This year's World Tourism Day invites us to rethink tourism. On this occasion, theMinistry of Economic Development and Technology (MGRT) and the Slovenian Tourist Board (STB) held a press conference in a very special environment, on a train. The topics covered projects, activities and measures which respond to themany challenges that tourism is currently is facing. 

Slovenian tourism is responding to trends and the changed purchasing behaviour oftourists by transforming into an even more sustainable, responsible, inclusive and resilient tourism. The press conference highlighted projects, activities and measures which responds to the many challenges that tourism is currently is facing. Slovenian tourism is responding to trends and the changed purchasing behaviour oftourists by transforming into an even more sustainable, responsible, inclusive and resilient tourism. The journalists were addressed by Minister of Economic Development and Technology Matjaž Han, Director of the STB, MSc. Maja Pak and Director of passenger traffic at Slovenian Railways, MSc. Darja Kocjan.

The World Tourism Organization (UNWTO) has defined "Rethinking tourism" as thetheme of World Tourism Day 2022. This is an opportunity to once again look beyond tourism statistics and highlight the role of tourism as a promoter of sustainable development and as an industry committed to even more responsible, inclusive and resilient development. It is crucial to create the tourism of the future, which is also based on the more intensive inclusion of all groups and the orientation towards achieving added value for both tourists, the local community and employees. How successful Slovenian tourism will be in achieving a sustainable, inclusive and digital transformation will also affect, how industry will respond to the many challenges it is facing today.

On the occasion of World Tourism Day, Minister of Economic Development and Technology Matjaž Han highlighted tourism's importance for the Slovenian economy and the key objectives of the development of Slovenian tourism: "We can be very satisfied withthe tourist season so far, but the autumn-winter time brings uncertainty due to the situationin the world. But every crisis can also be an opportunity for a faster developmentbreakthrough. We have a new strategy for the development of Slovenian tourism, which develops our assets, adds value for companies and employees as well as guests and local communities, while at the same time reducing the negative impact of tourism on theenvironment and destinations, as we know it in mass tourism. We moved from the goal of'even more tourists' to the goal of 'more added value'. In the development of tourism, we are therefore now mainly focusing on the goal of higher added value per employee, which we want to increase to 60,000 euros by 2028, and an increase in the quality of products and services and the satisfaction of employees in tourism. Tourism is of exceptional economic importance for Slovenia – it represents 10% of GDP and employs more than 57,000 people and creates prosperity in local environments. I would like to thank everyone who works in tourism for their hard work, cooperation, creativity and perseverance. I want you to know that you can count on my support and I invite you to continue creating even better Slovenian tourism for everyone."

At the press conference, MSc. Maja Pak, director of the STB, presented the STB's projects and activities, which respond to the many changes and challenges that Slovenian tourism is facing in the post-pandemic period: "2022 started with optimism and a restart ofactivities in tourism, according to statistics, we are approaching 2019. However, this is not the key message of this year's World Tourism Day. This year, we want to emphasize thegreat importance of this perspective industry for the Slovenian economy and for other areas, the necessity of adapting tourism to changing conditions and the consideration ofhow to achieve even more sustainable, inclusive, resilient and fair tourism as soon as possible, for all: tourists, nature, destinations, locals and& employees. We have thestrategy and now it is time to implement it." 

She went on to add: "In order to successfully recover and strengthen the resilience oftourism, it will be necessary to transform the industry. This is a long-term and demanding process that requires a change in management processes and the assumption of new responsibilities at all levels in tourism, especially in the light of additional challenges for theindustry. Our goal is to create even more sustainable and creative experiences for more demanding guests who search for tourist offer with higher added value, to encourage thedevelopment and promotion of all-year-round products in all Slovenian regions. A leap in digitalization is needed at all levels, an increase in the competences of employees and an even more intensive cooperation of all key stakeholders. These are the key directions that guided the Slovenian Tourism Board in defining activities and projects for 2022 and 2023."

Pak also emphasized that Slovenia highlighted the need to creating green and inclusivetourism years ago, which is why it underwent the sustainable development oftourism, implemented through the Green Scheme of Slovenian Tourism.