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
