From: OECD Tourism Trends and Policies 2014 Access the complete publication at: http://dx.doi.org/10.1787/tour-2014-en Slovenia Please cite this chapter as: OECD (2014), Slovenia, in OECD Tourism Trends and Policies 2014, OECD Publishing. http://dx.doi.org/10.1787/tour-2014-35-en
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Slovenia Tourism in the economy Slovene tourism was seriously affected by the global financial and economic crisis in 2009-10, but there were signs of recovery from the end of 2011, and 2012 turned out to be an excellent year. However, most of the tourism indicators weakened slightly in the first part of 2013. Tourist arrivals (in all forms of accommodation) reached 3.3 million in 2012, 2.5% more than in 2011. Foreign tourists represented 65% of the total tourist arrivals count. Italy, Austria, Germany, Croatia and Serbia were the largest inbound markets, accounting for 50% of arrivals from abroad and 33% of total arrivals. In 2012, 9.5 million nights were registered, of which 61% were by foreign tourists. International travel receipts totalled EUR 2 090 million, an increase of 5.8% on 2011. Tourism exports represented 39.4% of total exports of services. In 2012 domestic tourists accounted for 1.1 million arrivals (3% fewer than in 2011) and 3.7 million nights (5% fewer). The city of Maribor was European Capital of Culture in 2012, which contributed significantly to the excellent performance of tourism in 2012. Outbound trip volume (private and business) fell from 2.7 million in 2011 to 2.5 million in 2012, while international travel expenditure (travel imports) fell from EUR 817 million to EUR 734 million. The number of enterprises in the HORECA (hotels, catering and recreation) sector rose from 9 375 in 2010 to 9 614 in 2011. Employment in the HORECA sector totalled 33 225 in 2012, 2.4% fewer employees than in 2011. Tourism organisation and governance National tourism policy development and implementation and strategic development are under the responsibility of the Ministry of Economic Development and Technology since the parliamentary elections in December 2011 (Figure 1). The Directorate for Tourism and Internationalisation (DTI) functions as an independent Division. Tourism, as a typical multi-sector issue, is regulated by many national laws. The national tourism legislation is also affected by European Union legislation in relation to consumer protection, internal market, customs and tax-duties, migration, etc. The Tourism Division s main tasks and competences include: tourism policy development and implementation, tourism related legislation (consultations, implementation), regional and local tourism development; providing incentives for tourism SMEs; investment policies in tourism facilities, EU cohesion funds and national budget; SPIRIT activities and programme on tourism promotion; and international co-operation. 285
Figure 1. Slovenia: Organisational chart of tourism bodies Ministry of Economic Development and Technology (MEDT) Directorate for Tourism and Internationalisation (DTI) Tourism Division Foreign Economic Relation Division Chamber of Commerce Hospitality and Tourism Association of Slovene Hoteliers Chamber of crafts Expert Association of Tourism Industry Non-Profit and Non-Government Organisations Tourism Association of Slovenia SPIRIT Public Agency for Entrepreneurship, Tourism Technology, lnnovation and Foreign Direct Investments Promotion Slovenian Convention Bureau Local Tourism Organisations Regional Destination Organisations Slovene Enterprise Fund Local Tourism Societies Source: OECD, adapted from the Ministry of Economic Development and Technology, 2014. On 1 January 2013, the Slovenian Tourism Board was merged with two other public agencies the Agency for Technological Development and Innovation and the Agency for Entrepreneurship and FDI promotion to form a new agency, the SPIRIT. The SPIRIT is a state-owned executive agency which performs all functions previously undertaken by the three agencies. Within SPIRIT, the tourism unit is now responsible for the implementation of domestic and inbound tourism policy in terms of control, direction, marketing and promotion. Tourism budgets The Law on Promotion of Tourism Development (Ur. l. RS No. 2/04, Article 8) is the legal basis defining the budget resources for tourism development and tourism policy implementation. The financial resources for tourism development come within the general budget of Slovenia, but according to Article 74 of the Gambling Act are funded by gambling concession