Panellists will try to find solutions to key challenges and set the guidelines for a successful development of tourism in SE Europe.

"The purpose of the BSF panel on tourism is to showcase the strength of tourism as well as to point out its vulnerability," head of the Slovenian Tourist Board (STO) Maja Pak said in an interview with the STA. She explained that tourism was highly dependant on global security, as tourists require security at every step.

This year, terrorism is high on the agenda for global tourism. While Slovenia is considered a safe and green country, Pak said that communicating sustainability was a grateful task, however, communicating safety is a challenge.

The security issue is reflected in shifting tourist flows away from problematic areas: "Terrorist attacks have been quite frequent in Europe over the past year ... which has contributed to the importance of safety in European consciousness. Visits to Tunisia, Turkey and France have declined and tour operators and airways are seeking alternative destinations."

"Besides political stability, balanced social, economic and environmental aspects of life are key to ensuring safety and successful development of tourism," Pak added.

Tourism is one of the fastest growing industries in Slovenia, recording a 12% growth in international arrivals last year, compared to a 4% growth across the world and a 5% growth in Europe.

However, statistics are no longer the only guideline for the sector: "We want sustainable growth, we want to develop environmentally-friendly products with high added value, and we want to present Slovenia to target audiences as a boutique, safe, green, active and healthy destination," Pak reiterated.

The STO has succeeded in communicating this to the market, with the head of the board contributing the success to persistent and consistent communication.

"We ourselves see Slovenia as such a destination and honour the promise of the green, active and healthy destination through the green outline for the Slovenian tourism."

According to foreign visitors, Slovenia is a safe country, while intact nature is also one of its key advantages. "We want to keep the nature intact, assess it through innovative products with high added value, highlight locality and authenticity. Tourists value this."

Pak will open the BSF panel on tourism alongside Minister for Economic Development and Technology Zdravko Počivalšek, while high representative of the World Travel and Tourism Council will be among speakers alongside Rifai, who is to deliver the keynote.