KOMPAS NOVO MESTOKOMPAS NOVO MESTOTRAVEL AGENCYTRAVEL AGENCY

Marketing Marketing activitiesactivities forfor HTHTSwotSwot analysisanalysisTheThe Dolenjska Dolenjska touristtourist clusterclusterVineyardVineyard cottagescottages

DragatuDragatušš, 26.9.2006, 26.9.2006

KOMPAS NOVO MESTOKOMPAS NOVO MESTO

establishedestablished in 1991in 19913 stockholders3 stockholders99 employeesemployees

Annual turnover: 3,000.000 Annual turnover: 3,000.000 €€Annual income growth: Annual income growth:

1010--15% (average)15% (average)•

ACTIVITIESACTIVITIES

Specialists in inbound and outbound travel

Wholesaling and handling with our own arrangements (40%),Airline tickets - complete service (23 %),Selling all kinds of arrangements for third

parties (domestic and foreign travel agencies), rent a car, insurance, visa…(28%).

KOMPAS NOVO MESTOKOMPAS NOVO MESTO

An official travel agency for Heritage An official travel agency for Heritage trails in Sloveniatrails in SloveniaRun The Run The DolenjskaDolenjska tourist clustertourist clusterQuality Management Certificate (ISO Quality Management Certificate (ISO 90019001--second travel agency in Slovenia).second travel agency in Slovenia).

MARKETING ACTIVITIES FOR HTMARKETING ACTIVITIES FOR HT

PreparePrepare differentdifferent touristtourist programsprograms andandbrochuresbrochures ((ShortShort breaksbreaks, , ThemeTheme tours)tours)WEB SITEWEB SITEDomesticDomestic andand intint. Tourism . Tourism fairsfairsStudyStudy tours tours forfor tourtour--operatorsoperators andand journalistsjournalistsPromotionalPromotional CD CD andand DVD SlovenijaDVD SlovenijaCooperationCooperation withwith STB STB andand allall otherother partnerspartnersin in projectproject

SWOTSWOT ANALYSISANALYSISI. STRENGTHSI. STRENGTHS

strenghts

1. SLOVENIA 1. SLOVENIA –– UNDISCOVERED UNDISCOVERED DESTINATION (DESTINATION (newnew membermember ofof E.U.)E.U.)

As a As a newnew membermember ofof E.U. E.U. wewe are are classifiedclassifiedas a as a safesafe EuropeanEuropean countrycountry ((wewe are not are not part part ofof thethe riskyrisky Balkan Balkan areaarea anymoreanymore).).

strenghts

2. SMALL COUNTRY WITH A VERY 2. SMALL COUNTRY WITH A VERY DIFFERENT OFFERDIFFERENT OFFER

NowhereNowhere in in thethe worldworld cancan youyou findfind suchsuch a a richrich varietyvariety in in suchsuch a a smallsmall areaarea((mountainsmountains, , lakeslakes, , riversrivers, , hillshills coveredcovered bybyvineyardsvineyards andand forestsforests, , karstkarst withwith ananunbelievableunbelievable undergroundunderground worldworld, Adriatic , Adriatic coastcoast, , medievalmedieval townstowns, , includingincludingLjubljana, Ljubljana, manymany churcheschurches, , castlescastles……))

strenghts

3. INTACT NATURE, RELATIVELY WELL3. INTACT NATURE, RELATIVELY WELL--PRESERVED COUNTRY AND HERITAGEPRESERVED COUNTRY AND HERITAGE

SloveniaSlovenia, , andand especiallyespecially Dolenjska Dolenjska andandBela Krajina Bela Krajina hashas relativelyrelatively unun--touchedtouched//preservedpreserved nature, nature, interestinginterestingarhitecturearhitecture ((hayrackshayracks), ), naturalnatural beautiesbeauties, , richrich heritageheritage……

strenghts

4. SAFETY AND HOSPITALITY4. SAFETY AND HOSPITALITY

SloveniaSlovenia –– one one ofof thethe safestsafest countriescountries in in thethe worldworld. . EspeciallyEspecially in in thethe southsouth part part ofofourour countrycountry –– youyou willwill findfind veryvery hospitablehospitablepeoplepeople. . YouYou maymay trektrek whereverwherever youyou wishwishwithoutwithout anyany problemsproblems aboutabout crossingcrossingprivateprivate landland..

