We have been impressed with the way Slovenia has handled their tourism promotion lately, and thought we should lay out some of the reasons why. After all we have a lot of DMOs (Destination Marketing Organizations) following our site and singling out smart examples in the industry is a great way to acknowledge good ideas.
Compared to 2020, Slovenian tourism recorded better results in 2021. 4 million tourist arrivals were recorded, which is 31 % more than in 2020, and more than 11 million overnight stays, which is 22 % more. The inflow from travel exports amounted to 1.5 billion euros, which is 26 % more than in 2020. Foreign guests generated 50 % more arrivals than 2020 and 43 % more overnight stays. This is especially thanks to Slovenian or domestic tourists, as they generated 57 % of all tourist overnight stays and 10 % more more overnight stays than in 2020 and more than 46 % more overnight stays than in 2019.
Minister of Economic Development and Technology Zdravko Počivalšek emphasized that the pandemic crisis had severely affected the tourism sector, which was joined by the war in Ukraine. “The state or on her behalf, the Ministry of Economic Development and Technology, has always been and will be an important partner of Slovenian tourism. We helped the sector as much as possible. Despite the difficult circumstances, we have taken numerous measures to enable the survival and active operation of the Slovenian tourism sector.”
Počivalšek pinpointed that the state had helped the sector with more than 1 billion euros in 10 anti-corona packages and a special intervention law to help the hospitality and tourism sector. “Through timely and concrete measures, we have increased the demand of domestic tourists, helped companies to retain employees and jobs, and helped overcome the liquidity problems of the tourism industry.”
Tourism vouchers have significantly increased overnight stays of domestic guests and the operation of the tourism sector. So far, a total of 3.71 million redemptions of 2020 and 2021 vouchers have been made, with a total value of almost 393 million euros. The government extended the validity of the vouchers until the end of June this year.
THE HABITS OF TOURISTS HAVE CHANGED.
Due to the pandemic and the war in Ukraine, the habits of tourists have also changed. To a lesser extent, they opt for mass tourism destinations. Instead, they prefer to choose green holidays, which include activities in nature, as well as staying at tourist farms, glampings, camps and apartments. Holidays at home and in nearby car-accessible markets have also increased.
Počivalšek also announced three key priorities in the field of tourism this year. “This year, we will allocate more than EUR 140 million to tourism, as we want to stimulate the investment cycle in the direction of raising the quality of public tourist infrastructure, accommodation facilities and tourist offer in the direction of green high-quality tourism. Our aim is also to increase the added value of employees in tourism.” He also announced the long-awaited one-off tourism aid measure for the most affected tourism and hospitality companies during the pandemic in the amount of 10 million euros, which is expected to be published in 14 days.
“Another important priority is to ensure a stable and predictable business environment, with special emphasis on the adoption of the new 2022–2028 Strategy of Sustainable Development of Slovenian Tourism. The strategy maintains the key direction of Slovenian tourism in greater added value for all stakeholders. ”The document has been prepared and is expected to be adopted by the government and presented in more detail to the general public by the end of April.
“The third priority is to adapt the country’s activities in the field of tourism promotion to the new pandemic and war in Ukraine, focusing on nearby markets such as Austria, Germany, Italy, Hungary, Slovakia, the Czech Republic and Poland,” he added.
The Minister wrapped up his presentation by pointing out the successful presentation of Slovenia at EXPO Dubai, which has been “the largest organized business presentation of Slovenia abroad in its 30-year history”.
In 2022, the STB continues to intensify its activities in adapting to the changed situation
In the 2022–2023 work program, the STB has defined intensified and upgraded promotional and development activities, which will be carried out in close cooperation with Slovenian tourism providers, destinations, product associations and other key partners of Slovenian tourism.
Acting Director of the STB, llona Stermecki, M.Sc., highlighted key activities and topics of the STB in 2022: “Promotional activities primarily focus on nearby European markets, where we address the segment of guests with higher income. We have also intensified marketing and promotional activities with special emphasis on active experiences and sports tourism. The domestic market will be of great importance this year as well, which is why we are continuing with the My Slovenia campaign, within which the campaign for the promotion of professions in tourism is taking place for the first time. We are upgrading our partnerships with top athletes, ambassadors of Slovenian tourism, and partnerships with global influential media and brands such as National Geographic and Lonely Planet. We are strengthening the exposure of the I feel Slovenia brand at events at home and abroad, especially within the framework of international sports events in Slovenia. Special attention is given to the digital transformation of Slovenian tourism, and the Strategy for the Digital Transformation of Slovenian Tourism for 2022-2026 has also been prepared. We continue and upgrade the green story of Slovenian tourism with unique and innovative experiences and activities to upgrade the Green Scheme of Slovenian tourism, such as encouraging the elimination of disposable plastic from the hospitality and tourism.”
