Filip Verbanac

Filip Verbanac is the Director of the Strong Alcohol, Coffee, and Hospitality Department at Coca-Cola HBC Adria. He has been a vocal advocate for redefining success metrics in the tourism industry, emphasizing that consumer spending rather than the sheer number of arrivals should be the key indicator of success. Verbanac has highlighted shifts in tourist behavior post-COVID, noting decreased spending and changing consumption patterns in the hospitality sector.