fees. These concession fees (which in 2005-10 were equivalent to approximately EUR 50 million a year) are divided equally between the general budget and local community budgets for the development, management, marketing and promotion of their tourism destinations. Additional financial resources for tourism development at the local level are available from the accommodation tax collected directly from tourists. In 2012, the national government budget for tourism was EUR 8.8 million (down from EUR 11.4 in 2011), which represented 0.11% of the total national budget in 2012 (0.14% in 2011). Of this figure, EUR 5.5 million was allocated to the Slovenian Tourism Board to cover marketing, promotion and administrative costs a drop of 38.5% from the 2011 budget of EUR 8.9 million. For special promotions, advertising and marketing campaigns in foreign markets, private sector co-funding is sought. 286
For the 2007-13 programming period, the European Regional Development Fund allocated EUR 145 million for co-funded tourism projects in Slovenia, resulting in 99 private sector and NGO projects, as well as 34 public investment projects in sports and recreation facilities, cultural heritage renovation, youth hostels, and regional destination management programmes. Tourism-related policies and programmes A new tourism development strategy, the 2012-16 Partnership for the sustainable development of Slovenian tourism, was adopted in June 2012. The strategy adapts the pro-active and engaged policies of consecutive governments to the current economic and financial realities and to the rapidly changing and highly competitive nature of international tourism. The new strategy has three objectives, with a continued focus on close co-operation between national, regional and local administrations and the private sector: Increasing competitiveness by further development and promotion of tourism destinations at the regional and local levels, improving destination management techniques, encouraging SME networking and clustering to produce efficient and competitive supply chains, improving employee qualifications and competences, encouraging innovation and diversification, and promoting investments in green infrastructure. Creating a healthy business environment by providing a favourable regulatory framework for SMEs, reducing bureaucratic obstacles, and providing appropriate financial and other incentives. Taking an innovative approach to the marketing and promotion of Destination Slovenia, with clearly positioned and well-targeted tourism products, and an emphasis on digital technologies, e-marketing and virtual advertising and promotion campaigns. The previous tourism strategy (2007-11) focused on the sustainable development of tourism with the mobilisation and optimisation of all available resources (industry, public and NGO), with priority for the renovation and construction of new hotel, leisure, wellness and sports facilities throughout Slovenia. There was also an emphasis on helping SMEs and green tourism entrepreneurship. A new slogan and tourism national brand, I feel Slovenia, was adopted. Slovenia carries out periodic evaluations of the five-year tourism development strategies, with progress also examined each year at the Slovenian Tourism Forum. Slovenia has participated in the European Destinations of Excellence (EDEN) project since 2008. Over this period, five destinations of excellence have been declared in Slovenia, and five hotels and resorts have been granted the EU flower certificate. Slovenia endeavours to encourage trade and tourism service transactions through bilateral and inter-governmental free trade agreements, and agreements on economic and development co-operation. The EU Service Directive and the Consumers Directive have been implemented. A new Law on Tourism Development Promotion harmonised with related EU directives was planned for 2013. The gap between demand and supply of adequately skilled staff is a serious problem in the Slovene hotel and catering industry. Registrations in tourism and hospitality schools have been falling in recent years and the motivation for making a career in tourism seems to have declined. 287
