16th November 2023 16:00 – 18:00

A need for constant evolution

The Mediterranean has some 100.000 hotels and around a million restaurants. The vulnerabilities exposed by the pandemic, such as the oversupply of hotel capacity, bureaucracy, the lack of flexibility and innovation and the inadequate collaboration between all the actors involved, present an opportunity to reinvent the sector.

In addition to providing crisis relief for companies, a cooperative business environment has to be created for all stakeholders. It is urgent to promote a new and more efficient operating model by implementing the latest technologies, innovation and digitization, while maintaining safety and well-being standards for the local communities where hotels are based. Without a comprehensive plan that consolidates its leadership, recovery and long-term sustainability, this sector is in jeopardy

The 6th Hotels and Hospitality Forum will explore how to develop the tourism ecosystem in a careful and considerate way that provides the right products and experiences to meet the demand of future visitors. The path is clear: promote cooperation and coordination of a coherent, modern and efficient Mediterranean tourism market, a profitable sector that generates not only income but also jobs and benefits the entire population, and moreover a sector prepared for climate change and aligned with the UN Development Sustainable Goals.

Key words

Green policies, market
COVID-19, technology,
operating models,

Salvador Illa

Ministry of Health, Government of Spain (Special Guest Speaker)

Enric Mayolas

Consulting Director, World Health Management (Moderator)

Gonzalo Fanjul

Policy Director, Institut Salut Global

Chakib Abouzaid

Secretary General, General Arab Insurance Federation


Mr.Ignacio de las Cuevas

Head of Global Partnerships & Tourism Innovation EURECAT – Technology Centre of Catalonia

Mr.Ghassan Aidi

President IHRA International Hotel & Restaurant Association

Mr.Amancio López Seijas

President Grupo Hotusa – Eurostars

Mr.Amine Moukarzel

CEO Golden Tulip Group

Mr.Roger A. Allen

Group CEO RLA Global

Mr.Alfredo Serrano

CEO CLIA Cruising Lines International Association

Ms.Marika Mazzi Boém

Co-founder, BO, CFO X23 – The Innovation Bakery

Mr.Rafael Fernández-Álava

Communication & External Affairs Director Costa Cruceros

Dr.Ioannis Pappas

President, CEO & Co-Founder Green Evolution


COVID-19 has provided an opportunity to rethink the Mediterranean’s hotel and hospitality industry. Hotels int he region have largely retained a traditional model of operation, but the struggling industry will need to evolve to survive. This is now an opportunity to really to bring in some more innovative solutions. Some of the changes will require collaboration between stakeholders in the industry.

There is little doubt that the region’s hospitality sector is facing unprecedented pressure but there have been underlying issues that have dogged the industry for several years. The long-term decline in profitability, as a result of rising costs and declining levels of spending, represents a maturing of the regional’s hospitality sector after years of growth. This crisis presents an opportunity for the industry to come to together and rethink Mediterranean hospitality.

  • Regional and global overview: what are the key trends shifts and changes?
  • From war, ESG, supply chain chaos to food security: how do hospitality leaders manage these challenges?
  • Hotel development picks up the pace: what Is hot at the moment?
  • What can be done by the public sector to provide further tourism incentives?
  • Why invest in the Mediterranean hospitality sector?
  • Understanding the expectations of international investors.
  • The new normal: how has COVID-19 changed the hotel operating model?
  • The new normal for profitability: is it different to the old normal?
  • The start-up den: companies transforming the industry
  • Looking at inspiration: innovations in the hotel sector from across the world

Eyes on Southern Europe and North

  • What is the performance and pipeline of these various markets?
  • What are the investment opportunities and what are the challenges to be aware of?

Cruising is up and running again after COVID, butchallenges remain from all quarters. These include therising cost of living and the effect on holiday taking, warin Europe, labour scarcity, plus climate change, to namea few. Once again the industry has to “dig-deep”. It istime to conceptualise and depict a recovery road map ofkey leisure sectors that is both sustainable and profitablefor the destination cities.

    • What is ahead for the cruise industry?
    • What developments can we expect to see from the cruise industry in the next years?
    • Technology transformation: is it worth your time and investment?
    • Ways to grow connectivity and opportunities, from e-commerce to API to data. On-shore power supply at ports has accelerated, but must it move faster?
    • Are governments moving quickly enough to provide the support the industry needs to meet its environmental targets?
    • It is feasible to create a common brand to promote the entire Mediterranean region?
    • How can we structure the entire territory and expand the offer to all Mediterranean ports to avoid overcrowding?

Co-organised in partnership with: