Guidelines to support the marketing of "Art and Culture" for 2024 and 2025

The Guidelines to support the marketing of "Art and Culture" for 2024 and 2025, developed under the leadership of the Slovenian Tourist Board (STB) in collaboration with representatives from relevant ministries, prominent cultural institutions, tourist destinations and the Association of Historic Towns, serve to identify content pillars, themes, cultural tourism products, and experiences tailored for the needs of STB's communication and marketing activities. Additionally, these guidelines provide important directives for leading destinations, reinforcing cross-sectoral integration between tourism and culture.

Included within these guidelines is a matrix of promotional pillars, highlighting three key pillars for promoting Slovenia as an attractive destination for visitors seeking art and cultural experiences. The first pillar encompasses urban centers and historic cities, the second focuses on artistic production and the third emphasizes cultural heritage. Each pillar is centered around a specific theme and marketing message, with Pillar 1 serving as the central pillar. The overarching theme, "Cities, Places, and Spaces for People" connects all other themes and forms the basis for the overarching narrative.

The document further outlines strategies for city and outdoor destinations to integrate cultural and artistic experiences, heritage tourism, cultural trails, and cultural landscapes into their communication and promotional activities.

Back to news