Slovenia, Gastronomy Destination

SLOVENIA GASTRONOMY DESTINATION 3. REBULA MASTER CLASS, GORIÅ KA BRDA, 28.8.2019 Inspiring you to go your own way. mag. Maja Pak, Slovenian Tourist Board

01 About Slovenia 02 Gastronomy Strategy 03 Gastronomy Action Plan 2019 - 2023 04 Promotional Activities

01 ABOUT SLOVENIA

SLOVENIA. in the HEART of EUROPE

THE ONLY COUNTRY IN EUROPE, WHERE

4 distinct GEOGRAPHICAL worlds MEET

1

2

the

the

ALPS

MEDITERRANEAN

3 the

PANNONIAN PLAIN

4 the

KARST

CONVERGING IN

LJUBLJANA, the GREEN CAPITAL with easy access to every corner of the country within an hour‘s drive.

The FOUR REGIONS of SLOVENIA give ground to extreme diversity of experiences.

Slovenia is a unique wine region in Europe

THREE WINE REGIONS OF SLOVENIA

PRIMORSKA Brda Karst, Vipava Istria

PODRAVJE Štajerska Prekmurje

POSAVJE Bizeljsko Sremič Bela Krajina Dolenjska

PRIMORSKA WINE REGION •

• • •

the leading wine growing region in Slovenia combination of Mediterranean a n d Alpine climates the highest n u mb e r of indigenous varieties home of Rebula

IN SLOVENIA

WHITE VARIETIES DOMINATE 70% WINES RANKS AS QUALITY OR SUPERLATIVE WINES

15-20.000 HA OF VINEYARDS 30.000 WINEGROVERS 52 DIFFERENT VINE VARIETIES

15% GROWTH OF ORGANIC WINE GROWING

OUR WINEGROWING HISTORY IS LONG

WORLD OLDEST VINE

HANDPICKED GRAPES

TOAST AS A NATIONAL ANTHEM

VINEYARD IN EVERY 40 PEOPLE

Slovenia is

GREEN BOUTIQUE Destination for

5-STAR EXPERIENCES

GREEN PHILOSOPHY of SLOVENIAN TOURISM,

by SLOVENIAN TOURIST BOARD

1

SLOVENIA IS GREEN

STRONG G R E E N FA C T S

2 .

SLOVENIA ACTS GREEN

3

91

GREEN SCHEME OF SLOVENIAN TOURISM

SLOVENIA PROMOTES GREEN

WE FEEL GREEN & WE PROMOTE IT

DRINK WATER TASTE WINE

02 GASTRONOMY STRATEGIC TOURISM PRODUCT

IN OUR MAIN MARKETS IS ENJOYING A GOOD FOOD AND WINE A MAIN MOTIV FOR CHOOSING A HOLIDAY DESTINATION

BY IMPORTANT SHARE OF TOURISTS

31%

29%

AUSTRIA

GREAT BRITANY

Source: Identification of Market Potential, Web Survey, Valicon, December 2017

23%

GERMANY

21%

THE NETHERLANDS

II. III.

▪ ▪ ▪ ▪

TASTE SLOVENIA SLOVENIA CULTURE SLOVENIA NATURE SLOVENIA TOURS

▪ SLOVENIA SPORTS ▪ SLOVENIA SUN & BEACH ▪ SLOVENIA COUNTRYSIDE Secondary: • GAMBLING • CRUISING & YACTING

• SHOPPING • SPECIAL INTERESTS

High

WELL BEING

I.

II. NATURE

OUTDOOR

GASTRONOMY MICE

CULURE SPORTS TOURISM

TOURING

SUN & BEACH COUNTRYSIDE

Low

I.

▪ SLOVENIA SPAS ▪ SLOVENIA OUTDOOR ▪ SLOVENIA MEETINGS

IMPACT ON IMAGE

GROUP

GROUP

GROUP

PRODUCT PORTFOLIO OF SLOVENIAN TOURISM

III.

Visok

High Low

IMPACT ON REVENUE

SLOVENIA GASTRONOMY DEVELOPMENT STRATEGY (2006)

24 GASTRONOMY REGIONS

391 TYPICAL DISHES, DRINKS AND INGREDIENTS

WE ARE ENCOURAGING PROVIDERS TO BUILD A STRONG

GASTRONOMY TOURISM VALUE CHAIN INGREDIENTS/ MANUFACTURERS

PROCESSING DISTRIBUTION BUSINESS

MENUES CHEFS

PROVIDING COUSINE

(RESTAURANTS)

SUSTAINABLE REGIONAL DEVELOPMENT

PROVIDING INFORMATION (TOURISM)

TOURISM/ EXPERIENCES

F R O M P R OTO D UEXPERIENCE CTS TO EXPERIENCES FROM PRODUCTS

DIFERENCIACIJA

Meet the winemaker, Laern how to pair food and wine… EXPERIENCE

Wine degustation SERVICE Bottle of wine PRODUCT

grape MATERIAL

CENA

03 ACTION PLAN DEVELOPMENT AND MARKETING GASTRONOMY 2019 - 2023

ACTION PLAN FOR THE DEVELOPMENT & MARKETING OF GASTRONOMY TOURISM 2019 – 2023

3

MARKETING GOALS

5

STRATEGIC AREAS

37

INITIATIVES

VISION Slovenia become a visible destination with a high-quality, innovative, recognizable gastronomy and an authentic culinary range of foods and wines created by a number of boutique providers of highquality food who build their product range on local production of foods and creative dishes that reflect the natural resources, knowledge and heartiness in preparation.

POSITIONING STRATEGY 1.

EXCEPTIONAL INDIVIDUALS

2.

SPECTACULAR ENVIRONMENT

3.

SUSTAINABLE PRODUCTION

= UNIQUE EXPERIENCE OF SLOVENIAN GASTRONOMY

5 STRATEGIC AREAS

REGULATORY FRAMEWORK

TRADEMARKS & QUALITY EVALUATION

PROMOTION OF INCREASING QUALITY

EDUCATION

37 INITIATIVES 2019 - 2023

MARKETING & PROMOTION

KEY GASTRONOMIC PRODUCTS

04 PROMOTIONAL ACTIVITIES EVENTS, ADVERTISING & PUBLIC RELATIONS

SLOVENIAN GASTRONOMY IS PRESENTED AT THE MOST IMPORTANT EVENTS ABROAD – IN MORE THAN 100 WORKSHOPS AND FAIRS..

…PRESENTED IN WEB PAGE WWW.SLOVENIA.INFO,

…OFFERED AS A BOOKABLE PACKAGE

…PRESENTED IN OUR SOCIAL MEDIA PAGES

…PROMOTED TROUGH DIGITAL CAMPAIGNS,

…AND PUBLISHED IN WORD‘S TOP CONSUMED MEDIA

…EXPERIENCED BY MANY GOURMET STUDY TOURS.

IT IS ALSO PROMOTED IN OFFLINE ADVERTISING CAMPAIGNS…

…AND SENT ON A MONTHLY BASIS TO OUR NEWSLETTER SUBSCRIBERS,

SPRING 2019: TWO MAJOR EVENTS

ALPE ADRIA TRAIL: FALSSTAFF MAGAZINE VIENNA

EUROPEAN FOOOD SUMMI LJUBLJANAT

AUTUMN 2019: NEW PUBLICATON TASTE SLOVENIA

GASTRONOMY COMMUNICATION TOPIC 2020 & 2021 Inspiring you to go your own way.

BEST FEMALE CHEF

ANA ROÅ Inspiring you to go your own way.

THANK YOU Inspiring you to go your own way.