Home » Latest Travel News of Europe » Spain, Latvia, Germany, Croatia, Portugal, Greece: The Future of European Tourism in 2025: Growth, Staffing Hurdles, and the Push for Skilled Workers

Friday, August 1, 2025

As the travel industry continues to recover in 2025, European cities like Sydney, Madrid, Liepaja, Berlin, Zagreb, and Lisbon are becoming some of the most sought-after destinations. From vibrant cultural hubs to historical landmarks and scenic landscapes, these cities provide a mix of leisure, culture, and business opportunities. Hotels across Europe are bracing for a surge in bookings, and as they do, they are gearing up to meet growing demands for service excellence and skilled labor.

In 2025, Europe is witnessing a bustling tourism season, and cities like Sydney, Madrid, Liepaja, Berlin, Zagreb, and Lisbon are at the forefront of this resurgence. Hotels, travel agencies, and other accommodation providers are anticipating significant growth, but there are challenges on the horizon. High-skilled roles remain difficult to fill, while high salary expectations and a lack of work-life balance contribute to staffing difficulties. This article delves into the dynamics of European tourism, highlighting staffing trends, growth expectations, and the impact of cultural and economic shifts. From Spain to Greece, the demand for hospitality staff is soaring, yet many businesses are struggling to recruit employees for managerial positions. With the industry’s focus on meeting customer expectations and offering superior experiences, these challenges have become a focal point for businesses across Europe.

The travel industry is evolving, and as tourism continues to gain momentum, the need for innovative solutions to staffing, management, and business operations grows. As hotels scale up and independent properties diversify their services, the demands on the workforce will require a rethinking of employee expectations, especially in key tourist hotspots.

Key Trends in the European Travel and Tourism Sector

  • Staffing Challenges Across Europe:
    As tourism recovers in full force, the accommodation industry is grappling with staffing issues. According to a 2025 European Accommodation Barometer from Booking.com and Statista, 47% of hoteliers are struggling to fill key positions due to skill gaps and a lack of qualified workers.
  • Hiring Intentions in Spain and Greece:
    Greece and Spain are leading the charge in terms of hiring new staff, with plans to add approximately 8.8 and 8.3 employees per hotel, respectively, over the next year. This surge in hiring is reflective of the growing demand for high-quality service and personalized experiences, both of which require a skilled workforce.
  • Difficulties in Filling Managerial Positions:
    One of the biggest hurdles in the European accommodation sector is filling managerial and senior roles. While lower-skilled positions such as housekeeping and front desk roles are relatively easy to fill, top-tier positions remain elusive. This issue is especially noticeable in larger establishments or upscale hotels, which face intense competition for talent.

Understanding the Skill Gaps in European Tourism

In 2025, the European tourism industry is expanding rapidly, but certain regions are facing unique challenges when it comes to finding skilled workers. The most significant gap lies in the search for managerial staff and those in specialized roles such as marketing or event management. For instance, while filling lower-skilled seasonal positions is not as problematic, the need for trained professionals to handle the complexities of running high-end operations remains unmet.

  • Management Shortage:
    Management roles in the hospitality industry, including general manager and marketing positions, are particularly difficult to fill. For every accommodation that reported successfully hiring a manager, nearly 10 establishments faced significant difficulties. These shortages reflect a broader trend in the European market, where employers are struggling to meet the growing demand for experienced professionals who can handle the increasing complexities of modern-day hospitality businesses.
  • Lack of Training and Development:
    A significant percentage of independent accommodations report that they do not offer training programs, which exacerbates the difficulty of hiring qualified workers. According to the European Accommodation Barometer, 17% of independent properties do not provide any training to their staff, compared to only 2% of chain hotels. This discrepancy creates a cycle where independent properties find it harder to equip their teams with the necessary skills, thus making it more difficult to meet customer expectations.

Regional Focus: Spain, Greece, and the Nordic Countries

While the staffing crisis is a pan-European issue, certain countries are experiencing unique challenges. In Spain and Greece, there is a notable effort to meet increasing demands by hiring more staff. However, issues like high salary expectations and the seasonal nature of work are affecting recruitment strategies.

  • Spain:
    Spain’s tourism industry continues to thrive, with both large hotel chains and independent properties scaling up operations. The demand for skilled professionals remains high, especially in areas like marketing and guest relations. However, many businesses are struggling to attract and retain talent due to high salary demands and the challenges posed by temporary contracts that are common in the hospitality sector.
  • Greece:
    Greece has also been a leader in tourism recovery, with the hospitality sector planning significant staff additions in the coming year. However, as in Spain, businesses are struggling to manage salary expectations and offer adequate work-life balance. These factors have led to difficulties in filling managerial roles, while seasonal positions remain easier to fill.
  • Nordic Countries:
    In Nordic countries, including Sweden, Finland, and Norway, hoteliers are facing a similar dilemma. While salary expectations are also high, the cultural emphasis on work-life balance plays a significant role in these challenges. Many workers in the Nordic region are prioritizing lifestyle over salary, leading to difficulty in attracting staff to seasonal positions.

How European Accommodations Are Adapting

Despite these challenges, the European accommodation sector is adapting. Hoteliers and property managers are rethinking their recruitment strategies, focusing on attracting the right talent through various incentives. Offering competitive wages, better working conditions, and opportunities for professional development are just a few of the ways the industry is adjusting.

  • Focus on Technology and Innovation:
    With a significant portion of the workforce being tech-savvy, accommodation providers are leveraging technology to streamline operations and create more engaging experiences for guests. Hotels are increasingly using Artificial Intelligence (AI) and automation to enhance efficiency, from check-in systems to guest communication.
  • Upskilling the Existing Workforce:
    Many hotels and hospitality companies are investing in training programs to develop their existing staff and ensure they are equipped with the necessary skills to meet industry demands. This is especially true in smaller properties and independent accommodations where specialized training can make a significant difference.
  • Enhancing Employee Benefits:
    As work-life balance remains a critical factor in attracting talent, many hotels are improving their employee benefits, including flexible working hours, health benefits, and enhanced vacation policies. These initiatives are designed to create a more attractive working environment for potential candidates.

The Future of European Tourism

Looking ahead to the remainder of 2025 and beyond, European tourism is poised for continued growth. However, the success of this growth will depend heavily on the industry’s ability to solve its staffing issues. Hotels must focus on both attracting new talent and retaining existing employees, ensuring that they meet the rising expectations of travelers while fostering a supportive work environment.

The tourism industry must also prioritize sustainability and resilience in the face of future challenges, including the ongoing threat of climate change and the unpredictability of global economic conditions. By focusing on digitalization, sustainability, and employee satisfaction, European accommodations can prepare for a thriving tourism season in the years ahead.

Conclusion

The tourism and hospitality sectors in Europe are undergoing a significant transformation as they recover and grow in 2025. Cities such as Sydney, Madrid, Liepaja, Berlin, Zagreb, and Lisbon are leading the way, showcasing the resilience and adaptability of the industry. However, the challenges posed by staffing shortages and high expectations for skilled workers cannot be ignored. As businesses continue to innovate and adapt, the future of European tourism will depend on their ability to meet the evolving needs of travelers while fostering a stable and skilled workforce. By addressing these issues head-on, European destinations can continue to thrive as global tourism hotspots.