Alma Takes the Stage at the European Travel Commission Annual Meeting in Pärnu
Published:
12.2.2026
Alma Takes the Stage at the European Travel Commission Annual Meeting in Pärnu
At the 11th Annual Meeting of the European Travel Commission (ETC), held under the theme Future-Ready Tourism, Alma – the AI-powered tourism advisor of the Slovenian Tourist Board – emerged as a standout example of innovation among European destinations.
The coastal spa town of Pärnu, Estonia, hosted the annual gathering of ETC member destinations and partners from 9 to 12 February, focusing on how tourism can proactively respond to future challenges.
Preparing Today for the Tourism of Tomorrow
As part of the best-practice showcase, the Slovenian Tourist Board presented Alma, its AI tourism advisor powered by advanced artificial intelligence. Alma provides travellers with tailored answers by drawing on a rich library of verified, high-quality and inspiring content from Slovenia.info and other carefully selected sources.
Katja Nared from the STB’s Digital Content Marketing Department highlighted how the team continuously refines Alma based on user behaviour and conversations, enhancing the overall user experience. At the same time, Alma generates valuable strategic insights – identifying content gaps, suggesting updates to existing stories and strengthening optimisation for both web and AI search.
This forward-looking approach helps Slovenia maintain steady organic growth and strong visibility in search results, while Alma sparked considerable interest among European tourism experts.
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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.
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