Jure Golež

"As a destination development consultant and founder of MarTour, I’ve seen firsthand that truly impactful tourism products rarely emerge from a single entity. Success in tourism demands seamless collaboration between public institutions, private providers, and local communities. Whether working on national strategies (e.g., Slovenia) or regional master plans in destinations like Kazakhstan, Aruba, Georgia, Guam, and Kosovo, this challenge has been universal. At MarTour, I’ve made stakeholder collaboration our foundation. Our most authentic and successful experiences are co-created with local winemakers, artisans, municipalities, and cultural institutions. Yet aligning different interests, visions, and timelines remains a complex, ongoing task—especially in regions with fragmented tourism ecosystems. For PHOENIX 4.0, I’d love to explore innovative, scalable models or digital tools that encourage trust, transparency, and long-term collaboration across sectors. I believe this is a cornerstone challenge we must overcome to unlock the full potential of regenerative, authentic tourism. "