Data at the Heart of Smart Tourism: Insights from IT Tour 2025

In her opening address, STB Director MSc. Maja Pak Olaj emphasised the importance of data as a strategic foundation for sustainable, innovative and competitive tourism: “Data is our compass – it shows where we are and helps us navigate our next steps. But data alone is not enough; what matters is how we understand, connect and apply it to make better decisions. Only through joint investment in skills development can we strengthen the entire tourism ecosystem and continue to build Slovenia as a sustainable, innovative and guest-friendly destination. Smart solutions do not start with technology – they start with people.”

At the heart of this year’s IT Tour was the National Tourism Information Centre (NiST) – a modern tool that provides in-depth insights into trends, visitor behaviour, seasonality and destination performance. Ana Jemec Špik, project manager at the STB, highlighted its practical benefits for stakeholders, from understanding key indicators to developing personalised approaches to guests: “NiST represents a turning point for Slovenian tourism – a tool that transforms data into knowledge, knowledge into decisions and decisions into a responsible future,” she said. “It enables tourism to understand itself, its visitors and the global trends shaping our world. By sharing and connecting data among destinations, providers and researchers, we can make decisions that benefit everyone and build a smarter, more connected and confident tourism industry of tomorrow.”

The event featured inspiring contributions from international experts.

Nicholas Hall of the Digital Tourism Think Tank outlined global digitalisation trends and the challenges ahead for the tourism sector. He noted that digital transformation is becoming a response to rising costs, labour shortages and market volatility, adding that the next decade will see advanced AI technologies reshape how we travel and experience destinations. He presented best practices from around the world, highlighting how AI enhances efficiency, automation, decision-making and large-scale personalisation.

Tania Sultana, Head of Research at the Malta Tourism Board, showcased how Malta uses data and artificial intelligence to design more responsible policies and sustainable solutions. She stressed that strong governance structures and high-quality data are essential for effective tourism planning and management. Malta is developing AI platforms that integrate traditional survey data with new big data sources, enabling faster responses to changing market conditions.

Jernej Česen, Chief Operating and General Director of Outfit7, delivered an inspiring talk titled “Because Everything Here Is So Beautiful,” emphasising that vast amounts of data are not enough – the key lies in asking the right questions, gathering field insights, and adopting a 360-degree approach. Success comes from clear goals, meaningful metrics and measuring real impact.

 

The second part of the event focused on practical tools and case studies of data-driven tourism management.

Polona Černič from Ljubljana Tourism presented “Balancing Residents and Visitors,” demonstrating how research and data collection support a better understanding of urban dynamics and help design activities that sustain satisfaction among both residents and tourists while dispersing visitor flows to less frequented areas.

Bojan Traven, Director of Soteska Vintgar, discussed how digital tools support visitor flow management and the sustainable preservation of natural heritage, ensuring both protection and a high-quality visitor experience.

Monika Jelačič from Fraport Slovenia presented the Ljubljana Airport Fly project – an AI-driven advertising platform developed in cooperation with iPROM. The system uses reinforcement learning and first-party data to autonomously optimise ad targeting, media allocation and creative display in real time for flights departing from Ljubljana.

Jure Struc, Director of Maribor Tourism, shared how his destination uses NiST data for strategic management, performance monitoring and evidence-based decision-making. He stressed that NiST provides tourism professionals with “power at their fingertips,” enabling faster access to critical insights and more effective regional coordination.

The final part of the event highlighted the latest activities of the STB’s representative offices in Germany, Austria and Italy. Rebeka Kumer Bizjak, Aljoša Ota and Žana Marijan discussed market trends, challenges, and new opportunities for partnerships.

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The IT Tour 2025 once again demonstrated that modern digital tools, data-driven decision-making and shared understanding of trends are key to the industry’s progress. Together, through knowledge and technology, Slovenia is building the foundation for an even more competitive, responsible and guest-oriented tourism of the future.

Photo: Siniša Kanižaj

 

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