EDUCATION AND THE TOURISM BUSINESS – MODELS OF STRATEGIC INTERACTION IN THE CONTEXT OF DIGITAL AND GREEN TRANSFORMATION

Abstract

Tourism represents a labour-intensive and highly seasonal sector characterised by

significant employment volatility, a structural shortage of qualified personnel, and limited

sustainability of human resources. In the context of post-pandemic recovery, geopolitical instability,

and accelerated digitalisation, interaction between educational institutions and the tourism industry

has become a strategic determinant of destination competitiveness.

This paper analyses the structural deficiencies in the “education – labour market” nexus

within tourism and proposes a model of institutionalised partnership based on a competency-

oriented approach, dual education, and the development of digital and green skills. The empirical

context focuses on Plovdiv region, examined as a destination with a diversified tourism product and

an active stakeholder dialogue. Concrete recommendations are formulated regarding internship

programmes, career development pathways, certification mechanisms, and the integration of

advanced technologies, including artificial intelligence.