A Platform for Clubs and Members to Grow, Gain Visibility, and Engage in the Global Tourism Network
On March 6, 2025, the Skål Europe Board held a key meeting with European Directors of Skål International and Presidents of European Clubs to reinforce its mission: serving Skål clubs and their members by providing visibility, networking opportunities, and support for professional growth.
The meeting reaffirmed a fundamental principle: Skål Europe exists to empower its clubs and members. It is not a distant, bureaucratic structure but rather a resource designed to help clubs expand their reach, connect with international peers, and promote their activities to a wider audience.
The discussions covered how Skål Europe can better support clubs, the importance of active participation, and key initiatives that bring value to Skål members across the continent.
Skål Europe: A Service to Clubs and National Committees
The central message of the meeting, emphasized by Franz Heffeter (President of Skål Europe) and supported by other board members, was that Skål Europe is an asset that clubs should use to their advantage.
- For individual members, Skål Europe provides opportunities to gain visibility for their professional activities through international communication channels such as newsletters, social media, and event promotions.
- For clubs, it is a tool to promote their events and activities to a wider, international audience, increasing attendance and recognition.
- For the entire European Skål community, it ensures that key industry events, including Skål stands at major trade shows, are well-publicized, allowing members to plan participation.
Many clubs organize high-quality events, but without efficient communication and promotion, they remain local gatherings rather than opportunities for international networking and collaboration. Skål Europe exists to bridge this gap.
A Call to Clubs: Share Your Events Early to Gain Maximum Exposure
One of the most crucial takeaways from the meeting was the importance of clubs communicating their events to Skål Europe well in advance.
Paolo Bartolozzi (Vice President of Skål Europe) stressed that too many clubs organize excellent initiatives but fail to attract international participants simply because the information does not reach the broader network in time.
Luigi Sciarra (President of Skål Roma) supported this view, adding that many Skål members are willing to travel and participate in events across Europe but need early notification.
To ensure maximum participation, Skål Europe calls on all clubs to submit their event details to the board as soon as possible. This will allow them to be featured in the Skål Europe newsletter, website, and social media platforms.
Strengthening Skål’s Digital Presence and Communication
The Skål Europe newsletter, managed by Paolo Bartolozzi, was highlighted as a key communication tool. The first international edition achieved an impressive 60% open rate, demonstrating strong engagement among members.
Stefan Pettersson (Skål Europe’s communication and digital strategy lead) noted that the newsletter is already driving more traffic to the Skål Europe website, where members can find industry news, event information, and key updates.
A well-maintained international database was also discussed. Franz Heffeter emphasized the need for clubs to update their member information to ensure that communication remains efficient and targeted.
The Skål Europe Academy: A Key Tool for Professional Growth
Education and knowledge-sharing are at the heart of Skål’s mission. Tito Livio Mongelli (Chair of the Skål Europe Academy) presented the impressive expansion of the Academy, which in just 18 months has engaged over 500 students from across Europe and Turkey.
The Academy, in partnership with four universities, has covered critical topics such as:
- Sustainability reporting in tourism
- Gender equality in the travel industry
- The impact of artificial intelligence on hospitality
- Greenwashing and responsible tourism practices
Going forward, Skål Europe Academy will introduce monthly sessions in multiple languages, increasing accessibility and engagement for members across different countries.
An important development is the collaboration with Erasmus+. Tito Livio Mongelli is working to integrate Skål educational initiatives into EU-supported programs, offering members access to even greater learning and networking opportunities.
Additionally, Alan Racic (Skål Europe Treasurer) proposed forming a partnership with the University of Zagreb, which could help attract younger professionals into the Skål network, ensuring future growth and generational renewal.
Sustainability as a Core Priority for Skål Europe
José Quintero (Director of Skål International and head of the Committee on Sustainability in Tourism) reinforced that sustainability must remain a key focus of Skål at all levels.
One major initiative announced was that all sustainability projects submitted for the Skål International Sustainability Awards—not just the winners—will now receive visibility through:
- A dedicated section in the Skål International newsletter
- Publications on Skål Europe’s website and social media
- Interviews and special features showcasing outstanding projects
This initiative ensures that every club and member working on sustainable tourism gets international recognition, further strengthening Skål’s commitment to responsible tourism.
Bertrand Petyt, Director of Skål International and Co-Chair of the Governance, Statutes, and By-Laws Committee, captivated the audience with an exciting glimpse into the future of sustainable cruising. He unveiled plans for a groundbreaking fleet of luxury sail yachts, the largest in the world, designed to redefine maritime travel by seamlessly blending low-carbon emission fuels with the power of wind propulsion.
This revolutionary approach marks a new era of sophistication in the cruise industry, delivering unparalleled service and exclusive experiences, while ensuring minimal environmental impact. With these state-of-the-art vessels, the industry is proving that luxury and sustainability can go hand in hand, setting a new benchmark for responsible tourism on the high seas.
Expanding Skål’s Presence at Trade Shows and Events
One of the most valuable benefits of Skål membership is the opportunity to connect at major international tourism trade shows.
Tito Livio Mongelli and Luigi Sciarra highlighted the importance of strategic participation in industry fairs such as:
- TTG Experience in Rimini
- ITB Berlin
- FITUR Madrid
- Other national and international trade shows
Paolo Bartolozzi emphasized that Skål Europe can help clubs gain visibility at these events by ensuring they receive prominent promotion in newsletters and social media.
A key recommendation was that clubs planning to participate in trade fairs should inform Skål Europe early, allowing the board to coordinate promotional efforts and support.
Ensuring Financial Sustainability for Skål Europe
Alan Racic, responsible for Skål Europe’s finances, underlined the importance of financial contributions from clubs. Maintaining a strong and effective Skål Europe structure requires resources, and clubs are encouraged to consider financial contributions to support initiatives that benefit all members.
Moving Forward: Skål Europe as a Stronger, More Engaged Network
The meeting concluded with a sense of camaraderie and shared commitment. While acknowledging past challenges, participants expressed renewed enthusiasm for the future of Skål in Europe.
Bérangère Authieu (recently appointed Skål Cote d’Azur President) shared her excitement about the opportunities that Skål Europe provides, encouraging more members to take advantage of the resources available.
Franz Heffeter, in closing remarks, emphasized that Skål Europe is only as strong as the clubs and members who engage with it. The goal is not just to exist as an administrative body, but to actively serve, support, and promote Skål clubs and members across Europe.
The question for every Skål member is: Are you making the most of your Skål membership?
