Slovenian Tourist Board Rolls Out New Strategies with AI Alma for Tourism and Sports Promotion

Published on May 23, 2024

The Slovenian Tourist Board (STB) has introduced three innovative initiatives to enhance Slovenia’s reputation as a top destination for tourism and sports. In a press conference held in Lipica, the STB announced the launch of the “Slovenia – Sports Destination” website, an AI-driven virtual consultant named Alma on the Slovenia.info portal, and a collection of audio stories showcasing Slovenia.

Prominent figures at the event included Matjaž Han, Minister of the Economy, Tourism, and Sport; Franjo Bobinac, President of the Slovenian Olympic Committee; Jure Bohinc, Chairman of the Slovenian Advertising Chamber; and MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board. They highlighted the importance of innovative approaches in advancing Slovenian tourism.

The new initiatives underscore the STB’s dedication to continually enhancing its promotional efforts. “Sounds Like Slovenia,” the audio series available on Spotify and Slovenia.info, provides listeners with an authentic auditory experience of Slovenia’s diverse landscapes and attractions. Alma, the virtual consultant, utilizes artificial intelligence and draws information from Slovenia.info and over 50 verified websites of Slovenian tourist destinations and providers. This service, available in seven languages, assists users in finding relevant information and inspirational stories. Additionally, the Slovenia – Sports Destination website compiles details on sports venues, events, preparation, and rehabilitation, reinforcing Slovenia’s position as a premier sports and tourism hub.

MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board, explained: “Slovenia is a land of countless natural beauties and cultural treasures, which we want to bring to the attention of visitors in an innovative and attractive way. That is why we are constantly analyzing trends in marketing and developing projects to excite tourists and awake their curiosity and desire to explore further. We are extremely proud of Alma, the first virtual assistant in Slovenian tourism, supported by artificial intelligence and drawing from such a rich database. In light of the rapid development of this technology, we have big plans for her. The new Slovenia – Sports Destination website is a step forward in our efforts to connect sport and tourism. It is a key meeting point between demand and supply and thus an important stone in the mosaic of Slovenia’s further development as a world-class sports tourism destination. The sound stories of Slovenia will appeal to more romantic, sensual individuals who want to dream of a destination. In line with the I feel Slovenia brand message, we will now be able to listen to Slovenia before we visit. I would like to thank the STB’s team and all our partners, who help us set new standards in the promotion of Slovenian tourism.”

Matjaž Han, Minister of the Economy, Tourism, and Sport, found the Sounds like Slovenia inspiring and reassuring, and highlighted the added value of the virtual assistant: “It’s fantastic that you can access information in such an innovative way and so quickly.” Furthermore, he underscored the strategic significance of merging sport, tourism, and the economy under one ministry, affirming that the Slovenia – Sports Destination website reaffirms the government’s sound decision: “This approach enables us to harness Slovenia’s abundant resources in a unified manner: from its exceptional athletes to its unparalleled tourism offer and natural wonders.” While appreciating the digital content and photographs, he reserved special praise for Slovenia’s breathtaking natural vistas.

President of the Slovenian Olympic Committee, Franjo Bobinac, highlighted the top-notch offer of Slovenian sport and sports tourism, including elite athletes, world-class clubs, state-of-the-art infrastructure, rejuvenating spas, top-notch facilities, and expert medical services. He stressed the significance of showcasing these assets to a global audience, remarking: “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.” Bobinac highlighted Slovenia’s remarkable story in recent years, noting its professional segmentation and consistency. He concluded: “Slovenia has crafted an exceptionally compelling story, not only is it clearly segmented professionally, but we are also consistent in it.”

Jure Bohinc, Chairman of Slovenian Advertising Chamber, emphasized:  “They say the greatest opportunities often lie within the heart of challenges. I am pleased to see this reflected in Slovenia’s vision of becoming a green boutique destination through sustainable tourism. This is a long-term, sustainable path that leverages our strengths—both small and diverse—by emphasizing authenticity and unique experiences. The new communication projects align beautifully with this strategy, using innovative approaches to create the experiences we want to offer our visitors.”

The event was organized by the STB in partnership with Kobilarna Lipica Holding, which presented its rich offer of tourist experiences. Upon this occasion, MSc. Tatjana Vošinek Pucer, Director of Kobilarna Lipica Holding, stated: Lipica Stud Farm, one of the oldest and most esteemed institutions for noble Lipizzaner horses, celebrates its 444th anniversary this year. In honour of this significant milestone, we have introduced numerous innovations and enhancements to ensure an even more unforgettable experience for our visitors. Among the most notable updates is the revamped equestrian program, which now offers a unique digital experience. After several years, we have revived the tradition of side-saddle riding and introduced a new element to the Lipizzaner equestrian show. Additionally, we have reintroduced guided horseback rides through the picturesque Karst landscape. Furthermore, we have opened the Summer Garden, where visitors can delight in a charming ambiance and refresh themselves in the shade.”