SLOVENIA · Slovenia become a visible destination with a high-quality, innovative, recognizable...

Inspiring you to go your own way.

SLOVENIAGASTRONOMY DESTINATION

3 . R E B U L A M A S T E R C L A S S , G O R I Š K A B R D A , 2 8 . 8 . 2 0 1 9

m a g . M a j a P a k , S l o v e n i a n T o u r i s t B o a r d

01 About Slovenia

02 Gastronomy Strategy

03 Gastronomy Act ion Plan 2019 - 2023

04 Promot ional Act iv i t i es

01 ABOUT SLOVENIA

SLOVENIA.in the HEART

of EUROPE

4 d i s t inc t GEOGRAPHICAL

wor lds MEET

T H E O N L Y C O U N T R Y

I N E U R O P E , W H E R E

t h e

A L P S

1t h e

M E D I T E R R A N E A N

2

3t h e

P A N N O N I A N P L A I N

4t h e

K A R S T

with easy access

to every corner of

the country within

an hour‘s drive.

LJUBLJANA,the GREEN CAPITAL

C O N V E R G I N G I N

The FOUR REGIONS

o f SLOVENIA

give ground to

extreme diversity

of experiences.

THREE WINE REGIONS OF SLOVENIA

S l o v e n i a i s a u n i q u e w i n e r e g i o n

i n E u r o p e

Brda

Karst, Vipava

Istria

Štajerska

Prekmurje

Bizeljsko Sremič

Bela Krajina

Dolenjska

P O S A V J EP O D R A V J EP R I M O R S K A

PRIMORSKAWINE REGION

• the leading wine growing region

in Slovenia

• combination of Mediterranean

and Alpine climates

• the highest number of

indigenous varieties

• home of Rebula

WHITE VARIETIES DOMINATE

I N S L O V E N I A

7 0 % W I N E S R A N K S A S Q U A L I T Y

O R S U P E R L A T I V E W I N E S

1 5 - 2 0 . 0 0 0 H A O F V I N E Y A R D S

3 0 . 0 0 0 W I N E G R O V E R S

5 2 D I F F E R E N T V I N E V A R I E T I E S

15% GROWTH OF ORGANIC WINE GROWING

O U R W I N E G R O W I N G H I S T O R Y I S L O N G

WORLD OLDEST VINE

HANDPICKED GRAPES

TOAST AS A NATIONAL ANTHEM

VINEYARDIN EVERY 40 PEOPLE

GREEN BOUTIQUE

5-STAR EXPERIENCES

Destination for

Slovenia is

GREEN PHILOSOPHY of

S T R O N G

G R E E N F A C T S

S L O V E N I AI S G R E E N

S L O V E N I AA C T S G R E E N

S L O V E N I AP R O M O T E S G R E E N

G R E E N S C H E M E O F

S L O V E N I A N T O U R I S M

W E F E E L G R E E N &

W E P R O M O T E I T

2

.

31

S L O V E N I A N T O U R I S M , b y S L O V E N I A N T O U R I S T B O A R D

91

DRINK WATER TASTE WINE

02 GASTRONOMYS T R A T E G I C T O U R I S M P R O D U C T

T H E N E T H E R L A N D S

G E R M A N YG R E A T B R I T A N YA U S T R I A

31% 29% 23% 21%

Source: Identification of Market Potential, Web Survey, Valicon, December 2017

IN OUR MAIN MARKETS IS ENJOYING A GOOD FOOD AND WINE

A MAIN MOTIV FORCHOOSING A HOLIDAY DESTINATIONBY IMPORTANT SHARE OF TOURISTS

PR ODU CT POR T FOLIO OF SLOVENIA N T OU R ISM

GASTRONOMY

NATURE OUTDOOR

SUN & BEACH

SPORTS

TOURISM

MICE

COUNTRYSIDE

WELL BEING

TOURING

CULURE

Low

Visok

Lo

w

Hig

h

IMPACT ON REVENUE

IMP

AC

T O

N I

MA

GE

I.II.

III.

▪ TASTE SLOVENIA

▪ SLOVENIA CULTURE

▪ SLOVENIA NATURE

▪ SLOVENIA TOURS

▪ SLOVENIA SPAS

▪ SLOVENIA OUTDOOR

▪ SLOVENIA MEETINGS

▪ SLOVENIA SPORTS

▪ SLOVENIA SUN & BEACH

▪ SLOVENIA COUNTRYSIDE

Secondary:• GAMBLING

• CRUISING & YACTING

High • SHOPPING

• SPECIAL INTERESTS

GR

OU

PG

RO

UP

GR

OU

P

I.

