Attracting and retaining the next generation of professionals is one of aviation’s greatest challenges. While the sector has long been admired for its technical excellence and global reach, today’s workforce is looking for more than prestige — they want careers that are inclusive, purpose-driven, and aligned with sustainability values. If aviation is to compete with other industries for talent, it has to rethink how it presents itself and transform the experiences it offers inside the workplace.
This need to reshape perceptions came into focus during the 2025 NGAP Global Summit, held in Durban, South Africa, and co-hosted by ICAO and the South African Civil Aviation Authority (SACAA) under the leadership of South Africa’s Department of Transport. The event brought together more than 1,100 participants from governments, industry, academia, and youth organizations worldwide to address aviation’s workforce challenges and chart a path forward.
In the session on Rebranding Aviation: Best Practices in Attraction & Retention, the conversation explored how the sector can reposition itself to inspire the next generation. Panelists examined how storytelling, visible role models, workplace inclusion, and authentic employer branding can shift aviation’s image from one of tradition and exclusivity to one of innovation, diversity, and long-term opportunity.
Moderated by Mohammad Salem (UAE Alternate Representative, ICAO, pictured on the far right), the panel featured (beginning on the left):
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Janine Hornsby, CEO, The Air League
- Marco Beaulieu, Director of Strategic Partnerships & Internship Experience, Bombardier
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Pedro Pisco dos Santos, Member of the Board of Directors, Portuguese Civil Aviation Authority
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Dev Kowsala Samaraieewa, Founder & CEO, Aviation Voice
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Mohammad Taher, “The Airport Guy”
Together, they offered practical approaches to rebranding aviation in ways that resonate with today’s workforce.
Key insights
Panelists agreed that rebranding is not a marketing exercise alone — it requires visible and structural change. While aviation has historically attracted talent through its prestige, today’s professionals want to see careers that offer purpose, inclusivity, and sustainability.
Storytelling and digital outreach were highlighted as vital to reaching younger generations and career changers. At the same time, role models and visible leadership from women and underrepresented groups are needed to demonstrate that aviation is committed to inclusion. Structured mentorship programmes were presented as a powerful way to turn employer branding into real workplace experience.
Speakers also emphasized the importance of aligning aviation’s image with global priorities, including climate action and social equity, to resonate with the values of the next generation. Recruitment campaigns, they noted, are not enough without authentic change inside organizations — from workplace culture to advancement opportunities — to make retention possible.
Calls to Action
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Position aviation as a purpose-driven, sustainable, and inclusive sector to inspire diverse talent.
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Leverage partnerships with universities, NGOs, and private industry to build new pipelines.
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Strengthen employer branding with structured mentorship and diverse role models.
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Align external messaging with authentic workplace practices that promote equity, belonging, and career progression.
Why this matters
Session 8 underscored that if aviation is to remain competitive in the global job market, it must redefine its value proposition. The next generation is seeking careers that align with their values of purpose, inclusion, and sustainability. By rebranding aviation to reflect these priorities — and backing external messaging with internal cultural change — the industry can attract diverse new entrants, retain talent, and secure a resilient workforce for the decades ahead.
To watch the full recording of this Summit session, click here. To access all other sessions from the 2025 NGAP Global Summit, and hear directly from the panelists, click on the link below.