To improve the situation, the Slovenian tourism administration, in partnership with the Chamber of Commerce Tourism and Catering, the Chamber of Craft and Small Business, the National Institute for Vocational Education and the Training and Employment Service of Slovenia, has organised several workshops, seminars, media campaigns and ad hoc labour exchanges in last five years. In 2010 and 2011, the Ministry of Economic Development and Technology also organised several workshops called Contemporary styles of human resources management dedicated to the tourism industry and tourism SMEs. The annual We know how to do it media campaigns for promoting professionalism in the tourism workforce have been positively received by employers and employees. Both activities are co-financed by the tourism budget. A working group on human resources development in tourism has been established with representatives from the Ministry of Labour and Social Affairs, the Tourism Workers Trade Union, the Chamber of Commerce and the Ministry of Economic Development and Technology. The main task of the working group is the creation of a public-private system for ensuring the acquisition of practical skills and the training of students. The selected employers will provide subsidised scholarships to students and pupils who will gain practical experience in a network of so called school hotels chain. To fill the gap between demand and supply on the labour market, many companies previously turned to migrant workers, but restrictive legislation on migrant workers, which was adopted in 2011(as a consequence of the economic crises and unemployment in Slovenia), decreased the number of migrant workers significantly. However, there is no doubt that in a climate of renewed economic growth, the tourism industry will need an adequate number of competent and skilled foreign workers again. Statistics and performance evaluation The Statistical Office of the Republic of Slovenia, within its regular surveys at national and local (municipal) level, provides a variety of statistics data and indicators related to tourism, mostly indicators such as numbers of trips taken by domestic and foreign tourists, numbers of overnight stays, holiday plans and purposes, quality/price indicators, etc. It also provides for further specific indicators on request, such as estimates of total day visitors per annum or per month, or percentages of visitors indicating satisfaction with their experience. In 2012 the Statistics Office published its first analysis of the contribution of tourism to the Slovene economy based on the recommended Tourism Satellite Account methodology. The analysis was based on 2009 statistical data. 288
Statistical profile Table 1. Slovenia: Domestic tourism Unit 2008 2009 2010 2011 2012 Total domestic trips.......... Overnight visitors (tourists) 1 Thousand 1 126 1 161 1 137 1 181 1 142 Same-day visitors (excursionists).......... Trips by main purpose of visit Business and professional.......... Holiday, leisure and recreation.......... Nights in all means of accommodation 2 Thousand 3 963 4 077 3 909 3 924 3 733 Hotels and similar establishments Thousand 2 175 2 234 2 138 2 179 2 046 Other collective establishments Thousand 1 788 1 843 1 772 1 745 1 688 Domestic travel receipts.......... 1. All means of accommodation. 2. Includes private accommodation. Source: Statistical Office and Bank of Slovenia. 1 2 http://dx.doi.org/10.1787/888932989000 Table 2. Slovenia: Inbound tourism Unit 2008 2009 2010 2011 2012 Total international arrivals.......... Overnight visitors (tourists) 1 Thousand 1 958 1 824 1 869 2 037 2 156 Same-day visitors (excursionists).......... Top markets 2 Italy Thousand 346 352 348 348 340 Austria Thousand 173 169 164 182 198 Germany Thousand 148 125 123 135 143 Croatia Thousand 99 82 83 88 88 Serbia Thousand 47 46 67 70 67 Nights in all means of accommodation Thousand 5 351 4 936 4 997 5 464 5 777 Hotels and similar establishments Thousand 4 051 3 684 3 715 4 006 4 150 Other collective establishments Thousand 1 300 1 252 1 282 1 458 1 627 Total international receipts Million EUR 2 001 1 958 2 062 2 117 2 220 International travel receipts Million EUR 1 827 1 804 1 925 1 975 2 090 International passenger transport receipts Million EUR 175 154 137 142 130 1. All means of accommodation, including private accommodation. 2. Hotels and similar establishments. Source: Statistical Office and Bank of Slovenia. 1 2 http://dx.doi.org/10.1787/888932989019 Table 3. Slovenia: Outbound tourism Unit 2008 2009 2010 2011 2012 Total international departures Thousand 5 490 5 575 5 340 5 073 4 465 Overnight visitors (tourists) Thousand 2 459 2 586 2 874 2 722 2 474 Same-day visitors (excursionists) Thousand 3 031 2 989 2 466 2 351 1 991 Total international expenditure Million EUR 1 094 1 040 1 046 941 851 International travel expenditure Million EUR 922 913 923 817 734 International passenger transport expenditure Million EUR 172 128 123 124 117 Source: Statistical Office and Bank of Slovenia. 1 2 http://dx.doi.org/10.1787/888932989038 289
