Participation of Assoc. Prof. Dr. Stella Baltova in Roundtable Discussion – Proposing Sustainable Solutions to the Workforce Crisis in Tourism

Assoc. Prof. Dr. Stella Baltova, Vice-Rector of the International Business School (IBS), took part in a roundtable discussion titled “Staff Shortages in Tourism: People, Solutions, Future,” organized by the Bulgarian Hotel Association (BHA). The event was held at Grand Hotel Sofia and brought together representatives from the business sector, government institutions, and labor market stakeholders in Bulgaria. The BHA, which unites the country’s largest hotel chains, is a key partner in the efforts to modernize the industry and address the long-standing workforce challenges facing the tourism sector.

During the forum, the current state of the labor market in the tourism sector was discussed in depth. Topics included wage levels in the industry, the acute shortage of qualified personnel at all levels, and the urgent need for closer collaboration between educational institutions and the business community.

According to data from the Ministry of Tourism, only 2,143 students are currently enrolled in tourism-related programs across 14 higher education institutions in Bulgaria—despite a total program capacity of 9,340 places. This alarming statistic underscores the severity of the staffing crisis in the sector.

In her address, Assoc. Prof. Dr. Stella Baltova outlined several key areas where sustainable solutions to the tourism workforce crisis should be sought:

1. The business sector must take an active role in the educational system – through direct engagement in schools and universities, mentorship programs, real-world case studies, and joint projects.

2. Increasing motivation to work in tourism – by improving working conditions and creating clear opportunities for career development.

3. Enhancing the image of tourism professions – through the promotion of success stories in the sector and best practices.

4. Digitalization of processes in tourism – as a key to greater efficiency, innovation, and attracting new generations of professionals.

As a successful example of partnership between business and education, and in support of this approach, Assoc. Prof. Baltova presented the effective joint master’s program „Resort and SPA Management“, developed by IBS in collaboration with the Bulgarian Union of Balneology and SPA Tourism. The program is aligned with the real needs of the industry and offers practice-oriented training.

She also drew attention to the role of Human Resources departments in hotels, which should provide opportunities for year-round internships and practical training for students as part of a strategy to prepare and retain young talent in Bulgaria.

Assoc. Prof. Baltova highlighted the positive trend of young people returning to the country after graduating from foreign universities, fluent in multiple languages and bringing valuable international experience. Some of them are already taking on managerial roles in the industry, while others are entrepreneurs. They are eager to introduce new, sustainable business models based on what they have learned in secondary and higher education, as well as from their industry experience. IBS actively collaborates with this group of young professionals to support their efforts in developing the sector.

In conclusion, Assoc. Prof. Baltova emphasized the urgent need for rapid digitalization of processes in the tourism industry. “We should not wait for labor costs to rise before we start looking for technological solutions. The change needs to start now,” she stressed.

IBS will continue to strengthen its collaboration with the Bulgarian Hotel Association, with the aim of working jointly on strategies, development programs, and the promotion of innovative business practices and technological solutions, as well as supporting communication with institutions for the benefit of the sector.