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Creating Partnerships for
Sustainable Tourism Development
Marjan Hribar M.Sc.
Director general
Directorate for tourism and internationalisation
Basic data about Slovenian tourism
Tourist arrivals 1995-2012
Source: SORS, SPIRIT, BS
Ind
eksi
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
1995 2000 2005 2010 2011 2012
Tourism inflow ( in 1.000 v €)
JAN-DEC 2012:
2.005.712.000 € +2,77% (2012/2011)
(I2012/2001 = 181)
Share in GDP:
12,8% (WTTC, 2012)
Tourism in Slovenia today
Source: Survey of foreign tourist 2009, SORS.
In 2012:
• 3,3 mio arrivals (+2,5%)
• 9,5 mio overnights (+1,3%)
• 60% international overn.
• 12,8% GDP (WTTC)
• 40% export of services
• 12% employees
• Ranked 36th in the Travel and Tourism Compet. Report (WEF, 2012)
Slovenian Tourism
Development Strategy
2012-2016
Partnership for the sustainable development of
Slovenian tourism
Declaration = Partnership
Commitment (DST)
Strategy of Tourism
Development
2012-2016
It was signed in 2011 during the Days of Slovenian tourism by:
Ministry of Economic Development and Technology,
Slovenian Tourist Board,
Tourism Association of Slovenia,
Tourism and Hospitality Chamber,
Chamber of Craft and enterpreneurship.
There are various supporters of the Declaration: SSNZ, KTU, ZTAS, RDOs, Fijet Slovenia, some Tourism Associations etc.
Declaration of Partnership for Sustainable development of Slovenian Tourism
Strategic Objectives:
To increase the volume of tourists activity
(revenues and profits, tourists arrivals, number of overnight stays, …)
No. of overnight stays: 2% p.a.
No. of tourists arrivals: 4% p.a.
Receipts from the export of travel: 6%-8% p.a.
In order to achieve
the general object, it
is required that: the principles of the
sustainable development of
tourism be successfully
enforced,
a favorable business
environment be ensured,
higher quality be achieved
and conditions be
established that will lead to
greater competitiveness of
Slovenian tourism,
efficient and innovative
marketing and promotion
of Slovenia as an attractive
tourist destination be
planned and implemented.
Concept of sustainable
development of tourism
Strategic measure 1: Increase
competitiveness
Strategic measure 2: Favorable business
environment
Strategic measure 3:
Efficient and innovative marketing
Sustainability concept
All areas of tourism
Awareness rising
Ecological contruction and green investments and adaptation (ecological management, eco-
certificates)
Systematic periodical research based on sustainability indicators
Stimulation of green innovations, education and vocation for sustainable development to achieve
green growth and improvement of environmental and social efficiency
Adapting to climate change
Mission
• Slovenian sustainable tourism creates an important part of economic and socio-cultural well-being, revenues and jobs and is an important contributor to Slovenia’s international reputation, it is based on intensive marketing of tourist products of internationally recognised brands and high added value.
Vision
&
Partnership commitment
• In 2016, tourism in Slovenia will be entirely based on sustainable development and will be, as a very successful industry of the national economy, a major contributor to our country’s social welfare and reputation in the world.
The story of Slovene tourism
Healthy
Nature lovers have a clear goal
– to stay healthy and feel well.
Green and active is
a healthy Slovenia
Green
Slovenia is one of the
greenest countries in the
world and is committed to
sustainable development.
Active
The diversity of landscape and
green resources represents
remarkable possibilities for
an active holiday in close
contact with nature.
Slovenia.
GREEN. ACTIVE. HEALTHY.
Basic tourist products
Health and well-being (health resorts, wellness, medical tourism)
Active holidays and a break (winter and summer activities)
Countryside tourism, nature parks, ecotourism, …)
Business tourism
Gastronomy
Culture (festivals, towns, …)
Entertainment tourism
Cruises
BEST GREEN MODELS of the Slovene tourism
GREEN MODELS OF GREEN TOURISM
EU Flower in Slovenia (The
European Eco-label for tourist
accommodation service (Terme
Snovik)
Winners of EDEN in Slovenia:
EDEN 2008:The Soča Valley, EDEN 2009: Solčavsko, EDEN 2010: Kolpa river, EDEN 2011: Idrija EDEN 2013:Laško
Ecological tourist farms in
Slovenia
The Slovene Blue Flag
Program
• Green models of green tourism in Slovenia - selected on the basis of a STB competition (Adrenalinček – EKO kamp Korita; Bohinj Park EKO hotel and Terme Snovik . The competition was held with the aim of gaining an insight into and highlighting good practices both by the providers of tourist services and destination organisations in the area of green approaches, green resource saving, green promotion and so forth.
Measures to support sustainable development
• Investing in protected areas 5,6 mio € (Park Škocjanske jame, Naravni rezervat Škocjanski zatok, info center Bohinjka (TNP), info center Krajinski park Strunjan)
• Financial support of implementation of EU flower certificate for tourism accomodation
• Financial support of Blue flag program in Slovenia
• Free workshops on ecological management
• Awareness rising (conferences, seminars on best green practices)
• Slovenain tourism organization (web site on green tourism: green facts, green promotion, green measures)
SLOVENIA IS GREEN COUNTRY
• With around 60% of its surface
covered in forest, Slovenia is
the second most forested country
in Europe.
• A full 36% of Slovenia’s
surface area is included in the
Natura 2000 network.
• A fifth of Slovenia’s coastline is
protected area.
• In quantity of river water per
inhabitant, Slovenia is one of the
richest countries in Europe.
• Its more than 22,000 animal and
plant species rank Slovenia among
the most nature-wealthy
countries in Europe.
• Drinking water in Slovenia is
among the purest in Europe
and even in the world.
• In this country, virgin forest can
be found just 60 kilometres from
the capital city, Ljubljana.
SLOVENIA PROMOTES GREEN
• The green story (unspoilt green nature and green, responsible behaviour
towards the environment, inhabitants, tourists and employees) is bound up in the very identity and brand I FEEL SLOVENIA.
• Slovenia green is right at the centre of the model of the brand as an experiential promise that Slovenia provides to the visitor.
• marketing of tourist products that are based on environment-friendly tourism and include a social and economic component of sustainable development of tourism.
•
BRAND
Words and Phrases
TRAVEL TRENDS - next 20 years
GLOBAL CHANGES:
• New media development
• Population aging • Climate changes • Economic crisis
• Growing competition in tourism
Changes in tourist behaviour
Marketing mix
SLOVENIA GOES GREEN
• Sustainable o tourism is a developmental opportunity for Slovenia.
• It is a response from all stakeholders in tourism to the changes in the environment, aimed at ensuring the long-term competitiveness of Slovenian tourism and increasing the quality of life of Slovenia’s inhabitants.
WELCOME TO SLOVENIA
