Alma: Slovenia’s New AI Travel Assistant Enhances Tourist Experience with Personalization

Published on December 16, 2025

Also stepping up the changes in the way tourists can discover Slovenia is the Slovenian Tourist Board (STB), which has launched Alma, a virtual travel assistant based on AI, a totally new tool on the Slovenian tourism scene. Alma has been integrated into the Slovenian tourism website Slovenie.info and has certainly made a big step forward in terms of the digitalization of the Slovenian tourism sector. Since it started in May 2024, Alma is now considered one of the most innovative tourism products in Slovenia.

Alma: The AI-Powered Travel Companion

Alma is designed to engage users in conversational, intuitive exchanges, helping them navigate Slovenia’s vast tourism offerings. Available in seven languages, including English, Italian, German, and Slovenian, Alma provides tailored travel advice, practical tips, and inspiring stories, making it an indispensable tool for travelers of all kinds. Whether visitors are seeking recommendations for scenic hiking routes, historical sites, or local culinary experiences, Alma is there to guide them through Slovenia’s rich cultural and natural landscapes.

Named after the renowned traveler and writer Alma M. Karlin, the assistant is powered by advanced OpenAI technology, sourcing information from slovenia.info’s extensive database and more than 60 curated tourism websites and API integrations. This allows Alma to provide dynamic, up-to-date travel insights, making it an invaluable resource for tourists.

Alma’s Growing Popularity and Recognition

Since its launch, Alma has garnered widespread attention for its innovation and seamless integration into Slovenia’s national tourism platform. It earned silver in the Tourism category at the 2024 Websi Awards, praised for its intelligent integration with the site’s search engine and its ability to enhance user interaction. The award acknowledged Alma’s role in improving the online tourism experience, marking a turning point for digital engagement in Slovenia’s travel sector.

More recently, Alma won the prestigious Travel Tech Project of the Year at the 2025 Game Changer Awards. This honor highlights Slovenia’s leadership in embracing technology to improve the tourism experience, underscoring the country’s commitment to responsible, user-friendly digital solutions that benefit both tourists and local businesses.

Alma’s rapid success reflects a growing trend in tourism technology, where digital tools are increasingly helping travelers discover destinations in more personalized and meaningful ways. As Alma continues to evolve, it is expected to play an even greater role in shaping the future of tourism in Slovenia and beyond.

The Role of Alma in Enhancing Tourist Experience

Alma’s impact is measurable not only in the accolades it has received but also in its adoption by travelers. In August 2025 alone, nearly 12,000 questions were asked of the assistant, with users from English-speaking countries, Italy, Germany, and Slovenia making up the majority of queries. The assistant’s ability to provide quick, accurate answers has made it a go-to resource for travelers looking to explore Slovenia’s diverse offerings.

The AI assistant’s 88% positive rating in August 2025—rising to 91% in October and November—demonstrates its high level of user satisfaction. Tourists increasingly rely on Alma for a variety of services, from planning multi-day itineraries and discovering lesser-known regions to finding family-friendly activities and exploring cultural events. Alma’s ability to suggest sustainable mobility options also positions it as a champion for eco-conscious travel, helping visitors make environmentally responsible choices during their trips.

The continuous upgrades to Alma—such as a redesigned mobile interface, dynamic suggestions, and multilingual adaptation—further strengthen its role as a comprehensive travel companion. These upgrades ensure that the assistant remains relevant and responsive to the needs of a diverse global audience, making it an essential tool for exploring Slovenia.

Future Developments: Admin Alma and Real-Time Voice Guide

Looking ahead, the Slovenian Tourist Board plans to expand Alma’s capabilities further with the development of “Admin Alma.” This upcoming feature will allow local destinations to enrich the assistant with real-time, localized insights, providing even more personalized recommendations for visitors. This upgrade will deepen the connection between Alma and Slovenia’s communities, ensuring that travelers get accurate and up-to-date information tailored to their specific interests.

In addition, the STB is working on transforming Alma into a real-time voice guide that will assist visitors throughout their entire journey. This feature will allow tourists to interact with Alma while they explore Slovenia’s landmarks, providing hands-free, on-the-go assistance. Whether tourists are hiking in the Julian Alps, exploring the streets of Ljubljana, or navigating the wine regions of Brda, Alma will be there to provide instant information, making the travel experience more seamless and enjoyable.

Alma’s Impact on Slovenia’s Tourism Landscape

Alma’s success is part of a larger effort by Slovenia to position itself as a digitally advanced and user-focused destination. By embracing cutting-edge technology, the country is enhancing its reputation as a smart tourism destination, offering visitors a more efficient, personalized, and immersive experience. This shift aligns with global trends in tourism, where travelers increasingly expect seamless digital interactions to complement their physical travel experiences.

The STB’s use of Alma highlights Slovenia’s commitment to staying at the forefront of the tourism industry, ensuring that it meets the evolving needs of modern travelers. By providing a digital travel companion that enhances convenience, sustainability, and local engagement, Slovenia is setting an example for other destinations looking to leverage technology to improve their tourism offerings.

A New Era in Travel with Alma

Alma is revolutionizing the way tourists discover Slovenia with its intelligent and sustainable tourism system and approach to tourism. As technology and infrastructure develop within the Slovenian region to support greater digital adoption, the potential for Alma to further influence the tourism industry and experience within Slovenia grows to benefit not only tourists but also Slovenian communities. With its innovations and focus on sustainability and user satisfaction within tourism, Alma is paving the way for the future of tourism in Slovenia to become a top tourist destination for tech-conscious and environmentally aware tourists.