InCUENTROS: Knowledge and Careers for the Tourism of the Future

Portorož, 21 May 2025 – The Faculty of Tourism Studies – Turistica, University of Primorska, marked its 30th anniversary with the internal conference InCUENTROS: Knowledge and Careers for the Tourism of the Future: Between Technology, Sustainability, and Human Interaction. The event brought together staff and students in an in-depth discussion about the challenges and opportunities in the future of tourism and tourism education.

The conference addressed key issues related to developing and transferring knowledge and competencies to future tourism professionals, especially in the context of global change, technological advancement, and sustainable development. The meeting was divided into three sections, where academic, research, and professional staff, together with students, explored responses to the challenges posed by technology and the urgent need for sustainable transition, while formulating proposals for further development of the faculty in education, research, and support for both students and staff.

A special focus was placed on the contribution of researchers and educators in understanding the needs of modern tourism and on the faculty’s role in developing the tourism industry and tourism-related knowledge. Particular attention was given to addressing human resource challenges in tourism and the effective implementation of modern technologies. A key takeaway from the discussions was that while technology provides significant support, it cannot replace human interaction, which is not only necessary but essential in tourism as a service-oriented industry.

Entrepreneurship, technology, innovation, collaboration with the industry, and the creation of a true tourism laboratory – a hub linking academia and practice – are seen as essential for generating higher added value. Communication and communication skills remain critical competencies for tourism development, even in the age of advanced technology. Environmental sustainability is already well integrated, but significant work remains in social and economic sustainability, especially in terms of fair employment, high added value, and retaining that value within the communities where tourism takes place. A shift from hypothetical frameworks to evidence-based sustainable practices – sustainability as action, not declaration – is also crucial.

An important conclusion from the section led by academic and research staff was the need to adopt and develop theory that can explain specific phenomena and offer answers to professional challenges. This helps to avoid risky business decisions and the implementation of unnecessary processes or measures.

The section with adminastrative staff and students initiated a discussion on how to use technology to effectively support administrative processes and optimize work. A key point raised by students was the use of artificial intelligence tools, which they believe should not be banned but instead learned and applied ethically and responsibly. The main conclusion from both sections was that communication remains a fundamental aspect of work and life both within and outside the faculty. "The tourism of the future needs knowledge, courage, and responsibility – but above all, it remains a human domain. Our faculty enters a new decade as a community that views technology as a support tool, not a replacement for people, while highlighting the importance of professional expertise, sustainable practices, and strong connections between students, researchers, and the tourism industry," emphasized Dean Assoc. Prof. Emil Juvan at the close of the event.

The conference concluded with the presentation of awards by the faculty and the Student Council, followed by the opening of the digital exhibition Faces of Turistica, showcasing staff and students and their achievements in the creation and transmission of tourism knowledge.

As an internal event, InCUENTROS marks an important milestone and a springboard for the continued development of the faculty as a leading educational and research institution in the field of tourism.