Tourism Panel at the Bled Strategic Forum: Values as the Foundation of European Competitiveness

With more than half of all international arrivals, Europe remains the central pillar of global tourism. Yet in an era of accelerating climate change, growing geopolitical tensions, economic stagnation, expectations of rapid digital and green transformation and challenges in human resources, this leading role can no longer be taken for granted. The crucial question is how to remain globally competitive while preserving what makes European tourism unique. Values such as sustainability, safety, quality of life, hospitality and respect for cultural diversity are not always easy to uphold in practice – but they form the essence of Europe’s tourism identity and its greatest competitive advantage. In today’s demanding global environment, values must not be seen as an obstacle but as the foundation of long-term competitiveness. This was the unanimous conclusion of the distinguished speakers at the Tourism Panel, held as part of the 20th Bled Strategic Forum under the title “European Tourism: Between Values and Competitiveness.”

In his opening address, Minister of the Economy, Tourism and Sport Matjaž Han emphasized that tourism is not only one of the most important economic sectors, but also a powerful tool for peace: “Tourism connects people and builds bridges between cultures.” He highlighted Slovenia’s story of sustainability: “From green certificates to the Slovenia Green brand, sustainability is not just a word, it is our way of life. Digitalization is important, but it should never overshadow what truly matters: a kind word, a warm glance and the feeling of being welcome.”

The minister added that Slovenia is today an important global tourism and gastronomy destination, yet compromises will be inevitable: “The key is to preserve our identity, our nature and culture, while also creating conditions for modern, resilient and inclusive tourism.” 

Director of the Slovenian Tourist Board, MSc. Maja Pak Olaj, agreed that tourism in Europe brings far more than direct economic benefits: “It is an industry that enhances quality of life, promotes sustainable development and strengthens community well-being.”

She recalled World Travel and Tourism Council (WTTC) projections that European tourism could create more than 30 million jobs by 2035 and contribute nearly 11 percent of EU GDP. Such potential, she stressed, can only be realized through close cooperation among countries, destinations and the private sector.

“The strength of European tourism lies in the values and principles that shape its identity – respect for nature and cultural heritage, trust and security, high quality of life, cultural richness and the warmth and openness of people. Our policies, measures, innovations and partnerships must be rooted in these values. If we can integrate them into both strategic thinking and daily practice – with courage, consistency, and cooperation – European tourism will maintain its strength and competitiveness even in a challenging global environment,” she concluded.

Eduardo Santander, Director of the European Travel Commission, underlined Europe’s resilience: “In 2025, European tourism continues to grow – arrivals are 2.9% higher and overnight stays 1.3% higher than last year. Despite mass tourism, extreme weather and geopolitical uncertainty, new opportunities are emerging: off-the-beaten-path travel, extended seasons and the recovery of Asian markets. Our task is to build responsible and thoughtful tourism, educate visitors and – through joint campaigns such as ‘Unexpected Upgrade’ and ‘Alps-Adriatic-Amazing’ – strengthen Europe’s visibility as a sustainable and attractive destination.” 

Panel Discussion: The Future of European Tourism

The keynote speeches were followed by a lively panel discussion exploring how European tourism can retain competitiveness without losing its values.

The discussion was moderated by Dr. Peter Wostner from the Office of Macroeconomic Analysis and Development of the Republic of Slovenia. He noted that Slovenian tourism is on the rise: “Revenues and overnight stays are increasing, companies are performing well, and tourist spending is growing. Yet the average length of stay remains short, and foreign visitors are spending about the same as before. This is why we need to look beyond the numbers. Demographic trends predict a shrinking workforce by 2100, productivity is stagnating, and salaries in the industry remain too low to attract new talent. To address these challenges, we must foster collaboration, advance digitalization, and make smart use of data to deliver more personalized and sustainable experiences.”

The insightful discussion was moderated by Dr. Peter Wostner from the Office for Macroeconomic Analysis and Development of Slovenia. Panelists included Eduardo Santander, Director of the European Travel Commission; Matevž Frangež, State Secretary at the Ministry of the Economy, Tourism and Sport; Jana Apih, Director of Green Destinations; Astrid Steharnig-Staudinger, Director of the Austrian Tourist Board; and Dr. Slavko Ažman, Head of Business Administration at Porsche Slovenia.

Frangež highlighted: “Slovenian tourism is built on a well-connected ecosystem, yet the central challenge remains productivity. The opportunities ahead are significant: in recent years, we have invested heavily in boutique accommodation, but the next step is to modernize larger hotels, create content rooted in nature, culture, and gastronomy and invest more in people. Partnerships, digitalization and innovation are the keys to achieving higher added value and preserving Slovenia as an authentic green destination. Our strengths in nature, outdoor experiences, culture and gastronomy continue to be our competitive advantages.”

Steharnig-Staudinger noted: “In tourism, we can no longer focus solely on records, because numbers are not the point. Sustainability must become the standard, even if it is still viewed negatively by some. The involvement of local communities is crucial, as shown by numerous initiatives in Austria, which also faces challenges due to its fragmented administrative structure. Beyond promotion, the Austrian Tourist Board is developing data solutions – with a dashboard that monitors tourist behaviour, supports regions in managing crowded sites and promotes the spread of visits to spring and autumn.” She added that through artificial intelligence, including the creation of their own avatar, they are helping destinations adapt to emerging trends.

According to Apih, sustainability in tourism today is no longer just a marketing opportunity, but a necessity that delivers wide-ranging benefits: “In genuine transformations, there is no going back. Certificates are just one of the tools that enable further development – the real essence lies in close cooperation with local communities. Tourism must enhance well-being in the area, not burden residents, because only then can we ensure a high-quality experience for visitors. Sustainability should become the standard, not merely an option. We need to present it as an attracting choice, emphasizing incentives and positive outcomes.”

Dr. Ažman emphasized that tourism and mobility are inseparable: “Without sustainable mobility, there can be no sustainable tourism. We must understand sustainability more broadly – as the creation of long-term business models that generate added value. In Slovenia, we face specific challenges in public transport due to dispersed settlements and small municipalities, which often cannot provide effective solutions on their own. This is why the state must play an active role, offering financial, professional and practical support for the development of sustainable mobility.”

 

Conclusion of the discussion

European tourism is confronted with a series of global challenges – from climate change and digital transformation to demographic shifts, workforce shortages, and geopolitical instability. Yet in this demanding environment, it became evident that the real strength of European tourism lies not in numbers, but in the values that define it. Sustainability is no longer an option – it must become the standard.

The speakers agreed that the future of tourism is not about chasing records, but about creating added value – for visitors, local communities, and the wider economy. Achieving this calls for courage, strong partnerships, smart use of data, investment in people, and close cooperation between the public and private sectors.

If values are woven into both strategic policy and everyday practice, European tourism will not only preserve its strength but emerge even more resilient, inclusive, and attractive for generations to come.

Conclusions

European tourism is confronted with a series of global challenges – from climate change and digital transformation to demographic shifts, workforce shortages and geopolitical instability. Yet in this demanding environment, it became evident that the real strength of European tourism lies not in numbers, but in the values that define it. Sustainability is no longer an option – it must become the standard.

The speakers agreed that the future of tourism is not about chasing records, but about creating added value – for visitors, local communities and the wider economy. Achieving this calls for courage, strong partnerships, smart use of data, investment in people and partnerships between the public and private sectors.

If values are woven into both strategic policy and everyday practice, European tourism will not only preserve its strength but emerge even more resilient, inclusive and attractive for generations to come.

Watch the panel discussion in full on the Feel Slovenia YouTube channel.

Photo: Siniša Kanižaj for STB

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