Graduate Employability in Tourism

Recruitment Practices, Skills, and the Role of Digitalisation and AI in Marrakech

Bibliographic Data

ID13024541
AuthorsAomar Ibourk (0000-0002-3066-8138, Cadi Ayyad University, corresponding author), Sokaina El Alami (Cadi Ayyad University)
Year2026
Volume16
Issue2
Pages58-58
Publication date2026-02-11
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueSocieties (JOURNAL)
Journal identifiersISSN: 2075-4698 • E-ISSN: 2075-4698
PublisherMDPI AG (PUBLISHER • IT)
DOI10.3390/soc16020058
OpenAlexW7128593659
LanguageEN
References cited32

This article examines graduate employability challenges in the tourism and hospitality sector of Marrakech, a major tourism destination and strategic regional labour market in Morocco, characterised by strong seasonality, high labour turnover, and persistent education–employment mismatches. Rather than focusing exclusively on technology, the study analyses employability as a multidimensional and context-dependent process, in which digitalisation and artificial intelligence (AI) constitute one influencing factor among others. The research adopts a qualitative, purposive design based on semi-structured interviews conducted between August and October 2025 with 20 stakeholders directly involved in recruitment, training, or early career integration. These include five-star hotel general managers and HR officers, riad managers, travel agencies, recruitment intermediaries, representatives of Morocco’s public employment service (ANAPEC—National Agency for the Promotion of Employment and Skills) and private, regional tourism authorities, academics and young tourism graduates. Interview transcripts were thematically analysed using NVivo to identify recurrent patterns in recruitment practices, skill expectations, and the impact of AI in employability. The results, reflecting stakeholders’ perceptions within this local labour market, show that employability is shaped by six interrelated dimensions: (1) the structure and functioning of the tourism labour market (segmentation, turnover, mobility); (2) partial misalignment between training provision and operational service realities; (3) recruitment standards that prioritise behavioural and relational competences alongside formal qualifications, particularly for frontline positions; (4) language proficiency, especially English and French, as a baseline employability condition; (5) growing expectations regarding digital literacy linked to tourism operations (property management systems, reservation platforms, online reputation management); and (6) the perceived impact of AI-enabled tools (automation of routine tasks, decision-support systems, chatbots), which is seen less as a source of job destruction than as a driver of task reconfiguration and skill upgrading. By situating employer and graduate perceptions within the broader Moroccan employment and training context, the study contributes a place-based understanding of employability in tourism. It highlights the shared responsibility of individuals, employers, and education and training institutions in supporting skill development. The article concludes by discussing policy and practice-oriented levers to strengthen graduate employability, including co-designed curricula, structured internships and mentoring schemes, employer-supported upskilling in tourism-specific digital and AI-related competences, and reinforced labour-market intermediation through ANAPEC and regional governance actors

Agency (philosophy · Employability · Hospitality · Hospitality industry · Hospitality management studies · Promotion (chess · Reputation · Service (business · Tourism · Higher Education and Employability · Hospitality and Tourism Education · Human Resource and Talent Management

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