Key Highlights of the Slovenian Tourism Days 2024
Sustainability, Boutique Experiences, and Transformative Tourism
Written by: Dušan Waldhütter
The Slovenian Tourism Days (DST) 2024, held from 18 to 20 November at the Thermana Park Laško Congress Centre, showcased Slovenia’s leadership in sustainability and exceptional tourism experiences. As the premier professional event in the Slovenian tourism sector, DST brought together key stakeholders, including representatives from the Ministry, the Slovenian Tourist Board (STO), prominent tourism organizations, service providers, researchers, and journalists. Take a look at the key highlights of the Slovenian Tourism Days 2024!
Organized by the STO in partnership with the Ministry of Economy, Tourism, and Sport, along with a host of supporting institutions, the event offered a rich program of discussions and activities that set the stage for the future of Slovenian tourism. Highlights of DST 2024 were:
- Plenary Day, where top speakers explored sustainability as a cornerstone for the future of tourism.
- Gala Evening, celebrating excellence by presenting the highest awards in the tourism sector.
- 71st Hospitality and Tourism Assembly, hosted by Slovenia’s Chamber of Tourism and Hospitality (TGZS).
- Professional Gathering for Hospitality Experts, organized by the Chamber of Craft and Small Business’s Hospitality and Tourism Section.
- “My Country” and the Tourism Associations Meeting, led by the Slovenian Tourism Association.
- IT-Tour is focused on digital innovations in tourism and is organized by STO.
- JRE Academy, uniting creative restaurateurs to discuss trends and innovations in gastronomy.
SUSTAINABILITY, BOUTIQUE TOURISM, AND HOSPITALITY AS NEW BENCHMARKS
During the Plenary Day, Maja Pak Olaj, Director of STO, stressed that Slovenia’s global leadership in sustainability relies on consistently fulfilling its green promise. The Green Scheme of Slovenian Tourism, a key tool in implementing sustainable practices across all levels, plays a vital role in this mission.
Meanwhile, Dominik S. Černjak, President of the Slovenian Tourism Association, emphasized the importance of “five-star nature” and hospitality. He explained that five-star experiences encompass pristine natural environments, local cultural identity, and meaningful personal connections.
EMERGING TRENDS FROM NEIGHBOURING MARKETS
Italy:
According to Aljoša Ota, STO representative in Italy, sustainability and mobility are becoming pivotal values for Italian tourists. Research shows that 77% of Italian travelers prioritize sustainable criteria such as accessibility, environmental impact, and responsible tourism. This trend, confirmed by Booking.com studies, highlights a growing interest in eco-travel, sustainable accommodations, and low-impact activities. Italian visitors increasingly seek destinations that align with their values—an opportunity for Slovenia’s sustainable tourism offerings to shine.
Germany and Switzerland:
Rebeka Kumer Bizjak, STO representative in Germany and Switzerland, highlighted the preferences of these markets: tranquillity, unspoiled nature, and personalized experiences that offer an escape from the stress of daily life. Economic challenges influence travel behaviors, with German and Swiss tourists favoring value-for-money experiences. They also show increasing demand for sustainable transport options and bespoke offerings tailored to individual preferences.
Austria:
A shift towards “new luxury” redefines traditional notions of prestige in Austria, shared Žana Marijan, STO representative in Austria. Austrian travelers now prioritize authentic, personal experiences over ostentatious displays of wealth. Key trends in Austria include health-focused tourism, environmental consciousness, and holistic sustainability. These guests look for enriching experiences that enhance their well-being, integrate seamlessly with nature, and offer a high-quality standard.
These insights underline the importance of combining sustainability with deeply personalized experiences to attract tourists from Italy, Germany, Switzerland, and Austria. Slovenia’s natural beauty, sustainability-driven destinations, and boutique offerings place it in an ideal position to meet the demands of these markets.
SUPPORTING THE VISION OF WOOD WE GO
The discussions, insights, and best practices shared at DST 2024 align closely with the mission of WOOD WE GO, which champions sustainability and transformative tourism. Modern travelers increasingly seek experiences that connect them with nature, local cultures, and their values. This trend, known as transformative tourism, transcends traditional travel by creating meaningful, memorable, and purposeful experiences.
DST 2024 catalyzed advancing the vision of WOOD WE GO. The event highlighted Slovenia’s ability to craft globally competitive tourism products rooted in sustainability, boutique quality, and personalization. Transformative tourism, enriched by natural materials, environmental stewardship, and authentic storytelling, is rapidly becoming a defining feature of the European travel landscape. At WOOD WE GO, this approach is embraced and actively shaped, offering a forward-thinking vision of travel that combines sustainability with deeply connected, purpose-driven experiences.
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Photo: STO Archives
