Challenges For Tomorrows Tourism Education – The Case Of Austria

Austria is a highly developed country in terms of tourism industry. Nevertheless the educational system within the field of tourism increasingly fails to provide the industry with the workforce needed. The main reasons for this negative development is that, on the demand side, tourists have increasing travel experience and expect perfect service during their leisure time and, on the supply side, young Austrians strive for higher education, as apprenticeships have an image problem in general and especially within the field of tourism, where the association is “hard work, high need for mobility and modest wages”. The result: a lack of young motivated apprentices willing to learn and deliver professional service to the experienced tourist that calls for fundamental modifications in the Austrian educational system.