Slovenian tourism development compared to opportunities of Macedonian tourism development Dimitrij Piciga M.Sc. Director of the Slovenian Tourist Board

Slovenia will become a globally recognized tourist destination, known for the diversity of local characteristics in its offer, which is distinguished from other destinations thanks to its perfect geo- traffic location and natural climatic, cultural, gastronomic and historical diversity between the Alps, Mediterranean and Pannonian lowlands. Macedonia – lakes (Ohrid, Prespa, Dojran), unspoilt nature, cultural diversity & heritage, favourable geo-location VISION: country as a tourist destination

Marketing goals QUANTITATIVE GOALS:  Yearly growth in number of tourists: 6 %  Yearly growth in number of overnights: 4 %  Yearly growth in foreign income: 8 %

Marketing goals QUALITATIVE STRATEGIC GOALS: 1.To increase recognition of a country as a tourist destination by focus (niche) segments 2.To increase accessibility of destination with the introduction of new flights 3.Creation of products and services which give motive for arrivals outside the main tourist seasons 4.Dispersion of enquiries and decrease in the dependence on existing key foreign markets

Marketing goals QUALITATIVE/STRATEGIC LONG TERM GOALS: 5.To achieve a more effective horizontal and vertical connection among domestic tour operators, particularly at the local level, and their connection on a national level 6.To take advantage of country’s geo-traffic location for the creation and marketing of cross-border tourist products 7.To accelerate an increase in the extent (larger number of new accommodation capacities, restaurants, taverns, theme parks, etc.) and quality of the tourism offer 8.To accelerate an increase in professionalism and knowledge in planning, design, administration and marketing of the tourist offer

Marketing goals QUALITATIVE/OPERATIVE SHORT TERM GOALS: 1.To use Slovenia’s Presidency of the EU in 2008 as an excellent opportunity to increase the recognition of Slovenia and increase the effectiveness of marketing communication tools in Augmentation of promotional activities connected with new flight and new sea routes 3.To instigate the organisation of Slovenian tourism for the more effective creation and marketing of the tourist offer at the local level 4.Preparation of thematic campaigns for advertising activities and communication with potential guests (B2C) in middle distant and particularly closer markets in 2007

Targeted method for positioning Slovenia High differentiatio n Low attention High attention Low differentiatio n Average price Premium price Slovenia sells unique experiences Slovenia sells tourist products Slovenia sells basic goods – nature Slovenia sells services Target position Position of Slovenia today NEEDS of modern tourist Competitive positioning Price positioning

Key principles of operation in the field of marketing 1.Excellent knowledge of the market and the target visitor 2.Marketing, which in all phases of communication focuses on the guest 3.Development of offers, based on quality 4.Innovation and a business approach 5.Creation of effective partnerships

BUSINESS STRATEGY: Strategy of market niches 1.STRATEGY OF DIVERSIFICATION (development of new products and new markets) 2.STRATEGY OF DIFFERENTIATION (differentiation of offers assisted by clear identity and local characteristics) 3.STRATEGY OF PARTNERSHIPS (establishment of effective public-private partnerships and achievement of horizontal connection of offers in ITP and destinations) Strategic marketing concept

Key targets for the next marketing period  A tourist offer with a system of destination and life experience tourist products, based on local characteristics  Communication of local/regional characteristics of a country in tourist products, identity and contents of messages conveyed to target markets  Establishment of a system of brand Slovenia as a tourist destination  Creation and telling of stories

Key targets for the next marketing period  Development of products and a communication process, directed toward the positioning of a country as a destination, which plays on feelings and offers experiences  Goal targeted marketing and a combination of marketing tools for achieving maximum marketing effects for the resources invested  Establishment of a network of partners of Slovene tourism, particularly in middle distant and distant markets

System of tourist products  Priority for 7 complete tourist products (+2) – covering image of Slovenian tourism  Regional tourism products – on a regional level (14), local characteristics!  Drafted tourist products – concrete marketing  Semi/partial tourist products

Structure of the seven complete tourist products with individual products

Principle of marketing the tourist offers of Slovenia in two main directions

Thank you for your attention.