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Tourist Board unveils digital transformation strategy

The Slovenian Tourist Board (STO) presented its 2022-2026 digital transformation strategy that aims to empower stakeholders in data-driven decision-making, personalise the guest experience and improve digital skills of tourism staff.

Under the strategy the organisation plans to spend at least EUR 5 million on digital transformation of the tourism sector by 2026. Around 90% of Slovenian tourism companies do not have an IT department or a person in charge of the company’s digital transformation.

By: J.S., STA

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