The Bled Strategic Forum served as a platform for UN Tourism to showcase its commitment to shaping a brighter future for the tourism sector. The organization participated in various activities, including an official visit to the Slovenian Ministry of Economy, Tourism and Sport, aiming to strengthen collaboration and explore new avenues for cooperation.
During the Forum, Natalia Bayona, Executive Director of UN Tourism, highlighted the immense potential of the tourism sector to drive inclusive and sustainable growth globally. Addressing a panel discussion on the transformative power of data in tourism, Ms. Bayona emphasized the critical role of education and training in reshaping the industry. She stressed the need to equip the workforce with digital skills to overcome challenges like seasonality and overcrowding, ultimately leading to smarter and more sustainable destinations.
UN Tourism also emphasized the need for increased and strategically targeted investments in the sector, highlighting its positive impact on driving transformation and promoting sustainability. Notably, over the past five years, $48 billion in venture capital has been invested in tourism technology, demonstrating the growing recognition of the sector’s potential. Ms. Bayona concluded that innovation and education hold the key to transforming the tourism industry.
Recognizing Slovenia’s commitment to sustainable tourism and its success in attracting investments, UN Tourism praised the country’s efforts. Discussions with Matjaž Han, Slovenia’s Minister of Economy, Tourism, and Sport, centered on fostering stronger partnerships for private investments. The UN Tourism team’s visit to the Ministry also focused on strengthening ties in tourism education. Potential collaborations with the University of Ljubljana’s School of Economics and Business were explored, including joint projects with the UN Tourism Online Academy and opportunities for Slovenian students to gain global experience through research placements, internships, or online education.
