Once again, the professional marketing community at Websi 2023 Awards has recognized the exceptional work of the Slovenian Tourist Board (STB). Among the award recipients are STB's projects "Choose a Career in Tourism" and "Slovenia Unique Experiences".
The STB applied two marketing projects for this year's WEBSI Awards. "Choose a Career in Tourism" secured second place in the "Public and Non-Governmental Organizations" category, while the project "Slovenia Unique Experiences, Recommended by the Slovenian Tourist Board" claimed the third prize in the "Tourism" category. A total of 206 projects across 34 categories applied for the esteemed WEBSI awards, now in its 33rd edition. The winners were selected by a panel of over 130 marketing experts.
Choose a Career in Tourism
With the objective of elevating the status of careers in tourism and hospitality, the Slovenian Tourist Board, in partnership with other institutions last year launched the national promotional campaign "Creating Experiences". The campaign's message was "Choose a Career in Tourism".
This long-term initiative aims to introduce a diverse array of professions while empowering the broader public, especially young people, their parents, school counselors, and those contemplating a career change. It provides relevant information about the benefits of pursuing a career in tourism.
Positive developments and transformations in this field, often overlooked by the media, are brought into focus. Careers in tourism today offer personal growth, international exposure, networking opportunities, and a chance to contribute to local community development and sustainable activities. Those who opt for a career in tourism or hospitality have great opportunities for advancement, if only ambitious enough. Consequently, the campaign spotlights professions that, while fascinating, may sometimes go unnoticed. Every individual working in tourism contributes to crafting memorable experiences for each guest, leaving an indelible mark in the process—this is particularly crucial for Generation Z.
The campaign engaged young people via the @turizemjezakon profile on TikTok, presenting various professions in a lighthearted, educational, and entertaining manner. In February 2023, a dedicated website, www.karieravturizmu.si, was launched as an information hub. This website consolidates all relevant information in one place. First-person success stories from diverse professions complement information about educational possibilities at various levels, employment prospects, independent entrepreneurial paths, and links to websites featuring job vacancies. Information is also available regarding potential financial incentives for employers and job seekers, along with scholarships for professions facing shortages. A special section is dedicated to encouraging young entrepreneurs embarking on independent journeys. Readers will find industry news and updates on current educational and promotional events. The website also integrates TikTok videos and Youtube shorts, corresponding to each profession. The website is currently available only in Slovenian.
Slovenia Unique Experiences is a project initiated by the Slovenian Tourist Board, addressing tourist service providers to create unique experiences with added value. This contributes to establishing Slovenia's brand as a green, boutique, and sustainable destination with a smaller environmental footprint, delivering more value for all.
The entire process, from experience registration by contractors to the final selection and presentation on the slovenia.info portal, unfolds via the digital platform. This web application ensures a top-notch UX for applicants, evaluators, administrators, and portal visitors during the presentation and online booking of experiences. Experiences earn the "SUE" certification through an evaluation process based on 40 criteria grounded in 10 principles: local, authentic, unique, experiential, green, boutique, premium, added value, off-season, and quality digital experience. Selected unique experiences receive exposure through all of STB's digital activities, with a requirement for recertification every 3 years.
STB's involvement in other awarded projects at Websi
STB also gained recognition at the Websi competition for its involvement in the project "Slovenian Mountains on Swiss Chocolate". This project secured first place in the categories of "Public and non-governmental organizations" and "Tourism," as well as third place in the "Social networks" category.
The project made a significant impact with a clever and amusing announcement on Facebook and Twitter, courtesy of the marketing agency. This approach exemplifies the use of a method known as newsjacking, which involves leveraging current news to capture attention and engage the audience.
One single organic post garnered over 100,000 views, resulting in more than 500 visits to the Triglav National Park page on the slovenia.info website. The post also elicited a strong response from both domestic and international followers who shared it and praised its creative content.
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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.
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Photos and audio-visual recordings may only be used with consistent citation of author/co-authors and source: www.slovenia.info.
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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.
For an optimal experience, we suggest talking to Alma as a real interlocutor, mentioning the destination you are interested in, the activities you want to experience and when you want to visit Slovenia.
All information provided by Alma is for information purposes only and may contain limitations and errors.
The solution is based on ChatGPT technology, which is owned by OpenAI, and programming upgrades from our partner, Creatim d.o.o.. The content of conversations is retained for 30 days. Access to the content of conversations is limited to authorised persons of the Slovenian Tourist Board and the company Creatim d.o.o., who may process this content solely for the purpose of user support, optimisation, statistical analysis and further development of the Alma service. For the purpose of formulating Alma`s responses, user queries are forwarded to OpenAI servers located outside the EU. The data are encrypted before transmission and when saved to OpenAI servers. OpenAI guarantees compliance with GDPR standards and global best practices in data protection when processing data. Please do not enter your personal information (name, surname, email, phone number, etc.) in the chat window.
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