Our director, Jana Apih, took part in the 20th Bled Strategic Forum in September 2025, joining a panel on the future of European tourism.
Together with distinguished representatives of European institutions and tourism organizations, she discussed how values can remain the foundation of European tourism’s competitiveness in times of climate change, geopolitical tensions, and digital transformation. Jana emphasized that sustainability in tourism is no longer a marketing opportunity but a necessity that brings numerous benefits and demands a true transformation with no way back. She highlighted the importance of involving local communities in destination development, since without their presence, tourism practically only occupies locals’ space. She concluded the discussion by noting that sustainability can only become truly attractive if it is presented with more incentives and positive effects, as this is the only way for tourism to remain resilient, inclusive, and competitive in the future.
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