The first Strategy of Digital Transformation of Slovenian Tourism 2022-2026 has been published

Major shifts in the digital transformation of tourist destinations and providers were set and solutions for improved management of digital and sustainable tourism at the national level outlined. Find further information on the STB website.

Today’s increasingly digital and sustainable paradigm brings many opportunities as well as some challenges that can be best addressed through a coordinated and structured strategic approach and the integration of a broad range of stakeholders in the field of tourism and digitalisation. Therefore, we had to address the growing need for a digital breakthrough in addition to Green Transformation, where STB has been implementing many activities that have been internationally recognized as good practice for many years (e.g. the Green Scheme).

In addition to the Green Transformation, the digital breakthrough is also a European priority, which is why the STB Recovery and Resilience Plan included the creation of an analytical tool for measuring the effects of tourism in leading destinations and a system for measuring tourist flows in leading destinations. 

Check the summary of the strategy in English

The vision of digital transformation of Slovenian tourism

SLOVENIA WILL BECOME A LEADER IN THE DIGITAL TRANSFORMATION OF TOURISM AND THROUGH THE PROCESS, WILL STIMULATE THE DEVELOPMENT OF SUSTAINABLE, BOUTIQUE, PERSONALIZED AND INNOVATIVE TOURISM EXPERIENCES.

The mission of the digital transformation of Slovenian tourism

WITH DIGITAL TRANSFORMATION, SLOVENIA WILL EMPOWER TOURISM STAKEHOLDERS FOR DATA-BASED DECISION MAKING, STIMULATE SUSTAINABLE TRANSFORMATION, COMPETITIVENESS AND RESILIENCE, INCREASE ECONOMIC ADDED VALUE FROM TOURISM, PERSONALIZE EXPERIENCES FOR THE GUESTS, EMPOWER EMPLOYEES WITH DIGITAL SKILLS AND ENSURE HIGH QUALITY OF LIFE FOR LOCAL RESIDENTS.

Four key areas of the strategy

In four key areas of the strategy (Smart Management, Advanced Marketing and Sales, Smart Business Solutions and Competitive Workforce), 17 iniatives have been designed, which need to be implemented throughout the strategic period.

Clear strategic goals

Clear strategic goals function as the basis for monitoring the overall progress of the digital transformation of Slovenian tourism, increase the quality of decision-making and the efficiency of management at all levels of tourism. The goals set by the strategy are ambitious but achievable. The most important are:

• 20 % of Tourism workforce conclude an educational program in the field of digital transformation in tourism;
• 25 % of Tourism companies and 75 % Leading destinations are included in the index of digital transformation of Slovenian tourism;
• 500 Tourism suppliers are included in the Slovenian tourist marketplace
• and others.

From an inspiring vision to goals and anticipated activities

The vision for the digital transformation of Slovenian tourism will serve as a clear guide and framework for the future operation and cooperation of all stakeholders in the Slovenian tourism throughout the strategic period until 2026. 

Find further information on the STB website.

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