INTERVIEW Mag. Maja Pak, Director of the Slovenian Tourist Board: ‘Slovenia remains among the leading boutique destinations thanks to innovation, sustainability, and connectivity
Mag. Maja Pak, Director of the Slovenian Tourist Board: „It is crucial that we continuously develop, innovate, and connect in order to remain among the leading boutique and sustainable destinations in the future.”
In an exclusive interview with the director Science and Technology Organisation we discussed achievements in 2024, goals for the future, trends in world tourism and how Slovenia, with its authenticity, digital progress and connection with local environments, is preparing for future tourists. From boutique experiences and luxury tourism to youth engagement and digitalisation – tourism in Slovenia is not only keeping pace with the times, but often dictates that pace.
How successful was the tourist year 2024?
The year 2024 was exceptionally dynamic for Slovenian tourism and, despite numerous global challenges, also very successful. International arrivals increased by 8 per cent compared with pre-pandemic figures, once again surpassing the European and global growth averages.
More important than the figures themselves is that we have further strengthened Slovenia's reputation as a green, sustainable, and hospitable destination. Our excellence has been confirmed by the World Economic Forum (WEF), which ranked Slovenia first in 2024 among 119 countries for tourism development and competitiveness, according to the branding strategy performance indicator.
Our successes are the result of strategic investments in development and promotion, with a particular emphasis last year on innovative digital campaigns, connecting tourism and sport, cultural tourism, collaboration with the most reputable global associations and media, digitisation, and the enhancement of sustainable approaches.
One of the greater successes was the November organisation of the prestigious Virtuoso association, which held its annual general meeting and gathering of its most successful members in Slovenia. Participants, led by Executive Director Matthew Upchurch, were delighted by our sustainable stories and the cooperation of all stakeholders in Slovenian tourism – from national to local level, from public to private sector. We are already seeing concrete results: Virtuoso has included Slovenia among the 9 recommended experiences for 2025, and booking data shows that Slovenia is among their members’ most interesting new destinations with a significant increase in bookings in the first half of the year.
What are the WTO's key objectives and priority areas for 2025?
In 2025, our primary goals remain sustainable development, digitalisation, and strengthening our boutique offering. In the area of promotion, we will continue to focus our activities on guests with higher spending power and on strategic European and promising long-haul markets.
Particular emphasis remains on reducing seasonality and dispersing tourist flows, in order to avoid excessive concentration of visitors in the busiest areas and periods. The National Information Centre for Tourism (NIST), which will be launched in its first phase in June, will assist us in this. NIST will also enable us to digitalise a key tool for strengthening sustainability in tourism - the Green Scheme of Slovenian Tourism, which we will also enhance in terms of content.
Regarding tourist products, this year too, we are placing the greatest emphasis on promoting the offer in the field of art and culture, with Nova Gorica, as the European Capital of Culture 2025, playing an important role.
In addition, we continue to support the improvement of service and product quality with the aim of increasing the added value of Slovenian tourism. We connect with partners and continuously invest in education and awareness, and in all our approaches, we are guided by the desire to be fresh, innovative, authentic and different.
What are the current trends in tourism: authentic experiences, wellness tourism, digital nomads...? How can a destination most quickly adapt to these trends?
Tourism is constantly changing, with an increasing emphasis on personalised and sustainable travel experiences. Today's tourists are not just looking for a nice view or classic sights, but want to feel the authenticity of a place, to hear local stories and to feel that they are contributing to the community they are visiting.
To adapt to these trends as quickly as possible, STO is intensifying digital campaigns and developing personalised offers that enable targeted communication with contemporary travellers. The digitalisation of destinations and providers is also an important step, as tourists expect easy access to information, the possibility of online booking, and interactive content.
We believe that Slovenia, with its authenticity, diversity, and orientation towards sustainability, is already following global trends, but it is crucial that we continuously develop, innovate, and connect in order to remain among the leading boutique and sustainable destinations in the future.
Slovenia is positioning itself as a green and sustainable destination. What new initiatives or projects do you plan to further strengthen sustainable tourism?
