Strategija razvoja slovenskega turizma 2012-2016 - Ministrstvo za ...

Partnerstvo za trajnostni razvoj slovenskega turizma 2012–2016
STRATEGIJI NA POT
Taleb Rifai, Secretary-General, United Nations World Tourism Organization (UNWTO)
The impressive growth of tourism in Slovenia over the past decade is testimony not only to the
country’s breathtaking scenery, bustling towns and welcoming people, but also to the active and
engaged approach of consecutive governments towards the sector.
In Slovenia there exists a tangible recognition at all levels of the importance of tourism to the
national economy, particularly in terms of job creation and regional development. The New Slovenia
Tourism Strategy, 2012-2016, is further proof of this support and a key step towards consolidating
Slovenia’s image as a leading tourism destination in the heart of Europe.
This new strategy represents more than simply a blueprint for growth. It is a commitment to a vision
that by 2016, “tourism in Slovenia will be entirely based on sustainable development.”
This is indeed a laudable goal. It is also the right one. Tourism strategies cannot afford to distance
themselves from the principles of sustainability, both for the sake of the environment and if they are
to achieve competiveness in the global tourism marketplace.
It is ever more apparent that sustainability (in its three pillars; social, economic and environmental)
and competitiveness are inseparable. Competitiveness can only be achieved by fully embracing
sustainability. This new strategy touches on an impressive number of objectives and measures, yet
sustainability underlines them all and represents the common thread running throughout this future
vision of tourism in Slovenia. It is this focus that makes this the strongest possible tourism strategy.
International tourism is an extremely competitive market, with new destinations continuously
emerging and gaining market share. By placing sustainability at the heart of its strategy I have no
doubt Slovenia will continue to protect and enhance its natural beauty, providing the country with its
unique competitive edge for years to come.
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Taleb Rifai, Generalni sekretar Svetovne turistične organizacije (UNWTO)
Prepričljiva rast turizma v Sloveniji v zadnjem desetletju priča ne le o osupljivi pokrajini te države,
njenih živahnih mestih in gostoljubnih prebivalcih, ampak tudi o dejavnem in zavzetem pristopu vlad
do te panoge.
V Sloveniji na vseh ravneh dejansko priznavajo pomembnost turizma za narodno gospodarstvo, zlasti
glede ustvarjanja novih delovnih mest in regionalnega razvoja. Nova strategija slovenskega turizma
2012-2016 je nadaljnji dokaz o tej podpori in ključni korak k okrepitvi podobe Slovenije kot vodilne
turistične destinacije v osrčju Evrope.
Ta nova strategija je več kot le načrt na papirju za rast. Je zavezanost viziji, da bo do konca leta 2016
»turizem v Sloveniji temeljil na trajnostnem razvoju«.
To je zares hvalevreden pa tudi pravi cilj. Strategije turizma si ne morejo privoščiti oddaljevanja od
trajnostnih načel zaradi okolja samega pa če želijo doseči konkurenčnost na svetovnem turističnem
trgu.
Vse bolj postaja jasno, da sta trajnost (katere stebri so: družbeni, gospodarski in okoljski) in
konkurenčnost neločljivi. Konkurenčnost je mogoče doseči le tako, da popolnoma sprejmemo
trajnost. Ta nova strategija se dotika številnih ciljev in ukrepov, trajnost pa jih poudarja vse in pomeni
rdečo nit celotne prihodnje vizije turizma v Sloveniji. To je usmeritev, zaradi katere je to najmočnejša
mogoča strategija turizma.
Mednarodni turizem je izredno konkurenčen trg, na katerem nenehno nastajajo nove destinacije in
pridobivajo tržni delež. S tem ko je Slovenija postavila trajnost v središče svoje strategije, niti najmanj
ne dvomim, da bo še naprej varovala in krepila svoje naravne lepote, kar bo državi še dolgo
zagotavljalo njeno edinstveno prednost pred konkurenco.
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