Creating Partnerships for Sustainable Tourism Development. Marjan Hribar M.Sc. Director general Directorate for tourism and internationalisation

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1 Creating Partnerships for Sustainable Tourism Development Marjan Hribar M.Sc. Director general Directorate for tourism and internationalisation

2 Basic data about Slovenian tourism

3 Indeksi Tourist arrivals Tourism inflow ( in v ) JAN-DEC 2012: ,77% (2012/2011) (I2012/2001 = 181) Source: SORS, SPIRIT, BS Share in GDP: 12,8% (WTTC, 2012)

4 Tourism in Slovenia today In 2012: 3,3 mio arrivals (+2,5%) 9,5 mio overnights (+1,3%) 60% international overn. 12,8% GDP (WTTC) 40% export of services 12% employees Ranked 36th in the Travel and Tourism Compet. Report (WEF, 2012) Source: Survey of foreign tourist 2009, SORS.

5 Slovenian Tourism Development Strategy

6 Partnership for the sustainable development of Slovenian tourism Strategy of Tourism Development Declaration = Partnership Commitment (DST)

7 Declaration of Partnership for Sustainable development of Slovenian Tourism It was signed in 2011 during the Days of Slovenian tourism by: Ministry of Economic Development and Technology, Slovenian Tourist Board, Tourism Association of Slovenia, Tourism and Hospitality Chamber, Chamber of Craft and enterpreneurship. There are various supporters of the Declaration: SSNZ, KTU, ZTAS, RDOs, Fijet Slovenia, some Tourism Associations etc.

8 Strategic Objectives: To increase the volume of tourists activity (revenues and profits, tourists arrivals, number of overnight stays, ) No. of overnight stays: 2% p.a. No. of tourists arrivals: 4% p.a. Receipts from the export of travel: 6%-8% p.a.

9 In order to achieve the general object, it is required that: the principles of the sustainable development of tourism be successfully enforced, Strategic measure 1: Increase competitiveness a favorable business environment be ensured, higher quality be achieved and conditions be established that will lead to greater competitiveness of Slovenian tourism, efficient and innovative marketing and promotion of Slovenia as an attractive tourist destination be planned and implemented. Strategic measure 3: Efficient and innovative marketing Concept of sustainable development of tourism Strategic measure 2: Favorable business environment

10 Sustainability concept All areas of tourism Awareness rising Ecological contruction and green investments and adaptation (ecological management, ecocertificates) Systematic periodical research based on sustainability indicators Stimulation of green innovations, education and vocation for sustainable development to achieve green growth and improvement of environmental and social efficiency Adapting to climate change

11 Mission Slovenian sustainable tourism creates an important part of economic and socio-cultural well-being, revenues and jobs and is an important contributor to Slovenia s international reputation, it is based on intensive marketing of tourist products of internationally recognised brands and high added value. Vision & Partnership commitment In 2016, tourism in Slovenia will be entirely based on sustainable development and will be, as a very successful industry of the national economy, a major contributor to our country s social welfare and reputation in the world.

12 The story of Slovene tourism Green Slovenia is one of the greenest countries in the world and is committed to sustainable development. Active The diversity of landscape and green resources represents remarkable possibilities for an active holiday in close contact with nature. Healthy Nature lovers have a clear goal to stay healthy and feel well. Green and active is a healthy Slovenia

13 Slovenia. GREEN. ACTIVE. HEALTHY.

14 Basic tourist products Health and well-being (health resorts, wellness, medical tourism) Active holidays and a break (winter and summer activities) Countryside tourism, nature parks, ecotourism, ) Business tourism Gastronomy Culture (festivals, towns, ) Entertainment tourism Cruises

15 BEST GREEN MODELS of the Slovene tourism

16 GREEN MODELS OF GREEN TOURISM EU Flower in Slovenia (The European Eco-label for tourist accommodation service (Terme Snovik) Winners of EDEN in Slovenia: EDEN 2008:The Soča Valley, EDEN 2009: Solčavsko, EDEN 2010: Kolpa river, EDEN 2011: Idrija EDEN 2013:Laško Ecological tourist farms in Slovenia The Slovene Blue Flag Program Green models of green tourism in Slovenia - selected on the basis of a STB competition (Adrenalinček EKO kamp Korita; Bohinj Park EKO hotel and Terme Snovik. The competition was held with the aim of gaining an insight into and highlighting good practices both by the providers of tourist services and destination organisations in the area of green approaches, green resource saving, green promotion and so forth.

17 Measures to support sustainable development Investing in protected areas 5,6 mio (Park Škocjanske jame, Naravni rezervat Škocjanski zatok, info center Bohinjka (TNP), info center Krajinski park Strunjan) Financial support of implementation of EU flower certificate for tourism accomodation Financial support of Blue flag program in Slovenia Free workshops on ecological management Awareness rising (conferences, seminars on best green practices) Slovenain tourism organization (web site on green tourism: green facts, green promotion, green measures)

18 SLOVENIA IS GREEN COUNTRY With around 60% of its surface covered in forest, Slovenia is the second most forested country in Europe. A full 36% of Slovenia s surface area is included in the Natura 2000 network. A fifth of Slovenia s coastline is protected area. In quantity of river water per inhabitant, Slovenia is one of the richest countries in Europe. Its more than 22,000 animal and plant species rank Slovenia among the most nature-wealthy countries in Europe. Drinking water in Slovenia is among the purest in Europe and even in the world. In this country, virgin forest can be found just 60 kilometres from the capital city, Ljubljana.

19 SLOVENIA PROMOTES GREEN The green story (unspoilt green nature and green, responsible behaviour towards the environment, inhabitants, tourists and employees) is bound up in the very identity and brand I FEEL SLOVENIA. Slovenia green is right at the centre of the model of the brand as an experiential promise that Slovenia provides to the visitor. marketing of tourist products that are based on environment-friendly tourism and include a social and economic component of sustainable development of tourism.

20 BRAND

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22 Words and Phrases

23 Marketing mix TRAVEL TRENDS - next 20 years GLOBAL CHANGES: New media development Population aging Climate changes Economic crisis Growing competition in tourism Changes in tourist behaviour

24 SLOVENIA GOES GREEN Sustainable o tourism is a developmental opportunity for Slovenia. It is a response from all stakeholders in tourism to the changes in the environment, aimed at ensuring the long-term competitiveness of Slovenian tourism and increasing the quality of life of Slovenia s inhabitants.

25 WELCOME TO SLOVENIA

26 Thank you for your attention