Bled - The need to put the tourism industry on a completely new footing post-Covid rather than return to business-as-usual amidst pre-pandemic visitor numbers was highlighted at a panel on tourism held at the Bled Strategic Forum on Tuesday.

Maja Pak, the head of the Slovenian Tourist Board (STO), noted that as the industry recovers from Covid, it needs to be bolder, more innovative and more inclusive.

It must leverage new technologies and be mindful of environmental and social sustainability. "We cannot do the same things and expect a different outcome," she stressed.

Economy Minister Matjaž Han said that Slovenia was aware of the challenges and the new seven-year tourism strategy paved the way for a more sustainable tourism.

"Our vision is a green and boutique destination with a low carbon footprint and high value added for all stakeholders," he said.

According to Luis Araujo, president of the European Travel Commission, tourism must build communities, protect employees, innovate and create, and pursue its fundamental mission and values.

Alessandra Priante, director for Europe at the World Tourism Organization (UNWTO), noted that as the industry recovers, it should not focus on a return to pre-Covid figures, noting that "many hated tourism in 2019".

Eric Dresin, secretary general of the European Travel Agents' and Tour Operators' Associations, for example called on tourism companies to develop more sustainable services and product.

He said this was a chance to satisfy long-term demand and make tourism companies more resilient.