BTN Interviews – Nic Mayer, Partner, PwC Global Tourism Industry Leader | Focus

This pre-FHS World 2025 interview can be seen Nic Mayer, Partner and PwC Global Tourism Industry Leaderwho shares his vision on the evolution of investments in the catering industry. He discusses how the sector has become an institutionalized asset class and outlines the key forces shaping its future:destination activation, technology and sustainability– ahead of his session in Dubai.

BTN – What do you see as the biggest change in the hospitality investment sector over the past twenty years?

Hospitality has evolved from a real estate transaction to a fully institutionalized asset class. Investors today view hotels as operating platforms and experience ecosystems rather than simple physical assets. At the same time, we have seen the rise of destination-scale investment, especially in the Middle East, where tourism has become a defining pillar of economic diversification and national identity.

BTN – What key trends or challenges will shape the sector in 2026 and beyond?

Three themes stand out.
Firstly, destination activation, where hospitality, culture, retail and sport come together to create longer stays and higher visitor spend.
Second, technology and personalization, where data and AI are transforming the way investors and operators deliver value.
Third, sustainability and talent, as the next growth cycle depends on decarbonization, inclusion and reskilling.

The real challenge will be maintaining attractive returns while meeting rising expectations for ESG performance and guest experience.

BTN – How many AHIC/FHS events have you attended and what is your fondest memory?

Since the start of the event, I have been present at almost every edition. My fondest memory is the first edition after COVID, when we welcomed the global industry back to Dubai. It felt like a reunion and a renewal at the same time, and marked the beginning of a new era for hospitality and tourism worldwide.

BTN – What will you be speaking about at FHS World 2025 in Dubai?

My session ‘Building Tomorrow: The Geographies and Segments Defining Growth’ looks at where the next wave of investment in hospitality will come from, both geographically and in new asset classes. I will explore how investors can anticipate changing demand patterns, align with national tourism strategies and leverage emerging areas such as branded residential properties, wellness and entertainment-driven hospitality. The focus is on identifying the places where growth is truly scalable, sustainable and long-term.

BTN – What are you most looking forward to at FHS World 2025?

FHS World has become the global meeting place for hospitality leadership. I’m most looking forward to reconnecting with colleagues and clients who are shaping the future of destinations, and hearing the perspectives of new markets that are redefining what sustainable growth means for our industry