B.

A International Hospitality and Tourism Management

ITM-IHM, NAVI MUMBAI

Tourism and Developing Countries

2014 2015
Diet 1
Word count:1947
Module code B3141
Module co-coordinator Mr. Ketan Chande
Matriculation Number: 14010381

Tourism and Developing Countries- Slovenia.

Slovenia constitutes of regions with a diverse cultural as well as natural characteristics.
Across relatively short distances, landscape features which influence tourists and
different modes of tourism are available which make it a perfect spot for tourism
development. The Mediterranean region is made up of a forty six kilometers costal belt
which runs along the Adriatic Sea. Medieval cores of the coastal towns are rich in
cultural heritage and hence offer an attractive environment for tourists. On the northern
region Slovenia is covered by the alpine mountains. Being house of major tourism
related activities Slovenia is a perfect blend of amenities, accommodations,
accessibility, affordability and attractions which make it a perfect tourist destination.
Slovenia is a country which has gained independent recently. Despite of this fact
Slovenia as a developing country has managed to develop itself as a tourism
destination quiet extensively and that too on an international scale. From tourists
attraction point of view Slovenia has many things to offer and hence tourists from
European as well as other continents visit this land of natural elements. Thermal and
mineral springs, sunny slopes with typical vineyards and the alpine mountains are some
attractions offered by Slovenia to a tourist (Hovart, 2009). Tourist flows in Slovenia
suggest that travelers for around the globe travel to this destination creating a growth in
inbound tourism. Since tourism is a vital element in Slovenias economy, growth in
inbound tourism means generation of more foreign currency funds which will further
boost up the economy. In the calendar year 2003, 56% of the overnight stays were
accounted by foreign travelers. Visitors from Germany, Italy and Austria constituted the
major crowd among the inbound travelers. Outbound travel was relatively low in
Slovenia at the time of global economic slowdown. Although a significant increase in
outbound tourism was observed in current statistic calculations (Ceasy, 2012).
A steep incline in demand of Slovenia as a tourist destination is seen in past several
years. Especially foreign tourists registered more overnight stays than domestic
travelers. With a steady increase in share of overnight stays tourism activities and types
of tourism available for experience has increased in recent years. This is a probable
reason of a visible boom in hospitality sector of Slovenia. Tourism industry is gradually
becoming an important economical factor in development of Slovenia. With direct or
indirect jobs, tourism industry employs for every tenth citizen in the country. Because of
increased tourism activities GDP has also increased to about 12.3%. In terms of global
tourism competitiveness Slovenia has moved up the ladder by 11 ranks and currently
holds 33rd position (Brezovec, 2011). The main concept behind this essay is to
understand the type of tourisms, cultural and social equities and the changes in inbound
and outbound tourist patterns prevalent in this country. Inbound tourism in Slovenia
increased by 2% and reached up to 3 million trips in 2013 which was declined in 2012.
This increase was estimated because of a nice and bright summer in Slovenia and the

return of tourist from Egypt and Slovakia. It was estimated that the average cost per trip
was around EUR612 in 2013 (Euromonitor, 2013). Not only intbound but even the
outbound tourism experienced a massive increase in 2013. Slovenia experienced a
significant increase of growth in outbound tourism of about 6% which reached to 2.3
million trips in the calendar year (Euromonitor, 2013). Various events and campaigns
like I feel Slovenia, European basketball championship and liberations in visa approval
process were the main reasons behind attaining this massive increase. It is also
estimated that by the end of year 2018, Slovenia will experience 2.6 million trips by
arrival in inbound tourism.
A gradual drift is observed in the demand patterns of different tourism products in
Slovenia. After achieving independence initially more number of tourists came to
Slovenia for the purpose of adventure tourism particularly snowboarding. Later the drift
was towards educational tourism because Slovenia provided good education in
economical pricing. Now the pattern is totally changed. Farm tourism, gastronomy
tourism and medical tourism are the new products in demand. With lots of thermal
springs and hot baths which have natural healing tendency, many people are willing to
travel to Slovenia for the purpose of medical tourism. Farm tourism is relatively new
concept and will take time to develop. Being surrounded by alpines gives a
geographical advantage to Slovenia. Alpine tourism is another type of tourism which is
prevalent in Slovenia. Quick and easy access to reduce travel time gives an advantage
to Slovenia for promoting alpine tourism. Slovenia must do something to develop this
type of tourism but also ensure that by developing this tourism type it does not harm the
natural beauty within the destination. Although it is a challenge to develop alpine tourism
with current infrastructural facilities but if a proper attention is paid to this evolving
tourism type then it can have a significant growth in future (Romana, 2003).
Formation of STCP- Slovenian Tourism Promotion Centre is a planned initiative taken
by Slovenian tourism ministry in order to develop Slovenias brand image on
international travel industry. Main task of this department is to create a niche market in
Slovenia which can attract more international travelers. Various events like international
skiing world cup are hosted by Slovenia for tourism promotion. Other campaigns like I
Feel Slovenia are successful marketing campaigns to promote Slovenias as a tourism
brand (Mayros, 2013). By constant promotion and international marketing Slovenian
tourism ministry tries to attract more travelers in both inbound and outbound segment.
Every developing country on the world map experiences some or other kinds of generic
challenges. These challenges can be caused because of political tensions, lack of
infrastructure for education or tourism, medical facilities, climatic changes etc.
Education: In case of Slovenia education is an important challenge faced by the country.
A constant declination in the enrollment of post secondary education of students is
observed. Share of men involved in tertiary education i.e. masters degree is more in

