The essence of the previous slogan will remain the underlying idea of the tourist promotion, as the "story of Slovenia as a green, boutique destination of five-star experiences is clear and has been widely accepted", STO head Maja Pak said as she presented the new slogan.
The idea was to freshen up the communication and upgrade it on a more personal level in line with the new trends of digital marketing and the latest perception of luxury as well as to appeal more to the powerful segment of millennials, she explained.
The new slogan has the potential to be incorporated into all existing activities and expand the I Feel Slovenia brand additional content.
The STO plans to use the new slogan for the next three to five years, according to Miša Novak of the board.
The new slogan is a project of a Slovenian-US consortium of marketing agencies led by the Slovenian communication agency Yootree.
Visitors are increasingly looking for experiences rather than products and cherish authenticity above all else. They like inspiring stories and unique moments, which is what Slovenia can offer, said Tomaž Apohal of Yootree in explaining the slogan.
The STO will start using the new slogan gradually, and will include it also in its 2019 global digital campaign.
Tourism Association declares most beautiful towns, destinations
At the same event the the Slovenian Tourism Association (TZS) honoured on Monday the most beautiful towns, campsites and glamping sites in Slovenia as part of its annual competition My Country - Beautiful and Hospitable, reports the STA.
The awards for most beautiful towns went to Celje in the category of large towns, Nova Gorica won among medium-sized towns and Slovenske Konjice among small towns.
The most beautiful campsite in the country is Danica near Bohinj Lake, while the best glamping award went to Herbal Glamping Resort Ljubno. The best hostel award went to MC Hostel Brežice.
The most beautiful tourism destination is the ski resort Kranjska Gora, according to the judging panel, while the most beautiful spa destination is Podčetrtek and the most beautiful trip destination is Predjama.
The TZS also hosted an online poll, with people selecting the most beautiful and hospitable town, as well as spa and tourism destinations. The winners were Kranj, Podčetrtek and Bovec.
The awards were given out in Portorož as part of the Slovenian Tourism Days, the top annual event in the sector.