Tourism and Jobs: a better future for all – celebrating World Tourism Day

World Tourism Day is commemorated each year on 27 September, with celebrations led by UNWTO. Its purpose is to foster awareness among the global community of tourism’s social, cultural, political and economic value and the contribution the sector can make in reaching the Sustainable Development Goals. In 2019, in line with UNWTO’s overarching focus on skills, education and jobs throughout the year, World Tourism Day will be a celebration on the topic ‘Tourism and Jobs: a better future for all’.

The theme of this year’s World Tourism Day is closely connected to the realisation of the vision of Slovenian tourism, which is to provide sustainable boutique five-star experiences. Here, we discuss several different angles of this boutiqueness, which clearly reflect the difference that employees/people make in the story, as the quality of our services depends on their knowledge, competence, skills and hospitality.

In Slovenia, the tourism sector accounts for 12.7% of all jobs, which demonstrates the great importance of tourism to the Slovenian economy and to the overall identity of our country. Tourism has a particular ability to stimulate the creation of new jobs, often in remote areas, and at the same time it preserves tradition and brings the experience of the destination and its inhabitants closer to the visitors in the most authentic manner. It thus creates new social and economic opportunities and has a key influence on the promotion of the equality and sustainable development of countries. 

In order to provide authentic and outstanding five-star experiences and generate added value in tourism, qualified and motivated personnel are of crucial importance. In particular, rapid technological development and digitalization require continuous upgrading of knowledge and skills for all tourism employees.

A great example of outstanding five-star experiences in Slovenia is the Slovenia Unique Experience label, which invites you to not only visit, but also explore Slovenia’s most unique stories. With these products, guests can be sure to get a local, authentic, unique, experiential, boutique, sustainably green and premium quality experience. Currently, there are 11 Slovenia Unique Experiences, but the list is constantly being updated. 

Another great story of Slovenia is the green story of the country and the Green Scheme of Slovenian tourism, which developed out of the need to implement green policies and create green adventures as well. In Slovenia, we are surrounded by the greenery wherever we look – towards the Alpine peaks, the green forests, the Adriatic, the mysterious Karst, the vineyards, or the Pannonian plains. Unspoiled green nature encourages us to be responsible in our actions and when protecting it. The Slovenia Green label, which is a commitment to a green future, is being awarded within the framework of the national Programme. An increasing number of green destinations, providers, parks and agencies wish to leave a beneficial impact on the environment and local community.

Currently, Slovenia offers a total of 48 destinations, 37 accommodation providers, 4 natural parks and 2 agencies, which comply with the green strategy and pride themselves on having obtained the Slovenia Green label. Find them on the interactive map and follow their green story.

When speaking of excellence in tourism and the importance of the human resources, another great pan-European project, i.e. The European Destinations of Excellence Network or shortly EDEN, must be mentioned. This is a European network of relatively unknown, but substantively exceptional places and regions that invite tourists with new experiences and discoveries. The European Destinations of Excellence are boutique and mysterious and committed to sustainable and responsible tourism. They are selected within the framework of a topic determined by the European Commission every two years. Currently, the network includes eight hidden gems of Slovenia that are waiting to be uncovered and experienced. This year, Podčetrtek joined, as a great example of premium indulgence in thermal waters.

Last but not the least, when it comes to speaking of the human impact in Slovenian tourism, gastronomy must not be overlooked. Not only it represents one of the key elements of the tourist offer, it also greatly contributes to the promotion, recognition and reputation of the state and tourism. Having said that, it is important to mention that Slovenia has been awarded the title European Region of Gastronomy 2021. This title brings a great opportunity to promote national cuisine and gastronomy. At the same time, its effects contribute to sustainable development, encourages sustainable culinary tourism and local self-sufficiency, integrates rural and urban areas, emphasises the significance of nutrition for health, and provides support to small and medium-sized companies.

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