Research and Development Department of the Slovenian Tourist Board: Priorities and Outlook for 2026

Activities and projects planned for 2026 will be based on the STB Work Programme 2026–2027. Given the uncertain global environment, particular attention will be paid to timely updates of the programme in close cooperation with key stakeholders in Slovenian tourism.

A major new development in 2026 will be the design of a coordinated strategic approach aimed at stimulating visits outside the peak season. The focus will be on the development and promotion of products tailored to off-season visitor needs, while at the same time encouraging providers to adapt and upgrade their existing offers. This will result in a more balanced growth, year-round destination competitiveness and higher-quality experiences for both visitors and local communities.

Special emphasis will be placed on capacity building and education for key stakeholders. This will include professional events such as the Plenary Day at the Days of Slovenian Tourism and the BSF – Tourism Panel, as well as the Management Academy, which will be further enhanced in 2026 with a study tour. This approach will enable participants to deepen their knowledge on site through concrete examples of good practice.

Strengthening the role of leading destinations, as well as encouraging project-based cooperation and digital development, will remain a key priority. For the promotion and digitalisation of tourism offer and for project cooperation between destinations, up to EUR 3.6 million will be available through a two-year public call for the 2026–2027 period. An important development foundation for destinations remains the DMO Operations Handbook prepared in 2025.

In 2026, significant attention will again be devoted to projects and activities supporting the development and marketing of tourism products. Arts and culture will remain the overarching communication theme, as STB seeks to amplify the impact and legacy of the European Capital of Culture and to highlight the opening of major cultural and artistic venues and events. Close cooperation will continue with the Association of Historic Towns of Slovenia, with whom STB is jointly upgrading development and promotional activities in the field of arts and culture. Health and well-being will become the main communication theme in 2027–2028; the strategic marketing plan for this tourism product has already been completed, allowing the implementation of individual measures to begin as early as 2026.

Projects in the field of gastronomy will also continue. Cooperation with the Michelin and Gault&Millau guides will be maintained and further strengthened, alongside partnerships with key institutions and associations in hospitality and tourism, including the Slovenian Chamber of Commerce and Industry – Tourism and Hospitality Association (TGZS), the Chamber of Craft and Small Business of Slovenia – Hospitality and Tourism Section, and JRE Slovenia. These efforts contribute to raising quality standards and increasing the visibility of Slovenian cuisine both domestically and internationally. Together with the Regional Development Agency for Podravje, the department is also involved in the European TASTE project, and in cooperation with the College of Hospitality and Tourism Maribor, it supports young talents by encouraging them to test their knowledge and creativity at the Young Chef Award competition.

The Slovenia Unique Experiences project will continue as well. Last year, four new experiences were added to the collection, bringing the total to 36. STB will also continue participating in the Best Tourism Villages by UN Tourism initiative, which has been running since 2021 and aims to support tourism development in rural areas while recognising their importance in preserving traditional ways of life.

In the field of boutique tourism, activities to promote and further develop Slovenia’s boutique offer will continue. In cooperation with the Association for the Promotion and Development of Boutique Accommodation in Slovenia, the Hotel Section of TGZS, and the Association of Tourist Farms, work will begin on defining criteria for boutique accommodation.

In 2026, the department will also remain involved in the continuation of the ETC project (Alps. Adriatic. Amazing), which over the past two years has been the result of successful cooperation with the Austrian and Croatian national tourism organisations.

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