Fiera Hospitality launches The People Industry, the new 2024 advertising campaign, scheduled from 5 to 8 February

The world of hospitality is going through a phase of great transformation: thanks to technological advancement and new market trends, the change is also reflected in the professionalism of the sector and their skills.

Precisely to highlight and focus on the value of people and hospitality professions, Hospitality - Salone dell'Accoglienza - the leading international fair in Italy in the Ho.Re.Ca sector. - for the 48th edition scheduled at the Riva del Garda exhibition center from 5 to 8 February 2024, has chosen to place the emphasis in the new advertising campaign on "The People Industry". Because the professionalism of the sector is a value that is also strongly perceived by guests who, in addition to memories of Milan, the beauty of the landscapes and the experiences, also take home those of the people and services.

The importance of "The People Industry" is confirmed by the economic data of our country, in which the direct and indirect impact produced by the hospitality industry - from food to beverage, from wellness to outdoor - has reached 6, 9% of GDP (Tourism Satellite Account Index 2023 data), generating 4.5 million jobs, of which 3.4 million are permanent .

“ The Ho.Re.Ca. sector is driven by passion and dedication to deliver exceptional experiences to its customers. In order for it to continue to grow in a rapidly evolving world, it is essential to take into account the needs of the people who make up its beating heart - explains Alessandra Albarelli, General Director of Riva del Garda Fierecongressi . - With this idea the Hospitality 2024 communication campaign was born which reflects the constant attention of the event towards the challenges that the sector faces on a daily basis and focuses on the importance of promoting a culture of inclusion, continuous training and social responsibility within of the industry. The concept was developed in collaboration with scientific partners and consultants who, thanks to their expertise, contributed to putting "The People Industry" at the forefront. ”

The transformation of the sector and its skills find expression in the image created by the communication and design studio The Studio and thanks to the availability of the owners and staff of Hotel Al Sorriso Green Park & Wellness and Rivabar - High Quality Drink. The advertising campaign of the 48th edition of Hospitality in fact leads the guest to reflect on the importance of each professional figure who, with commitment, attention and dedication, makes each experience unique, responding to different needs: concierges, chefs, managers hotel, bartender, sommelier, receptionist and those who take care of housekeeping, just to name a few.

“ The tourism industry confirms itself as a leading sector of our country which finds one of its greatest strengths in the competence and passion of the people who work there. - comments Giovanna Voltolini, Exhibition Manager of Hospitality . – It is a matter of constantly evolving professionalism, both due to the change in the needs and priorities of guests and the ever-increasing importance, as now in all sectors, of information technology. The use of AI and its applications has in fact contributed to the birth of new professions and to the reskilling and upskilling of more traditional ones , such as waiters and concierges. We can talk about a two-way digitalisation, both in the technological management of hospitality and in the integration of digital precision, in which Ho.Re.Ca. investments. are constantly growing, with the competence and human empathy that guarantees greater personalization of services aimed at the well-being of the guest .”

Over the last year in Italy , hiring expectations in the catering and hospitality sector have grown by 14% (Source: Manpower Italia with APCI starting from the estimates of the Excelsior system of Unioncamere-ANPAL). What has changed, however, are the skills required even compared to more traditional roles and the importance of digital and marketing skills clearly emerges. Among the "new" jobs, for example, the sommelier 2.0 who in wine tourism, in addition to managing the wine list, follows the promotion of the products, or the digital waiter, who coordinates orders coming from digital platforms.

The campaign will be on air in the press, in specialized newspapers in the Ho.Re.Ca. sector, on the web and on social channels starting from the second half of September 2023