Over the past decade, Slovenia has become one of the leading sustainable destinations, as confirmed by numerous international awards and rankings. This is not only our competitive advantage but also a responsibility, as modern tourists expect sustainable practices, and the EU is introducing increasingly strict rules in the area of sustainable business and reporting. Therefore, the STO is constantly developing initiatives to further strengthen “green” tourism.
I have already mentioned NIST, which will enable all tourism stakeholders to better monitor the impact of tourism on the environment and society. In tourism, we are used to measuring arrivals and overnight stays, but if we want to manage the sector more effectively and optimise sustainability strategies, we must also monitor resource consumption, emissions, impact on the local community, and other indicators. NIST will be an advanced digital tool that will include a range of indicators or use cases, allowing us to more accurately monitor and direct sustainable development.
In addition, we are upgrading the Slovenian Green Scheme of Tourism (ZSST), which connects destinations and providers in their sustainability efforts. This year marks 10 years since the first call for participation in the Green Scheme, in which over 280 Slovenia Green logo holders are included. To keep the scheme relevant, we will digitise and upgrade its content. We are currently conducting research on sustainable business practices of providers in order to better adapt the scheme to their needs. The aim is to facilitate certification, especially for smaller providers, and to digitise the system to make the reporting process simpler and more transparent.
Prestigious travel publication Wanderlust has included Slovenia with its charming cities on its list of 25 destinations for 2025, and Slovenia has been named among the top nine luxury travel experiences for 2025 by Virtuoso – What does this mean for the destination? Is it necessarily only an advantage, or could too much tourism growth become a problem?
Slovenia's inclusion on prestigious media lists such as Wanderlust and Virtuoso is an important recognition that confirms the quality of our tourist offer and strengthens the international recognition of the destination. It is particularly valuable that these reputable media target responsible travellers with higher purchasing power, who are looking for sustainable and thoughtfully designed experiences. These are not mass tourists, but individuals who appreciate a boutique approach and travel more often outside the main season. Such guests are key to the development of balanced tourism with higher added value.
We are aware of the challenges that come with a destination's growing popularity – from managing tourist flows to ensuring the quality of life for local residents. This is precisely why, in Slovenia, we are strategically developing sustainable tourism that encourages visitors to explore less crowded places and travel outside the main season. To this end, we are utilising the tools I have already mentioned.
Our goal is clear – to position Slovenia as a destination for travellers who value authenticity, quality, and respect for the natural and cultural environment. This is the path to sustainable tourism growth, which not only attracts visitors but also contributes to the long-term well-being of local communities. Collaboration with media outlets like Wanderlust, and luxury tourism associations like Virtuoso, aligns with our vision of green boutique tourism, which creates value for all stakeholders.
For the third year in a row, the website Www.Slovenia.Info Među je u top 10 najboljih web stranica za kulinarske putnike. Kako to možemo iskoristiti?
Portal recognition www.slovenia.info This is further confirmation that Slovenia is a globally recognised gastronomic destination, even for culinary travellers. Of course, our excellent chefs deserve the most credit, as they create unique culinary stories in line with the tourism vision. The award also confirms that at STO, through systematic content enrichment and the introduction of smart solutions, we are diligently maintaining the website. www.slovenia.info so that it remains an attractive and current source of information and inspiration for visitors to Slovenia at all stages of their journey – from planning to their stay at the destination.
The portal has gathered and published information that strengthens Slovenia's position as a sustainable gastronomic destination, highlighting the diversity and richness of its culinary offer and superb gastronomic experiences. We then systematically publish the content through STO's other communication channels – from newsletters for domestic and international audiences, across social media, all the way to the specialised website tasteslovenia.si.
The rich and inspiring character of slovenia.info is not only demonstrated by the aforementioned award; the visitor figures also bear this out. Last year the portal was visited by no fewer than seven million users, representing an 11 per cent increase on the previous year and the highest number to date. The total number of visits to the portal exceeded 10 million (an 18% increase), while the number of pages viewed reached over 16 million, which is 30% more than the previous year.
