Sustainability report of the Slovenian Tourist Board 2022 and 2021
The Slovenian Tourist Board has set out the path of sustainable tourism as the only possible way forward. We do this based on our own actions and impact on the social and natural environment, while at the same time we are aware of the wider impact we have on the sustainability of Slovenian tourism entities. We approach the development of sustainable tourism with responsibility and commitment, which is why we are pro-active creators and promoters of sustainable tourism in Slovenia. We present our management, economic, social and environmental strategic approaches, activities and impacts in our first Sustainability Report (y. 2020 and 2021).
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2020–2021 Work Programme of the Slovenian Tourist Board
In 2021, the activities of the Slovenian Tourist Board will be focused on recovery of Slovenian tourism and on increasing Slovenia's recognisability as a ‘green boutique global destination for high-end visitors seeking diverse and active experiences, peace, and personal benefits.’ The 2020–2021 Work Programme of the Slovenian Tourist Board is based on strategic development and marketing guidelines that are proposed by the 2017–2021 Strategy for the Sustainable Growth of Slovenian Tourism.
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2018–2019 Work Programme of the Slovenian Tourist Board
In 2018 and 2019, the activities of the Slovenian Tourist Board will be focused on increasing Slovenia's recognisability as a ‘green boutique global destination for high-end visitors seeking diverse and active experiences, peace, and personal benefits.’ The 2018–2019 Work Programme of the Slovenian Tourist Board is based on strategic development and marketing guidelines that are proposed by the new 2017–2021 Strategy for the Sustainable Growth of Slovenian Tourism.
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The 2017–2021 Strategy for the Sustainable Growth of Slovenian Tourism
The Government of the Republic of Slovenia at its 151th regular session on 5 October 2017, adopted the 2017–2021 Strategy for the Sustainable Growth of Slovenian Tourism.
The Strategy defines 6 key development policies:
- new organisational structure: macro destinations and tourist products,
- institutional and legal framework,
- accommodation, tourist infrastructure, and investments,
- human resources in tourism,
- space, natural and cultural resources,
- small and medium-sized enterprises.
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Action plan for the development and marketing of gastronomic tourism 2019 - 2023
The Action plan for the development and marketing of gastronomic tourism 2019 - 2023 was created with the aim of identifying the key measures and initiatives needed to position Slovenia as a unique, boutique gastronomic destination. The document identifies five strategic areas, crucial for the successful development and marketing of Slovenian gastronomic tourism. These areas are: a) legislative framework, b) brands and quality assessment, c) promoting quality raising, d) education and e) marketing. Each strategic area is presented with a brief analysis of the situation and with a list of key initiatives / measures for upgrading the current state. Marketing measures include:
- defining the vision of Slovenia as a destination for gastronomic tourism,
- definition of marketing goals,
- definition of target groups and key markets,
- identification of major gastronomic products,
- definition of the positioning strategy,
- definition of market communication activities.
The key three objectives of the development and marketing of gastronomy are:
- raising international visibility,
- ensuring sustainability and
- creating added value.
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Taste Slovenia - Slovenia's Bid Book form the title European Gastronomic region in 2021
Gastronomy is one of the key elements of the tourist offer and greatly contributes to the promotion, recognition and reputation of the state and tourism. The Strategy of Sustainable Growth of Slovenian Tourism 2017-2021 identified it as one of the key tourist products. In the field of gastronomic tourism, we want to achieve greater visibility and position itself as a top gastronomic region of Europe, while at the same time we want to further develop and strengthen the gastronomic offer of Slovenia. This can also be achieved by enrolling in the ERG (European Region of Gastronomy). As an active member of this platform, Slovenia is nominated for the title European Gastronomic Region in 2021.
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ONKULT – Operational Marketing Plan for Cultural Tourism in Slovenia
The Slovenian Tourist Board defined culture as the central theme of Slovenian tourism in 2018 and 2019. Therefore, the Operational Marketing Plan for cultural tourism in Slovenia (ONCULT) was prepared. It comprises definitions of key value and promotion-related advantages of the cultural and tourist offer in Slovenia, which are summarised in the matrix of the most attractive products, and a set of elements of the cultural and tourist offer by four macroregions in Slovenia. The presentation of TOP offer is rounded off by a cover marketing story with a slogan, which is implemented in individual tools of the Slovenian Tourist Board.
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