Tourism in Tyrol: Experts discuss solutions to the shortage of skilled workers

Tourism in Tyrol: Experts discuss solutions to the shortage of skilled workers

The last edition of the “Tourism Forum on Tour” took place on May 27, 2025 at the Hohe Salve Sports Resort in Hopfgarten im Brixental. Around 60 guests, including numerous well-known personalities such as State Councilor Mario Gerber and Karin Seiler from Tirol Advertising, discussed the challenges of the tourism job market. The theme of the event was “Living space Tyrol: working where others go on holiday”.

The participants particularly addressed the shortage of skilled workers, which is increasingly putting pressure on the industry. The numbers are alarming: around 50,000 people are employed in catering and accommodation during the high season, while only half as many jobs are filled in the low season. According to forecasts, there will be a shortage of 30,000 tourism employees in Tyrol by 2035.

Essential discussion content

A central concern of the discussion was the need for strategic measures to retain and attract employees. Manfred Pletzer from the Pletzer Group emphasized the importance of qualified employees for the industry. The group currently employs 350 people and more than 40 trainees. Pletzer also pointed out that an average of two hours fewer are being worked per week, a decrease of 20,000 full-time equivalents.

Additional topics on the agenda included tip taxation, employee accommodations and the seasonal quota. During the forum there was also a call for an international opening of the labor market in order to address a larger pool of skilled workers.

Technological challenges in tourism

An important aspect that influences the industry is digitalization. Booking platforms play a crucial role here. These platforms connect travelers with providers and receive a commission on the booking price. They use algorithms to sort listings by ratings and prices, making them easier to access for travelers. However, there are also challenges: Smaller companies are often forced to cooperate with these platforms in order to be visible online, which leads to market regulation by these large providers.

The effects of digital change are noticeable. Profit margins and venture capital funding often lead to discount promotions that increase competition. Particularly noteworthy is the increase in cancellation options up to the day of arrival at many hotels, which represents a convenient option for travelers despite the associated risks.

The response to the tourism forum's dialogue format was consistently positive, and both Mario Gerber and Karin Seiler reiterated the value of exchange and hospitality in Tyrol. In addition, a continuation of the format was announced next year in order to develop further solutions to the challenges in the tourism sector.

Tourism in Tyrol continues to be very important, not least due to the high proportion of regular guests of around 70% - a figure that underlines how valuable the region is for regular visitors.

For further information on current developments in tourism, you can read the reporting from Leadersnet and the analyzes of Tourism Watch consult.