Slovenian Tourist Board is challenging how a destination marketing organisation can connect with their audience. From the launch of an AI chatbot to their ‘Sounds of Slovenia’ podcast, the team are leveraging technology to expand the ways they can engage prospective visitors. Aleksandra Lipej, Global Communications Manager - Content Digital Marketing at STB, outlines how they’re investing in technology and what skills are necessary to thrive in the face of rapid digital transformation.

Congratulations on launching your new AI chatbot, Alma! What prompted you to invest in AI in this way?

Thank you! We wanted to stay ahead of the curve and make sure our visitors have the best possible experience when using our website. AI is such a powerful tool in today’s world, and by incorporating it into slovenia.info, we’re offering a smarter, more personalized way to discover Slovenia. Alma, our AI chatbot, is based on the famous Slovenian traveller Alma M. Karlin, and she brings a unique, engaging touch to how people explore Slovenia online. Powered by OpenAI’s GPT-4, Alma can chat in seven languages, offering visitors personalised recommendations, inspiring stories, and quick answers to their questions 24/7. This way, we make discovering Slovenia as smooth and fun as possible.

Was there anything you found challenging or unexpected during the development process?

Yes, there were a few challenges along the way. One of the biggest was ensuring Alma could consistently provide accurate and relevant answers. It’s important that she continues to learn and improve, especially since the information she gives needs to be precise to deliver the best experience. We did a lot of testing to ensure Alma was aligned with our goals—getting the user the information they need quickly and effectively.

Given that most place brands are built on a foundation of human connection, how can destination marketing organisations find a balance between leveraging technology to reach new audiences whilst keeping that all-important human touch?

The human touch is irreplaceable, especially in tourism and hospitality. Technology can never fully replicate that warm, personal interaction you get from real human connections. However, it can certainly enhance the experience. AI, like Alma, allows us to handle large volumes of inquiries while still offering a personal feel. It’s about balance—letting AI handle the efficiency, while human interactions remain at the heart of hospitality.

What new skills do place leaders need to support their teams through the rapid technological transformation of the workplace?

Adaptability is key. Leaders need to understand emerging technologies, but more importantly, they need to guide their teams through the changes by fostering a mindset of continuous learning. It's about integrating tech without losing the human element and ensuring teams feel confident using these new tools. Flexibility, digital literacy, and innovation will be critical skills moving forward.

Sustainability is also a big piece of Slovenia’s positioning. How can technology be used to strengthen your reputation in this area?

Technology plays a huge role in supporting sustainability efforts. For instance, we could implement tools to calculate carbon footprints for travellers or provide real-time data on eco-friendly practices. AI could serve as a reminder for tourists to make conscious, sustainable decisions during their visit, encouraging a more eco-friendly lifestyle. Technology can help us measure and improve our sustainability goals while educating visitors on their environmental impact.

You’ve also just launched Sounds Like Slovenia on Spotify, which is really interesting. What’s your best tip for a destination looking to expand its country promotion beyond visuals?

Be creative and think outside the box. We’re used to relying on visuals for destination marketing, but music, storytelling, and other sensory experiences can be just as impactful. For Sounds Like Slovenia, we wanted to evoke the feeling of Slovenia through sound. Each place, brand, or destination has its own unique story to tell, so I’d encourage others to explore different mediums to connect with audiences in new and memorable ways.

Thank you for sharing that, Aleksandra.