2021 in light of situation adapted activities

Greater focus on domestic and nearby markets

In 2021, the STB will take on an even greater role in promoting Slovenia, focusing more intensively on the domestic market and, upon the reopening of borders, on nearby European markets. This is how the STB follows the recovery plan, which outlines that the regional tourism (markets which are less than 500 km away and can drive to Slovenia) will first come to life. Additionally, special attention will also be given to the markets with air connections.

The STB submits tenders to support the economy

In 2020, the STB for the first time conducted tenders to co-finance the promotion of the Slovenian tourist offer on foreign as well as Slovenian markets for tourist companies and leading tourist destinations. Given the changed situation, the STB adapted the tenders to help overcome the reduced number of foreign guests. A call for travel agencies and tour operators has been published, as well as for independent tour guides. With the aim of mitigating the consequences of the crisis and strengthening competencies and new knowledge, the STB will continue to co-finance marketing and promotional projects of leading tourist destinations and incoming tourist agencies, as well as tour operators, and support vulnerable groups of tourism industry stakeholders through public tenders.

Intensive digitalization of marketing and promotional activities and digital transformation of Slovenian tourism

Digitization and orientation towards content digital marketing will be of key importance in the field of marketing and promotional activities in 2021. As one of the key strategic projects, the STB plans to prepare the Strategy for the Digital Transformation of Slovenian Tourism 2021-2025.

With the aim of maintaining contacts with business partners in foreign markets during the pandemic, the STB has developed virtual platforms "FeelSloveni@ BusinessDate", digitized events and moved them online. In 2020, 109 events were carried out, of which as many as 75 on virtual platforms. More than 3,000 meetings were held between representatives of Slovenian tourism and foreign tour operators and agencies. Maintaining existing and establishing new B2B contacts is crucial for a speedy recovery when travel will again be possible. This year, the STB is therefore launching Feel Sloveni@ online trainings for foreign tour operators and travel agencies. This will add on the visibility and image of Slovenia as a unique sustainable destination for five-star experiences.

My Slovenia – an upgrade of the campaign

Shortly after the onset of the crisis, the STB shifted its activities to nearby markets and the domestic market, and launched the transnational campaign The Time Is Now. My Slovenia, which connected tourist destinations, product associations, tourist providers, partner institutions and other stakeholders in Slovenian tourism, and was joined by numerous media and project ambassadors. With the intensified and upgraded campaign, when the tourist facilities reopen their doors, the STB will once again invite Slovenians to discover the country. The research Identifying the potential of a domestic guest also showed the potential and preference of a domestic guest for a holiday at home. In the eyes of a domestic guest, Slovenia is recognized as a green destination for relaxation in nature, offering a rich wellness and spa offer.

2020 marks a social media network record for the STB

The STB has been preparing new, especially digital, promotional campaigns, which will be launched as soon as the situation allows. Furthermore, activities on the Feel Slovenia social networks have been intensified, which has helped maintain and strengthen relations with target markets and target groups in these different times. The Feel Slovenia social networks, which already have a total of 1.7 million followers, set a new record in 2020 – 4.6 million interactions. As many as 5,635 posts and 901 stories were recorded on eight social media channels, with an emphasis on adapting communication to current conditions. Also the content of www.slovenia.info was adjusted to the situation. It recorded 2 million visitors and 6.6 million page views in 2020.

The STB's video wins the European award

The Slovenian Tourist Board's video "Time to #stayhome. Turn to nature and dream” was ranked first at the ETC-CIFFT Video Competition 2020 among as many as 18 promotional videos of 12 participating European national tourism organizations. The video launched in April 2020 invited social media followers from abroad to dream about Slovenia and plan a visit in the future, communicated with the message #StayHome so we can #TravelTomorrow. The emotional message shared hope that we will all soon be able to enjoy the natural beauties of Slovenia again.

Great media coverage in 2020

Slovenia can be found on a number bucket lists published in the world's most renowned media, with the special emphasis being given on the sustainability and gastronomy. Among the most influential media are Conde Nast Traveler, The Sun, Forbes USA, Lonely Planet, Financial Times, The Guardian, CNN, Forbes France, Forbes, Yahoo Finance and The Metro. In 2020, the STB conducted 23 press trips, hosting 41 foreign journalists and online influencers. For foodies and foreign journalists, 4 webinars in English about Slovenian gastronomy were carried out. They were attended by 68 journalists, bloggers and influencers. As part of the WTM 2020, the STB also held a virtual press conference, which was attended by more than 110 journalists. Another important bit of media exposure in 2020 was a major success of our cyclists. The article "Why Slovenia is a tour de force when it comes to cycling", sent to the most prominent media, generated more than 400 articles with a potential total reach of more than 1 billion readers.

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