Programme of the Ministry of the Economy 2007

Establishing and managing the Slovenia country brand
Ever since it became independent, Slovenia has struggled with a low profile in the
international public even though it has been making efforts to gain and maintain
the reputation of an exemplary country. Slovenia is often mistaken for another
country, unrecognised or wrongly placed, which is why it needs an image (country
brand) that will raise its profile abroad. Slovenia is a very diverse country boasting
numerous attractions and offering many opportunities. It needs a clear, short
presentation message which, given appropriate advertising and its use at all levels
in public, would immediately create the right association with Slovenia around the
world.
The Ministry of the Economy is in charge of obtaining a model for establishing a
brand for Slovenia and establishing a brand identity, the application of the brand
at all levels and in all fields, as well as the implementation and management of
the brand based on the slogan and logo selected in a public competition that was
carried out on 2006 by the Government PR and Media Office.
In 2007 the Ministry of the Economy will carry out a public tender for the selection
of contractors who will create a brand management model and manage the
country brand.
Goal of establishing a Slovenia country brand:
Defining a method for the creation of the country brand
Creating a country brand identity
Determining a model for the distribution and use of the country brand at all
levels and in all fields
Defining the tools through which the country brand will be implemented at
all levels and in all fields
Implementing and managing the Slovenia country brand
The destination brand must be vivid so that those who come into contact with it
truly experience the values it represents and feel its authenticity. The creation of a
successful country brand involves finding a balance between politics, marketing,
national, regional and local brand management and service providers. It also calls
for a balance between economic, tourist, environmental, cultural, sports and
development goals.
Central Tourist Booking System – online booking of
accommodation in Slovenia
The Ministry of the Economy and the Slovenian Tourism Board unveiled at the
beginning of this year the Slovenian Central Tourist Booking System (CRS), an
important novelty in Slovenian tourism and one of the key projects at the Ministry.
The project had been a part of tourism-related programmes since 2002 – the
Strategy of Slovenian Tourism 2002 - 2006, the Strategy for the Marketing of
Slovenian Tourism 2003 - 2006 and the Guidelines for the Development of an
Integral Tourist Information System. In addition, a commitment to this effect was
made in the Coalition Agreement on Participation in the Government of the
Republic of Slovenia in the 2004 - 2008 Term.
The Central Tourist Booking System is a project which will undoubtedly increase
tourist revenues and improve Slovenia’s image as a tourist destination. It is open
to all interested providers of accommodation, big as well as medium-sized and
small enterprises. The participation of small providers gives them an opportunity
to enter the global market, making them a part of the global tourist community.
This is a big project for Slovenian tourism, as it provides a platform for integration
in global distribution flows, which is why it has been given a lot of emphasis in the
Development Plan and Guidelines for Slovenian Tourism for the 2007 - 2011 Period.
The strategic guidelines for the five-year period are based on the integration and
strengthening of the destination management model, which stimulates the
providers of tourist services to forge closer ties and include accompanying
activities in their local environments in their selection of services.
The establishment of a country brand would help fulfil the goal of making Slovenia
a developed and distinguished tourist destination in the next ten years. The brand
would contribute to making Slovenia more attractive and different in tourism,
culture, sports and other areas.
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