• Between November 10-14, 2025, Brașov was the epicenter of a unique initiative dedicated to the hospitality industry, through the first edition of the Hospitality Days event - HOSPEx 2025 (Hospitality Experience).
Organized by Transilvania University of Brașov, through the Faculty of Food and Tourism, in partnership with the Brașov Tavern Guild, Libris and Hospitality Culture Institute, the event aimed to create a lively space for dialogue between education, industry and community. Under the motto Shaping experiences together, the five days explored how partnerships transform hospitality into memorable experiences, emphasizing authenticity, innovation and local impact.
The event took the form of panel discussions, book launches, creative demonstrations and gastronomic experiences, bringing together HoReCa professionals, entrepreneurs, renowned chefs, academics, researchers and authors. Each day had a distinct theme, creating a coherent framework in which ideas were transformed into concrete initiatives. Brașov, a city with an identity deeply linked to hospitality, served as the perfect stage for this celebration of taste, story and collaboration.
November 10: Hospitality Experience Management
The opening took place at the St. O. Iosif Bookstore, starting at 17:00 PM, the first part of the day being dedicated to the panel Meaningful hospitality: how we build memorable experiences, moderated by Adrian Măzărel, PhD thesis supervisor at the Faculty of Food and Tourism. Participants were Anca Cristea (General Manager, Radisson Blu Aurum Brașov), prof. Ray Iunius (CEO, winsed.swiss education group), Laura Ursu (General Manager, Ana Hotels Poiana Brașov) and Attila Joos (General Manager, Aro Palace Brașov), the discussions focusing on practical strategies for creating authentic moments that remain in the guests' memories.
From 18:30 PM, the book launch took place. Hotel marketing, written by Ioana Simona Ivasciuc, PhD lecturer at the Faculty of Economic Sciences and Business Administration. The book, which explores modern promotional tools in the hotel industry, was presented by Ana Ispas, PhD professor at the same faculty.
November 11: Cultural and natural heritage management
Also at the St. O. Iosif Bookstore, the theme of the day focused on the valorization of local heritage. The panel From heritage to plate: identity, taste, story, moderated by Simona Șoica, PhD lecturer at the Faculty of Food and Tourism, had as guests Oana Coantă (chef, Bistro de l'Arte) and Alexandru Stănescu (Executive Director, Cultural Heritage). The conversation addressed how gastronomic traditions can be integrated into contemporary tourist offers.
The evening continued with the launch of the volume The digital restaurant in the delivery era, written by Meredith Sandland and Carol Orsbourn, presented by Florin Maxim, founder of the Hospitality Culture Institute. The book analyzes the digital transformations accelerated by the pandemic and their impact on restaurants.
November 12: Quality Management in Hospitality
This day was also held at the St. O. Iosif Bookstore and focused on operational excellence. The panel Excellence in service: when quality becomes experience was moderated by Cristina Maria Canja, PhD habilitated professor and director of the Department of Food and Tourism Engineering and Management, and the guests were: Diana Grecu and Cătălin Jugănaru (founders of FRACT), Olivia Macaveiu (sales director N&C Turism/Hotel CUBIX and Brasseria Luther), Sorin Bibicioiu (general manager Abeona), Valentin Olimpiu Șoneriu (owner, Carmen's Artisanal Foods – Sub Tâmpa) and Mihai Donțu (director, Hotel Astra).
On this occasion the book was launched Quality management in the hospitality sector, written by Adrian Măzărel, Cristina Maria Canja and Adriana Elena Boeriu, and presented by Dorin Valter Enache, PhD thesis supervisor at the Faculty of Food and Tourism.
November 13: Collaborative Management in Hospitality
November 13 marked the climax of the event, which moved its stage to the Aro Palace Hotel, Europa Hall II. The theme of the day promoted collaboration instead of competition. The panel Collaboration instead of competition: the model of the Brașov Tavern Guild, moderated by Laura Cismaru, associate professor in psychology and vice-dean of the Faculty of Food and Tourism UNITBV, brought together Oana Coantă (Bistro de l'Arte), Valentin Bărbat (Tipografia and Omelett), Cristian Iliescu (Arte Gianale), Dorian Lungu (Luado Chocolate and The Taste of Brașov) and Ștefan Gleveșanu (Haplea). The participants shared concrete examples of successful local partnerships.
A special moment was represented by the presentation of the symbolic cake of Brașov, streusel, an almost 500-year-old recipe, reinterpreted by Nicoleta Dinu Trifan, pastry chef at Simple bakeryThe dessert, made within the Brașov Tavern Guild, represents a bridge between history and contemporary taste.
The evening ended with the official launch of the collective volume Applied Perspectives in Hospitality: From Idea to Experience, presented by Vasile Pădureanu, professor, PhD in engineering and dean of the Faculty of Food and Tourism. The work, a pioneering project of the university, comprises over 450 pages and explores current trends such as the redefinition of luxury, sustainability, storytelling, local identity and gastronomic innovations. The volume is the result of the collaboration between 18 teaching staff and 19 master's/doctoral students from five faculties of Transilvania University of Brașov, together with 20 industry managers. Initially planned in color printed format, due to lack of funding, the volume will be published as an e-book by the Transilvania University of Brașov Publishing House, the review and editing process being finalized by the end of the year.
November 14: Managing Cultural Diversity
The last day moves to the Faculty of Food and Tourism (Str. Castelului no. 148, RP6) and the Pilvax restaurant. The panel Multiculturalism of taste: how we transform gastronomic tradition into a tourist experience It is moderated by Alina Maier, PhD in Engineering, and has guests Adriana Sohodoleanu and Cosmin Dragomir.
The project presentation follows. Gastronomic Crossroads Project, supported by Oana Coantă, which details intercultural culinary fusion initiatives.
In the evening, at Pilvax, the book launch takes place Kiss-hand for the table. Cookbook, written by Adriana Sohodoleanu and Cosmin Dragomir, a humorous and flavorful foray into traditional Romanian cuisine.
HOSPEx 2025 is not just an event, but a living platform that demonstrates that authentic hospitality is born from dialogue, collaboration and respect for tradition. Through relevant themes, distinguished guests and concrete initiatives – from the relaunch of a historical dessert to the publication of an interdisciplinary volume – Brașov consolidates its position as a center of memorable experiences in the HoReCa industry. The event remains a source of inspiration for professionals, students and enthusiasts, laying the foundation for even richer future editions.
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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