At X. Design Week, the Slovenian Tourist Board (STB) presented the development of Alma as an example of a trustworthy, user-centred and responsibly designed AI travel assistant.
The Slovenian Tourist Board (STB) took part in the international X. Design Week conference in Brussels on 3 June 2026, where destination management organisations, digital experts and tourism stakeholders gathered to discuss the role of artificial intelligence in tourism. As part of the programme, Aleksandra Jerebic Topolovec from the STB participated in the session Building AI-Mediated Destination Experiences, presenting the development of Alma, Slovenia's AI-powered travel assistant.
The discussion focused on the evolving role of destination management organisations at a time when artificial intelligence is increasingly shaping travel planning and visitor decision-making. The STB showcased its experience with Alma, evolving from a conversational chatbot into a comprehensive digital travel advisor powered by trusted content from Slovenia.info, structured tourism data and local destination knowledge. The key message of the presentation was that the role of destination management organisations is not to compete with generic AI tools, but to provide reliable local context, verified information and responsible knowledge management.
Photo: Digital Tourism Think Tank
By presenting Alma at X. Design Week, Slovenia positions itself among destinations that view artificial intelligence as a strategic tool for enhancing the visitor experience, improving the reliability of information, and strengthening knowledge management in tourism. Alma demonstrates how a national tourism organisation can actively shape AI-mediated travel experiences while increasing the quality, accessibility and transparency of official tourism information.
About the Event
X. Design Week is a three-day professional event for destination marketing leaders, digital teams and tourism organisations exploring the strategic use of artificial intelligence in tourism. The programme focuses on topics including organisational AI readiness, knowledge systems and workflows, AI governance and strategy, destination visibility in generative AI systems, and the development of AI interfaces and user experiences. The conference addresses how artificial intelligence is transforming destination discovery, content creation, knowledge management and organisational capabilities across the tourism sector.
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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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