SHORT CASE STUDY UPON THE ROLE OF COMMUNICATION IN SLOVENIA’S TOURISM Sonja Sibila Lebe, M. Sc. Counsellor to the Government Ministry of Small Business and Tourism

In 1991, the most frequent question has been Slovenia - what‘s that? A new country - but where? A small country - is it safe? It has some coast - so it must be offering the SSB-pattern? Catalogues and brochures? Perhaps better not showing most of them... After all said above - where (how) to begin?

Need of a Tourism Strategy 14.2.2018 Need of a Tourism Strategy SWOT analyses after getting independent - what has already been done and - what urgently has to be settled Resolution (1995) strategy how plan of activities what

Plan of Activities Foundation of a promotional centre Education improvement Law on Tourism Development Investment in tourism infrastructure

Market communication managed by the SNTO 1. Communicating Slovenian tourism abroad 2. PR and advertising abroad 3. Promotional material 4. Fairs (domestic and international) 5. Market communication in Slovenia 6. PR and advertising in Slovenia 7. Information system

1. Communicating Slovenian tourism offer abroad a) Slovenia is unknown b) if someone knows it, its image is not always favourable and correct  Slovenia needs an image-shift...

Identification difficulties Geographical identification problem: Slovakia - Slavonia  Slovenia History problem: Former Yugoslav republic  but Balkans is safely far away... Product identification problem: Mediterranean country, so mass tourism expected  shift towards CE-country with rich cultural tradition and attractive environment

2. PR and advertising abroad assuring a new positioning Slovenia How to position Slovenia in Europe ... ? ... with its extremely diversified tourist offer?

Best place for holidays PR-actions Slovenia ??? Study tours for foreign journalists and important opinion makers articles in different media all major tourism fairs in Europe co-operation with neighbour countries Best place for holidays

3. Slovenia’s Promotional material Basic material (maps, main sights, quality photos) 5 clusters Mountains and lakes Cities and culture Spas Rural tourism Mediterranean and Karst Product level (Biking in Slovenia, Riding in the homeland of Lipizzaners, Slovenian castles and manors etc) Additional activity: helping local authorities

4. Tourism Fairs

Promotional massages a gentle green country between Alps and Mediterranean Slovenia offers best opportunities for active holidays ideal place for short holidays interesting in any time of the year

5. Market communication in Slovenia All domestic tourism fairs Promoting special rates after the main season Discover Slovenia for the second time special promotional actions for the 5 clusters raising awareness of the importance of tourism for the national economy meetings with journalists Regular press releases

Tools of communication greeting tables information panels information board Tourist telephone Tourist informer

6. PR and advertising in Slovenia Dobrodošli doma

7. Information system

New Contents within SNTO The CPTS is getting a sister centre: Centre for Research, Analyses and Education

Centre for Research, Analyses and Education Permanent (and comparative) studies on tourism development Analysing strengths and weaknesses of Slovenian tourism offer Market research Information and documentation department Modern library Education and training

Conclusion Quality management - human resources - education Political decisions: how Organisational tasks: what Quality management - human resources - education Developing products and product strategies

9 years of Slovenia’s Tourism Policy 1. Strategy (1993) 2. Resolution on strategic goals of tourism development (1995) 3. Centre for Tourism Promotion (1995) 4. Ministry of SME and Tourism (Nov. 1997) 5. Law on Tourism Development (1998) 6. Transformation of the CPTS - 2 centres (2000)

Main tasks in the field of communication Continuing working on the shift of Slovenia‘s image Attracting foreign investments - informing about conditions and possible margins Development of a good and efficient information & reservation system

The way to successfulness... ...has a name: co-operation 1. In Slovenia - PPP 2. CBC + PHARE Programme 3. All kinds of partnership with partners abroad EU, we are ready

Thank you for your attention Ministry of Small Business and Tourism Sonja S. Lebe, M. Sc.