‘The purpose of this refreshed solution is not to end all our work so far, because the story of Slovenia as a green boutique destination for five-star experiences is clear and has been widely accepted,’ explained Maja Pak, director of the Slovenian Tourist Board. Even though the slogan ‘Green. Active. Healthy.’ bids us farewell to be replaced by the new solution, the idea of Slovenia being a green, active and healthy destination remains.

‘After more than five years, we wanted to refresh communication and upgrade it on a more emotional and experiential level, in line with trends in digital marketing and with the trends of today’s new perception of luxury. What is more, contemporary communication platform is being used to get even closer to the strong and potential segment of millennials,’ explained Pak.

The tourism sector is improving and after years of losses it is again in the black. But revenue per available room is still too low, as it scarcely surpasses the figure from ten years ago, stressed Zdravko Počivalšek, Minister for economic development and technology.

This year travel export revenue rose by 8%. Average achieved revenue per available room has been on the up over the recent years, reaching 32 euros in 2017, which is an 8.3% nominal annual growth. ‘Our estimate is that this indicator is still too low. It is higher than a year ago, but it grew only by 1% in respect of higher added value. The rest of the growth is down to an increase in overnight stays.’

Last year, total revenue per available room reached 20.850 euros, which is the highest number for the last ten years. 'But, to be honest, with this number we have merely surpassed the 2007 results,' said Počivalšek. 'Slow growth is simply no longer enough. We have the conditions, knowledge, resources and energy to attain a four billion euro inflow from travel exports.'