In perhaps a fitting end to the year, Time Magazine declared 2020 the “Worst Year Ever” in an editorial this week. In fact, I’m sure many of you may have agreed: it has been a tremendously challenging year for so many – not only have we gone through an uncertain and stressful health situation, but we also found ourselves far less able to travel and meet friends and colleagues, had to adapt to a changing working environment, all while our trusted partners in the hospitality and tourism sectors have been threatened, often to the point of closure, by subsequent economic downturn.
The Christmas season and the New Year is normally a time for celebration, for reflection and for resolution. This year, our traditional holiday plans are marred by travel restrictions, limits on socialising and temporary closure of bars and restaurants. Although difficult to accept, we understand we do not really have (as of yet) viable alternatives at hand. The announcement (and early roll-out) of a vaccine offers a glimmer of hope for the coming year – for the first time, there seems to be light at the end of the tunnel.
That said, many of our colleagues will continue to face challenges in the months which will prove insurmountable unless the appropriate supports are made available. In an op-ed published last month in Euractiv, I spoke to the considerable efforts made by pubs, restaurants, hotels and other establishments to ensure a safe reopening. Along with measures the hospitality sector has quickly adapted to – ensuring social distancing, increased outdoor capacity, heightened hygiene measures, there are also a number of technological advancements which can help: increased ventilation, CO2 detectors and monitoring of the noise levels can all contribute to make socialising safer, and allow us to meet friends and family and enjoy a drink or a meal, confident that we are doing so safely. In line with this, so many of our colleagues in the hospitality sector have invested heavily in bringing their premises up to speed in order to adhere to COVID-19 restrictions – they should be afforded the opportunity to show they can reopen safely whenever the overall situation allows for it, especially since emerging evidence shows that virus transmission in establishments that comply with strict safety guidelines can be effectively minimized.
The sweetest reward will be meeting with old friends again – in the meantime, we at spiritsEUROPE would like to wish you a safe and happy holiday season – Merry Christmas, and a Happy New Year!
Ulrich Adam*
Director General
*In his capacity as permanent representative of SPRL ADLOR Consulting