number than females. In order to enhance the education system government of

Slovenia provides subsidies in tuition fees to its citizens (Celebic, 2013).
Workforce: The quality and quantity of education of students and graduates affect the
future labor market supply. With less people enrolling themselves in education various
industries suffer from inadequate workforce. The Slovenian tourism industry is still in a
nascent stage and is still far behind from the idea of Brukes learning society.
Destination competitiveness: Slovenian tourism competitiveness is analyzed
insufficiently and its results have not been used in any way to cultivate a better and
economically sound tourism policy. Services provided in the country were the weakest
point of Slovenian tourism industry. After gaining independence Slovenia emerge as a
powerful nation in terms of tourism industry. Development in humans resources is still
taking place in Slovenia. Through training and development a more sophisticated and
healthy tourism environment can be developed in the country.
Tourism Destination Brand Identity: Unlike other scientific contributing themes, the
tourism destination brand identity theory is merely in its infancy. Although this theory
appears to be relatively new but this theory is partially covered under the label of
destination images studies. Brand identity clearly specifies the aspirations of a place as
a tourist destination. Aaker and Joachimsthalers brand leadership model covers
branding from all aspects. The model is symmetric, comprehensive and pragmatic in
nature as it recognizes the decision making, formulating and implementing the tourism
destinations business strategy. As a concept of brand identity Slovenian Tourist Board
must define Slovenians tourism policy in a more symmetric way to analyze its impacts
on marketing performance and number of inbound tourists. Slovenia as a brand identity
must increase its global reputation by promoting itself as a winter destination (Ruzzier,
2013). A symmetric analysis which was conducted in 2001 states that 84% of European
travelers among the 119 people on which the survey was initiated were able to locate
Slovenia as a part of central Europe and were aware about its existence. The results
were impressive and hence the government must implement this strategy to boost up
the global reputation of Slovenia in tourism market (Hall and Smith, 2006).
Due to intensive marketing of tourism products Slovenias international status and
reputation as tourism destination highly depends on Slovenian sustainable tourism. It is
an integral part of socio-cultural and economic well being of Slovenia as it provides
large scale employment and is also a contributor in global revenues. Keeping in mind
the pace of tourism development in Slovenian, government has drafted 2012-2016
Partnership for the sustainable development of Slovenian tourism which emphasizes
on inclining tourist traffics. The main objectives of this amendment are to achieve an
annual growth rate of 2%in overnight stays and 6-8% in receipts from the export of
travel along with an increase in number of inbound tourists of 4%per annum. Prime
focus on tourism competitiveness (consumption per visitor and destination
management) quality of life, welfare of local populace, development of Slovenia as a
globally recognized tourism brand and internationalization will be the new development

strategies of Slovenian tourism. A greater concern for environmental impact

management and transfer to low-carbon society will be the new objectives which are
accompanied by fundamental orientation towards sustainable development (Bunes,
2011).
Despite of being a relatively young European nation with only 15 years of
independence, Slovenia
retains a very rich cultural and geographical diversity. A
member of United Nations Organization Slovenia is a small country which is just 20.256
square kilometers and has a population of less than 2 million people. Not only UNO,
Slovenia is also an important member of European Union and NATO from 2004. In
terms of business development Slovenia stands very close to older European Union
Members. First in the league to introduce EURO as a currency in 2007, Slovenia
successfully holds the European Union Presidency from 2008 and comes under the
banner of Schengen countries. With such tremendous potential of tourism business
development Slovenia is a perfect example of a developing country.
The EU tourists no longer require passport in Slovenia (Slovenia is now a part of
Schengen Zone). The euro adoption of Slovenia has created a huge positive tourism
Impact. With this collaboration the international attractiveness and competitiveness of
Slovenia has increased significantly. The association of EU has created a drastic
influence in the development of Slovenia as a brand. Large market segment has
significantly increased inbound tourism in Slovenia. With improved economic potential
this country also has a faster growth of tourism demand. Increase in tourism has also
resulted in the development of socio-cultural attitudes. Because of single common
currency price transparency will increase and decrease exchange rates. In short the
growth in competition will create an opportunity to raise the quality of Slovenian tourism
(Omerzel, 2011).
Tourism plays an important role in increasing every developing countrys development
process. Slovenia as a tourist destination contains immense growth potential in tourism
industry. With such a wide diversity of attractions to offer, Slovenia is a gem which
needs to be polished but in a sustainable way. Development of effective government
policies regarding tourism development is very important to ensure a lasting growth in
Slovenia. Different strategies about increasing the carrying capacity of various locations
in Slovenia must be developed to ensure prolonged benefits. With Euro as a standard
currency more income can be expected from tourism industry in coming years. As of
today Slovenia face the major problem of unskilled taskforce which can be sorted by
imparting more knowledge about tourism and its importance and advantages to local
populace. Since all the tourism related activities involve some or other kind of resources
it is very essential to set measuring taps in using these resources.

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