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.
The panel brought together distinguished experts, including 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. The discussion was moderated by Dr. Peter Wostner from the Office of the Republic of Slovenia for Macroeconomic Analysis and Development.
In the photo, from left to right: Dr. Peter Wostner, Office of the Republic of Slovenia for Macroeconomic Analysis and Development; Dubravka Kalin, Director General of the Directorate for Tourism; Matjaž Han, Minister of the Economy, Tourism and Sport; MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board; Eduardo Santander, Director of the European Travel Commission; Astrid Steharnig-Staudinger, Director of the Austrian Tourist Board; Jana Apih, Director of Green Destinations; and Matevž Frangež, State Secretary at the Ministry of the Economy, Tourism and Sport. Photo: Siniša Kanižaj / STB
