Počivalšek, who has recently presented the draft strategy projecting an increase in revenue generated by foreign tourists to between EUR 3.7bn and EUR 4bn by 2021 from EUR 2.3bn last year, is happy that "a consensus about policies and measures has been reached in Slovenian tourism".

He told the STA ahead of the event that the vision was clear - becoming a green, global destination for hard-to-please guests who are looking for diverse and active experience, peace of mind and personal benefits.

"I believe we'll realise this vision together with our partners in Slovenian tourism and that everybody will contribute their share," he said, adding that Slovenian tourism had the opportunity to make a breakthrough, which was actually needed.

"This requires changes, a new concept of thinking, and courage. At this year's Days of Slovenian Tourism I expect bold ideas and constructive thinking directed towards realising the strategy and a leap to higher added value and better experience for guests".

Maja Pak, the head of the Slovenian Tourist Board (STO), added that the STO was aware that the expectations of modern tourists were growing, and that they were looking for destinations that offered unique experience, innovative products and authentic stories.

One of the highlights of the event will be a round table debate on Wednesday featuring Minister Počivalšek, head of the Tourism and Hospitality Chamber Andrej Prebil, Turizem Ljubljana director Petra Stušek, head of Hotel Intercontinental Ljubljana Miloš Cerović and Nenad Filipović of the IEDC - Bled School of Management.

Other debates and lectures at the event will also be focused on the creation of innovative tourism products for demanding guests, while numerous cases of good practice will also be presented, according to the organisers.

On Wednesday evening, the main awards in Slovenian tourism will be conferred, including the Sower award for most innovative and creative tourism product, the Crystal Triglav award for the person who contributed the most to Slovenia's promotion as a tourist destination and the title of an ambassador of Slovenian tourism.

"This year tourism is again making exceptional results, with dedicated employees, innovative companies and numerous development and promotional activities standing behind them. I'm happy we'll give awards to those who stand out in their efforts to make Slovenian tourism innovative", said Počivalšek.

A declaration on partnership for sustainable development of Slovenian tourism will also be signed on Wednesday. "First such declaration was signed six years ago and it paid dividends - today Slovenia is an example of good practice globally in this field," said Pak.

The event will also feature the first all-Slovenian tourism hackathon, at which participants divided in small groups will try to create innovative tourism solutions or products with high added value.

"Around 100 representatives of Slovenian tourism from all four macro-destinations will participate in the hackathon, and their proposals of innovative tourism products will be presented on Thursday," said Pak.

The Days of Slovenian Tourism will start with an event hosted by the Tourism and Hospitality Chamber featuring numerous competitions in skills - from cooking, serving coffee and beer to knowledge about Slovenian wines.

The event has also a commercial side to it, as it will feature providers of equipment for the hospitality industry and various products, as well as sponsors.