Strategy of Digital Transformation of Slovenian Tourism 2022-2026

Today’s increasingly digital and sustainable paradigm brings many opportunities as well as some challenges that can be best addressed through a coordinated and structured strategic approach and the integration of a broad range of stakeholders in the field of tourism and digitalisation.

From October 2021 to March 2022, the Slovenian Tourist Board intensively worked on the Strategy of Digital Transformation of Slovenian Tourism, along with the consortium of the Center of Business Excellence of the Faculty of Economics (CPOEF) of the University of Ljubljana and Horwath HTL. Major shifts in the digital transformation of tourist destinations and providers were set and solutions for improved management of digital and sustainable tourism at the national level outlined.

Check the summary of the strategy in English

 

From an inspiring vision to goals and anticipated activities

The vision for the digital transformation of Slovenian tourism will serve as a clear guide and framework for the future operation and cooperation of all stakeholders in the Slovenian tourism throughout the strategic period until 2026.

The vision of digital transformation of Slovenian tourism:

Slovenia will become a leader in the digital transformation of tourism and through the process, will stimulate the development of sustainable, boutique, personalized and innovative tourism experiences.

The mission of the digital transformation of Slovenian tourism:

With digital transformation, Slovenia will empower tourism stakeholders for data-based decision making, stimulate sustainable transformation, competitiveness and resilience, increase economic added value from tourism, personalize experiences for the guests, empower employees with digital skills and ensure high quality of life for local residents.

Strategic goals

Clear strategic goals function as the basis for monitoring the overall progress of the digital transformation of Slovenian tourism, increase the quality of decision-making and the efficiency of management at all levels of tourism.

Quantitative goals

By 2026, the STB will allocate a minimum of 5 million EUR for digital transformation

Operates within the national information centre

Operate within the national information centre

Conclude an educational program in the field of digital transformation in tourism

Are included in the green hotel index

Are included in the index of digital transformation of Slovenian tourism

Are included in the index of digital transformation of Slovenian tourism

Are included in the Slovenian tourist marketplace

Qualitative goals

 

Improving the system to access information, in order to measure the impact of tourism on the environment and increase added value

Operates within the national information centre

Use of digital tools to create individual guest-tailored experiences

Use of digital tools to reduce the pressure of tourism on the local population

Fuction through digital marketing and sales solutions

Increase the global visibility of Slovenia as a model destination in the field of digital transformation

Key areas of the strategy

In four key areas of the strategy, 17 iniatives have been designed, which need to be implemented throughout the strategic period.

Smart Management

The measures proposed in the strategic field of smart management are aimed at jumping to data-driven decision-making for destinations and companies with the aim of ensuring better information flow and providing data-supported decisions in tourism. This will ensure a higher level of competitiveness, increase cooperation and consequently increase added value in the industry.

INITIATIVE 1:

STB reorganisation

INITIATIVE 2:

National market intelligence hub

INITIATIVE 3:

Managing tourism flows

INITIATIVE 4:

Digitalization of Green scheme

INITIATIVE 5:

Green hotel index

INITIATIVE 6:

Digital maturity index

Advanced Marketing and Sales

The proposed digital solutions provide a single Slovenian marketplace and travel planning in digital form in order to achieve a personalized and improved guest experience. The expected results of the pillar of advanced marketing and sales are: commercialization of the Slovenian tourist offer (from micro entrepreneurs to larger organizations), increased cooperation between providers, greater visibility and laying the foundations for feasible, more focused marketing efforts of the public and private sectors.

INITIATIVE 7:

Slovene tourism marketplace

INITIATIVE 8:

Experience creator

INITIATIVE 9:

Green token

INITIATIVE 10:

Co-marketing platform

Smart Business Solutions

The actions focus on supporting the introduction of advanced digital business improvement solutions that would improve the productivity of various service providers in the tourism value chain, both in the private and public sectors. The envisaged measures are expected to affect the internal operations of business entities and improve the guest experience by introducing digital solutions.

INITIATIVE 11:

Smart companies

INITIATIVE 12:

Smart attractions

Competitive Workforce

The measures are focused on: providing competitive and skilled tourism workers (current and those who will work in the tourism sector in the future), active promotion of digital professionals and advanced and active use of digital solutions. The main goal is to achieve better business results by investing in the knowledge of employees in the private and public sectors.

INITIATIVE 13:

IT-TOUR event

INITIATIVE 14:

Digital Competence Voucher

INITIATIVE 15:

Digital know-how

INITIATIVE 16:

Promotion of jobs of the future

INITIATIVE 17:

STB academy

Key steps on the way to creating the Strategy

The preparation of the strategy was based on active participation and inclusion of various stakeholders. Take a look at the key steps in formulating the Strategy between November 2021 to March 2022.

Analysis of global trends and solutions in the field of digitalisation

Evaluation of digital maturity of Slovenian tourism

Strategic workshop with stakeholders on the findings of the analysis and key challenges

Vision of digital breakthrough of Slovenian tourism and strategic goals

Thematic workshops for designing actions in key areas

Strategic workshop on conceptual measures in key areas

Draft of the Digital Transformation Strategy and Action Plan

Coordination of the draft strategic document

Final document of the Strategy of Digital Transformation of Slovenian Tourism 2022-2026

 

 

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