The event is an opportunity to review the current situation, the implementation of the current tourist strategy and plans to develop the sector. The strategic focus this year was on how to improve connections and communications between all major partner tourism-related institutions in Slovenia with regard to development and marketing.
The Director General of the Tourism and Internationalisation Directorate at the economy ministry, Marjan Hribar, said that while certain indicators had improved in the last ten years, as the number of overnight stays and arrivals had increased and the inflow of foreign currency had doubled, Slovenia lagged behind the strategy's goals by several index points, so there should be greater stress on innovation.
The Sower award, presented each year at the event to the most creative and innovative tourist products went to the Open Kitchen ('Odprta kuhna') project, “which has become an irreplaceable part of the tourist offer in the capital and transformed Pogačar Square into a popular area, where locals and tourists socialise".