Data: The Key to a Sustainable Future in Tourism – Insights from the Bled Strategic Forum 2024

Hosted by the Slovenian Tourist Board in partnership with the Ministry of the Economy, Tourism and Sport, the event brought together top experts, government representatives and industry leaders from Slovenia and across the globe. Together, they delved into the transformative impact of data, highlighting its crucial role in shaping the future of tourism.

The panel of esteemed speakers showcased how data is revolutionizing tourism by enabling personalized experiences, optimizing the management of tourism flows and enhancing sustainable development and environmental protection. The discussion emphasized that continuous learning and innovation are vital for maintaining the sector's competitive edge. Participants unanimously agreed that quality data is the cornerstone of strategic decision-making, driving sustainable growth in tourism.

In his opening address, State Secretary at the Ministry of the Economy, Tourism and Sport, Matevž Frangež, emphasized the pivotal role of data in shaping the future of Slovenian tourism. He stated: "Data is essential for making informed decisions and engaging effectively with both stakeholders and guests. We recognize the importance of investing in real-time data, which is why the National Information System developed by the Slovenian Tourist Board is so vital. We need data that empowers stakeholders in Slovenia and abroad to make sound business, marketing and policy decisions. As Slovenian tourism undergoes one of its most intense investment cycles, data is instrumental in driving sustainable development, enhancing the guest experience, and ensuring the well-being of local communities."

The Director of the Slovenian Tourist Board, MSc. Maja Pak Olaj, highlighted the critical role of data in the evolving tourism landscape: "As digital transformation reshapes industries worldwide, tourism must evolve alongside it. Slovenia, with its rich natural and cultural heritage, offers a truly unique experience, but it's the power of data that can elevate and refine this experience. Our ability to intelligently analyse and apply data is key to crafting personalized and sustainable tourism solutions. These solutions will not only distinguish us from the competition but also guide us toward a future where sustainability and innovation closely intertwine. By embracing this approach, we can become more proactive, innovative and responsible in shaping the future of Slovenian tourism."

Following the opening session, two presentations underscored the transformative power of data in tourism from both global and European perspectives.

Natalia Bayona, UN Tourism Executive Director, underscored the critical role of digital skills training in the sector's evolution: "Innovation and education are the driving forces behind the digital transformation of tourism, a sector that leads in adopting new technologies. To stay competitive and sustainable, tourism must continue to innovate as it digitalizes and embraces these advancements. Not only do these technologies enhance the travel experience, but they also contribute significantly to the United Nations Sustainable Development Goals. By equipping the workforce with digital skills, we can address challenges such as seasonality and overcrowding, while fostering smart, sustainable destinations. With 882,000 jobs requiring vocational training by 2030, it's imperative to invest in people through education, promote sustainable practices, and generate wealth through innovation. The $48 billion in venture capital invested in tourism technology over the past five years highlights the immense potential of the sector, which is poised for growth. Currently, 2.2% of global venture capital and 2.9% of the world's unicorns are tied to tourism technology. Together, innovation and education have the power to transform the industry."

Eduardo Santander, Executive Director of the European Travel Commission (ETC), reminded that travellers today expect flawless digital experiences at the touch of a button: "It is essential for European tourism organisations to adopt data-driven strategies to meet these expectations, so that they can offer the convenient and new solutions that visitors are looking for. As a pioneer in this field, Slovenia is the perfect choice to host a debate on the digital future. The STB's strategy of the digital transformation of Slovenian tourism illustrates how national tourism organisations can develop their strategic vision and provide support to the sector, encouraging stakeholders to innovate, foster sustainability and improve the visitor experience."

The final part of the panel was a discussion with Dubravka Kalin, Director General of the Directorate of Tourism at the Ministry of Tourism and Tourism, MSc. Apolonija Oblak Flander, Director General of the Statistical Office of the Republic of Slovenia (SURS), Erwin Hinteregger, Managing Director of IDM South Tyrol and Tobias Pogorevc, Managing Director of Helvetic Airways.

Dubravka Kalin emphasized: "The 2022-2028 Strategy of Slovenian Tourism encompasses not only seven key policies but also three overarching ones, with the foremost being the digital transformation of Slovenian tourism. We understand that quality tourism development depends on effective data utilization and timely processing. Data serves as a crucial support for strategic management, offering valuable insights into market dynamics and customer behaviour. By swiftly analyzing this data, tourism businesses can significantly enhance their competitive edge and promote sustainable practices. In essence, data is vital for decision-making from both an economic and sustainability standpoint. Through detailed analysis, we can implement measures to mitigate environmental impact, improve energy efficiency and reduce carbon footprints, benefiting both destinations and tourism companies."

She went on by adding: "The field is dynamic, with new data sources, technologies and analytical methods emerging continuously. It is essential for us to make use of these advancements efficiently and promptly undertake high-quality decisions and development policies. At the same time, we must ensure data credibility and security are not overlooked."

MSc. Apolonija Oblak Flander stated: "The mission of the Statistical Office of the Republic of Slovenia is to provide up-to-date statistical data for a diverse range of users. It is crucial that this data meets all quality standards—being relevant, timely, comparable both over time and internationally, and presented in a clear and understandable manner. We are committed to responding effectively to users' needs and finding the most cost-effective solutions to deliver high-quality data and statistical products. Our role also includes empowering users to access and utilize data and indicators effectively for their work and planning, and to interpret them accurately."

She added:"High-quality data is essential for informed policy and decision-making across various fields, including tourism. It provides a comprehensive view of economic, social and sustainability aspects. Slovenian tourism deserves robust data support and development guided by evidence rather than guesswork. By doing so, we contribute to the sustainable growth of the industry and enhance the quality of life for the Slovenian people living in this beautiful part of Europe. National statistics already play a vital supporting role in this endeavor and will continue to do so diligently in the future."

Erwin Hinteregger remarked: "Prioritising the sustainable development of destinations, especially in mountain regions, is crucial. Big data models and artificial intelligence can play a pivotal role in addressing key challenges in tourism, such as congestion and traffic, while simultaneously enhancing the guest experience and protecting both the environment and local communities."

Tobias Pogorevc highlighted the importance of data in aviation: "The power of data will change the entire value chain in the tourism and aviation sectors: while in tourism travel experiences will be personalised and tourism flows better managed, in aviation air connections will be optimised and fleets more efficiently divided. This will further enhance safety and reduce environmental emissions. However, this significant reduction in environmental impacts can only be achieved if such data can be used at all and if we put the general interest above personal interests."

A recording of the panel can be viewed here.

On the cover photo (from left): Martina Gojkošek, Head of Corporate Communications at the STB; Matevž Frangež, State Secretary at State Secretary at the Ministry of the Economy, Tourism and Sport; Eduardo Santander, Executive Director of the European Travel Commission; Erwin Hinteregger, Managing Director of IDM South Tyrol, Dubravka Kalin, Director General of the Directorate of Tourism at the Ministry of Tourism and Tourism; Natalia Bayona, UN Tourism Executive Director; MSc. Maja Pak Olaj, Director of the STB; MSc. Apolonija Oblak Flander, Director General of the Statistical Office of the Republic of Slovenia; and Tobias Pogorevc, Managing Director of Helvetic Airways.  

Photo: Nik Bertoncelj.

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