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LJUBLJANACULTURAL TOURISM AS KEY ELEMENT OF STRATEGY OF DEVELOPMENT
M. Sc. Petra Stušekmanaging director Ljubljana Tourism
Ljubljana, 11. 4. 2018
Cultural Tourist
• Tourist with motive of visitingcultural attractions
• Tourist with other motive butevent though visiting culturalattractions
• Random cultural touristvisiting destination withother motive but visitingcultural attraction
Cultural Tourism
=
Life style
+
Creative Industries
+
Art Tourism
+
Heritage Tourism
CULTURAL TOURISM = CITY TOURISM
Ljubljana is a CULTURAL, ART, ADVENTURE and FESTIVAL capital of Slovenia with attractive offer for domestic and
foreign visitors
STRATEGY OF CULTURAL TOURISM 2017 – 2020
GOAL 1: to increase share of domestic and foreign tourists who visit Ljubljana for the cultural offer
GOAL 2: to increase share of foreign visitors among the visitors to cultural events, establishments, and institutions
2 STRATEGIC GOALS
Education and raising quality of offer
Measurement and analysis
DEVELOPMENT MODEL WITH 5 KEY ELEMENTS
Partnership and communication
Development of cultural tourist productsand linking of cultural tourist offer
Marketing of cultural tourist offer
Wider working group: Cultural institutions (15) Hotels Restaurants Tourist agencies Ljubljana Tourism
Goal: promotion and marketingMeetings: on the project basis
Smaller stakeholder group:Cultural institutions (15)Ljubljana TourismCultural department of the
Municipality of Ljubljana
Goal: the development of cultural tourismMeetings: twice a year
21. PARTNERSHIP AND COMMUNICATION
Cultural tourist experience ”Moustache Tour”
3 giants from Ljubljana 3 styles of life with moustache
The most famous slovenianarhitect Jože Plečnik
The pioneer of slovenianimpresionism painter Rihard Jakopič
The greatest slovenian writer Ivan Cankar
2. DEVELOPMENT OF CULTURAL PRODUCTS AND LINKING OF CULTURAL TOURIST OFFER
Ljubljana hosts more than 14.000 events per year
Ljubljana Tourism co-financed 48 projects and more than 1000 open air events in public areas in 2017
Upgrade of Ljubljana tourist card in 2017 with 4 new cultural institutions:
• Plečnik’s house • Museum of Modern Arts • Museum of Illusions • Union Beer Experience Museum
3. MARKETING OF CULTURAL TOURIST OFFER
Trainings for staff working in Tourist information centres and cultural institusions
4. EDUCATION & RAISING QUALITY OF OFFER
• Development of the tool for collecting,measuring and analysing data about the numberand origin of foreign tourists in galeries andmuseums in Ljubljana
• Test: December 2017
• Implementation: January 2018
• 8 institutions in the system
• Goal: Targeted promotion
5. MEASUREMENT & ANALYSIS
14 out of 43 actions planned have already been completed
Improved knowledge sharingand information flow among tourism and cultural stakeholders
Focused performance on foreign markets
2017 RESULTS
377.954 391.431367.368
393.101425.163
458.527503.295
562.213
655.846
737.456
812.894
0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
800.000
900.000
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
+ 115,1 %
Source: Statistical Office of the Republic of Slovenia
ARRIVALS
719.934777.247
687.605739.453
794.646856.695
948.7711.021.929
1.186.191
1.334.603
1.486.198
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
+ 106,4 %
Source: Statistical Office of the Republic of Slovenia
OVERNIGHT STAYS
Source: Statistical Office of the Republic of Slovenia
TOURISTS BY COUNTRY OF ORIGIN
157.972
107.296
97.432
86.362
75.091
55.549
54.300
52.153
49.571
45.469
42.656
40.331
34.53531.342 30.968
Italy
Germny
UK
USA
Other Asian countries
France
Austria
Spain
Croatia
Serbia
China
Netherlands
Israel
Belgium
Cultural tourism as the keyelement of promoton of Slovenia on foreign markets in 2018 and 2019
Slovenian National Tourist Boardelaborated a 2018-2020 marketing plan for culturaltourism in which Ljubljana has theleading role
FUTURE PLANS
THANK YOU
www.visitljubljana.com
