The power of data topped the panel on tourism at the Bled Strategic Forum with the panellists noting that data will be key for the development of the sector but that information must be reliable and accessible.

In a time marked by climate change, lack of high-skilled workforce, political tensions, a healthcare crisis and technological progress it is important to be proactive, Maja Pak Olaj, director of the Slovenian Tourist Board (STO), told the debate.

The digital transformation is changing all sectors and tourism should not lag behind, she said. "Slovenia with its rich natural and cultural heritage offers a unique tourism experience but the power of data is what will help us improve and upgrade that experience," Pak Olaj said.

Analysis and a smart use of data is key to create personalised and sustainable tourism solutions that will not only separate Slovenia from its competition but lead to a future where sustainability and innovation go hand in hand, Pak Olaj said.

State Secretary at the Economy, Tourism and Sport Ministry Matevž Frangež agreed that data is crucial for decision-making and for successful relationships with stakeholders and tourists.

"We're aware of the importance of investing in data, which has to be available in real time," said Frangež, stressing the importance of the national information system that is being developed by the STO. "We need data that will serve as a basis for decision-making in business marketing and politics for stakeholders in Slovenia and abroad," Frangež said.

More money should be invested in both technology and staff, including their training, said UN Tourism executive director Natalia Bayona. The economy, including tourism, is based on innovation, she said.

The European Travel Commission (ETC) is striving to make Europe the most competitive, sustainable and inclusive destination in the world by 2030, said ETC executive director Eduardo Santander. "We believe digitalisation and access to data will be important tools to reach that goal," he said, adding that people were capable of understanding, learning and changing.

The IDM South Tyrol director general Erwin Hinteregger said that the South Tyrol region had defined a new vision of tourism some years ago that was based on the values of people, symbiosis with nature, innovation and data.

"When I started working in tourism there was an old saying - location, location, location. I'm not saying it's not important but I think we're coming into an age when we will start seeing data, data, data," said Dubravka Kalin from the Tourism Directorate at the Economy Ministry. "What we really want in Slovenia and what we recognise in our strategy is that decisions will be made based on data," she said.

Slovenian tourism is moving into a stage when just attracting tourists will not be enough. "We have to really start with data intelligence, with measuring things. Because what is measured can be improved and managed," she said.