Tourism & Leisure Experience

Tourism Development Strategy for Slovenia

Horwath HTL Croatia was appointed to deliver an action-driven tourism development strategy with strong focus on restructuring of hotel sector and modernization of the whole tourist experience on national level.

In addition, a tourism marketing strategy with digital marketing component was developed. Our mission was to define a sustainable tourism development strategy for Slovenian tourism.

Project Scope

The project included the following key segments:

Market analysis
Tourism value chain assessment
Stakeholders mapping
Benchmark analysis
Strategy definition
Strategy development of 6 key improvement areas: Experiential clustering and tourism products; Institutional and legislative frame improvement; Spatial, natural and cultural development strategy; Investment strategy; SME; HR strategy
Strategic marketing plan
Action plan

The whole process identified over 90 actionable policies, measures and activities, ensuring focused and effective tourism development process. The strategy development process consisted of series of in-depth interviews and interactive workshops, organised with leading industry stakeholders on national and destination level. Based on this extensive research, Horwath HTL proposed following key solutions to be executed within the strategy:

The re-structuring of Slovenia in four regional clusters based on experiences
The definition of primary tourism products
The privatisation and restructuring of state-owned companies to increase efficiency and attract overseas investment
Development of key strategic projects and international investment market packages
Improvement of tourism management and regulation system
Strategic marketing recommendations related to branding, marketing and promotion.

The strategy was officially adopted by the Slovenian Government as of October 2017, with ongoing active implementation of key measures.

Turisme

Lleure

Estratègia i planificació

Destinacions