Generation Y is making up an increasingly larger percentage of the workforce and it is believed to
approach employment in a manner different to that of their predecessors. As the tourism industry
relies to a great extent on young employees, it will be affected more severely than most other
industries by the entrance of generation Y. The objective of the paper is to explore the aspects
representatives of generation Y find important in choosing a future career and to investigate the
extent the tourism industry is believed to offer these aspects. The paper is structured as follows.
First, the rationale for the research is given and characteristics of generation Y are identified. The
second section gives insight to investigations on their work-related values and attitudes. Methodology
and findings of the empirical study are presented in the third section. Finally, recommendations
for tourism employers are made and guidelines for future research are proposed.