one that is still poorly understood.

Scarce information and misconceptions exist about the skills required for graduates as well as the roles, career development and working. Travel & Tourism appeals most for offering international opportunities, work life balance and the chance to speak languages, however, these are generally less important factors when choosing a job compared to job security, competitive starting salary and career progression.  Travel & Tourism compares poorly on these decisive factors in career choice.

The research shows that there is a clear lack of information, misjudgment and preconception about what a graduate career in Travel & Tourism would offer. Most students are only able to identify very broad job roles (‘travel’, ‘guide’, ‘management’, for example) while only a career pathway in ‘sales & marketing’ is believed by all respondents to offer ‘many opportunities’.

The WTTC Human Capital Working Group will be reviewing these results and taking actions to improve the appeal of careers in Travel & Tourism over the coming months.