Sustainable tourism development and marketing strategy for Ljubljana and the Ljubljana region 2020-2025 – Ljubljana, Slovenia

Overview
Horwath HTL was assigned to develop a tourism and marketing strategy for a city destination that was pronounced a Green capital of Europe in 2016 and is generally recognized as one of the most innovative European capitals.

Description of Project
Strategy consisted of comprehensive status-quo analysis including tourism offer and demand analysis, tourism value chain analysis, tourism dispersion analysis, primary research on online perception, hospitality development pipeline analysis, etc. Findings from the analysis were a base for strategic framework development and definition of strategic development and management model (consisting of products and experiences strategy, competitiveness improvement strategy, investment strategy, and management model strategy), as well as strategic marketing model.