Slovenia - boutique destination for five-star experiences

We are fortunate that the current national strategic vision for tourism is "A global green boutique destination for demanding guests who are seeking a diverse and active experience, peace of mind and personal benefits". For the first time, the national government's tourism document contains the word "boutique", enabling the national tourism organisation to start promoting Slovenia as a boutique destination. People that work in Slovenia's tourism industry know very well that it will take a lot of time before Slovenia will truly become what is stated as the strategic vision in the national tourism strategy. It is important for the country and the ndustry that the government has recognised that this is the right direction for the development of tourism in the country. The Slovenian tourist board is taking the right steps by identifying boutique tourism products and actively promoting...