How to Stand Out Online as a Tourism Provider?

Miha Bratec

This session introduces the key principles of digital marketing for tourism providers — from understanding the online space and search engine logic to managing social media and intermediaries strategically. Dr. Miha Bratec draws on academic research and concrete examples to show how providers can gain visibility, drive bookings, and avoid costly missed opportunities in an increasingly competitive digital environment.

Digital tools for loyalty programs

Jurij Triller

This session introduces the key digital tools for building effective loyalty programs in tourism destinations covering the main challenges of fragmented systems and unused data, and presenting Smart Destination, an all-in-one platform that connects stakeholders, centralizes data, and personalizes guest experiences. One formula to remember: Loyalty = Data + Behavior + Ecosystem.

Digital Knowledge & Use for SMEs: Four Free Tools to Improve Offer Management and Visitor Flows

Siniša Begović, MBA, MA

Introducing accessible digital tools that help tourism SMEs understand demand, respond to visitor needs, and optimize marketing channels in a simple, repeatable loop.

How Travelers Use AI Travel Apps: Strengths, Weaknesses, and Human-Centered Opportunities

Katja Skok

Analyzing traveler behavior in the age of AI, and how tourism providers can complement digital tools with authentic, human-centered experiences.

Municipality of Peja’s Tourism Strategy: Managing Visitor Flows and Promoting Cross-Sector Cooperation

Virtyt Morina

Presenting Peja’s integrated approach to managing visitor flows, product development, and destination promotion through the St. Gallen model.

How SMEs can leverage AI to create and refine products and services

Daniel Iglesias Gonsálvez

Exploring how SMEs can use artificial intelligence to create and refine tourism products, adapt them to evolving customer needs, and benchmark performance against competitors.

Management of tourism offerings and visitor flows