FuTourAlliance: turning challenges into opportunities

FuTourAlliance: turning challenges into opportunities

12/18/2025 - 12:58

As of January 2026, BUas is joining the Future Tourism Skills Alliance for a Resilient and Innovative Europe project. The  FuTourAlliance project addresses one of the most pressing challenges for Europe’s tourism sector: the skills gap and the urgent need to prepare the workforce for the digital and sustainable transformation.
Tourism
  • Expertise
  • Research

FuTourAlliance 
As tourism recovers post-pandemic, the industry faces severe staff shortages, skills mismatches, and rapid changes driven by artificial intelligence, automation, data management, and sustainability. Building on the legacy of projects like PANTOUR and TourX, FuTourAlliance brings together a broad multi-country partnership of industry, education, and policy actors to deliver a comprehensive upskilling and reskilling agenda. 
 
FuTourAlliance responds by developing a European Tourism Skills Strategy – “Destination Europe 2030”, fully aligned with EU priorities.

Main objectives 

  • Modernise occupational profiles and update training programmes.
  • Introduce AI-powered learning, microcredentials, and work-based training opportunities.
  • Strengthen collaboration between education, businesses, and policymakers to close the gap between training and labour market needs.
  • Provide upskilling and reskilling opportunities to 1,500 tourism professionals across 11 countries.
  • Build a more resilient, inclusive, and competitive European tourism workforce. 

How FuTourAlliance works 

  • Development of innovative training materials and modules on sustainability, accessibility, digitalisation, and new technologies.
  • Establishment of a Skills & Training Intelligence Mechanism to monitor real-time labour market needs.
  • Work-based learning, international mobility, and virtual exchanges for students and professionals.
  • A strong partnership of 20 organisations from 13 European countries, including VET providers, universities, business associations, major companies, and public authorities. 

Expected impact 

  • A better-skilled tourism workforce ready for digital and green challenges.
  • Increased attractiveness of tourism careers with enhanced career development opportunities.
  • A concrete contribution to the Pact for Skills and the European Tourism Agenda 2030. 

Tourism skills & training intelligence 
In this new consortium the role of BUas strengthens tourism sector skills across Europe through data-driven insights, AI-enhanced training, and strategic policy guidance. Key activities include: 

  • Data collection & analysis: Collection of skills and training data across partner countries, aligned with existing tourism data platforms to identify trends and skills gaps. 

  • Skills Lab & Intelligence Platform: Expansion of existing tools to integrate AI-supported training modules and sector insights. 

  • Strategy development: Creation and regular update of the ‘Destination Europe 2030 Skills Strategy’ through national and EU-level stakeholder consultations to ensure a future-ready tourism workforce. 

BUas directly supports training pilots, promotes evidence-based policymaking, and drives innovation and sustainability in the European tourism sector. 

Participating countries 
Germany, France, Italy, Spain, Belgium, Hungary, Netherlands, Austria, Greece, Slovenia, Bulgaria and Portugal are participating in FuTourAlliance. 

With FuTourAlliance, Europe is building a tourism sector that is stronger, more innovative, and sustainable, turning challenges into opportunities. 

 
The project is co-funded by the Erasmus + Program of the European Union. Funded by the European Union.