We are constantly upgrading the portal – last year, for example, we introduced the virtual advisor Alma, who is supported by artificial intelligence. In her first few months, Alma answered over 25,000 visitor questions in seven languages. We also pay special attention to digital accessibility for all groups of potential guests.
The unique experiences of Slovenia are highlighted. What does the Slovenia Unique Experiences label mean and how can a provider obtain it?
Slovenia Unique Experiences presents a carefully selected collection of unique and high-quality experiences that support the story of green, boutique Slovenia as a 5-star experience destination. Each experience highlights something that is truly intrinsic to Slovenia – exceptional locations, rich local traditions, historical context, and the like. This enables an authentic and sustainable experience, unique to our destination.
This is a tool with which we aim to encourage the creation of excellent tourist stories. The SUE brand represents a guarantee that certified experiences meet clear and transparently defined criteria. Only those providers who demonstrably offer innovative and top-quality experiences, aligned with the principles of sustainable tourism, will be included in the collection.
For an experience to be included in the collection, the provider must apply for a tender, which STO usually announces once a year. A special committee first evaluates the experience online, and then checks its implementation in practice. Only experiences that receive a sufficiently high score will be included in the SUE collection. Currently, there are 32 experiences in the SUE collection.
How does the Slovenian Tourist Board (STO) support the digitalisation of tourism providers and destinations? Do you plan any new digital projects or platforms for the promotion of Slovenian tourism, especially considering recent trends in artificial intelligence in the hospitality and tourism sector?
Digitisation increases competitiveness, enables more personalised offers, targeted advertising and more efficient operations. Guests, particularly younger generations, expect digitally supported experiences at all stages of the purchasing process. STO aims to accelerate the digitisation process in Slovenian tourism, as we believe we still have many opportunities for improvement.
Digital technologies are developing exceptionally fast – solutions like DeepSeek are emerging, which, with the help of advanced artificial intelligence, enable even more personalised experiences, or Musk's Grok3. To remain competitive, we must take rapid steps forward. I look forward to the launch of NIST this year – but it is crucial that this new tool is used correctly by all stakeholders in Slovenian tourism.
At a national level, we are successful in digital marketing – through advanced digital campaigns, top-tier content, and effective use of social media, we reach our desired target groups. Additionally, within the STO, we support the digitalisation of destinations and providers through projects such as the Digital Marketing Academy and the IT Tour event, where we share knowledge and best practices. Realistically, there is still a lot of work ahead of us.
At the Alpe-Adria fair, the emphasis was on youth inclusion. How do you encourage young people to participate in tourism and what are the future plans in this area?
Staff shortages are one of the main challenges, not only here but across Europe and more widely in the economy. Demographic trends show that this challenge will only deepen in the future, therefore we must find effective solutions in the sector. On the one hand, increasing productivity using modern digital technologies is crucial, and on the other, attracting new staff and raising the profile of professions in hospitality and tourism.
Therefore, in collaboration with the Ministry of Economic Development and Technology, the Chamber of Craft and Small Business of Slovenia, and the Chamber of Tourism and Hospitality of Slovenia, we are running a joint national campaign “Careers in Tourism.” The aim of the campaign is to present the numerous opportunities that tourism offers to young people and those seeking new career paths. The key communication channel is the TikTok profile @turizemjezakon, where we present various professions and opportunities in the sector in a relaxed and youth-friendly manner. Millions of video views prove that there is great interest among young people in working in tourism – provided we know how to persuade them effectively.
In addition, we actively participate in initiatives such as those promoted by the Faculty of Tourism, where this year a Partnership to increase the attractiveness of working in tourism was established.
I believe that a long-term solution is only possible by connecting all stakeholders – from educational institutions and professional organisations to tourism companies. If we want tourism to be a sector of the future, we must collectively create an environment where people see the possibility of a stable and promising career.
The Croatian National Tourist Board (HTZ) has issued a public call for the submission of tourist packages as part of promotional digital campaigns in domestic and foreign markets. This promotion is free of charge. Who is the call for tenders aimed at and what is the objective of the tender?
