75 years of support from the world’s media

A press article from the WorldSkills Archive from 1991 reported, “It’s a celebration of excellence. Excellence because this is a display of practical skills at the highest level - skills which are at the heart of the quality of life in every modern country.” The report concluded that “skill competitions, local as much as international, have the power to prove before your very eyes what you might do and be.”

WorldSkills is made up of passionate people who, every day, advocate for the power of skills within their countries and their industries. Throughout its history, Members and Partners have worked closely with the press to amplify the importance of skills excellence for human development.

As a result, journalists have become influential messengers about the impact of the WorldSkills movement. The press have helped build anticipation for Competitions, celebrate the achievements of young Competitors, show how vital TVET is for industrial growth, and shift attitudes about the value of skills.

Back in the 1950s, when the WorldSkills movement was in its infancy, the press was key to spreading the word about this new endeavour. A newspaper clipping in the WorldSkills Archive from 1956 includes an appeal for young “apprentices in a variety of trades” to contact Fred Hill about joining a team from the United Kingdom to “take part in contests each in his own trade.”

As Members joined from outside Europe, media across Asia began featuring Competitor success. In 1971, The Korea Times announced that 800 young people had competed at the national finals in Seoul with 111 securing medals in over 40 trades. It reported, “Promising technicians among the medallists will be given intensive training for one year and be sent to the 21st IVTC (WorldSkills) event to be held in Portugal in autumn next year.”

Naturally, media interest in WorldSkills has grown as the membership has expanded, and the message has expanded too. Thanks to the relationships Members and Partners have nurtured, journalists see the value of the WorldSkills movement and they want to share it.

“Traditional press and social media is deeply important to WorldSkills. We want the world’s youth to hear about the opportunities they can unlock through skills, and we want our world’s leaders and policymakers to appreciate the contribution that skills play to their industries and economies,” explains Shawna Bourke, Director of Marketing and Communications for WorldSkills International.

“The WorldSkills movement is elevating the value of skills, showcasing skills as the driving force behind innovation, inclusive economic growth, and empowered lives. We are working to transform how the world sees, invests in, and celebrates human potential and our media engagement is critical to that mission.”

Thanks to these efforts, the quantity and quality of press coverage has risen substantially. In 2014, the total number of media mentions about WorldSkills stood at 4,511. Ten years later this has grown five-fold to 20,479 mentions in 2024.

This increased engagement was clear at WorldSkills Competition 2024 and WorldSkills Conference 2024, both held in Lyon last September. Over 1,300 members of the accredited press attended the Competition and the Conference and the success of WorldSkills was widely covered. In fact, 2,292 stories were published around the world during the six days of the Competition alone. China Daily, for example, reported that the Competition “not only showcases professional talent but also serves as a platform for participants to exchange knowledge, experience and technological innovation.”

These strong relationships with the world’s media have helped cement the WorldSkills movement as the global stage for skills.

“The media play a powerful role in shaping our cultural understanding of success. Through storytelling, we can spotlight individual achievements in ways that not only inspire but also help society rethink outdated ideas and recognize that true fulfilment comes from aligning talent with opportunity,” explained Shawna. “When people witness others striving toward their full potential, it encourages them to pursue their own path to excellence.”

Learn more about WorldSkills In the news or visit the WorldSkills press room.