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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. *** 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. Strategija razvoja slovenskega turizma 2012-2016 stran 6
Partnerstvo za trajnostni razvoj slovenskega turizma 2012–2016 Leslie de Chernatony Professor of Brand Management Developing a strategic plan for a place brand represents one of the more daunting challenges for management. It is therefore commendable to see the 2010-2016 Slovenian Tourism Development Strategy. The strategy is able to take advantage of the previous work to develop Slovenia as a well conceived brand. The respected branding gives Slovenia a competitive advantage, since with a clear vision for this brand, a focused cluster of benefits are being presented to the tourist market. It is easier to attract particular tourist segments when there is a well recognisable cluster of benefits. Furthermore those Slovenian groups that need to work together to deliver the Slovenia brand promise are better able to co-ordinate their coherent activities as they know which forms of behaviour reflect the desired Slovenia brand. Successful branding in the tourist market is not just about developing a brand but it’s also about having a unified approach amongst different groups to deliver the brand promise. Pride and commitment enable locals to act in a natural manner when seeking to leave a lasting memory of the joys of being a tourist in Slovenia. The opportunities from Slovenia’s growing number of tourist make this strategy document compelling reading. Leslie de Chernatony profesor upravljanja blagovnih znamk *** Razvijanje strateškega načrta za znamko nekega kraja je eden bolj zastrašujočih izzivov za vodstvo. Zato je hvalevredno videti razvojno strategijo slovenskega turizma za obdobje 2010-2016. Strategija lahko izkoristi prejšnje delo in Slovenijo vzpostavi kot dobro premišljeno znamko. Trženje znamke daje Sloveniji konkurenčno prednost, saj se z jasno vizijo te znamke na turističnem trgu predstavlja osredotočen sklop prednosti. Določene turistične segmente je lažje prepoznati, kadar obstaja prepoznaven sklop prednosti. Poleg tega pa so tiste slovenske skupine, ki morajo delati skupaj, da bi izpolnile obljube znamke Slovenije, bolj sposobne usklajevati svoje povezane dejavnosti, saj vedo, katere oblike vedenja odražajo želeno znamko Slovenije. Uspešno trženje znamke na turističnem trgu ne zajema le razvoja znamke, ampak tudi enoten pristop različnih skupin k izpolnjevanju obljube znamke. Ponos in zavezanost omogočata domačinom, da se vedejo naravno, ko si prizadevajo, da se turisti spominjajo radosti, ki so jih doživeli v Sloveniji. Glede na priložnosti, ki se ponujajo zaradi vse številnejših turistov v Sloveniji, je ta strateški dokument zanimivo branje. Strategija razvoja slovenskega turizma 2012-2016 stran 7
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