Berna Oskay, Deputy General Manager Responsible for Human Resources at Corendon Airlines, highlighted the role of Generation Z in the future of tourism at the Antalya Brands Congress.
Antalya, Turkey’s tourism capital, hosted the Antalya Brands Congress for the first time on 29–30 April, organised by the Antalya Public Relations Association (AHİD). The event brought together the city’s leading brands and industry representatives, including Antalya-based airline brand Corendon Airlines.
During a panel held as part of the congress, Berna Oskay, Deputy General Manager Responsible for Human Resources at Corendon Airlines, drew attention with her presentation titled “The Key to Branding in Tourism: Investment in People and the Reality of Generation Z.” In her speech, Oskay underlined that sustainable success in tourism is not solely achieved through physical investments but also through strategic investments in human capital.
“People Carry the Brand and Shape the Experience”
Oskay emphasised that every individual working in the tourism sector is not just an employee, but also the face of the brand and a key bearer of the customer experience. She stated that a people-focused approach, prioritising qualified human resources, is no longer a choice but a necessity.
Generation Z Plays a Key Role in the Transformation of Tourism
Highlighting that Generation Z is a driving force behind transformation in the industry, Oskay explained that this generation seeks purpose-driven, digitally integrated, flexible, and inclusive work environments. She noted that companies that adapt to the expectations of the new generation will not only attract talent but also become among the strong employer brands of the future. Oskay concluded her speech by stressing this strategic approach with the statement, “Investing in Generation Z is investing in the future of tourism.”
The congress also welcomed many industry leaders, including Antalya Governor Hulusi Şahin. Brand representatives shared their success stories and global growth strategies, contributing to the exchange of knowledge among participants.
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