Opinion.


Ulrich Adam has been Director General of spiritsEUROPE since January 2018. Prior to joining spiritsEUROPE, he was Secretary General of the European Agricultural Machinery Industry Association (CEMA) from 2013 until 2018.
Previously, he worked for 9 years in the Brussels office of the international consultancy firm Hill+Knowlton Strategies, advising a wide range of companies and associations on EU legislation, with a particular focus on EU policies in the areas of food, health and agriculture. A German national, Ulrich holds a PhD and MPhil degree in History and Social and Political Sciences from Cambridge University (UK).

19 April 2021

Reopening of Belgium’s terraces a first key step towards a full recovery of the hospitality sector

The long-awaited announcement that Belgium’s bars and restaurants can reopen their terraces from May 8th is enormously welcome. The phased reopening of crucial parts of Belgian […]
16 April 2021

Pandemics and other key challenges: wake-up call to go beyond multilateralism – 10 thesis for Omnilateralism

This 21st century is confronting us with the need to restructure our way of international relations and cooperation. 1. Never in our history, humans have been […]
16 April 2021

Only in 2023 will tourism in Portugal return to what it was in 2019

“Calculate how many travelers crossed Portugal during a century then tell us: do you believe that the foreigner reaches the end of his pilgrimage without spending […]
15 April 2021

Me first attitude tarnishes the Brits

You may have noticed that this week, the UK took a giant step towards coming out of its latest corona virus lockdown. There was much rejoicing […]
9 April 2021

A smell of post-Covid-19 times: an intellectual rebel honoured by German conservatives

The debate about Covid-19 has a multitude of facets: one of the most important (nevertheless a quite neglected aspect), is the “post Covid-19” one. While the […]
9 April 2021

Are you thinking about Net Zero emission targets?

The UK is hosting COP26 in November and in preparation to this important assembly, the COP hosted a climate and development meeting. On listening in, the […]
7 April 2021

This summer parking places make way for terraces in Brussels

When the situation allows it, many Brusselers will again enjoy our great bars and restaurants.  Because there is no better place than a terrace and because we want to […]
6 April 2021

Learning from Africa

We can learn much about tourism in and from Africa – celebrating diversity and inclusiveness, growing the cake to create more value for neighbouring communities, living […]
6 April 2021

Why post-Brexit has embarrassed the EU over the vaccine roll out

Spare a thought, if you will, for the 450 million people who live on mainland Europe – they have been very badly let down over the […]
5 April 2021

Building a sustainable future for European travel

This past year has upended the entire travel industry. With ever-changing regulations and lockdowns, dwindling budgets, and fluctuating traveler comfort levels, it feels impossible to deploy […]
30 March 2021

Thinking about ecotourism in the Gorilla Highlands

Anthropologists tell us that storytelling is fundamental to our existence as humans. Stories enable us to make sense of our world and to share our understanding […]
30 March 2021

Covid-19 shows why united action is needed for more robust international health architecture

by Charles Michel, President European Council by Dr Tedros Adhanom Ghebreyesus, WHO Director General by 24 world leaders* The Covid-19 pandemic is the biggest challenge to […]
25 March 2021

Responsible Tourism and Slavery

Every year on 25 March is the International Day of Remembrance of the Victims of Slavery and the Transatlantic Slave Trade offers the opportunity to honor […]
23 March 2021

Enhancing the tourism ecosystem for the coming years

Covid-19 outbreak has paralysed the entire EU tourism sector, putting its ecosystem under unprecedented pressure. Former crisis show us that tourism and travel is the most […]
21 March 2021

5 Reasons why Responsible Travel matters

Any kind of tourism can be responsible, or irresponsible. Travellers can be responsible or irresponsible. Responsible Tourism is about using tourism to make better places for […]
16 March 2021

What have I learnt from lockdown?

I live in a small town on the old Roman Watling Street between London and Dover, rather closer to Dover than London. In March last year, […]