The problems of training competitive personnel in the field of tourism and hospitality

In today’s rapidly changing market, the success of companies depends not only on equipment modernization and innovation but also on investments in human capital, which helps create a competitive workforce. This is particularly important for the service sector, including the hotel and restaurant industry, as well as tourism. The paper examines the levels of workforce potential development: individual, organizational, sectoral, national, and international. At each level they propose measures to enhance professional skills, improve personnel management, standardize requirements, and integrate into global processes. The paper also analyzes workforce reproduction challenges, such as the outflow of specialists, the mismatch between education and business needs, population aging, declining workforce capacity due to the pandemic and other factors, as well as low wages for skilled employees compared to unskilled workers and immigrants (in delivery and online services). To address these issues, the authors suggest updating educational programs, implementing practice- oriented training, developing a dual system (combining theory and practice), and fostering collaboration between universities and employers. Special attention is given to dual education, which helps train specialists with up-to-date knowledge and skills. The authors emphasize the need to adapt education to global challenges, including the qualification standardization. This will help bridge the gap between education and industry demands, enhance workforce competitiveness, and ensure sustainable development in tourism and the economy as a whole, as demonstrated by leading countries in the hospitality sector.