Table 4. Slovenia: Enterprises in tourism Number of establishments 2008 2009 2010 2011 2012 Total tourism enterprises 8 559 9 016 9 375 9 614.. Tourism industries.......... Accommodation services for visitors 870 968 1 027 1 076.. Hotels and similar establishments 334 363 386 400.. Food and beverage serving industry 1 7 095 7 399 7 670 7 822.. Passenger transport.......... Air passenger transport.......... Railways passenger transport.......... Road passenger transport.......... Water passenger transport.......... Passenger transport supporting services.......... Transport equipment rental.......... Travel agencies and other reservation services industry 594 649 678 716.. Cultural industry.......... Sports and recreation industry.......... Retail trade of country-specific tourism characteristic goods.......... Other country-specific tourism industries.......... Other industries.......... Note: Includes registered legal or natural persons which were active during the reference year. 1. Restaurants. Source: Statistical Office, Structural Business Statistics. 1 2 http://dx.doi.org/10.1787/888932989057 Table 5. Slovenia: Employment in tourism Number of employees 2008 2009 2010 2011 2012 Total tourism employment (direct) 36 144 35 583 34 233 34 058 33 225 Tourism industries.......... Accommodation services for visitors 10 945 10 609 10 398 10 241 10 053 Hotels and similar establishments 9 720 9 398 9 177 9 052 8 899 Food and beverage serving industry 1 23 344 23 188 22 052 22 074 21 325 Passenger transport.......... Air passenger transport.......... Railways passenger transport.......... Road passenger transport.......... Water passenger transport.......... Passenger transport supporting services.......... Transport equipment rental.......... Travel agencies and other reservation services industry 1 855 1 786 1 783 1 743 1 847 Cultural industry.......... Sports and recreation industry.......... Retail trade of country-specific tourism characteristic goods.......... Other country-specific tourism industries.......... Other industries.......... Gender breakdown Male (% of total tourism employment) 39 40 41 41 41 Female (% of total tourism employment) 61 60 59 59 59 Note: Includes self-employed. 1. Includes restaurants, bars, canteens and catering. Source: Statistical Office, Statistical Register of Employment. 1 2 http://dx.doi.org/10.1787/888932989076 290
Table 6. Slovenia: Internal tourism consumption Million EUR, 2009 Domestic tourism consumption Inbound tourism consumption Internal tourism consumption Total 1 163 2 099 3 262 Consumption products...... Tourism characteristic products...... Accommodation services for visitors 196 306 502 Food and beverage serving services 239 211 450 Passenger transport services 148 139 287 Air passenger transport services...... Railways passenger transport services...... Road passenger transport services...... Water passenger transport services...... Passenger transport supporting services...... Transport equipment rental services...... Travel agencies and other reservation services 78 16 94 Cultural services 48 14 62 Sports and recreation services 1 101 278 379 Country-specific tourism characteristic goods...... Country-specific tourism characteristic services...... Other consumption products 353 1 135 1 488 Tourism connected products...... Non-tourism related consumption products...... Non-consumption products...... 1. Includes recreation and other entertainment services. Source: Statistical Office, Tourism Satellite Account. 1 2 http://dx.doi.org/10.1787/888932989095 Table 7. Slovenia: Key economic indicators Percentage 2008 2009 2010 2011 2012 Tourism GDP (direct) as % of total GDP.. 4.9...... Total tourism employment (direct) as % of total employment.......... Source: Statistical Office, Bank of Slovenia, Ministry of the Economy, Tourism Satellite Account. 1 2 http://dx.doi.org/10.1787/888932989114 For more information Ministry of Economic Development and Technology Slovenian Tourism Board Tourism and Hospitality Chamber of Slovenia/Association of Slovene Hoteliers Chamber of Craft and Small Business of Slovenia Trade Union for Tourism and Catering workers Tourist Association of Slovenia (TAS) The Association of Slovene Travel Agencies Statistical Office of the Republic of Slovenia www.mgrt.gov.si www.slovenia.info www.gzs.si www.ozs.si www.sindikat-git.si www.turisticna-zveza.si www.ztas.org www.stat.si 291