New report charts rise of inbound tourism talent

China's inbound tourism workforce is becoming younger, better educated and increasingly diverse, with professionals from teaching, hospitality and other sectors joining an industry buoyed by visa-free policies and rising international demand, according to a recent report released by major travel agency Trip.com Group.

The report, based on a survey of more than 500 practitioners across the inbound tourism service chain, offers a snapshot of a rapidly evolving workforce that is playing an increasingly important role in China's efforts to expand inbound travel and enhance its global tourism appeal.

The survey covered a wide range of roles, including travel planners, multilingual guides, hospitality support staff and customer service specialists. Researchers said the findings shed light on workforce trends, professional challenges and development needs as China pursues high-quality growth in the tourism sector.

Women account for about 60 percent of respondents, while those aged 26 to 35 represent the largest age group at 44 percent. Nearly 60 percent hold a bachelor's degree or higher, and tourism management remains the dominant academic background, representing about 60 percent of those surveyed.

The workforce is concentrated in major tourism gateways and destination cities such as Shanghai, Beijing, Chengdu in Sichuan province, Guangzhou in Guangdong province and Kunming in Yunnan province.

More than 80 percent of respondents are full-time employees, while around 13 percent work in flexible arrangements such as freelance or part-time roles, reflecting the sector's growing capacity to attract talent from across the broader labor market, the report says.

Cross-industry mobility has emerged as a defining feature of the inbound tourism workforce. More than 70 percent of practitioners previously worked in tourism, hospitality, or food service, while the education and training sector has become an increasingly important source of new talent.

Industry prospects remain strong. Nearly 85 percent of respondents expressed confidence in the future of inbound tourism, citing China's expanding visa-free policies and continued growth in overseas visitor arrivals as key drivers.

The report also found that inbound tourism can offer meaningful income opportunities. More than one-third of respondents reported earning over 20 percent more than in their previous jobs. Higher education, multilingual skills and industry experience were all associated with stronger earnings.

Despite growing opportunities, the sector faces mounting challenges. Nearly two-thirds of respondents identified increasingly diverse visitor demands as their biggest difficulty, while 57 percent cited the high level of foreign-language proficiency required. Income volatility and seasonal fluctuations also remain concerns.

The report also highlighted changing visitor expectations. More than 80 percent of respondents observed growing demand for experiences beyond traditional sightseeing, while many reported longer visitor stays and increasing interest in China's digital lifestyle, including mobile payments, QR code services and food-delivery platforms.