IT Tour 2024: Towards Digital Transformation in Slovenian Tourism
On Wednesday, 20 November, the Slovenian Tourist Board (STB) hosted the third IT Tour as part of the Days of Slovenian Tourism, bringing together key stakeholders and experts in the field of digitalisation. Focused on the future of tourism through innovative digital transformation, the event offered a dynamic platform for exchanging best practices, gaining insights into the latest digitisation trends, and strengthening connections among tourism professionals.
With a comprehensive programme of expert lectures, practical case studies and engaging discussions, the IT Tour once again demonstrated the pivotal role digital tools can play in improving efficiency, enhancing organisation and enabling a more personalised and sustainable visitor experience.
In her opening address, Dubravka Kalin, Director General of the Directorate for Tourism at the Ministry of the Economy, Tourism, and Sport, highlighted the importance of balancing human connection with modern technology:“Personal contact, a handshake, a genuine smile are key in tourism. But at the same time, we are at a crucial moment when modern technologies make many things possible. We have the opportunity to optimise our work, to become more efficient and more competitive. Digital technologies will not just replace people, but we need to embrace them to be more successful. The value of collecting data is growing and the EU regulations around technologies like artificial intelligence are evolving. Digitalisation is absolutely necessary, but it needs to be approached with sobriety."
MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board, shared her insights: "At the Slovenian Tourist Board, we are making significant strides in the digital transformation of Slovenian tourism. We are actively educating stakeholders through initiatives like the Digital Academy and the IT Tour. Additionally, we have launched the AI-powered virtual assistant Alma and established the National Information Centre (NIC) to enhance our digital capabilities. I am also thrilled that today, we have had the privilege of hearing digital success stories from five Slovenian destinations and companies. The IT Tour offers an invaluable opportunity to learn from one another, exchange ideas, and spark new inspiration for the future."
Ana Savšek, Head of Content Digital Marketing at the STB, shared a closer look at the STB's key activities in the field of digitalisation, including the global digital campaign, social media presence and tools like the AI-powered virtual assistant Alma and the National Information Centre (NIC):“Unique nature, hospitable people and a commitment to sustainability are values of Slovenian tourism that can be effectively brought closer to our guests with the help of advanced digital technologies. The digital and sustainable transformation of Slovenian tourism is a common task for all of us, and everyone can contribute to its success.”
Andraž Štalec, co-founder of Red Orbit, outlined the latest global trends in digitalisation, stressing the need for tourism stakeholders to meet consumers where they are and understand the evolving nature of their needs. He showcased various AI tools that can enhance customer experiences and emphasised the essential role of data in driving innovation. “We need to use data and new technology to create a human-centred experience that builds trust and provides added value for the consumer,” Štalec concluded.
Legal expert and chairman of the Advertising Arbitration Committee of the Slovenian Chamber of Advertising, Jaka Repanšek, shed light on the legal aspects of digitalisation, particularly in light of the rapid growth of artificial intelligence: “Regulation should not only be seen as something that holds us back, but for companies that know how to use it, it also brings many opportunities, especially in terms of increased consumer confidence.”
In the afternoon session, STB's representatives from key international markets shared insights into the latest trends and addressed questions from attendees. Aljoša Ota (Italy), Rebeka Kumer Bizjak (Germany, Switzerland) and Žana Marijan (Austria) highlighted the unique characteristics of these crucial markets for Slovenian tourism.
The final segment showcased a range of innovative digital projects presented by Slovenian tourism providers:
Boštjan Misja from Podčetrtek Tourism introduced the digital experience at Podčetrtek Castle, featuring interactive content and AR technology.
Helga Lukač from Murska Sobota Development Centre showcased Expano, a virtual entry point to Pomurje offering exciting digital experiences.
Katja Hartman from Kranjska Gora Tourism presented an interactive quiz that suggests personalised trips based on visitor interests.
Danijel Omerzel from Ljubljana Tourism introduced a digital map of Ljubljana, reducing the need for printed materials and offering visitors easy access to information.
Marija Komatar from Snovik Spa and Simon Meglič from E-prvak demonstrated how automating marketing tasks leads to greater efficiency and reduced costs.
The IT Tour proved to be a unique platform for connecting tourism professionals with the world of digitalisation. In addition to its rich expert content, the event provided ample opportunities for idea-sharing and creating new partnerships that will shape the digital future of Slovenian tourism.
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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.
For an optimal experience, we suggest talking to Alma as a real interlocutor, mentioning the destination you are interested in, the activities you want to experience and when you want to visit Slovenia.
All information provided by Alma is for information purposes only and may contain limitations and errors.
The solution is based on ChatGPT technology, which is owned by OpenAI, and programming upgrades from our partner, Creatim d.o.o.. The content of conversations is retained for 30 days. Access to the content of conversations is limited to authorised persons of the Slovenian Tourist Board and the company Creatim d.o.o., who may process this content solely for the purpose of user support, optimisation, statistical analysis and further development of the Alma service. For the purpose of formulating Alma`s responses, user queries are forwarded to OpenAI servers located outside the EU. The data are encrypted before transmission and when saved to OpenAI servers. OpenAI guarantees compliance with GDPR standards and global best practices in data protection when processing data. Please do not enter your personal information (name, surname, email, phone number, etc.) in the chat window.
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