Naslov prezentacije

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Slovenian tourism development compared to
opportunities of Macedonian tourism development
Dimitrij Piciga M.Sc. Director of the Slovenian
Tourist Board
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VISION country as a tourist destination

• 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

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Marketing goals

• QUANTITATIVE GOALS
• Yearly growth in number of tourists 6  
• Yearly growth in number of overnights 4
• Yearly growth in foreign income 8

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Marketing goals

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

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Marketing goals

• QUALITATIVE/STRATEGIC LONG TERM GOALS
• 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
• To take advantage of countrys geo-traffic
  location for the creation and marketing of
  cross-border tourist products
• To accelerate an increase in the extent (larger
  number of new accommodation capacities,
  restaurants, taverns, theme parks, etc.) and
  quality of the tourism offer
• To accelerate an increase in professionalism and
  knowledge in planning, design, administration and
  marketing of the tourist offer

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Marketing goals

• QUALITATIVE/OPERATIVE SHORT TERM GOALS
• To use Slovenias 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
  2007
• Augmentation of promotional activities connected
  with new flight and new sea routes
• To instigate the organisation of Slovenian
  tourism for the more effective creation and
  marketing of the tourist offer at the local level
• Preparation of thematic campaigns for advertising
  activities and communication with potential
  guests (B2C) in middle distant and particularly
  closer markets in 2007

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Targeted method for positioning Slovenia
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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

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Strategic marketing concept

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

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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

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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

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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

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Structure of the seven complete tourist products
with individual products
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Principle of marketing the tourist offers of
Slovenia in two main directions
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Thank you for your attention. dimitrij.piciga_at_slo
venia.info