The tender is an opportunity for tourism providers to present their offerings in key European and global markets in a structured way, free of charge, by leveraging the potential of synergies.
STO is advertising in the scope of its 2025 digital campaigns across 20 European markets, as well as in the USA and Canada, while encouraging domestic guests to explore Slovenia through the “My Slovenia” campaign. Providers who participate gain additional visibility – their packages will be featured on the campaign destination pages and on the slovenia.info portal, which can mean an increase in arrivals, overnight stays, and consequently revenue growth.
Are you planning any further tenders in 2025?
We have already published a public call for co-financing promotional activities for the tourism offerings of leading tourist destinations in Slovenia for 2025. The managers of the funds are, as usual, organisations that, within one of the defined leading destinations, perform functions of tourism development and promotion, and have the support of destination organisations or municipalities. This year, we have allocated slightly more funds for this call than in previous years, specifically €1.8 million.
Kako STO surađuje s drugim balkanskim državama u promociji regije kao cjeline? Postoje li zajednički projekti ili inicijative za privlačenje turista s udaljenih tržišta?
Connecting with neighbouring countries is an important part of our promotion in distant markets. Tourists from overseas markets often plan longer trips that include multiple countries, therefore, cooperation is a strategic opportunity for greater recognition of the region as a whole, and within it, individual countries and their specificities.
In the past, we have successfully conducted joint activities with the Croatian National Tourist Board (HTZ) in markets such as Australia, Japan, China, Taiwan, South Korea, and the USA.
In 2024, for the first time, we joined forces with Austria. Three national tourist organisations jointly conducted the “Alps. Adriatic. Amazing.” campaign, aimed at American travellers with higher purchasing power. The campaign, supported by European funds, presented Slovenia, Austria and Croatia as a unique European destination where the Alps, the Adriatic Sea and rich cultural heritage intertwine. Key elements of the campaign included digital advertising in the prestigious American travel media Conde Nast Traveller, social media promotion, and a presentation at the luxury travel event Signature Travel Network in the USA.
In such a collaboration, we see great added value and plan to conduct a similar three-way campaign in 2025.
During the Expo fair in Osaka, together with Croatia, we will also organise a joint business event in Tokyo. Together, we are building a narrative of excellent sustainable and authentic experiences offered by our diverse European region.
How is knowledge and experience exchanged among countries in the region?
I look forward to the numerous excellent, sincere experts working in tourism within the region, with whom we have been collaborating for years and whom I consider friends. We participate in working bodies of the European Travel Commission (ETC), and we exchange knowledge, opinions, and experiences at numerous formal and informal meetings. At the end of January, for example, I participated in the economic and sports forum of Slovenia and Croatia, alongside the director of HTZ, Kristjan Staničić, where we presented sport as an indispensable partner to tourism in a panel discussion, as part of the World Handball Championship.
Cooperation between countries is key to the development of tourism, as joint appearances and the exchange of good practices increase the competitiveness of the entire region. I am pleased that the partnership relations between national tourism organisations continue to deepen, as I believe that linking up is crucial for the successful future of tourism.
STO is celebrating its 30th anniversary this year. What does this milestone mean to you and how are you celebrating it?
This year, we are truly celebrating 30 years of systematic marketing for Slovenian tourism. This is an extraordinary opportunity to reflect on the journey undertaken and to express our deepest gratitude to all who have contributed to the success of Slovenian tourism with their work and dedication.
This milestone connects us – to the past, to the people who built tourism and to a vision for the future. It's time for reflection, inspiration, and even closer collaboration.
This year's celebration is dedicated to exceptional individuals and achievements, key figures and milestones that have marked our shared journey. We plan to mark it with the launch of the National Tourist Information Centre, and a series of communication activities that will further strengthen the reputation and recognition of tourism as a sector, and Slovenia as a sustainable, boutique, and hospitable destination.
Slovenian tourism has achieved outstanding successes over three decades, but the potential remains immense. We hope that looking back will inspire new ideas and strengthen cooperation for a successful future of tourism, which truly contributes to the well-being of all stakeholders.
