Facing up to the toughest times of a generation, we have the conviction that this unprecedented challenge also entails the opportunity for the Hospitality industry not only to come back, but to grow better and hence stronger. It is a unique opportunity to restart tourism in a more balanced, innovative and sustainable way, with Hospitality as one of its driving forces. The time is right to foster new ideas, offer a new industry paradigm and shift consumption habits. World trade, travel and leisure can grow back while respecting limited natural resources and engaging deeper with local communities and businesses.