Slovenia Sustainability Success Story
1. The brief
Dolores Semeraro speaks to the Director General of Slovenia Ministry of Tourism Dubravka Kalin about the success story of destination Slovenia and how it became the sustainability most-copies and observed case study in Europe.
On this episode Dubravka shares:Â
- The challenges faced growing and developing tourism industry
- The best practices that everyone embraced
- The shift in the type of tourists coming to the destination
- Who does Slovenia look up to?
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2. The Conversation
1. Values that Slovenia tourism lives up to: where did you see/find most challenges growing the industry and developing tourism?
– how to attract the right tourism
– position as green, active and healthy destination, with boutique high value offering
– the green scheme + certification to 180 Slovenia tourism destinations
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2. What do you think were the best practices that everyone embranced?Â
– For Slovenian business is key to be precise, to have a story, to have a plan
– Tools were provided (international certification program was a key tool)Â
– Standards are set very high
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 3. What do the tourism operators of Slovenia need today to get to the next level?
– To be energy efficientÂ
– Sustainability managers for big events
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4. Have you noticed the shift in the type of tourists coming to the destination?
– Voucher systemÂ
– Less tourism but better tourism
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5. Who does Slovenia look up to?
– Austria Swiss Germany, in general our neighbours in the alpine region
– no copy but understand strategy then develop our own way
– tourists are our guests
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 6. How is Slovenia embracing technology today?
– yes, technology is key to cover areas where employment in tourism is lowÂ
– there are 60% more accommodations businesses than before covid
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7. Where do you see challenges today in relation to the local mindset of the business operators?
– there are very developed areas and other a bit less – everyone needs to play a role
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8. What’s the auditing process to ensure all the tourism businesses are delivering in the same way?
– international standards
– high standards high rewards
– reports are key/personal responsibility
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