FIHR participated in the 90th HOTREC General Assembly held from 28-30 April 2025. Hospitality leaders from across Europe gathered in Oslo for the 90th HOTREC General Assembly, hosted by NHO Reiseliv, the Norwegian Hospitality Association. As the sector faces increasing pressure, from rising costs to complex regulatory obligations, the General Assembly serves as a key moment to come together and reflect on practical solutions to support Europe's 2 million hospitality SMEs.
Alexandros Vassilikos, President of HOTREC, said: “The 90th General Assembly in Oslo is more than a milestone – it is a call for concrete action. Europe’s hospitality sector is built on micro-enterprises and family businesses. To remain resilient and competitive, we need EU policies that reduce regulatory burdens, cut red tape and cut costs. These are not abstract concerns; they are daily realities for millions of entrepreneurs and workers.".
The gathering addressed evolving consumer trends, shared by CGA by NielsenIQ, revealing a shift towards quality-driven, experience-focused visits. Sustainability, digitalization and authenticity are top priorities for today's guests – but operators cannot deliver on them without the right policy framework.
Participants also discussed the future of tourism in the EU, the implications of artificial intelligence in hospitality, future legislation on sustainability, digital and labour, and how better regulation can enable, not hinder, progress at the sector level. HOTREC expresses its warm thanks to NHO Reiseliv for their hospitality and long-standing partnership.
