In a press conference held in Lipica, the STB announced the launch of these initiatives, underscoring the importance of innovation in driving Slovenian tourism. The “Slovenia – Sports Destination” website provides comprehensive information on sports venues, events, preparation facilities, and rehabilitation centers, solidifying Slovenia’s position as a premier hub for sports and tourism.
The AI-powered virtual consultant, Alma, harnesses artificial intelligence to assist users in finding relevant information and inspiring stories. Available in seven languages, Alma draws upon data from Slovenia.info and over 50 verified websites of Slovenian tourist destinations and providers.
The “Sounds Like Slovenia” audio series, available on Spotify and Slovenia.info, immerses listeners in Slovenia’s diverse landscapes and attractions through an authentic auditory experience.
MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board, emphasized the significance of these initiatives in capturing the attention of potential visitors: “We are constantly analyzing trends in marketing and developing projects to excite tourists and awake their curiosity and desire to explore further.”
Matjaž Han, Minister of the Economy, Tourism, and Sport, praised the initiatives, particularly the virtual assistant: “It’s fantastic that you can access information in such an innovative way and so quickly.” He highlighted the strategic integration of sport, tourism, and the economy, affirming that the “Slovenia – Sports Destination” website reinforces the government’s commitment to developing Slovenia as a world-class sports tourism destination.
Franjo Bobinac, President of the Slovenian Olympic Committee, emphasized the exceptional offerings of Slovenian sport and sports tourism: “It is important to be different in marketing. If you repeat what they do elsewhere, you are doomed to failure. Our uniqueness is our strength, and it’s imperative to use this to connect with people worldwide.”
Jure Bohinc, Chairman of the Slovenian Advertising Chamber, commended the alignment of the new communication projects with Slovenia’s strategy of becoming a sustainable tourism destination: “This is a long-term, sustainable path that leverages our strengths—both small and diverse—by emphasizing authenticity and unique experiences.”
The event was organized by the STB in partnership with Kobilarna Lipica Holding, which presented its extensive range of tourist experiences. MSc. Tatjana Vošinek Pucer, Director of Kobilarna Lipica Holding, highlighted the innovations and enhancements introduced to celebrate the 444th anniversary of Lipica Stud Farm, renowned for its noble Lipizzaner horses. These include a revamped equestrian program with a unique digital experience, the revival of side-saddle riding, a new element in the Lipizzaner equestrian show, guided horseback rides through the picturesque Karst landscape, and the opening of the Summer Garden for visitors to relax and enjoy the ambiance.
