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.