Green boutique quality. Smaller footprint. Greater value for everyone.
This is the vision of the tourist destination of Slovenia, as it is seen and managed by the Slovenian Tourist Board (STB), the national organisation that plans and implements the marketing of Slovenia‘s comprehensive tourist offer and oversees tourism development.
Systematic planning, development and promotion activities, sustainable and digital transformation and a modern approach to the positioning of Slovenia on the global tourist map are the tactics the STB used to enhance the visibility and reputation of the country in recent years to be regarded as a safe, authentic boutique destination committed to sustainability and responsible towards the natural environment, guests, tourism workers, local residents and economic operators.
In all its campaigns, presentations and other activities, the STB promotes the image of Slovenia as a country of hospitable people, pristine nature and exceptional individuals that include top chefs and remarkable athletes. With promotional and marketing activities, it addresses the guests who seek unique experiences in pristine nature and tourist offers of higher added value. It excites visitors with stories and experiences that communicate Slovenia’s sustainability commitment. The activities of the STB in the world are further reinforced by the message of the "I feel Slovenia" national brand: Slovenia cannot simply be presented with an image, but rather must be felt and experienced by means of a word, sound, colour, touch, action and experience.
Slovenia: green, responsible and engaging global boutique destination
The core of all STB activities consists of a commitment to sustainability, on which the placement of Slovenia as a safe, green and engaging destination for authentic boutique five-star experiences is based. We are proud of the achievements the Slovenian tourism has made in recent years and of the fact that Slovenia is today an example of good practices in the field of development and implementation of sustainable tourism on the global level. In doing so, special importance and role is attributed to the central national certification tool, the Green Scheme of Slovenian Tourism. In addition to the sustainability commitment, a growing number of opportunities is presented by digital transformation addressed by the STB with a harmonised and structured strategic approach and integration of various stakeholders involved in tourism and digitalisation.
In our efforts to ensure safe and responsible tourism, we have upgraded our sustainable orientation with the Green & Safe brand, which communicates the responsible travel standards of Slovenian providers and destinations.
In 2020, the STB celebrated 25 years of operation.
2020-2023 Slovenian tourism recovery and resilience plan
The 2020-2023 Slovenian tourism recovery and resilience plan is based on five pillars to support the Slovenian tourism recovery and resilience:
PROVIDING A SAFE, SUSTAINABLE AND ATTRACTIVE EXPERIENCE
- Development and introduction of G&S standards
- Realising the vision for sustainable development
- Re-designing experiences
MITIGATING THE EFFECTS OF THE CRISIS AND ADJUSTMENT OF BUSINESS
- Government aid packages
- Inclusion in the national recovery and resilience plan
- Business adjustments
UNDERSTANDING CONSUMERS AND NEW SEGMENTATION
- New segmentation
MAXIMISING THE USE OF DIGITAL TECHNOLOGY
- Digital platforms for more effective marketing
- Digitalisation of business
- Increased business efficiency and new jobs
BUILDING RELATIONSHIPS WITH TOURISTS AND LOCAL COMMUNITIES
- Customised content and positioning
- Customised markets
- Campaign My Slovenia
- Networking stakeholders
Even before the pandemic, the STB had come up with a formula to develop sustainable tourism industry, which, even in these difficult times, offers an answer to global tourism challenges and the sustainable competitive development of Slovenian tourism. We have also redefined the priority markets for Slovenian tourism for 2021 due to changes in travel habits as a result of the pandemic. We continue our promotional activities, focusing even more on the domestic and nearby markets. Through marketing activities aimed at clearly defined target segments, we are strengthening perceptions of Slovenia as a tourist destination for the discerning guest looking for a sustainable tourism offer and a safe experience. In line with trends, we have intensified the digitalisation of marketing, both in communication with tourism end uses and in communication with the business public.
Key achievements of the Slovenian Tourist Board (STB) from 2015 to 2021
Over the past seven years, the Slovenian Tourist Board (STB), in cooperation with the Slovenian tourism industry and other key partners of Slovenian tourism, has successfully positioned Slovenia on the global tourism map. Slovenia has become recognised in professional circles, the media and the general public as a green destination committed to sustainable development and the creation of unique experiences. Today, Slovenia is a global example of good practice in the development and implementation of sustainable tourism at the national level. Influential media regularly place it on lists of the most desirable and attractive tourist destinations.
High-profile business events, research, innovation and development projects and modern digital platforms
In foreign markets, the STB performs a number of activities to successfully promote and market Slovenia and to place it at the top of the most recognisable and desired countries. Thus, in cooperation with the Slovenian tourism industry, it carries out a number of marketing and communication activities per year, including approximately 140 business events in 30 countries around the world; 13,000 business meetings; it plays host to over 200 foreign journalists; and in Slovenia, it organises important professional events, such as the Slovenian Incoming Workshop and the Days of Slovenian Tourism, a tourism panel within the framework of the Bled Strategic Forum and the Green Day of Slovenian Tourism.
STB takes care of the promotion of Slovenia as a tourist destination through innovative and modern marketing tools and projects in the field of content-related digital marketing. The global digital campaign My way has recorded remarkable success, the central Slovenian tourist website Slovenia.info inspires and informs, whereas on the social networks of Feel Slovenia our destination has already reached almost a million followers.
Recognitions and awards
The recognitions and awards received by the Slovenian Tourist Board in recent years, especially in the field of sustainable tourism and excellence in promotional and communication activities, have also significantly contributed to the enhanced visibility and reputation of Slovenia.
Slovenia tops global rankings for safety, sustainability and attractiveness
Slovenia and Slovenian tourism are at the top of the lists of the safest, most sustainable, popular and desirable tourist destinations in Europe and globally.
Would you like to know more about us and our work?
Contact us, read more about our plans and strategies in key documents, monitor the latest Slovenian and European calls for applications in tourism, and check whether we are looking for new team members.