Rethinking tourism: the Portuguese Hotels Association's view

Abstract

Purpose This viewpoint aims to present Portuguese Hotels Association’s (AHP) views on the main challenges facing the sector and the need for a closer relationship with public entities and the government in order to gain support and address limitations. This viewpoint also highlights a successful project, HOSPES, a corporate program for social responsibility and environmental sustainability and the impact it has made since its launch in 2013. Design/methodology/approach This paper analyses the development of the Portuguese hospitality sector in the post-COVID-19 era. It highlights the scarcity of human resources, and how this impacts the performance of hotels and the quality of the service offered. It also outlines the AHP program (HOSPES) that is designed to encourage social responsibility and environmental sustainability as a good practice with real impacts for the market and society. Findings The hospitality sector is facing various challenges, but its workforce, its companies and its associations are well aware of the responsibility that is entrusted to them in the context of the country's macroeconomic framework. AHP is fully aware of the challenges facing the sector and its operators and it equally recognizes the need for public support by decision makers and government to overcome limitations and move forward. Originality/value Despite the challenges facing the hospitality sector, AHP takes the view that it is on the right path to support its members and the wider Portuguese economy in the quest for a more dynamic, profitable, sustainable and inclusive society.