Boris Žgomba: We Have an Opportunity to Address Old Issues – the Sustainability of Our Destinations and a Clear Strategy for Sustainable Tourism

Written by: Boris Žgomba, Uniline

Much has changed in tourism, and it is up to us to adapt as much as possible to the new situation and market demands. The main challenges in the upcoming period will certainly be the preservation of jobs and liquidity. Thanks to government measures, we have managed to preserve almost all jobs so far, but we are facing a challenging tourist year that will result in significantly lower outcomes than in previous years. At the same time, necessary operating costs remain high, with employee costs making up the majority.

Thanks to the excellent results of the company in previous years and our excellent relationships with partner banks, along with our own reserves, we have managed to secure additional sources of liquidity to stabilize operations despite the drastic reduction in revenue. Additionally, thanks to the engagement of our employees, we have not stopped working at any moment during the crisis, and we have been intensively working on adapting all programs and projects. Internally, we have organized ourselves in a way that continues to provide all the services we have offered to our guests and partners.

In tourism, we can freely say that everything has changed – travel conditions, guest expectations, destination selection, and even the stay itself in the destination. What is certain is that the market looks completely different compared to previous years, and uncertainty remains very high.

As for Uniline, as we have previously emphasized, our employees have been diligently working on adapting tourist programs so that, when the time comes, we can offer our guests a diverse range of options. Offers and programs are ready, and we have started some marketing activities on social media and with our foreign partners.

We are pleased that after the easing of epidemiological measures, we have started to record an increase in calls and inquiries. Guests are contacting us to inquire about the border crossing process and general safety in certain destinations. This gives us an indication that preparations for the final decision about summer vacations are underway or that they have already decided, and reservations for accommodation and other services we provide will follow. Although current results are far from the usual figures for this period of the tourist year, this level of interest certainly provides some optimism under these circumstances.

When we talk about new trends, safety will undoubtedly be at the forefront, viewed from a health perspective. I believe that, at least regarding this season, guests will choose destinations that they can easily reach and where there will be fewer crowds.

As with all the adversities and challenges so far, this too shall pass, and people will travel again. What remains unknown is the dynamics and when everything will intensify and return to the normal we are accustomed to. We certainly hope that thanks to the measures taken for safety, adapted tourist programs, and offerings in general, we will return to some realistic tourist results by the end of next year that will enable the sustainable functioning of the sector.

I also believe that this situation is a kind of opportunity that could contribute to resolving some issues we have been discussing for years, namely the sustainability of our destinations and the importance of a clear strategy for sustainable tourism.

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