Skip to content

“Digital transformation of Slovenian tourism” presentation by Ana Savšek, Head of Content, Digital Marketing Department, Slovenian Tourist Board (2021)

The spread of the SARS-CoV-2 coronavirus changed the context in which tourism operates. Guest expectations changed. However, the world is still beautiful and worth exploring in a way that reinforces the confidence of tourists: individual, boutique, sustainable, excellent. The Slovenian Tourist Board established standards during the epidemic that help the Slovenian tourism now, when measures to prevent the spread of SARS-CoV-2 are no longer in place. By upholding the recommendations and encouraging self-protective behaviour by individuals, the trust of guests is maintained. Specifically, from May 2020 to December 2022, more than 1,200 providers and destinations across Slovenia chose to highlight their responsible behaviour and adherence to responsible travel standards by earning the GREEN&SAFE label. The GREEN&SAFE label and communication platform combine established high hygiene standards and recommendations with the sustainable orientation of Slovenian tourism. The label proves that you can rely on a responsible, safe, and green Slovenia. The fact that the Slovenian health and hygiene standards incorporated in the GREEN&SAFE Responsible Travel Standards communication platform are compliant with standardised global hygiene protocols for safe travel was confirmed by the Safe Travels Stamp from the World Travel and Tourism Council (WTTC). In June 2020, Slovenia was among the first recipients of this stamp in the world. It is worth noting that two years after the SARS-CoV-2 coronavirus emerged in Slovenia, mandatory government measures to prevent its transmission and spread in the tourism and hospitality industry were lifted in April 2022. Nevertheless, the high hygiene standards in tourism and the responsible self-protective behaviour by employees and guests established to fight the pandemic are maintained to-date.