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