Building Bridges in the New Era: Annette Cardenas Advances Global Tourism and Hospitality
Annette Cardenas, the World President of Skål International, addresses the 1TourismWorld | 2024 Global Tourism and Hospitality Conference with a powerful message on the theme, “Building Bridges in the New Era: Advancing Global Tourism and Hospitality through Bridging International Boundaries, Fostering Global Partnerships and the Power of Friendship.” Her insights emphasize the importance of balancing modern technological advancements with the enduring human values that define tourism and hospitality.
Skål International: A Legacy of Friendship and Professional Growth
Skål International, founded 90 years ago, serves as one of the most significant global organizations in tourism and hospitality. With more than 13,000 members across 320 clubs in 84 countries, Skål thrives on principles of friendship, camaraderie, and business collaboration. As President, Cardenas focuses on strengthening these foundational ideals, underscoring their relevance in today’s fast-changing world.
“Friendship is not just a sentiment in our industry—it is a strategy,” Cardenas states. “Relationships form the core of tourism and hospitality, and building those bridges is essential for future success.”
Reconnecting Humanity in a Technological World
Cardenas acknowledges the transformative role of artificial intelligence and other digital tools in driving efficiency and scale in the industry. However, she stresses that these innovations must complement, not replace, the human connection. “Technology enables growth, but it cannot replicate the warmth, trust, and personal touch that are essential to our business,” she asserts. “Maintaining the basics of human connection is critical.”
Her philosophy revolves around preserving empathy, respect, and genuine care. Cardenas highlights how simple gestures, such as a handshake or a kind word, create profound and lasting impacts on customers and colleagues alike.
Leadership Through Connection: Strengthening Networks
Cardenas prioritizes building robust networks that enable professionals to support each other in both good times and crises. She recalls how Skål members relied on their connections to overcome challenges during the pandemic, providing mutual support when businesses faced unprecedented difficulties.
“A strong network is not just about transactions; it is about trust and solidarity,” she emphasizes. “In tough times, it is these relationships that sustain us.”
Innovative Initiatives for Global Connection
Under her leadership, Skål International introduces creative initiatives to foster understanding and collaboration. One example is the creation of an international cookbook featuring recipes from Skål clubs worldwide. More than a culinary guide, the cookbook serves as a cultural bridge, offering readers insights into diverse traditions and destinations.
“This project highlights how something as universal as food can connect people,” she explains. “Through it, we celebrate the richness of our cultures while strengthening our bonds.”
The cookbook also aligns with the United Nations World Tourism Organization’s (UNWTO) focus on culinary tourism in 2024, further demonstrating its relevance as an educational and cultural resource.
Addressing Workforce Challenges in Hospitality
Cardenas addresses the global workforce shortage in tourism and hospitality, emphasizing the importance of attracting individuals with innate hospitality skills. She calls for a balance between technological aptitude and interpersonal abilities, recognizing that technology cannot replace the personal touch customers expect.
“Hospitality thrives on human interaction,” she asserts. “We need to focus on cultivating these essential skills within our workforce.”
Leadership Rooted in Personal Experience
Cardenas draws on her personal journey to inspire others. She shares a story about meeting a couple from Spain during her first Skål Congress. Their initial interaction evolves into a 14-year friendship that exemplifies the power of connection within the organization.
Reflecting on her tenure at Marriott Corporation, she recalls a pivotal moment when company founder Bill Marriott demonstrates the value of connecting with employees. “His ability to engage with everyone, from executives to kitchen staff, created a culture of loyalty and excellence,” she says. “It is a lesson in leadership I carry with me to this day.”
A Vision for Tourism and Hospitality
Cardenas envisions a future where the tourism and hospitality industries thrive through collaboration and inclusivity. By integrating modern tools with timeless values, she believes the sector can achieve sustainable growth while maintaining its human essence. Her leadership at Skål International embodies this vision, with initiatives designed to inspire deeper connections across borders and generations.
As she concludes her address, Cardenas issues a rallying call: “Let us build bridges—between nations, cultures, and individuals. Together, we ensure that tourism and hospitality remain not just industries, but forces for global understanding and peace.”
An Invitation to Join the Movement
Cardenas invites professionals from all sectors of the industry to explore membership with Skål International. “With over 13,000 members worldwide, we welcome you into a community that values friendship as much as business success,” she declares.
Her message at 1TourismWorld demonstrates her commitment to shaping a more connected, compassionate, and prosperous future for the tourism and hospitality industries. “It is about people,” she affirms. “People make everything happen.”
