The tourism industry is increasingly demanding highly adaptable and skilled new graduates who can meet the evolving needs of the sector. As the industry becomes more competitive and customer-oriented, employers seek graduates who possess not only academic knowledge but also practical competencies such as effective communication, cultural sensitivity, problem-solving abilities, digital literacy, and customer service excellence. This study explored career motivation and perceived challenges of new tourism graduates in Eastern Visayas regarding customer care and management. New graduates (n=18) were purposively sampled to be interviewed in this study. The study found that fresh tourism graduates were primarily motivated by a strong passion for service, a desire for personal growth, and the pursuit of stable careers in a growing industry. They viewed customer care roles as emotionally fulfilling and essential for developing interpersonal skills and leadership potential. Many were intrinsically driven by empathy, purpose, and the opportunity to create positive guest experiences. However, they also anticipated several challenges, including managing difficult customer behaviors, bridging the gap between classroom learning and real-world practice, and coping with the pressure of performance metrics. They felt unprepared to handle long working hours, multitasking under pressure, and meeting the expectations of demanding employers with minimal onboarding or mentorship. These concerns reflected a need for better emotional preparedness, practical exposure, and institutional support to help graduates transition successfully into the demands of the tourism and hospitality workforce. © 2025 by author(s).
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