“Younger generations like to travel abroad and have a more balanced work-life approach,” Lobke Elbers, digital lead at the Pantour consortium, told the European Tourism Association’s (Etoa) summit in London on Tuesday (13 June).

“We have to create a more appealing and flexible work culture where you can work remotely, with more flexible hours and other incentives that make tourism more attractive.”

Backed by the European Commission to the tune of €4 million (£3.4 million), Pantour aims to develop new tools and methodology to address the industry’s staff shortages.

The consortium is currently working on creating direct links with universities and colleges around the continent “to attract more people into the sector", delegates heard.

According to Elbers, the industry also needs to focus on “future-proofing” a new range of skills – including digital, green and social skills – while upskilling and reskilling people already in the sector.

To help bridge the skills gap, Elbers called on delegates to give their perspective as part of an ongoing study promoted by the commission.

“[The study] will give you insights on how you can better recruit people, what kind of skills are needed,” she said. “I think that will help future-proof tourism in Europe and even outside.”