Is tourism the most undervalued skills training ground in the economy?

The study published in Annals of Tourism Research, mapped 116 transferable skills across three areas – cognitive, interpersonal and intrapersonal. The research challenged the widespread perception of tourism as low-skilled work, showing instead that the sector functions as what the European Travel Commission (ETC) now calls a “skills ecosystem” – producing human capabilities that transfer well beyond hospitality. 

The ETC, which represents 36 National Tourism Organisations, adopted the Surrey-led framework to underpin its own policy position on workforce development. The Commission’s definition of a “skills ecosystem” draws directly on the study’s taxonomy and conceptual structure. 

A new commentary in the same journal, written by Associate Professor Brigitte Stangl and Professor Ferrante Neri from the University of Surrey alongside Teodora Marinska, Chief Operating Officer of the ETC, traces how the research evolved from academic paper to policy tool, children’s literature and digital learning platform. 

The team translated their findings into two children’s storybook series – Dee and Flee and Searchlight – aimed at children aged five to eleven. Published by Graffeg Ltd, the books embed concepts such as resilience, empathy and intercultural understanding within narrative challenges. Thousands of copies have been distributed across Europe, with translations funded by the ETC. 

That work led to the creation of ConnectPlayWise Ltd, a social-innovation spin-out supported by the Game Innovation Nexus and Innovate UK. The company is developing digital learning tools, including an intergenerational platform designed to connect children and older adults through mini-games to improve socio-emotional skills for children and reduce loneliness for older adults.