The 2022–2023 work program: intensification of activities and adaptation to the changed situation

Acting Director of the STB, llona Stermecki, M.Sc., highlighted key activities and topics of the STB for 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.

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