Overview of the leisure and tourism sector in the UK

The leisure and tourism industry is one of the UK's most significant economic contributors, supporting millions of jobs across various sectors, including travel, hospitality, entertainment, and outdoor recreation

What areas of leisure and tourism can I work in?

Opportunities can be classified into three main categories:

• Leisure involves activities such as betting and gambling (e.g. casinos and horseracing), culture and heritage (e.g. museums, galleries and heritage sites), leisure and entertainment (e.g. cinemas, bowling alleys, arcades, holiday/summer camps, and theme parks).
• Tourism involves passenger services (e.g. air, sea, rail, and road) and travel and tourism (e.g. hotels, travel agencies, tour operators, tourist information centres, attractions, and adventure tourism).

When researching careers, you'll likely see some crossover with other sectors, such as:

• hospitality and events management (hotel careers)
• media and internet (travel journalism)
• teacher training and education (PE teaching)
• transport and logistics (passenger services).

For examples of job roles in this sector, see graduate jobs in travel and tourism.

Who are the main graduate employers?

The leisure and tourism sector offers numerous opportunities for graduates seeking careers in hospitality, travel, and event management. Some of the key employers include:

• TUI Group - one of the world's largest travel companies, offering graduate programmes in tour operations, aviation, and customer experience.
• British Airways - a leading airline that recruits graduates for operations, finance, and customer service roles.
• Hilton Hotels & Resorts - a global hospitality brand providing management trainee programmes and graduate employment opportunities in hotel operations and marketing.
• Merlin Entertainments - the company behind attractions such as Alton Towers, LEGOLAND, and Madame Tussauds, hiring management, marketing, and operations graduates.
• VisitBritain - the national tourism agency, which employs graduates in marketing, destination management, and tourism development.
• Whitbread - the parent company of Premier Inn and various restaurant brands, offering career development opportunities in hospitality and business management.
• Expedia Group - a leading online travel company with roles in technology, marketing, and customer service.
• P&O Cruises and Cunard - major cruise operators offering career paths in hospitality, customer service, and travel management.

These employers provide entry-level roles, helping new graduates gain valuable industry experience and develop leadership skills.

What's it like working in the leisure and tourism industry?

The leisure and tourism industry offers diverse career paths, from entry-level positions to senior management roles. Seasonal work is prevalent, particularly in popular tourist destinations like London, Edinburgh, and coastal regions.

It's a common misconception that a career in leisure and tourism is all fun and games. In reality, it demands hard work, dedication, and a genuine passion for the field.

For graduates entering this dynamic sector, here's what to expect:

• Long and often unsociable hours - many roles require working early mornings, evenings, weekends, and holidays.
• Relatively lower starting salaries - particularly in travel and tourism. However, salaries in leisure can vary depending on the company size, location, and whether it's a public or private entity.
• High job satisfaction - helping others enjoy their free time, achieve their fitness goals, and explore the world can be incredibly rewarding.
• Flexibility - seasonal contracts are common, and opportunities for part-time work and career breaks are available.
• Significant responsibility - you'll be accountable for ensuring customers get value for their money. In sports, you'll often be responsible for their physical wellbeing. Career progression can be swift.
• Travel opportunities - local and international travel are often integral to roles within the leisure, sport, and tourism sectors.

For detailed information on typical salaries and working conditions in your chosen career, see our job profiles.

What skills do I need to work in leisure and tourism?

You'll need a diverse skill set to work in leisure and tourism. If you excel in customer service and enjoy direct interaction, a hands-on, customer-facing role is ideal.

Alternatively, if you prefer working behind the scenes, opportunities abound in head-office functions like:

administration

• finance
• HR
• IT
• marketing
• sales.

General management positions are widely available for those seeking a blend of both.

Employers seek candidates with:

• commercial and business awareness
• enthusiasm
• flexibility
• language proficiency
• organisational skills
• problem-solving abilities
• strong communication skills
• teamwork.

Find out more about what skills employers want.

Do I need a degree?

While some hospitality and tourism roles require formal qualifications, many offer on-the-job training, opening doors to a diverse workforce.

A degree isn't always essential for success in leisure and tourism; experience and entry-level qualifications often pave the way. However, graduate schemes, typically offered by larger organisations, do require an undergraduate degree. While most companies welcome graduates from any discipline, business, management, languages, or sports degrees can be advantageous.

For roles like tourism officer degrees in business, journalism, languages, or tourism are helpful, though relevant experience can substitute for formal education. For managing a theme park or holiday rep position, practical experience is often prioritised over degrees.

While not mandatory, a Masters degree can enhance competitiveness. Strong customer service skills are ultimately paramount in this industry, regardless of formal qualifications.

For more details on qualifications, see travel and tourism courses.

Where can I find work experience?

Gaining relevant work experience is crucial for securing a job in the leisure and tourism industry. Here are some of the best ways to build experience:

• Internships - many companies, including Hilton Hotels, TUI Group, and Merlin Entertainments, offer structured internship programmes where students can gain hands-on experience in hotel management, tour operations, and customer service.
• Part-time and seasonal jobs - working as a hotel receptionist, restaurant server, or theme park attendant can provide valuable customer service skills and industry knowledge. Seasonal jobs in holiday resorts or as travel reps for companies like PGL Travel are also excellent opportunities.
• Volunteering - charities and heritage sites, such as the National Trust and English Heritage, often seek volunteers to assist with events, guided tours, and visitor services, helping them build experience in tourism and hospitality.
• Work placements - many universities offer sandwich courses with a year in industry, allowing students to work with leading tourism companies and develop industry-relevant skills.
• Freelancing and gig work - becoming a freelance tour guide, travel blogger, or event assistant can provide flexible experience and help build a portfolio in the sector.
• Networking and professional associations - joining organisations like the Institute of Hospitality or the Tourism Society can provide networking opportunities and potential work experience placements through industry connections.

To find out more, see work experience and internships.

Can I do an apprenticeship?

For those seeking a hands-on career in leisure and tourism, apprenticeships offer a compelling alternative to university. These programmes provide structured training and practical experience, allowing you to earn while you learn.

Specifically, you can specialise in beauty therapy through Level 2 (intermediate) and Level 3 (advanced) apprenticeships, which can lead to employment in salons, spas, cruise ships, and hotels. Other apprenticeship routes include qualifying as hairdressers, leisure team members, or travel consultants.

To explore available leisure sector apprenticeships, see beauty therapy courses.

What challenges are facing the sector?

Sustainable tourism and environmental concerns are shaping job roles, with an increasing focus on eco-friendly practices and responsible travel initiatives. Research from ABTA (the UK travel trade association) shows that 70% of travellers consider sustainability when booking holidays, pushing businesses to adopt greener strategies such as carbon offset programmes and sustainable accommodations.

What trends are emerging in the leisure and tourism sector?

Despite these challenges, the UK leisure and tourism job sector is projected to grow by 3.8% annually, driven by government initiatives such as the £250million Cultural Recovery Fund. Additionally, the rise of digital services - such as artificial intelligence (AI) powered travel planning and virtual tourism - has expanded employment opportunities in tech-driven roles.

Consumer preferences are shifting towards experiential and niche travel, with a 25% increase in demand for adventure tourism and wellness retreats. This trend fuels job growth in specialised areas, including eco-tourism guides, wellness travel coordinators, and digital marketing for boutique travel agencies.

Find out more

• Explore travel and tourism jobs.
• Discover what it's like to work on a cruise ship.
• See what's hair and beauty qualifications are on offer.