DST Plenary Day 2024: Tourism with a Plan – For a Welcoming and Sustainable Future

The Days of Slovenian Tourism, which took place in Thermana Park Laško, were marked by a strong turnout and dynamic discussions on key topics that will shape the future of Slovenian tourism. Special focus was placed on sustainability, driven by innovation and cutting-edge technological solutions, as well as the preservation of hospitality, which remains a core value of tourism. Speakers emphasized that safeguarding this value requires thoughtful destination management and close cooperation with local communities.

Regarding the role of the state in tourism development, Matjaž Han, Minister of the Economy, Tourism, and Sport Matjaž Han emphasized: "Our Ministry works closely with all tourism stakeholders – including the tourism economy, destinations, and civil society – always prioritizing their initiatives and needs. From the very beginning of our mandate, our approach has been to engage in an open dialogue with key stakeholders, working hand in hand and actively listening to all perspectives. Our sincere efforts are focused on creating a favourable, supportive business environment that fosters the continued growth and development of Slovenia's tourism and hospitality sectors."

MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board (STB), stated: "In line with our strategic goals and through the collaborative efforts of all stakeholders, Slovenian tourism continues to grow at a steady pace, surpassing the European average. However, alongside our achievements, we also face a range of challenges – from the urgent need for even closer collaboration with local communities in destination management to the acceleration of digitalisation and crucial investments in tourism infrastructure to enhance quality. We will only remain the leading destination in sustainability by delivering on our green promise at every level. The Green Scheme of Slovenian Tourism offers an excellent framework for developing and implementing sustainable practices across the sector. The Days of Slovenian Tourism serve as a vital opportunity to strengthen partnerships, exchange knowledge and inspire each other. It is only through collective effort that we can build a welcoming, responsible and sustainable Slovenia, one that will continue to be a source of pride for local communities and an inspiration for visitors from around the globe."

Andrej Prebil, President of The Tourism and Hospitality Chamber of Slovenia (TGZS), emphasized: "The theme of this year's Days of Slovenian Tourism, 'Tourism with a Plan,' challenges us to balance the preservation and development of Slovenia as a sustainable and attractive tourist destination in an unpredictable and ever-changing environment. The road ahead is marked by critical challenges, including the looming threat of a recession, rapidly evolving circumstances, shifting guest behaviours and preferences, accelerated digitalization, the rise of artificial intelligence and robotics and the urgent need for sustainable practices. These realities demand adaptability and swift action. Long-term plans alone will not suffice. Success requires placing knowledge, cooperation and trust at the heart of our efforts. And among these, trust stands out as essential—trust among all those shaping Slovenian tourism. While each stakeholder has their own vision for the future of tourism and their business, the key lies in truly listening to one another, fostering understanding, and building cooperation. This trust will amplify the effectiveness of our collective actions. I would like to thank all who contribute to the growth and quality of Slovenian tourism. Without your dedication and commitment, the achievements we take pride in today would not be possible."

Blaž Cvar, President of the Slovenian Chamber of Commerce and Industry (OZS), highlighted: "Slovenian gastronomy continues to flourish, year after year, cementing its place as a cornerstone of our tourism industry. The inclusion of 63 restaurants in the 2024 Michelin Guide underscores Slovenia's prestigious position on the global culinary map. At the same time, we remain deeply committed to preserving and promoting Slovenia's traditional gostilnas. These establishments are the heart of our gastronomy, reflecting the essence of our heritage. With the support of the Ministry of the Economy, Tourism and Sport, as well as the Slovenian Tourist Board, we have revitalized the Gostilna Slovenija brand, placing an even greater emphasis on traditional Slovenian restaurants. However, despite these achievements, the hospitality sector faces significant challenges. One pressing issue is the acute shortage of skilled staff. According to estimates, the sector is currently short of 10,000 employees."

Dominik S. Černjak, President of the Slovenian Tourist Association, underscored the core principles: "Hospitality and sustainability have always been at the heart of the Slovenian Tourist Association's mission. Our flagship campaign, Moja dežela – lepa in gostoljubna (My Land - Beautiful and Welcoming,) now rebranded as Moja dežela – znak gostoljubnosti (My Land - A Sign of Hospitality), continues to embody these values, fostering a deep sense of pride and responsibility toward our homeland. Over the years, we’ve observed that Slovenian destinations are not only well-maintained but increasingly focused on enhancing their tourism offerings and the spirit of hospitality. Two key pillars stand out in Slovenia: 5-star nature and 5-star people. With 5-star nature, we aim to elevate Slovenia from a sustainable and green destination to one known for its rejuvenating and healing qualities. As for 5-star people, we have explored the essence of authentic Slovenian hospitality, which is as diverse as our landscapes, shaped by our rich cultural heritage and diversity."* 

The event continued with three insightful expert presentations, delving into sustainable approaches and inspiring strategies for youth motivation. 

