Institute of Hospitality Expands Into Southern Europe with IoH Mediterranean, Dr Julian Zarb of Malta Takes the Lead

Why It Matters

By uniting a fragmented hospitality workforce under a single professional umbrella, IoH Mediterranean could stabilize talent pipelines and elevate service standards across a region that underpins billions of euros in tourism revenue. Its success may serve as a template for other multi‑country hospitality ecosystems seeking coordinated professional support.

Key Takeaways

• IoH launches Mediterranean network covering 12 countries
• Dr. Julian Zarb appointed chair, emphasizing community tourism
• Initiative targets seasonality and talent shortages in the region
• Provides local networking plus global Institute resources

Pulse Analysis

The Institute of Hospitality’s decision to create a Mediterranean regional hub reflects a strategic response to the sector’s most pressing labor dynamics. Southern Europe generates a substantial share of global tourism income, yet its reliance on peak‑season demand creates volatile employment patterns and chronic skill shortages. By aggregating members from Albania to Türkiye, IoH Mediterranean offers a platform where hospitality leaders can share best practices, align on sustainability goals, and access the Institute’s accredited training modules without the friction of national borders.

Seasonality and recruitment challenges have intensified post‑pandemic, as many workers migrated to more stable industries. IoH Mediterranean tackles these issues through targeted mentorship programmes, leadership pathways, and hybrid digital learning that reach both established hotels in Spain and emerging boutique operators in Malta. Dr. Julian Zarb’s academic background reinforces a focus on community‑based tourism, ensuring that professional development initiatives respect local cultural identities while integrating emerging technologies such as AI‑driven guest services and data‑centric marketing.

If the regional model delivers measurable improvements in talent retention and operational efficiency, it could become a blueprint for other fragmented markets, from the Caribbean to the Balkans. The network’s ability to blend global standards with localized insight may not only raise the professional bar but also enhance the overall competitiveness of Mediterranean destinations in an increasingly sustainability‑focused travel landscape.

Institute of Hospitality Expands into Southern Europe with IoH Mediterranean, Dr Julian Zarb of Malta Takes the Lead

By Juergen T Steinmetz · February 16, 2026

The Institute of Hospitality (IoH) is strengthening its international presence with the launch of IoH Mediterranean, a new regional network designed to support hospitality professionals across Southern Europe and neighboring destinations where tourism remains a cornerstone of economic growth — and where workforce challenges are becoming increasingly complex.

The initiative reflects a strategic shift by the UK‑based professional body to deepen local engagement while maintaining global standards, bringing together members from more than a dozen Mediterranean markets under one regional umbrella.

A Region Where Hospitality Drives Economies — and Pressure

The newly formed IoH Mediterranean region covers members across Albania, Croatia, Cyprus, Egypt, France, Gibraltar, Greece, Italy, Malta, Portugal, Spain, and Türkiye — a geographic area where tourism contributes billions to GDP and supports millions of jobs annually.

Yet the region’s success has also exposed structural challenges.

• Seasonality remains one of the most pressing issues. Many Mediterranean destinations depend heavily on peak summer travel, leading to workforce instability, skills shortages during high demand, and under‑employment during quieter months.

• Recruitment pressures intensified following the pandemic recovery, as workers left hospitality for more stable industries.

According to IoH leadership, creating a localized network is intended to help professionals address these shared issues collaboratively — through peer exchange, professional development programmes, and cross‑border knowledge sharing.

“IoH Mediterranean will provide local access to a tourism and hospitality industry that employs tens of millions of people in the region,” said Robert Richardson FIH MI, CEO of the Institute of Hospitality, emphasizing the importance of combining local engagement with global professional standards.

The Institute of Hospitality: A Century of Professional Standards

Founded more than 80 years ago, the Institute of Hospitality has evolved from a UK‑focused membership organisation into a global professional network of more than 16,000 hospitality leaders, educators, and practitioners. Its core mission centres on:

• Raising professional standards in hospitality management.

• Promoting lifelong learning and continuous professional development.

