Toward the Sustainability in the Mediterranean Hospitality

Friday, November 23rd

Casa Llotja de Mar | Barcelona

The Mediterranean Hotel & Hospitality Forum (MedaHotels Forum) will be one of the most important annual events in the calendar at Mediterranean Hotel and will play a significant part in driving the hospitality sector by bringing hoteliers together and facilitating partnerships among all stakeholders.

Hotels and hospitality have a great part to play in realizing Mediterranean’s tourism sector and vision, which aims to welcome hundreds million visitors per year by the start of the next decade.

Hotels, restaurants and leisure facilities need to continue to invest in services and technology to help improve the guest experience. They must upgrade to technologies that have proven to add to revenues and reduce costs.

The forum will:

  • Highlight successful strategies companies can use to make their hotel and tourism products more sustainable.
  • Challenge businesses and governments to address their present travel policies, as well as demonstrating case studies and success stories from around the region and internationally.

The 3rd edition of this forum will have an extensive programme offering the latest insight and market intelligence from Mediterranean and international speakers. Presentations will come from renowned industry experts highlighting solutions and initiatives already available, as well as discussing innovations that will drive the sector forward.  It is the must-attend event for those looking to develop green hotel policies, projects and technologies or looking to make their existing operations more sustainable. Moreover, attendees will get to network with people who face a similar challenge and those who offer a solution to their problems.

Together, facilitated by Meda Hotel Forum, we can reach and exceed our goals, and drive success and prosperity within the tourism industry as a whole. It is free to attend and will provide a platform so delegates can hear global hoteliers, restaurateurs. Leisure experts will be able to discuss and debate trends, challenges and vision.

Topics like the following will be discussed in this Forum:

  • Sustainable Development in the Hospitality Industry
  • An Overview of Hotel Performance in the Mediterranean Region
  • Classification & Standardization in the Hospitality Industry
  • Inspiring the Future Workforce

Join us at the Meda Hotels Forum and stay on top by becoming part of recent trends and discover new technologies that could translate into a better experience for guests or customers.

Friday, 23rd November

10:30 – 14:15   Mediterranean Hospitality Forum

10:30 – 12:00 Session I: Mediterranean Hotel’s Status- Sustainable Development, Security and Classification & Standardization

  • Sustainable Development on the rise
  • Security
  • Hotels Classification & Standardization in Mediterranean

Chair: Ghassan Aidi, President, International Hotel & Restaurant Association and Mediterranean Hotel and Restaurant Association


Reto Wittwer. President, Smart Hospitality Solutions, Former President and CEO of Kempinski Hotels (Key Speaker)
Eduard De Gispert. Director, Barceló Hotels & Resorts (Speaker)
Eva Ballarin. Director, Hospitality Innovation Planet (Speaker)
Geoffrey Lipman. Director, TraNexus Limited, Former Director General of IATA, UNWTO (Speaker)

12:00 – 13:15 Session II: An Overview of Hotel Performance in Mediterranean Region- A Regional Market Focus

Regional Market Focus
Southern Europe Market Focus
North Africa Market Focus
Middle East Market focus
Regional Leaders Overview

  • A discussion on organic growth vs. acquisition: is the real growth coming organically through new initiatives, or are acquisitions proving to be the most effective way to expand?
  • Hear about the regional leader’s growth strategies for the Mediterranean region.

Chair: Ghassan Aidi, President, International Hotel & Restaurant Association and Mediterranean Hotel and Restaurant Association


Franck Trouet. CEO, GNI Synhorcat
Amine Moukarzel. President – Golden Tulip MENA and Vice President – Middle East of International Hotels and Restaurant Association (IHRA)
François Furia. Mediterranean Development Association
Josep Francesc Valls. Professor, Department of Marketing Management (ESADE)
Hala El Khatib. Executive Director, Egyptian Tourism Federation

13:15 – 14:15 Session III: Inspiring the Future Workforce-Fostering Talent for the Hospitality Industry

Human Capital Development

  • Availability of skilled workforce continues to be a major challenge for the hospitality industry in the region.
  • How should we be addressing the issue of building and retaining local talent?
  • What can education establishments do to influence younger generations on developing careers in the sector?
  • Developing a Career in Hospitality & Tourism: Executives from a cross section of the industry will present students from a number of hospitality schools in the region on the types of careers available in the sector-what they are looking for as employers, and how to get a job in the industry.

Chair: Ghassan Aidi, President, International Hotel & Restaurant Association and Mediterranean Hotel and Restaurant Association


Daniela Freund. Researcher of the Chair of Responsible Tourism and Hospitality and Lecturer of School of Tourism and Hospitality Management Sant Ignasi. Ramon Llull University
Karim Yahiaoui. Director of Corporate Relations, Air France
Iva Bahunek. CEO, Croatian Hotels Association
George Drakopoulos. President and CEO of Tourism Generis

Forum co-organized with:

Cambra de Comerç de Barcelona

Logo_UfM short

Co-funded by:

European Regional Development Fund    A way to make Europe