The Slovenian Tourist Board (STB) hosted the third IT Tour as part of the Days of Slovenian Tourism on November 20, 2024. The event gathered key stakeholders and experts to discuss digital transformation in tourism. It aimed to exchange best practices, share insights into digitization trends, and strengthen professional connections.
Dubravka Kalin, Director General of the Directorate for Tourism at the Ministry of the Economy, Tourism, and Sport, emphasized balancing human connection with technology: “Personal contact, a handshake, a genuine smile are key in tourism. But at the same time, we are at a crucial moment when modern technologies make many things possible.”
MSc. Maja Pak Olaj from STB highlighted their efforts in digital transformation: “At the Slovenian Tourist Board, we are making significant strides in the digital transformation of Slovenian tourism.” She noted initiatives like the Digital Academy and AI-powered virtual assistant Alma.
Ana Savšek from STB discussed their digital activities: “Unique nature, hospitable people and a commitment to sustainability are values of Slovenian tourism that can be effectively brought closer to our guests with advanced digital technologies.”
Andraž Štalec from Red Orbit outlined global trends in digitalization: “We need to use data and new technology to create a human-centred experience that builds trust.”
Jaka Repanšek addressed legal aspects of digitalization: “Regulation should not only be seen as something that holds us back.”
Representatives from key international markets shared insights into trends affecting Slovenia’s tourism sector. Presentations included innovative projects such as Podčetrtek Castle’s interactive content and Ljubljana’s digital map.
The IT Tour served as a platform for connecting professionals with digital advancements in tourism while offering opportunities for idea-sharing and partnerships.
