This study examines the opportunities, challenges, and competencies required for business administration professionals, particularly the interaction between generic competencies and specific performance outcomes in organizational settings. Using competency-based education (CBE) principles, the research identifies competencies demanded by the tourism industry. A mixed-method approach was employed, gathering qualitative data through focus groups and interviews with stakeholders, and quantitative data from 229 tourism entrepreneurs. The analysis, conducted with Smart PLS software, highlights the importance of collaboration among quadruple helix actors to align educational outcomes with industry needs. Key findings emphasize the critical role of generic competencies like teamwork, leadership, and problem-solving in enhancing professional performance and employability. The study underscores the need to integrate generic and specific skills in curriculum development to prepare graduates for the evolving demands of the tourism sector.