Content is still a major part of a destination's overall digital strategy which is often the one thing that can win consumers over, as content does sell an experience. It is therefore no surprise that content is an important category in the Digital Tourism Think Tank Awards and Visit Ljubljana's approach with regards to creating exciting and useful content for visitors is certainly a primary example of how the city's offer was made more diverse and interesting for potential visitors (DTTTAwards 2013).
Ljubljana Tourism is in charge of the city tourist guide services. The city tours were always received quite well but at one point in time Visit Ljubljana figured they should definitely put more diversity into the offer. Thinking about extending the experience for visitors as well as the benefits for community we reached out to the local travel agencies. With their help we started offering to visitors of Ljubljana a wide selection of organised day trips in Slovenia as well as various organised activities, adventures etc. All of those can now be ordered online through the Visit Ljubljana website.
By cooperating with the local travel agencies Visit Ljubljana extended the focus of their visitors from just learning about Ljubljana on a guided city tour to discovering the whole of Slovenia in a user friendly and organised way. Considering the fact that Ljubljana lies in the central area of Slovenia, a small country with short transfer distances, it was actually quite a logical thing for us to try to do. As you might know, Slovenia is also a land of stunning natural and cultural diversity so the potentials were and still are enormous.
Visit Ljubljana focuses on providing an experience rather than a focus on bookings as many other destinations do. The key to success for Visit Ljubljana is to ensure that the overall navigation is very useful and at the same time there is a high usability of the content. In comparison to many other destinations, Visit Ljubljana is also focusing on content rather than having a very "sexy" and cutting edge design. This approach is fitting, as it helps to guide users through the planning stage by being creative with regards to creating content that is very holistic and focuses on service and experience design, providing rich content and very creative proposals and recommendations.
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