She also emphasized that the STB will continue supporting the promotional activities of the Slovenian tourism industry this year as well. Thus, a public tender for co-financing the activities of promoting the tourist offer of the leading tourist destinations in Slovenia in 2022 will be published shortly.
A series of activities to strengthen the visibility of Slovenia abroad and the My Slovenia Campaign in the domestic market
In recent years, Slovenian tourism has received great attention from the global media and, and has once again been ranked at the top of several lists of the most recommended destinations to visit. Last year, the STB conducted more than 100 press trips, hosting over 200 foreign journalists and influencers. More than 1920 publications with a total estimated value of around EUR 50 million were recorded in foreign media (the data refer to the following markets: Austria, Germany, Switzerland, Italy, France, Belgium, the Netherlands, UK and Hungary). This is the result of systematic and targeted marketing and promotional activities, which the STB is continuing with this year as well. The STB also expects Slovenia to be exposed in many reputable foreign media this year, as it will host representatives of several reputable media, such as the British Independent, Forbes, Cycling Magazine and Nat Geo Traveler, already until the beginning of the summer season. Activities will be carried out to present Slovenia as a safe nearby destination for the media on the Hungarian, Croatian and Serbian markets.
MORE THAN 1920 PUBLICATIONS WITH A TOTAL ESTIMATED VALUE OF AROUND EUR 50 MILLION WERE RECORDED IN FOREIGN MEDIA.
Among the key STB promotional campaigns this year is the Global Digital Campaign, which will take place in 21 global markets (Germany, Switzerland, Austria, Italy, Hungary, Czech Republic, Slovakia, Poland, France, Spain, Netherlands, Belgium, Luxembourg, United Kingdom, Denmark , Finland, Sweden, Serbia, Croatia, USA and Canada). The campaign highlights 6 key products of Slovenian tourism; Active Outdoor Experiences, Sports Events, Health and Well-being, Cities and Culture, Gastronomy and Business Meetings and Events. It will run on all major online platforms such as Google (Search, Discovery, Performance Max), YouTube, Meta (Facebook and Instagram), Twitter, LinkedIn, Pinterest and TikTok.
On the domestic market, the STB continues with the “My Slovenia” campaign, which has been upgraded with the campaign to promote professions in tourism. The campaign, which was first launched by the STB in May 2020, recorded excellent results in 2021, including more than 1.25 million posts with #mojaslovenija and #IfeelSlovenia hashtags. It was supported by major Slovenian media houses with more than 200 articles, and the total media value of publications within the campaign since its launch amounted to more than 3.5 million euros. This year, the STB’s campaign is working on including leading and other destinations more intensively. It will take place in several channels, including co-production with television and radio media houses, press trips for domestic media, and the partnership with Slovenian Railways. The STB will also be involved in the promotional campaign for professions in tourism, together with other key institutions. The aim is increasing the reputation of professions in hospitality and tourism and encourage higher enrollment numbers to secondary and higher education programs related to hospitality and tourism.
In 2022, the STB continues to work with globally recognized media brands such as Lonely Planet and National Geographic: A media campaign is underway with Lonely Planet, which will include a press trip for Lonely Planet journalists on outdoor activities. A series of articles and content contributions will also be published. Slovenia was also included in the prestigious Lonely Planet “Best in Travel 2022” list. The Geography of Adventure campaign on National Geographic channels presents Slovenia as an exceptional destination for active outdoor experiences. In the first wave of the campaign at the end of 2021, advertising took place on National Geographic television channels in Germany, Austria, Italy, UK, France and Slovenia. This year, the National Geographic team in Slovenia will record top video and photo content that will present Slovenia as a green, active and healthy destination for unique active outdoor experiences through a series of stories and publications. The emphasis will be on hiking, cycling, winter sports and water activities. The second part of the campaign will take place in the summer. The STB will continue to partner with the most influential gastronomic brands such as Michelin, Gault & Millau and 50 Best this year as well.
This year, the STB will also highlight the key products of Slovenian tourism with an advertising campaign in foreign online and specialized print media. It is about content advertising in the form of editorial-promotional articles and advertisements. The campaign will complement and strengthen the message of other promotional activities in key markets, and its goal is to raise awareness of Slovenia as a boutique tourist destination for guests with higher income and increase interest in key products of Slovenian tourism.
