1. 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

2. 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?

3. Need of a Tourism Strategy
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

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

5. 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

6. 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...

7. 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

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

9. 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

10. 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

11. 4. Tourism Fairs

12. 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

13. 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

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

15. 6. PR and advertising in Slovenia
Dobrodošli doma

16. 7. Information system

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

18. 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

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

21. 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)

22. 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

23. 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

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