• Supporting leadership pathways across hotels, tourism, food service, and events sectors.

Unlike trade associations focused primarily on lobbying or marketing destinations, IoH positions itself as a professional body — similar to institutes found in law or engineering — offering accreditation, mentoring, and career‑development frameworks.

In recent years the organisation has expanded its international structure to respond to rapid changes reshaping the hospitality workforce, including digital transformation, sustainability expectations, and evolving traveller behaviour.

Leadership Rooted in Community Tourism

IoH Mediterranean will be chaired by Dr Julian Zarb FIH, an academic and tourism strategist with deep ties to community‑based tourism development in Malta and beyond. Dr Zarb’s background — including more than fifteen years as a visiting senior lecturer at the Institute for Travel, Tourism and Culture at the University of Malta and his work with the University of Wales Trinity St David — signals a focus on sustainable growth and grassroots engagement.

He emphasised that the new regional structure aims to bridge academic insight and industry practice.

“This new region is about creating practical connections between members, supporting professionalism at a local level and providing a platform where knowledge and good practice can be shared across borders,” he said.

Observers note that community tourism and SME development — areas long championed by Mediterranean destinations — could become central themes within the new regional agenda.

Achievements Driving Expansion

The launch of IoH Mediterranean follows several milestones for the Institute:

• Growing international membership: Expansion beyond the traditional UK base, reflecting the globalisation of hospitality careers.

• Digital professional development: Online training platforms and hybrid networking events enable professionals from smaller markets to participate in global discussions.

• Stronger academic partnerships: Collaborations with universities and tourism institutes reinforce the link between education and industry practice.

For IoH, the Mediterranean represents both an opportunity and a strategic test case. The region combines mature tourism powerhouses such as Spain, Italy, and France with emerging destinations seeking professionalisation and workforce stability.

Challenges Ahead: From Talent Retention to Industry Perception

Workforce Retention and Skills Development

Employers across Southern Europe continue to report difficulties attracting and retaining skilled workers, particularly in operational roles. Rising living costs in major tourist cities, combined with seasonal employment patterns, have made long‑term career planning more difficult for younger professionals. Professional bodies like IoH hope that mentorship programmes, leadership pathways, and continuous education can help reposition hospitality as a sustainable career rather than a temporary job.

Balancing Tradition and Innovation

The Mediterranean hospitality sector prides itself on cultural authenticity — from family‑run hotels to locally driven culinary traditions. However, rapid technological adoption, AI‑driven guest services, and digital marketing are reshaping expectations. Creating training opportunities that preserve local identity while embracing innovation will likely become a key priority for the new regional network.

Cross‑Border Collaboration

Political, regulatory, and economic differences between Mediterranean countries often complicate collaboration. The Institute’s regional structure aims to provide a neutral professional platform where professionals can share insights regardless of national frameworks.

A Strategic Moment for Mediterranean Tourism

The timing of IoH Mediterranean’s launch comes as the region experiences strong tourism demand but faces a shifting geopolitical and economic landscape. Climate pressures, sustainability targets, and workforce shortages are increasingly shaping industry conversations.

By establishing a regional committee composed of experienced volunteers and industry leaders, the Institute hopes to create a forum where practical solutions — not just discussions — emerge. For hospitality professionals, the new network promises local networking opportunities and industry engagement while maintaining access to the Institute’s global resources and professional community.

Looking Ahead

As tourism continues to evolve, professional organisations are playing a growing role in shaping leadership and standards across the industry. The creation of IoH Mediterranean signals recognition that regional realities matter — particularly in destinations where hospitality is not only an economic driver but a defining cultural identity.

Whether the initiative succeeds will depend on its ability to deliver tangible value: stronger career pathways, improved workforce stability, and a collaborative approach to challenges that no single destination can solve alone. For the Institute of Hospitality, the Mediterranean region may become a blueprint for future expansion — demonstrating how global professional standards can be adapted to local realities in one of the world’s most dynamic tourism landscapes.