II.

III.

SLOVENIA GASTRONOMY DEVELOPMENT STRATEGY (2006)

391 T Y P I C A L D I S H E S , D R I N K S

A N D I N G R E D I E N T S

24G A S T R O N O M Y R E G I O N S

GASTRONOMY TOURISMVALUE CHAIN

INGREDIENTS/

MANUFACTURERS

PROCESSING

DISTRIBUTION

BUSINESS

MENUES

CHEFS

PROVIDING

COUSINE

(RESTAURANTS)

PROVIDING INFORMATION

(TOURISM)

TOURISM/

EXPERIENCES

SUSTAINABLE

REGIONAL

DEVELOPMENT

W E A R E E N C O U R A G I N G P R O V I D E R S T O B U I L D A S T R O N G

FROM PRODUCTS TO EXPERIENCEMeet the winemaker,

Laern how to pair food and wine…

EXPERIENCE

Bottle of wine

PRODUCT

Wine degustation

SERVICE

grape

MATERIAL

CENA

DIF

ER

EN

CIA

CIJ

A

FROM PRODUCTS TO EXPERIENCES

03 ACTION PLAND E V E L O P M E N T A N D M A R K E T I N G G A S T R O N O M Y 2 0 1 9 - 2 0 2 3

A C T I O N P L A NF O R T H E D E V E L O P M E N T & M A R K E T I N G O F G A S T R O N O M Y T O U R I S M 2 0 1 9 – 2 0 2 3

M A R K E T I N G G O A L S

3

5

37

S T R A T E G I C A R E A S

I N I T I A T I V E S

VISION

Slovenia become a visible

destination with a high-quality,

innovative, recognizable

gastronomy and an authentic

culinary range of foods and

wines created by a number of

boutique providers of high-

quality food who build their

product range on local production

of foods and creative dishes that

reflect the natural resources,

knowledge and heartiness in

preparation.

POSITIONING STRATEGY

S U S T A I N A B L E P R O D U C T I O N

S P E C T A C U L A R E N V I R O N M E N T

E X C E P T I O N A L I N D I V I D U A L S

UNIQUE EXPERIENCE OF SLOVENIAN GASTRONOMY=

1. 3.2.

5 STRATEGIC AREAS

P R O M O T I O N

O F

I N C R E A S I N G

Q U A L I T Y

T R A D E M A R K S

& Q U A L I T Y

E V A L U A T I O N

R E G U L A T O R Y

F R A M E W O R K

E D U C A T I O N M A R K E T I N G

&

P R O M O T I O N

37 INITIATIVES 2019 - 2023

KEY GASTRONOMIC

PRODUCTS

04 PROMOTIONAL ACTIVITIESE V E N T S , A D V E R T I S I N G & P U B L I C R E L A T I O N S

SLOVENIAN GASTRONOMY IS PRESENTED AT THE MOST IMPORTANT EVENTS ABROAD

– IN MORE THAN 100 WORKSHOPS AND FAIRS . .

…PRESENTED IN WEB PAGE WWW.SLOVENIA. INFO,

…OFFERED AS A BOOKABLE PACKAGE

…PRESENTED IN OUR SOCIAL MEDIA PAGES

…PROMOTED TROUGH DIGITAL CAMPAIGNS,

…AND PUBLISHED IN WORD‘S TOP CONSUMED MEDIA

…EXPERIENCED BY MANY GOURMET STUDY TOURS.

IT IS ALSO PROMOTED IN OFFLINE ADVERTISING CAMPAIGNS…

…AND SENT ON A MONTHLY BASIS TO OUR NEWSLETTER SUBSCRIBERS,

SPRING 2019 : TWO MAJOR EVENTS

A L P E A D R I A T R A I L :

F A L S S T A F F M A G A Z I N E

V I E N N A

E U R O P E A N F O O O D S U M M I

L J U B L J A N A T

AUTUMN 2019 : NEW PUBLICATONTASTE SLOVENIA

Inspiring you to go your own way.

G A S T R O N O M Y

C O M M U N I C A T I O N T O P I C

2 0 2 0 & 2 0 2 1

Inspiring you to go your own way.

B E S T F E M A L E C H E F

ANA ROŠ

Inspiring you to go your own way.

THANK YOU