The Bled Strategic Forum has evolved into a leading international conference in 
Central and South-Eastern Europe. The 16th edition took place 31 August – 2 
September in a hybrid form. The tourism panel held on 2 September brought 
together top experts from Slovenia and renowned institutions, including EC, 
UNWTO, WTTC, OECD, ETC, HOTREC, ECM, to discuss the future of (European) 
tourism.

Prominent international and Slovenian experts, guests, panellists and 
representatives of Slovenian tourism were addressed by Minister of Economic 
Development and Technology Zdravko Pocivalsek, Director-General for the 
Internal Market, Industry, Entrepreneurship and SMEs at the European Commission 
Kerstin Jorna, Director of the Slovenian Tourist Board MSc. Maja Pak, Director 
of Regional Department for Europe at UNWTO Prof. Alessandra Priante and 
Director of the Portugal National Tourist Board and President of the ETC Luis 
Araujo.

The pandemic has posed many questions to tourism, among the most pressing ones 
are survival and recovery, along with the transformation of the tourism 
industry into more resilient and sustainable one. Despite the difficult 
situation, optimistic forecasts of key international tourism institutions are 
on the rise. This year's Tourism Panel has discussed the question What will the 
future bring to European tourism.

Panellists agreed that the pandemic has had a major impact on tourism industry 
and posed many challenges, as well as opportunities. It is time to address the 
shortcomings of tourism industry that have resulted from the expansion in the 
last 50 years and transform tourism into a much greener, digital and inclusive 
industry.

Key conclusions identified at the panel were:
1. Tourist's confidence in travel needs to be rebuilt. 
2. Travel protocols and communication and coordination between the Member 
States concerning travel restrictions, COVID tests and quarantine rules need to 
be improved. 
3. Roadmap for sustainable transition is necessary. 
4. New performance indicators are needed. 
5. Digital transformation of the tourism industry needs to be supported and 
promoted. 
6. Investments and EU funding allocation towards sustainability and 
digitalization of the tourism industry is required. 
7. The role of tourism at the EU level needs to be rethought. 
8. DMO transition in their role to actively facilitate the industry transition 
process to green, inclusive and digital needs to be supported.

Read the statements by the panellists here [ 
https://www.slovenia.info/en/press-centre/press-releases/17329-the-tourism-panel-at-bled-strategic-forum-highlights-the-key-challenges-of-european-tourism 
]

SOURCE: Slovenian Tourist Board