AI-powered travel assistant Alma on www.slovenia.info has become a trusted digital companion for visitors seeking tailored information about the country. Used by families, adventurers, cultural explorers and sustainability-minded travellers, Alma is shaping how tourists plan and experience Slovenia.
Who uses Alma?
Families from Germany, Italy, France, and Spain most often use Alma to find child-friendly activities, accessible hiking trails, and accommodation such as glamping sites or farm stays. Adventurers from English-, German-, and Italian-speaking markets turn to Alma for hiking, cycling and discovering less-visited destinations like the Savinja Valley, Koroška, and Dolenjska. Cultural tourists rely on Alma for updates on festivals and events, while an increasing number of visitors use the assistant to find sustainable travel options, including public transport connections.
Most common uses
Monthly usage analyses show that Alma is most often used to plan itineraries and routes, combining daily activity schedules with Google Maps links for smooth navigation. Popular queries include details about natural landmarks like Triglav, Bled, Bohinj and the Soča Valley, as well as family trips, culinary events festivals, wine tastings, and local restaurants. Public transport information, from buses to trains, has also seen strong demand, especially during the summer months.
Usage in numbers
August 2025 was Alma’s busiest month, with nearly 12,000 questions – half from Slovenian users and the rest from international visitors, primarily Italian, English, German and Spanish speakers. English speakers overall accounted for the most questions in 2025, followed by Italian, German, Slovenian, French, Spanish and Russian users. Alma’s answers received an 88% positive rating in August, confirming high user satisfaction.
Continuous upgrades
In 2025 Alma introduced several improvements:
A redesigned mobile interface for faster, easier use.
Smarter, more personalised suggestions during conversations.
Integration of Google Maps into itineraries for better navigation.
The ability for users to rate answers, helping the team refine Alma’s knowledge.
Automatic language recognition to adapt responses.
Support for follow-up questions that lead to more specific recommendations.
Looking ahead
Alma’s vision is to become the go-to digital travel companion for Slovenia, offering personalised and sustainable exploration. Upcoming developments will focus on advanced search workflows, smarter suggestions, easier integration into local tourism websites, and stronger connectivity with external data sources.
By working closely with local stakeholders, Alma aims to deliver a uniquely Slovenian digital experience – one that connects visitors not only with the country’s iconic attractions, but also with its hidden gems and authentic local stories.
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The General Terms and Conditions determine the conditions and manner of using the Slovenian Tourist Board’s Media Library services. In the Media Library, users have at their disposal high-resolution photos and audio-visual recordings of the products and services offered by Slovenian tourism, which are to be used solely for non-commercial purposes as defined below.
General rules of application
Registration is required to use the Media Library’s services. Registration is available to any legal entity in the Republic of Slovenia and abroad, regardless of their legal form, whose activities involve marketing, promoting and presenting Slovenia as a tourist destination.
Photos and audio-visual recordings (hereafter: materials) may be used free of charge for all non-commercial publications that constitute promotion of Slovenia as a tourist destination, abroad or in the Republic of Slovenia, in accordance with these General Terms and Conditions.
The right to use the materials is not limited in terms of time or place (the use is permitted in Slovenia and other countries) unless a restriction relating to location and duration of use is specifically provided for an individual item of material.
The Slovenian Tourist Board reserves the right to revoke a user’s right to use certain materials at any time.
The rights acquired based on these General Terms and Conditions may not be transferred to third parties.
Citing the source and authorship
Photos and audio-visual recordings may only be used with consistent citation of author/co-authors and source: www.slovenia.info.
Rights of use
A registered user of the Media Library shall obtain the following non-exclusive economic rights to use the downloaded photos and audio-visual recordings:
the right of reproduction and distribution,
the right of making available to the public,
the right of public presentation,
the right of including photos in other copyright work.
The above rights refer to all forms of non-commercial and free-of-charge online posts, print media, audio-visual media services and other communication channels, regardless of the type of media (print, digital), which includes:
Digital catalogues, e-magazines, newsletters (solely for the purposes of free distribution);
Publication in print and other media that report on the Slovenian tourism products and services or promote Slovenia as a tourist destination;
Use on social media as part of organic posts (reporting on an event, press releases (solely unpaid posts);
Printed promotional materials, prospectuses, leaflets, brochures (solely for the purposes of free distribution);
Promotional events in the Republic of Slovenia and abroad (e.g., tourism fairs, exchanges, workshops, presentations, etc.) that are exclusively or predominantly intended to promote Slovenia as a tourist destination.
The above forms of use include solely a free-of-charge form of using materials for the purposes of promoting tourism activities and services in the Republic of Slovenia or presenting Slovenia as a tourist destination.
Prohibited forms of using materials/commercial use of materials
Using materials for commercial purposes, such as reproduction on postcards, T-shirts, books, magnets, embedding audio-visual inserts in one’s own promotional materials, all forms of external advertising (stationary billboards, digital advertising, etc.), use in advertisements unrelated to the promotion of Slovenia as a tourist destination, use on websites that are not intended to present Slovenian tourism products and services and similar activities, is not included in these General Terms and Conditions and is prohibited.
It is strictly prohibited to use materials on media and distribution channels that are marketed or sold to users (books, school textbooks, other commercial publishing, calendars, postcards, fast-moving consumer goods (clothes and other products), advertising of non-tourism products and services, reproduction of materials on vehicles, etc.).
Using audio-visual materials is allowed only in the unchanged form available in the Media Library. Transformations, adaptations, clips, embeddings, and instances of using individual shots in one’s own audio-visual works, even if intended for promotional purposes, is prohibited.
Breaches of General Terms and Conditions
Any breach of economic and/or moral rights of the authors of photographs or audio-visual recordings may constitute a criminal offence and may result in substantive and damage liability of the user.
The entity breaching copyright pertaining to the material shall reimburse the Slovenian Tourist Board for all the damage incurred to it due to the breach of rights.
The Slovenian Tourist Board shall not be liable for any use of photos and video recordings that is contrary to these rules. The user of the material shall be entirely responsible for the content and manner of use.
General provisions
These Media Library General Terms and Conditions shall apply for all instances of using the material unless the Slovenian Tourist Board and user agree on special terms of using the material in advance and in writing for a specific instance of using the material.
These General Terms and Conditions shall be subject to occasional amendments. Upon the user’s publication of the material, the version of the General Terms and Conditions that is current at that particular time shall apply for the use of materials. If the user disagrees with the amendments made to these General Terms and Conditions, they shall immediately cease using the material and remove it from all media and other communication channels.
Alma is a ChatGPT-based virtual travel guide designed to help you find information and inspiration for your next visit to Slovenia. She is full of ideas for great experiences, knows Slovenian destinations and the variety of activities you are particularly interested in, so she can offer you personalised content and inspiring stories available on the official slovenia.info tourism portal.
Our virtual advisor was inspired by the intrepid world traveller Alma M. Karlin; therefore, we named her ALMA.
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