The COVID-19 pandemic has prompted a heightened focus on sustainability within the hospitality and tourism industry, highlighting the interconnectedness of environmental stewardship, economic stability, and social responsibility. Despite this, there is a notable research gap concerning the human dimension within sustainability discussions, particularly in terms of social equality, community engagement, and employee well-being. This chapter aims to address this gap by examining the role of people, especially Generation Z, in driving sustainable practices within the industry. Using importance-performance analysis, this research seeks deeper insights into how organizations perceive and deliver value to stakeholders, particularly potential candidates. It delves into the nuances of the Employee Value Proposition dimension within sustainability, tourism, and hospitality, focusing on Gen Z’s unique values, expectations, and preferences as they enter the workforce. The methodology involves analyzing data to understand Gen Z’s perceptions and priorities regarding value propositions, highlighting areas where organizations excel and areas needing improvement. The findings aim to shed light on the critical role of people, particularly Gen Z, in shaping sustainable practices and organizational performance within the industry. The implications of this research are significant for hospitality and tourism professionals and scholars, offering recommendations to enhance employee engagement, retention, and overall sustainability strategies. This study contributes to ongoing discussions on sustainable practices, employee well-being, and organizational success in an ever-evolving industrial landscape by bridging the gap between theoretical frameworks and practical implementations. Ultimately, it seeks to foster meaningful change and innovation, ensuring a more inclusive, people-centered approach to sustainability in the hospitality and tourism industries.