Slovenian Tourism Board Work Programme 2018/2019 September 2017 1 Page 2 Page 1. INTRODUCTION ............................................................................................................................................ 6 2. TOURISM IN SLOVENIA IN 2016 AND 2017 (January–June) AND LOOKING FORWARD ........................... 10 3. THE STRATEGIC DEVELOPMENT FRAMEWORK AS LAID DOWN BY THE 2017–2021 STRATEGY FOR THE SUSTAINABLE GROWTH OF SLOVENIAN TOURISM ......................................................................................... 15 3.1 Summary of the key strategic definitions of the Strategy ................................................................. 15 3.2 Marketing guidelines for the Slovenian Tourist Board, which are based on the 2017–2021 Strategy for the Sustainable Growth of Slovenian Tourism ...................................................................................................... 20 4. STB 2018/2019 Work Programme .............................................................................................................. 46 4.1 Key goals of the STB in 2018 and 2019 ..................................................................................................... 46 4.2 Budget structure ....................................................................................................................................... 47 4.3 Marketing communications ...................................................................................................................... 49 4.3.1 Target markets .................................................................................................................................... 49 4.3.1.1 Foreign markets: key markets .......................................................................................................... 49 4.3.1.2 Foreign markets: growing prospective markets ............................................................................... 53 4.3.1.3 Foreign markets: far markets ........................................................................................................... 53 4.3.1.4 Joint promotional projects – communicating with the business public ........................................... 54 4.3.1.5 Domestic market .............................................................................................................................. 55 4.3.2 Communication tools .......................................................................................................................... 55 4.3.2.1 Creating content ............................................................................................................................... 56 4.3.2.2 Advertising campaigns ..................................................................................................................... 56 4.3.2.3 Public relations and social media ..................................................................................................... 58 4.3.2.4 Automated marketing tool ............................................................................................................... 59 4.3.2.5 Business workshops and trade conventions in 2018 and 2019 (B2B and B2C) ................................ 60 4.3.2.6 Promoting sales ................................................................................................................................ 62 4.3.3 STB work performance indicators – INTERNAL BUSINESS PROCESS PERSPECTIVE ............................. 64 4.4 Marketing infrastructure .......................................................................................................................... 65 4.4.1 Creating website content .................................................................................................................... 65 4.4.2 Producing promotional publications ................................................................................................... 65 4.4.3 Creative promotional products ........................................................................................................... 67 4.4.4 Research, development, innovation, and European projects ............................................................. 67 4.4.4.1 Development .............................................................................................................................. 68 4.4.4.2 Research ........................................................................................................................................... 71 4.4.4.3 Innovativeness .................................................................................................................................. 74 4.4.4.4 European projects ............................................................................................................................ 74 4.4.4.5 Annual business meetings ................................................................................................................ 74 4.4.4.6 Other projects .................................................................................................................................. 74 4.4.4.7 Strategic projects .............................................................................................................................. 75 4.4.5 Marketing management model (macro destination model) ............................................................... 75 4.4.6 The concept for communication-related and creative solutions supporting the I feel Slovenia brand ...................................................................................................................................................................... 79 4.4.7 Corporate communications ................................................................................................................. 81 4.4.8 STB work performance indicators – INTERNAL BUSINESS PROCESS PERSPECTIVE ............................. 82 4.4.9 STB work performance indicators – CUSTOMER PERSPECTIVE ........................................................... 83 Appendix 1: Statement on the implementation of the multi-year development strategy of the public 3 agency .......................................................................................................................................................... 85 Page 4 ...................................................................................................................................................................... 85 Page SL EN STO STB SLOVENSKA TURISTIČNA ORGANIZACIJA SLOVENIAN TOURIST BOARD Kot zakoniti zastopnik Javne agencije Republike As the legal representative of the Public Agency Slovenije za trženje in promocijo turizma, of the Republic of Slovenia for the Marketing Dimičeva 13, 1000 Ljubljana (v nadaljevanju and Promotion of Tourism, Dimičeva 13, 1000 STO), v skladu s 36. členom Zakona o javnih Ljubljana (hereinafter: STB), pursuant to Article agencijah (Ur. l. RS, št. 52/02, 51/04 – EZ-A in 36 of the Public Agencies Act (Official Gazette 33/11 – ZEKom-C podajam of the Republic of Slovenia [Uradni list RS], No 52/02, 51/04 – EZ-A in 33/11 – ZEKom-C), I hereby issue this IZJAVO, STATEMENT da ima STO soprejet dokument »STRATEGIJO declaring that the STB has also adopted the RAZVOJA SLOVENSKE TURISTIČNE document “2016–2020 STRATEGY FOR THE ORGANIZACIJE ZA OBDOBJE 2016 – 2020«, ki v DEVELOPMENT OF THE SLOVENIAN TOURIST svoji vsebini kot vodilna institucija za razvoj in BOARD” which, in its content, as the leading trženje slovenskega turizma opredeljuje: institution for the development and marketing of Slovenian tourism, defines: - doprinos k poslovni uspešnosti - the contribution to the business slovenskega turizma in njegove performance of Slovenian tourism and konkurenčnosti, its competitiveness, - ukrepe za izboljševanje konkurenčnosti - the measures for improving the gospodarstva nasploh in podobo ter competitiveness of the economy in ugled Slovenije kot države, general and the image and reputation of Slovenia as a country, - zagotavljanje kvalitetnih storitev v - the provision of high-quality services to odnosu do javnosti in uporabnikov, the public and users, - ukrepe za zagotavljanje učinkovite - the measures for ensuring the effective porabe sredstev ter use of funds, and - ukrepe za zagotavljanje učinkovite - the measures for ensuring an effective kadrovske politike . human resource policy. mag. Maja Pak, Maja Pak, direktorica STO Director of the Slovenian Tourist Board Julij 2016 July 2016 Slovenska turistična organizacija Slovenian Tourist Board Dimičeva ulica 13, SI-1000 Ljubljana, Slovenija Dimičeva ulica 13, SI-1000 Ljubljana, Slovenia T: 01 589 85 50 Phone no.: +386 (0)1 589 85 50 Nečitljivo Ineligible 5 E: [email protected] E-mail: [email protected] Nečitljivo Ineligible Page 1. INTRODUCTION A NEW STRATEGIC PERIOD AND THE NEW JOINT TOURISM STRATEGY In 2017, the Ministry of Economic Development and Technology carried out an important process of drafting a new strategic document that defined the key challenges of Slovenian tourism and formed clear priorities of operating at all levels by the year 2021. The 2017–2021 Strategy for the Sustainable Growth of Slovenian Tourism was created in cooperation with all key stakeholders of Slovenian tourism: representatives of the economy, chambers, destinations, product associations, the non-governmental sphere, educational institutions, experts in various fields, and representatives of ministries; the Slovenian Tourist