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.