EMCup is an annual competition among the best hospitality management schools around Europe. There are 30 schools around Europe taking part in the competition in Amsterdam.

EMCup February 15 & 16 – 18th edition Amsterdam (NL)

EMCup is an annual competition among the best hospitality management schools around Europe. There are 30 schools around Europe taking part in the competition in Amsterdam.

EMCup2026 poster picture

EMCup is much more than a competition. The EMCup not only encourages students to think outside the box by proposing real-life scenarios, it also offers the opportunity to meet and discuss ideas with professionals, as well as build relationships with them.

This year, pre-assignments include creating an introduction Instagram reel to share the story of the team and writing a white paper. During the competition, the teams prepare a 3-minute pitch that summarises the findings of the paper. During the second competition days, the teams will receive a Case to solve and pitch it for the Business Jury.

Theme of the year 2026

Changing Course: Cranking up the heat in Food & Beverage

Today’s hotel guests crave more than just a place to stay. They are seeking authentic, personal experiences that connect them to the soul of a city. They are venturing beyond the lobby, exploring cafés, bakeries, and restaurants to get a firsthand taste of local culture. This is changing the game and reshaping expectations for food and beverages (F&B) outlets in hotels, calling for concepts that combine authenticity, creativity and quality.

This is our chance to reimagine hotel F&B. Not just as a service, but as a stage for storytelling, culture, and emotional connection. So let’s turn up the heat. Let’s shake up the menu, stir in bold ideas and serve up experiences that guests will rave about. F&B should be a reason guests choose a hotel and a reason they remember it.

Lapland UAS Team Arctic Ingredients

Picture of students that participate in EMCup2026

Here are short presentations of all the participants from Lapland UAS:

Noora Linna

I am Noora, a 36-year-old Hospitality Management student at Lapland UAS with twenty years of life and work experience in the Northern regions of Finland and Norway. The North and the wilderness mean the world to me and I’m always curious to wonder off to new adventures. I love learning new things and mastering new skills which often translates into a constant stream of new projects. Like all Finns, I love saunas and have even finished studies in carpentry and log building for the sole purpose of learning to build my own sauna from scratch. Looking forward to experience the adventures of EMCup 2026!

Imasha Mohotty

I am Imasha, a 35-year-old Tourism student at Lapland UAS having diverse international journey shaped by study, work, and real-world experiences from Asia, the Middle East, and now Europe. My journey has taken me across forests, mountains, lakes, and deserts giving me the chance to live within diverse cultures and see the world through many different lenses. Alongside my passion for tourism, I also hold a Bachelor of Laws, which allows me to explore Tourism with a unique blend of analytical thinking and cultural insight. I am a strong advocate for sustainability and believe deeply in shaping a tourism industry that gives back more than it takes. I love animals and my pet is a hamster! I’m truly excited and ready to dive into the adventures of EMCup 2026!

Kyle Miller

I am Kyle, a 44-year-old Tourism student at Lapland UAS with a focus on sustainability. Before settling in Finland ten years ago, I spent more than two decades traveling the world through the lens of backcountry snowboarding. Those years took me to some of the most beautiful regions on the planet, often just before their major tourist seasons began. That perspective taught me to value nature deeply, understand its rhythms, and stay calm and capable in challenging or unpredictable situations. Living in the Arctic North of Lapland has pushed me to grow in completely new ways. The wide-open landscapes, the deep quiet, and the rhythm of self-reliance feel natural and grounding. For me, it has become the ideal place to raise a family, close to nature, supported by a community that carries a genuine respect for the land. I’m looking forward to gaining new perspectives and sharpening my craft at EMCUP 2026.

Noora Kauppinen

I am Noora and I come originally from Helsinki, Finland. I study Hospitality Management in Lapland UAS and I’m really into EU-projects, sustainability the challenges within tourism. I have worked in the industry for a long time and I’m really looking forward to the EMCup 2026. Let the games begin!

For more information

Coaches: Heidi Kaihua, heidi.kaihua@lapinamk.fi 040-710 64 37
Petra Paloniemi, petra.paloniemi@lapinamk.fi, 040-710 6435