Slovenia: a green and digitally advanced destination for safe, active and healthy experiences

After the measures to curb the covid-19 pandemic have been eased, the STB has started intensifying and upgrading market communication and development activities in selected foreign and domestic markets. Together with the Slovenian tourism industry and key partners, the activities in the 2022-2023 work programme have been adapted to the changing and still uncertain conditions with the aim of increasing the resilience and success of tourism after the crisis. Projects and activities in the work programme follow the central, i.e. sustainable commitment of Slovenian tourism.

Although the focus remains on the domestic and nearby European markets, the STB – in line with the easing of measures, the intensification of tourist flows and the current situation – is strengthening its activities in other markets as well.

In line with the trends in non-mass and unique experiences and the potential of Slovenian tourism, the STB has identified six main tourism products: active outdoor experiences, sports tourism, business meetings and events, health and well-being, cities and culture, and gastronomy. In line with the trends and great potential, the STB has defined active experiences and sports tourism as the central two-year promotional theme.

For communication purposes, the STB will connect with athletes, ambassadors of Slovenian tourism and other influencers, and enter into partnerships with globally recognizable media and brands.

In recent years, Slovenia has been highlighted by numerous renowned media and often ranked at the very top of the list of most desirable destinations. In 2021, when the epidemiological situation allowed it, the STB conducted more than 100 press trips, hosting over 200 foreign journalists and online influencers. More than 1920 articles were published abroad, with a total estimated value of around EUR 50 million (the data refers to publications on the markets of Austria, Germany, Switzerland, Italy, France, Belgium, the Netherlands, UK and Hungary).

This year, the STB continues and upgrades partnerships with athletes, foreign and domestic media and influencers. The same goes for fam trips for travel agents and tour operators.

After restrictions have been released and thanks to the possibility of holding events live, the STB continues with attending and holding several live fairs, workshops and other B2B events, especially in the European market. Alternative digital communication tools and hybrid FEEL SLOVENI@ Business Date events will still play important role. Partnerships with important global associations of tour operators such as Virtuoso and Signature are also being strengthened. “My way to escape to Slovenia” Feel Sloveni@ On-line Trainings will continue. At the end of May, the representatives of the Slovenian tourism industry and foreign TO/TA will meet again live in Slovenia at SIW, the B2B flagship event organised by the Slovenian Tourist Board. In autumn, the central professional event in Slovenian tourism, the Days of Slovenian Tourism 2022, will be held.

The STB continues with the marketing digitalisation, both in communication with tourists as well as in communication with the business public. Upgrading and strengthening of the digital content marketing, which will continue targeting potential visitors through top-quality content, is being upgraded and strengthened. Advanced technologies and digital tools will continue to be used and successful campaigns such as the global I FEEL SLOVENIA. MY WAY campaign implemented.

The pandemic greatly accelerated the digitization processes present already before the pandemic, which is why the STB, together with Slovenian tourism stakeholders, is preparing a strategy for the digital transformation of Slovenian tourism 2022-2026. The strategy will lay the foundations for the development of Slovenia into one of the most digitally advanced tourist countries in Europe.

On the domestic market, the STB will continue with and upgrade the My Slovenia motivational campaign, in which active and sports tourism will be brought to the spotlight. Also the co-production with the most renowned Slovenian media will continue, along with the press trips for Slovenian media. The STB has also joined the project of promoting professions in tourism and hospitality, where it will help strengthen the reputation of professions in hospitality and tourism through a series of promotional activities.

In particular, the pandemic emphasized the importance of sustainability in tourism, as tourists give increasing weight to the carbon footprint they make when traveling, which strengthens the importance of sustainable destinations. Therefore, the STB will upgrade the Green Scheme of Slovenian Tourism, develop new performance indicators in tourism and pay special attention to encouraging the withdrawal of single-use plastics from the hospitality and tourism offer. It will continue to promote the creation of unique Slovenia Unique Experiences and innovative experiences.

The pandemic also emphasized the great importance of strengthening the knowledge and competencies of employees in tourism, so the STB will continue with the Academy of Marketing in Tourism.

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