Other industries may base progress on automation and AI, tourism and hospitality primarily depend on people

Organized by the Croatian representative Nikolina Brnjac in the European Parliament, a conference was held on the occasion of the European Hospitality Day, which brought together representatives of the European hospitality sector, policy makers and experts with the aim of discussing the future of European hospitality and tourism.

Representative Brnjac emphasized the importance of establishing a balance between competitiveness and sustainability for the future of the European hospitality sector. "Digital and green transformation are not only challenges, but also opportunities for improving the sector and adapting it to modern needs. In order to remain competitive in the 21st century, the European hospitality sector must continue to develop, bearing in mind that for success it is also important to preserve the diversity of local customs and the natural and cultural heritage that make Europe the most visited destination in the world. The cooperation of the European Parliament with stakeholders in the sector is extremely important in order to  passed relevant and enforceable legislative and strategic documents, which will ensure  basis for the future success of European tourism", she pointed out.

He spoke at the conference along with representative Brnjac Tzitzikostas Apostles, the newly elected commissioner for sustainable transport and tourism of the European Commission, who officially took office on December 1, and Alexandros Vassilikos, president of HOTREC, the European association of caterers and Bernard Zenzerovic, director of the Croatian Association of Hotel Entrepreneurs and member of the financial board of HOTREC.

"Competitiveness, sustainability and resilience are key factors to ensure the further development of the sector and to preserve Europe as a global leader in tourism. I want to emphasize the importance of sustainable tourism, which is the basis of the European economy and an integral part of the social and economic fabric of our regional and local communities.", said European Commissioner Tzitzikostas. 

Alexandros Vassilikos also said that the European Hospitality Day in the European Parliament highlights the key role of the hospitality sector in the European economy and culture. "As president of HOTREC, I am proud to advocate for small and family businesses that encourage sustainable and competitive tourism development", concluded Tzitzikostas.

Bernard Zenzerović pointed out that sustainability is the direction in which tourism must go, but that sustainability costs money.

"Precisely financial reasons are the key obstacle to a stronger acceptance of sustainable environmental practices in business. The net profit of the sector in Croatia is around 5% and any additional burden due to new regulations threatens the space for investments, wage growth, quality improvement and affects the competitiveness of the sector in the long term The solution is to strengthen sustainable practices, keeping in mind how exactly each activity in the regulation affects competitiveness and following the mentioned activities with specific allocations in both the EU and national and local budgets that the transition to sustainable tourism is not only an environmental issue, but also a broader social and social issue that will be an even greater challenge to solve, especially considering the burden of our individual destinations and the impact that overtourism has on the local community, from affordable housing and the waste situation, and so onZenzerović points out.

During two panel discussions, experts addressed key issues such as reducing administrative burdens and fostering digital transformation for SMEs and developing targeted skills to attract and retain a skilled workforce.

Representative Brnjac emphasized the need for support from the European level: "Especially in this area, rational policies are needed in order to reduce administrative burdens, level the playing field and strengthen companies and ensure targeted financing. The people who work in this sector are its greatest treasure. While other industries may base their progress on automation and artificial intelligence, tourism and hospitality depend primarily on people. That is why we must focus on providing people in the hospitality sector with quality jobs and opportunities for education, as well as adequate wages and working conditions, through European policies.. We need to secure EU funds so that the tourism sector in the EU achieves the set goals and becomes more sustainable. Croatia can serve as a good example in securing grants at the EU level. For example, during my mandate as Minister of Tourism and Sports, as part of the National Recovery and Resilience Plan, over 182 million euros in grants were provided to strengthen sustainability and encourage the green and digital transition of entrepreneurs, while an additional 90 million euros were provided through the European Fund for Regional Development for micro, small and medium enterprises", Concluded Brnjac.

The conference concluded with a call for joint action by all stakeholders in order for the European hospitality sector to remain competitive, innovative and sustainable.