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Integration challenges and sustainability trends in the tourism sector

Held by VITE SUTE (Ukraine) the fifth Community of Practice (CoP) online workshop as part of the Erasmus+ MAAS project brought together 19 participants from academic institutions, civil society, and employment organizations across Europe and from Ukraine, focusing on the integration challenges and employment opportunities for Ukrainian refugees within the EU tourism labour market.

The session featured three core topics:

  1. “Travel to Ukraine: How Tourism Adapts to New Realities” – exploring how the Ukrainian tourism sector is coping with war-related disruptions, evolving into forms like aid and war tourism, and adjusting marketing, safety, and service strategies to survive.
  2. “Access to Labour Markets and Employment in Europe for Ukrainian Refugees” – providing a data-driven overview of refugee distribution, employment conditions, barriers such as language and qualification recognition, and steps taken by EU countries to support refugee integration.
  3. “Ukrainian Job-seekers Respond: Needs, Aspirations and Future Prospects” – presenting findings from a survey of 30 Ukrainian refugees across 7 EU countries, offering insight into their employment experiences, job search challenges, and essential support needs for successful integration.

Participants engaged in targeted break-out discussions on employment guarantees, national-level job brokerage challenges, and aligning refugees aspirations with EU tourism labour market needs.

Strategies for Sustainable Employment in the Tourism Sector

Presentations

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Key Insights

Resilience and Transformation in Ukrainian Tourism

The tourism sector in Ukraine is showing remarkable adaptability. Only 20% of hotels remain operational, yet many have embraced strategies such as eco-tourism, rural tourism, flexible pricing, and international marketing. Innovative models like aid tourism and war tourism have emerged, maintaining sector relevance and creating new employment opportunities.

Changing Travel Patterns and Customer Expectations

Tourist behavior has shifted toward safe destinations, last-minute bookings, and solo or family trips. These changes call for flexible service models and a rethinking of traditional tourism routes. Businesses must become agile and responsive to the evolving expectations of today’s travelers.

New Skills and Employment Models in Tourism

Sustainable customer service now hinges on staff training, empathy, and resilience. New roles are emerging in hospitality that prioritize adaptability and emotional intelligence. Investment in human capital is essential to ensure quality and long-term employability in a rapidly changing environment.

Refugee Inclusion and EU Employment Measures

The EU is promoting inclusive employment in tourism through measures like the Temporary Protection Directive, fast-track hiring procedures, language and skills training, and employer incentives. Job-matching platforms and entrepreneurial support are helping refugees integrate into sustainable roles across tourism sectors.

Practical Tools and Methods

New Tourism Models for Sustainable Employment

To promote sustainable employment in the evolving tourism sector, a multifaceted and inclusive approach is adopted. A key strategy involves diversifying tourism models by supporting the shift toward local, aid-related, and war-related tourism. These emerging forms create new employment opportunities and align with changing travel trends.

Training for Crisis-Aware and Socially Responsible Tourism

Training programmes are adapted to equip tourism staff with empathy, cultural sensitivity, and safety protocol skills. This ensures that the workforce is prepared to meet the demands of socially responsible and crisis-aware tourism practices.

Flexible Hospitality Strategies

Flexible strategies are encouraged in the hospitality sector, including dynamic pricing, targeted marketing, and alternative formats such as eco-tourism and community-based tourism. These formats enhance sector resilience and promote environmental sustainability.

EU Tools for Refugee Integration in Tourism

At the European level, job brokers and employers are encouraged to use existing EU frameworks—such as the Temporary Protection Directive and pan-European talent pools—to support the integration of refugees and migrants into the tourism workforce.

Supporting Refugee Entrepreneurship

Refugee entrepreneurs are supported through startup assistance, business mentoring, and access to funding tools. This fosters self-employment and innovation, expanding inclusive opportunities within the tourism sector.

Incentives for Inclusive Hiring in Tourism

To stimulate inclusive hiring, incentives such as tax breaks and wage subsidies are promoted. These reward companies that actively invest in building a diverse, inclusive, and sustainable workforce in the tourism industry.