With over 20 years of experience in hospitality, tourism, and destination development, Ana First has built a career marked by successfully leading projects in commercial transformation, brand repositioning, and the implementation of investment strategies in hotels, resorts, and camps.

Her expertise includes revenue management, market development, strategic planning, implementation of key performance indicators, and building and developing high-performing teams. She has a particular focus on sustainability in hotel operations, aiming to integrate environmentally and socially responsible practices into everyday business.

Throughout her career, in addition to Croatia, she has worked on projects in Austria, Italy, and Montenegro, collaborating with renowned global hotel brands including Marriott, Hilton, and Falkensteiner.

In her work, she combines data-driven analysis with a strong people-oriented approach, believing that long-term success is only possible when strategy, sustainability, and human potential are at the center of business decision-making.