Data as the key to a sustainable future for tourism

The panel on tourism, The Power of Data in Tourism Today and Tomorrow, which took place in the framework of the 19th International Conference Bled Strategic Forum, has successfully concluded in Bled. Organised by the Slovenian Tourist Board in cooperation with the Ministry of Economy, Tourism and Sport, the event brought together top experts, representatives of countries, destinations and the tourism industry from Slovenia and abroad to discuss the key role of data in shaping the future of the tourism sector.

Continuous education and innovation

The panel of prominent speakers demonstrated how data enables the personalisation of tourism experiences, improves the management of tourism flows and supports sustainable development and environmental protection. The need for continuous learning and innovation was highlighted as essential for the competitiveness of the sector. Quality data, participants agreed, is the foundation for strategic decision-making that enables sustainable tourism growth.

In his opening address, State Secretary at MGTŠ Matevž Frangež said that data is key to making the right decisions and to dealing effectively and efficiently with both stakeholders and guests of Slovenian tourism. Photo: Nik Bertoncelj
Dubravka Kalin, Director General of the Directorate for Tourism at the Ministry of Tourism and Tourism of Slovenia, pointed out: "The Slovenian Tourism Strategy 2022-2028 includes, in addition to seven key policies, three horizontal policies, the first of which is the policy on the digital transformation of Slovenian tourism." Photo: Nik Bertoncelj
Director General of the Statistical Office of the Republic of Slovenia (SURS) Mag. Apolonia Oblak Flander: "The mission of the Statistical Office is to provide up-to-date statistical data for a wide range of users." Photo: Nik Bertoncelj
Erwin Hinteregger, Managing Director of IDM South Tyrol: "Focusing on the sustainable development of the destination, especially in mountainous areas, must be a top priority. Digital transformation and harnessing its power can drive healthy development." Photo: Nik Bertoncelj

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The tourism sector faces many challenges, such as the need for sustainable development, digital transformation and efficient management of tourism flows. In order for the industry to successfully adapt to these challenges, it is essential to have a clear vision of how and where we want tourism to develop. Data and advanced technologies are key tools for achieving these goals.

Director mag. Maja Pak Olaj said that in a world where digital transformation is profoundly transforming all industries, tourism must not be left behind. Slovenia, with its rich natural and cultural heritage, offers a unique tourism experience, but it is the power of data that can be used to enhance and improve this experience. Photo: Nik Bertoncelj
Natalia Bayona, Executive Director of UN Tourism, stressed the importance of digital skills training: "Innovation and education are key to the digital transformation of the tourism sector, which is at the forefront of the adoption of new technologies." Photo: Nik Bertoncelj
Eduardo Santander, Executive Director of the European Travel Commission (ETC), reminded that travellers today expect seamless 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. Photo: Nik Bertoncelj
Tobias Pogorevc, general manager of Helvetic Airways, 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 deployed. Photo: Nik Bertoncelj
On the photo (from left): Martina Gojkošek, Matevž Frangež, Eduardo Santander, Erwin Hinteregger, Dubravka Kalin, Natalia Bayona, Maja Pak Olaj, Apolonija Oblak Flander and Tobias Pogorevc. Photo: Nik Bertoncelj