Last Thursday, March 13, the fourth of seven CAB Workshops of 2025 took place, a key event for professional development and exchange between experts from various sectors. During the meeting, high-profile managers and experts gathered to analyze the main challenges, trends, and business opportunities in the food, sport, and tourism sectors. The main focus was to provide insights and reflection points to enrich the managerial training of the new generation of talents, offering them practical tools to face an ever-evolving market.
The workshop opened with an introductory speech by Dean Antonio Ragusa, who presented the latest updates of the CAB, highlighting the addition of 25 new members with extensive experience in prestigious companies such as Sony, Medici Senza Frontiere, META, Mediolanum, and SKY. This expansion aims to make the CAB an even more prominent point of reference for networking and advanced managerial knowledge development.
The event was divided into two distinct sessions, each addressing key topics related to the evolution of the reference sectors, shedding light on future challenges and opportunities.
The first session featured a thorough debate on the impact of artificial intelligence (AI) across the three sectors and its potential to transform the customer experience while maintaining authenticity and human value. AI is revolutionizing the food sector by optimizing production processes, reducing food waste, and improving product distribution, particularly in critical contexts like developing countries. Advanced agricultural monitoring systems allow for more effective interventions to prevent waste and ensure better sustainability across production chains.
From the consumer’s point of view, AI can personalize offerings and enhance shopping experiences tailored to individual needs. However, it was emphasized that the adoption of these technologies must be balanced with human interaction. Discussions highlighted the importance of training staff to effectively utilize these tools while retaining the value of human engagement.
Another critical topic addressed was the global challenges faced by tourism and sports today. Over-tourism, the excessive concentration of tourists in specific destinations, has led to a series of collateral issues such as environmental impact and the saturation of local resources. A proposed solution during the workshop was to expand tourist networks beyond the most popular destinations, promoting the discovery of new places and encouraging more sustainable tourism.
The second session focused on the importance of education and the skills necessary for success in the food, sport, and tourism sectors. The discussion highlighted the value of professional certifications, particularly CHIA (Hotel Industry Analytics), for those aspiring to a career in Luxury Hotel Management. This certification, along with others recognized internationally, ensures greater transparency and traceability in the sector, providing professionals with concrete tools to improve operational and strategic management of hospitality establishments.
Another key point discussed was the skillset required in the market. Participants identified three hard skills and three soft skills essential for future managers in the analyzed sectors. Among the hard skills, the need for strong knowledge of algorithms for risk prevention and data management emerged as increasingly relevant in the digital age.
As for soft skills, the importance of leadership, relationship management, and effective communication was emphasized as crucial for those working in highly interactive fields like tourism and sports.
Special attention was also given to the value of practical experience in the training of future managers. The necessity of involving students in real-world business environments, including partnerships with companies of various sizes, was discussed. Additionally, the importance of educating young people on sustainability was highlighted, providing them with tools to distinguish between genuinely sustainable initiatives and increasingly prevalent phenomena like greenwashing and bluewashing in corporate marketing.
Finally, the topic of specialization opportunities in the sports sector was addressed. While the Italian market is not yet mature for careers focused on Sport Tech and Gaming, the Master in Sport Business Management was identified as a strategic choice for those wishing to enter the sector. Simultaneously, the Sport & Entertainment area is becoming increasingly attractive, offering job opportunities aligned with the latest global market trends.
The workshop offered extremely practical reflection points, demonstrating how education, technological innovation, and a sustainable approach can be the keys to the future of the food, sport, and tourism sectors.
