Adria Hotel Forum 2016 - theme SHAPING THE FUTURE The global hotel industry in 2014 has been highlighted in several segments: Accelerating cross-border capital flows intensified competition among domestic and international investor groups, in select secondary markets, investors evaluated higher-yield opportunities outside of gateway cities, reflecting renewed interest in the sector, Evolving guest preferences propelled an influx of new hotel brands (mostly with in the existing international groups). In addition,global tourism industry has 9,5% in world GDP. Overseas capital increases each year and it accounted for 41.2% of 2014’s global hotel investments while 43,2% of international investors are coming from Asian countries. The industry future and the question on development of existing as well as new destinations is a question of debate of AHF 2016. what is the situation in the region when comparing with the rest of the Europe, which trends change according to travelers demand around the globe and what is the model to develop and promote new regional destinations–we will discuss with the leader of hotel and tourism industry.