The EU needs to be far more democratic, and that means its president needs to be democratically elected. This would not only further democracy in the EU, but would also legitimize the institutions that many are starting to seriously doubt and question within the EU, so this could be a solution to that problem.
The direct election of EU presidents is very important to democracy in that area. If they are just appointed by officials this is not fair to the people. The people need to have their say on who and who doesn't get elected in order for it to be a fair democracy.