Meet the speakers of 21. Slovenian Tourism Forum

Wednesday, 10. october 2018, Grand hotel Bernardin, Europa hall


21. The Slovenian Tourist Forum will be devoted to the design of products, creative approaches, strategies and technologies to increase added value in tourism 4.0.  

Detailed program



Tomaž Apohal Linkedin

Yootree d.o.o. 

Tomaž Apohal is an internationally recognised communicologist, creative director, lecturer, and author of many communications strategies, platforms, campaigns, and advertisements of successful domestic and foreign brands. He has devised communication campaigns for more than 70 companies and received more than 40 awards in the fields of creativity, marketing, design, public relations, and marketing communications.

Miša Novak Linkedin

Slovenian Tourist Board

Miša Novak has been devoted to Slovenian tourism for over two decades. The constants in these years have been destination, product, and experience development. Since June 2017, she has been working as a strategic project manager, thus ensuring that the new organisational model of Slovenian tourism is being implemented. As a devoted facilitator, she believes that true stories are created in facilitated processes, as all stakeholders cooperate in a relaxed atmosphere, yet with clearly set goals. 

“How do you feel Slovenia?”

Presentation of the new communication platform of Slovenia as a tourist destination under the ‘I feel Slovenia’ brand. A new solution has put genuine Slovenian experiences with a higher added value into the forefront. They actively involve visitors searching for authenticity and new forms of luxury when travelling. It effectively upgrades the story of green, active and healthy Slovenia and, with its breadth, sets up a long-term communication platform to support the vision of Slovenia as a green boutique destination for 5-star experiences.





Frank Cuypers Linkedin

Destination Think!

Franks Cuypers is passionate about places and their strategic development. As a professor and senior strategist of Frank works with innovative tourism boards and city councils across the world to create a vision for their destination, to solve business challenges and execute effective strategies. In his presentation, Frank provides numerous examples of how DMO’S work with new directions and highlights the importance of systemic changes as experience design, value proposition, and conversation management. 

The future of destination management

New roles of destination management organisations (DMO), new tools, approaches and strategies. Achieving higher prices and consumption through experiences.



Karyn McCarthy Linkedin


Karyn McCarthy has more than 30 years’ experience in various aspects of the travel industry. As Director, Product Development, she manages the vetting process for travel suppliers to join the Virtuoso Preferred Partner programs. Prior to Virtuoso, Karyn was Senior Director Corporate Sales for The Leading Hotels of the World where she was responsible for managing partnerships with Fortune 500 companies as well as top travel agency consortia.  

Emerging Trends in Luxury Travel

What the discerning luxury traveler wants now – from hotel trends, destinations and unique experiences and how Slovenia can best capture this market.  Some of best practices and the value the travel advisor (and our network) brings to your suppliers.



Padraic Gillian Linkedin


Pádraic Gilligan is Managing Partner at SoolNua, a specialist agency working with destinations, hotels and venues on strategy, marketing and training for the Business Events market. Previously he was Vice President of Destination Services at MCI Group and was responsible for opening 100 offices under the Ovation brand all over the world. He was President of the Society for Incentive Travel Excellence (SITE) in 2008 and currently serves as Chief Marketing Officer for SITE & SITE Foundation. 

How small investments can deliver big returns

MICE or Business Events are an important channel for generating tourism revenues. In fact, in some destinations Business Events have been shown to generate as much as 4 times more per visitor than a leisure tourist.



doc. Miha Klinar Linkedin

Competence Centre for Design Management 2.0

In 2013, Miha Klinar, Assistant Professor at the Academy of Fine Arts and Design and Member of the Interministerial Group for Preparing a Draft Strategy in the Field of Design in the Republic of Slovenia, started the project ‘Competence Centre for Design Management’, the goal of which is to build a bridge between design and production companies in order to increase the added value of Slovenian products and achieve better business results. 

Design management  

Integration of design management in strategies and business processes to increase competitiveness and added value illustrated with the example of Adria dom.



Tomáš Doležal Linkedin

Mastercard Chech Republic & Slovakia

Joined Mastercard office in Prague in 2016 but has been with the brand since 2009 when he started to work for McCann Prague communication agency. He’s primarily responsible for marketing activities in the Czech Republic and Slovakia, namely issuer marketing in both markets, campaigns and initiatives that support & drives usage, marketing programs such as Priceless Prague, Business Selection and ELITE and for official partnerships – HC Sparta Prague, National Theater, Prague Spring and others. 

Mastercard global platform Priceless Cities 

Unique experiences in over 87 selected destinations around the world presented through the example of Priceless Prague. What do you have to do to have your experience included on the global platform?



Jaka Gornik Linkedin

CEO, FM agency – creating experiences and brands

Jaka Gornik is the co-founder and co-owner of Kurzschluss brand where he focuses primarily on the creative and musical programme of the festival club, as well as partnerships agreements.

Positive effects of cashless business

At the Kurzschluss cashless festival, they increased the volume of sales and the value of individual visitor’s average purchases by introducing the possibility of cashless payment, and improved the user experience with the Kurzschluss brand.



Alenka Pahor Žvanut Linkedin

Slovenian Tourist Board 


The future of digital marketing is dictated by new technologies

New strategic marketing decisions will be based on analytic data for building segments. They will play a decisive role in the designing of advertising campaigns.  They will create content customised to individuals.


Mark Kalin Linkedin

BTC d.d. 

Mark Kalin is the head of the Innovation office and new technologies and the proud owner of four Masters. He is the coordinator of working group Blockchain Think Thank Slovenia for Smart Cities, and the Board Member of the European Blockchain Huba. He is an experienced project manager, a lecturer and a researcher working on various digital innovations. He has set up the Living Lab ecosystem and has assisted in start-up ecosystems and the implementation of various technologies and solutions. He focuses heavily on building innovative platforms for connecting people and data.

Traditional ways of doing business are gone

The influence of new disruptive technologies and business models on trading operations, which also change and upgrade our relationships.


Žiga Lukša Linkedin


Žiga Lukša is an entrepreneur the TEDx community has already had the opportunity to hear. He is the founder of the new Slovenian blockchain start-up company called Futourist. The company’s name is a portmanteau of the words future and tourist, and the company is the first online platform intended for the global review of services, which will award the creators of content – text, photo, or video content – with crypto tokens. Žiga is devoted to branding and discovering the latest trends in technology and marketing.

Blockchain in tourism: The future or a passing phenomenon? 

Can a web platform which rewards users for their assessments change the development of tourism for ever and thus threaten tourism giants such as TripAdvisor?


DST team
Slovenska turistična organizacija

Dimičeva ulica 13, SI-1000 Ljubljana, Slovenija
T: +386 (0)1 589 85 37 E:


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