20th anniversary of the Slovenian Tourism Forum

Published: 19.10.2017

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20th anniversary of the Slovenian Tourism Forum

In the framework of the Days of Slovenian Tourism, and with the organisation of the Slovenian Tourist Board (STB), the 20th anniversary Slovenian Tourism Forum was held, highlighting inspiring examples of innovative tourist products designed for the demanding guest and the best practices of those who have already succeeded with innovation and creativity. Slovenia, as a green, active and healthy destination for 5-star experiences, has set a target for higher added value of tourism products and a better guest experience.

20th anniversary of the Slovenian Tourism Forum

After the introductory words by Maja Pak, M.Sc., the Director of the Slovenian Tourist Board, and by Eva Štravs Podlogar, the State Secretary at the Ministry of Economic Development and Technology, Siniša Topalović, from Horwath HTL, presented a comparison of key indicators in tourism between Slovenia, Croatia, Austria and Italy.

In a panel entitled "From Idea to Incredible", Mark Turrell, an internationally renowned strategist and consultant, presented current topics in Slovenian tourism with the aim of enabling rapid growth in innovative tourism products. In a moderated conversation which included Saša Arsenovič, the owner of the Maribor Friendly Home brand, Nataša Potočnik from Enigmarium Escape Rooms, Goran Kavs from Ziplin Bovec Učja, and Eva Kelih and Bogdan Capuder from Garden Village Bled, the conversation ran primarily about brands in tourism, the importance of cooperation in tourism, the transfer of elements of tradition into modern tourism products, and the importance of authentic stories for the 5-star experience.

In the second panel, on the topic of culture in tourism, Niko Slavnić, an entrepreneur, business angel and investor, talked about culture as a motive for travelling and about how one particular cultural product might be different from another. During a moderated discussion on cultural tourism, which will be one of the central themes of Slovenian tourism in the next two years, Morena Milevoj from Istria Inspirita IRTA presented a successful Croatian project, the key element of which is to highlight the traditions, stories and myths of Croatian Istria within an attractive and creative tourist experience. Gojko Zupan M.Sc., from the Ministry of Culture of the Republic of Slovenia, focused on the challenges of renewable and new stories as countless opportunities for the use of the Slovenian heritage. Neja Petek, Director of Nea Culpa tourism marketing agency, presented Onkult, the operational plan for marketing cultural tourism for a 5-star experience of Slovenia, which seeks to connect culture and tourism as closely as possible, while Igor Jurišič of the Slovenian Association of Travellers outlined aspects of cultural tourism in the story of young tourists.

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