HOTREC’s 92nd General Assembly in Cork: Strengthening Competitiveness and Resilience of European Hospitality

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Hospitality leaders representing over 30 countries across Europe gathered in Cork, Ireland, on 21 April 2026 for HOTREC’s 92nd General Assembly, co-hosted by the Irish Hotels Federation (IHF) and the Restaurants Association of Ireland (RAI).

Taking place at a critical moment for the sector, which represents over 2 million businesses and more than 10 million jobs across Europe, the Assembly provided a platform for members to exchange views on the key challenges and opportunities ahead. Discussions focused on rising operational costs, regulatory developments, sustainability, digitalisation, labour and skills, as well as the broader geopolitical and economic outlook.

In a keynote video address, European Commissioner Michael McGrath highlighted the essential role of hospitality and tourism in Europe’s economy and cultural life, while acknowledging the increasing pressures on businesses, including energy costs, sustainability requirements, and administrative burdens.

Cynthia Ní Mhurchú, Member of the European Parliament, emphasised the need for the EU to evolve its approach to tourism policy, calling for a shift from promotion to facilitation, and expressing hope that this would be reflected in the upcoming EU Tourism Strategy.

HOTREC President Alexandros Vassilikos underlined the urgency of the current context: “Resilience is part of the hospitality sector’s DNA. But resilience alone is not enough. […] What is needed now, more than ever, is a clear policy framework that genuinely supports hospitality and tourism SMEs and provides direction for the future.”

Marie Audren, Director General of HOTREC, stressed the importance of reducing regulatory burden for SMEs: “Europe’s hospitality sector needs a clear commitment from policymakers to walk the talk on simplification. Our SMEs cannot remain competitive if they are overwhelmed by complexity and administrative costs.”

The General Assembly programme featured a high-level panel on tourism and SME competitiveness, an exchange on the economic and geopolitical outlook, and discussions on the next generation of hospitality professionals. Members also participated in an interactive advocacy workshop to share best practices and strengthen collective action at national and European level.

HOTREC warmly thanks its Irish hosts for their excellent organisation and hospitality.

Members will reconvene for HOTREC’s 93rd General Assembly in Vilnius, Lithuania, from 12 to 14 October 2026.