Dr. Peter Wostner from the Slovenian Office for Macroeconomic Analysis and Development outlined key measures to fasten the transition toward a smart and green economy. His presentation emphasized boosting productivity, adopting transformative changes decisively and swiftly and leveraging Slovenia's competitive advantages for sustainable growth.

Meanwhile, Stefaan Vandist and Virginia DiGaetano provided compelling insights into opportunities for integrating sustainable practices and fostering innovations within the tourism sector.

Stefaan Vandist, a visionary and sustainability expert, delivered a captivating presentation enriched with dynamic visuals, emphasizing sustainability as a key driver for innovative solutions that enhance the tourist experience while minimizing environmental impact. He highlighted how advancements in sustainable tourism pave the way for resilient new business models that can adapt to economic and environmental challenges. Through compelling practical examples, Vandist underscored the pivotal role of storytelling in embedding sustainable practices within businesses. Storytelling, he explained, enables companies to craft a unique identity, amplifying their distinctiveness and visibility in an increasingly uniform world. This uniqueness—described as the "pinch of magic"—is precisely what modern travelers seek, setting exceptional businesses apart in the competitive landscape.

Virginia DiGaetano, a writer, translator, and co-author of the latest Lonely Planet edition on Slovenia, offered a thought-provoking exploration of modern tourism through the lens of history. She traced the evolution of travel, from its early purposes – such as trade, religious pilgrimages, and wars – to the widespread accessibility of travel in today’s world. This democratization has given rise to mass tourism, a phenomenon that brings both opportunities and challenges. One of the key issues DiGaetano highlighted is the systemic problem of mass tourism, where infrastructure and resources struggle to meet the demands of both tourists and locals, resulting in a diminished quality of life. She emphasized that mass tourism should not be conflated with 'overcrowding', which cannot be resolved by simplistic solutions like promoting off-season travel. Instead, she called for the implementation of sustainable strategies that consider the carrying capacity of destinations, ensuring that infrastructure is developed in a way that benefits both tourists and residents. DiGaetano also stressed the importance of transparency in the use of tourist taxes and the active involvement of local communities.

In the afternoon session, a roundtable discussion titled Motivation in a Time of Change: How to Inspire Young Generations and Environments? explored the dynamic challenges of engaging young people in the evolving tourism industry. Led by Ladeja Godina Košir from Circular Change, the roundtable featured diverse perspectives from Dr. Dan Podjed, an anthropologist and senior researcher at the Institute of Slovenian Ethnography, ZRC SAZU, and associate professor at the Faculty of Arts, University of Ljubljana; Nina Pozderec, a psychologist and expert in innovative work methodologies, founder of Switch to Eleven; and Gašper Puhan, founder and director of the Galerija okusov restaurant. The discussion centered on the evolving values and worldview of young people and the implications for involving them in the tourism sector. Key themes included how to inspire the younger generation to pursue careers in tourism, foster creativity and provide a platform for their contributions to the industry's transformation, especially in terms of sustainable practices, innovation and the digitalisation reshaping the sector. 

Slovenia Green Label Awarded to 20 Destinations and 40 Providers

In the afternoon, the award ceremony for the Slovenia Green Label took place. Since 2015, the Slovenian Tourist Board has been awarding the Slovenia Green Label to destinations, accommodations, restaurants, travel agencies, attractions, parks and beaches that demonstrate a consistent commitment to sustainable principles and responsible development. This year, for the first time, the label will also be granted to mountain and congress resorts.

A total of 20 destinations will receive the Slovenia Green Destination label this year, including three new recipients: Dolenjske Toplice, Jeruzalem Slovenija and Lendava. The remaining destinations are renewals, reaffirming their dedication to sustainable tourism practices. In addition to these destinations, the Slovenia Green Label will be awarded to 28 accommodation establishments, six attractions, one travel agency, and five restaurants, bringing the total number of Slovenia Green label holders to over 280.

The ceremony will also feature the announcement of the Green Coordinator, a title awarded annually to the most outstanding green coordinator in Slovenia. This year, Dr. Aleksandra Golob from the Rogla-Pohorje destination has earned this prestigious honour. Additionally, the ceremony will celebrate the recipients of the highest awards in the tourism sector. More details on the top award winners are available here.

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Watch the webcast of the DST Plenary Day 2024.

In the cover photo: Mojca Leskovar, President of the Board of Thermana Laško d.d.; Andrej Prebil, President of the Chamber of Tourism and Catering of Slovenia; Dubravka Kalin, Director General of the Directorate for Tourism at the Ministry of Tourism and Tourism; Matjaž Han, Minister of the Economy, Tourism and Sport; MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board; Dominik S. Černjak, President of the Slovenian Tourist Association; Marko Šantej, Mayor of the Municipality of Laško; Blaž Cvar, President of the Slovenian Chamber of Crafts and Business.

Photo: Siniša Kanižaj for STB

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