Slovenian tourism to focus on more demanding markets
Ljubljana - Slovenian tourism is currently successfully recovering after the Covid-19 pandemic but there are many uncertainties about the autumn and winter ahead, Maja Pak, the head of the Slovenian Tourism Board (STO), told the STA. Still, the industry is united about the future course - attracting more demanding guests and offering high quality products.
Although tourism figures are approaching those before the pandemic, new security and political threats related to the war in Ukraine and the rising prices are a cause for concern. Another problem is the lack of staff, Pak said in an interview.
"Tourism is definitely used to crises, but this crisis is a combination of several crisis factors, especially related to staff, which makes it more complex and deep, and it is expected to last a long time," she said.
Tourist services providers are happy with the summer season although the figures are still slightly below those recorded in the summer of 2019.
"It is crucial that foreign guests are returning. Most guests come from the three traditionally important markets for Slovenian tourism - Germany, Austria and Italy - but they also come from France, Belgium, the Netherlands, Hungary, Croatia, Czechia, Serbia, Poland, Spain and the UK. Guests from the US are also returning but those from other overseas market not yet," Pak noted.
"Some destinations report of high demand for the autumn and winter months, but guests are reserved when it comes to bookings due to a potential new Covid-19 wave, the war in Ukraine and consequently the energy crisis."
Most guests come to Slovenia with their own vehicles from markets up to 600 kilometres away. Last minute trips are on the rise and more people come individually.
According to Pak, the guests seek authentic and sustainable experiences, especially outdoor activities, and are impressed by high-quality authentic cuisine. They especially appreciate the fact that they feel safe in Slovenia, she added.
On the other hand, the biggest challenge is the lack of staff and investment in infrastructure, especially public transport, she said.
As for the impact of the war in Ukraine, Pak said this had indeed brought uncertainty but noted that data by the European Travel Commission showed people were more concerned about price hikes and the economic situation. "But at the same time people really want to travel."
Commenting on the strategy for Slovenian tourism in 2022-2028, Pak said key goals were to notably improve the quality of services, management on all levels and the working conditions in tourism, and efforts for green and sustainable tourism.
A shift towards the more demanding markets, segments and products with higher added value and exclusiveness is planned bearing in mind the natural restrictions.
Authentic cultural elements should be included in tourism services, while digital transformation should boost efficiency, Pak said, adding that sustainability would remain at the core of the development and promotion of Slovenian tourism.
"The upgraded vision thus puts green boutique experiences at the forefront with lower imprint and higher value for all."
She said 14 measures were planned to attract more people to work in tourism and hospitality. The goal is to create attractive and respectable employers and rise the level of competences and motivation of staff on all levels.
A multi-channel promotional campaign to this end was launched by the STO at the beginning of the year in cooperation with other key institutions from the industry, she said.
"The European Travel Commission estimates there are close to 1.2 million job vacancies in tourism in EU countries. In Slovenia, about 10,000 or more qualified staff would be needed in tourism," Pak said.
"Indeed, we face many challenges, but as a tourist industry we are very united in what we want to achieve and which is the right path," she stressed.