Travel Reference
In-Depth Information
Maja Kone
c
nik
Introduction
a short time as its trade flows were redirected
to the EU and associated partners (Government
Public Relations and Media Office, 2005).
Slovenia is one of the most successful
countries to transit from socialism to a market
economy. It boasts stable GDP growth and is
viewed as a safe country, ranked among the
countries with the lowest degree of risk. Since its
independence in 1991, Slovenia has privatized
its economy, stabilized inflation and wage growth,
halted the rising unemployment, strengthened
its currency, relaxed the flow of capital and mod-
ernized its taxation system. On 1 May, 2004,
Slovenia became a member of the European
Union. In the economic sphere, Slovenia's devel-
opment level is quickly catching up with that
of the EU (Government Public Relations and
Media Office, 2005).
Tourism is seen as an important, and one
of the most promising, sectors in the Slovenian
economy. In addition to its direct effect, the coun-
try also sees its indirect effect mainly through
the enhancement of the country's brand value.
The opportunity or challenge to enhance its
value has even increased since Slovenia's
accession to the EU. Therefore, this chapter
presents the impacts which EU accession is
bringing to the development of the tourism
sector in Slovenia and especially to the deve-
lopment of Slovenia as a tourism destination
brand.
The Republic of Slovenia lies in the heart of
Europe, where the Alps face the Pannonian
plains and the Mediterranean meets the myste-
rious karst (Fig. 7.1). To the north lies Austria;
Hungary is to the east; Croatia is to the south
and Italy to the west. Its geographical area in
Central Europe encompassing just 20,256 km
2
makes it one of the smallest countries in the
world. It can also be similarly ranked according
to the number of its inhabitants, which is some-
what less than 2 million. Slovenia is strengthen-
ing its international position and reputation as
a democratic, stable and successful European
state, but is also striving to preserve its national
identity
(Government
Public
Relations
and
Media Office, 2005).
Throughout its history Slovenia has always
formed part of larger countries or even great
empires. The country has seen many changes in
its economic system - from the mainly agricul-
tural and artisanal period of the Austro-Hungarian
Monarchy, the slightly more industrialized
Kingdom of Serbs, Croats and Slovenians, the
socialist state-centred industrialization of the for-
mer SFR Yugoslavia, through to today's inde-
pendent Slovenia directed towards development
and a market economy. After gaining its inde-
pendence, Slovenia managed to overcome the
loss of the markets in former Yugoslavia within
