Follow the Bled Strategic Forum Tourism Panel Live Online

This year’s panel, titled European Tourism: Between Values and Competitiveness, will explore one of the sector’s most pressing questions: Can European tourism maintain long-term competitiveness without compromising its core values? Although registrations for the panel are closed, the discussion will be broadcast live on the Feel Slovenia YouTube channel, offering the wider public access to insights from leading voices in tourism, policy and business. Speakers will address how Europe can adapt to global tourism growth, meet sustainability goals and respond to geopolitical challenges while safeguarding the well-being of local communities.

Matevž Frangež, State Secretary, Ministry of the Economy, Tourism and Sport:

“Forging new connections is key, as tourism serves as a powerful tool that unites people, cultures and regions. At the Bled Strategic Forum, we can chart a new path for European tourism.”"

Eduardo Santander, CEO of the European Travel Commission
"Europe is already the world’s leading tourism destination – and rightly so. But to remain competitive in the future, we must look beyond sheer numbers. European tourism must set the global benchmark for quality, uphold the highest standards of sustainability, and create genuine value – not only for visitors, but also for local communities. Destinations themselves must benefit directly from tourism – economically, socially, and environmentally. I look forward to exploring these ideas further in our discussion."

Astrid Steharnig-Staudinger, CEO of Austria Tourism

"Tourism is one of Europe’s key economic drivers, yet it faces profound challenges. According to the UNWTO, global tourism is expected to grow by around 3% annually in the coming years, which means we must be ready to welcome new markets such as India, China and the USA. At the same time, we must ask how to ensure that growth remains sustainable – not only economically, but also environmentally and socially – because protecting nature and safeguarding the quality of life of local communities are of critical importance. Europe is also experiencing the pressures of unbalanced tourism, which makes it vital to find ways to ensure tourism remains acceptable both for visitors and for residents living in popular destinations. While growth brings opportunity, we cannot ignore the political crises and conflicts unfolding around us, which underline the urgent need for cooperation. This is why the ETC is more important today than ever before. I am especially pleased to see the excellent collaboration with Slovenia, Croatia and other countries in the region. Slovenia is like a second homeland to me, and I am grateful for the opportunity to share this important discussion together."

Dr. Slavko Ažman, Head of Business Management, Porsche Slovenia:

"There can be no truly green tourism without well-designed sustainable mobility solutions. Developing such systems is not easy – they demand a clear vision and close cooperation between stakeholders at the local, national, and European levels. Yet their importance cannot be overstated: they reduce tourism’s environmental footprint while at the same time enhancing the quality of life for residents in tourist destinations."

Panel line-up

The session will feature leading figures in European and Slovenian tourism and economy:

• Matjaž Han, Minister, Ministry of the Economy, Tourism and Sport of Slovenia;
• MSc. Maja Pak Olaj, Director, Slovenian Tourist Board;
• Eduardo Santander, Director, European Travel Commission;
• Dr. Peter Wostner, Office of Macroeconomic Analysis and Development of Slovenia;
• Matevž Frangež, State Secretary, Ministry of the Economy, Tourism and Sport of Slovenia;
• Jana Apih, Director, Green Destinations;
• Astrid Steharnig-Staudinger, Director, Austrian Tourist Board;
• Dr. Slavko Ažman, Head of Business Administration, Porsche Slovenia.

How to follow the event: The Tourism Panel will be streamed live on the Feel Slovenia YouTube channel, allowing audiences worldwide to follow the debate in real time.

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