strenghts

5. REASONABLE PRICES5. REASONABLE PRICES

EspeciallyEspecially in in thethe southernsouthern part part ofof SloveniaSloveniayouyou cancan findfind veryvery reasonablereasonable pricesprices forforfoodfood andand drinksdrinks, , whichwhich are are almostalmost halfhalf thethepriceprice ofof thosethose in Ljubljana.in Ljubljana.

strenghts

6. QUALITY HEALTH RESORTS6. QUALITY HEALTH RESORTS

ŠŠmarjemarješške Toplice, Dolenjske Toplice, ke Toplice, Dolenjske Toplice, ČČateatežž withwith manymany swimmingswimming poolspools, , saunassaunas, , massagemassage centrescentres……

a a goodgood combinationcombination ofof wellnesswellness programsprogramsandand heritageheritage trailstrails !!!!!!

strenghts

7. EDUCATION FOR PARTICIPANTS7. EDUCATION FOR PARTICIPANTS

DuringDuring thethe last last fewfew yearsyears wewe`ve `ve conductedconducted a lot a lot ofof coursescourses forfor ourourparticipantsparticipants ((touristtourist guidesguides, , touristtourist farmsfarms, , bakersbakers, , meatmeat andand milkmilk processersprocessers, , languagelanguage coursescourses……))

SWOTSWOT ANALYSISANALYSIS

II. WEAKNESSESII. WEAKNESSES

weknesses

1. SLOVENIA 1. SLOVENIA -- STILL UNKNOWN COUNTRY STILL UNKNOWN COUNTRY ((especiallyespecially Dolenjska Dolenjska andand Bela Krajina)Bela Krajina)

BecauseBecause ofof thatthat, , wewe includedincluded otherotherSlovenianSlovenian sitessites in in ourour touristtourist programsprograms(Ljubljana, Bled, Postojna, (Ljubljana, Bled, Postojna, TheThe SlovenianSlovenianAdriatic Adriatic coastcoast……) ) andand combinecombine it it withwithHeritageHeritage trailstrails throughthrough Dolenjska Dolenjska andand Bela Bela Krajina (Krajina (wewe shouldshould considerconsider ourour clientsclients`s `s wisheswishes).).

weknesses

2. HIGH PRICES FOR ACCOMMODATION2. HIGH PRICES FOR ACCOMMODATION

OurOur partnerspartners ((tourtour--operatorsoperators) are ) are usuallyusuallylookinglooking forfor 3*** hotel 3*** hotel accommodationaccommodationwhichwhich is is quitequite expensiveexpensive in in SloveniaSlovenia((comparedcompared withwith AustriaAustria, , HungaryHungary, , CroatiaCroatia). ). EspeciallyEspecially in in ourour regionregion wewe havehavegoodgood 4**** 4**** hotelshotels whichwhich havehave quitequite highhighpricesprices. One . One ofof thethe reasonsreasons forfor highhigh pricespricesis, is, thatthat SloveniaSlovenia hashas thethe leastleastaccommodationaccommodation capacitycapacity perper personperson in in EuropeEurope..

weknesses

3. SHORTAGE OF TOURIST TRADITION3. SHORTAGE OF TOURIST TRADITION

Dolenjska Dolenjska andand Bela Krajina Bela Krajina havehave no no touristtouristtraditiontradition exceptexcept spaspa tourismtourism. . WeWe are at are at thethe beginningbeginning so so wewe mustmust putput a lot a lot ofofenergyenergy in to in to preparingpreparing goodgood touristtouristproductsproducts andand start start goodgood marketing. marketing. WeWeshouldshould bebe patientpatient, , becausebecause wewe are are workingworking forfor thethe longlong haulhaul andand thethe resultsresultsmaymay onlyonly comecome afterafter a a fewfew yearsyears --certainlycertainly not not immediatelyimmediately..

weknesses

4. DOLENJSKA AND BELA KRAJINA 4. DOLENJSKA AND BELA KRAJINA WERE NOT INCLUDED IN NATIONAL WERE NOT INCLUDED IN NATIONAL

TOURIST STRATEGYTOURIST STRATEGY

Dolenjska Dolenjska andand Bela Krajina are not Bela Krajina are not includedeincludede in in thethe SlovenianSlovenian touristtourist map. So map. So wewe mustmust do do everythingeverything to to winwin ““domesticdomesticattentionattention”” to to putput us on us on thethe SlovenianSloveniantouristtourist map so map so wewe are are treatedtreated as as anan equalequalpartner. partner. ThisThis is is alsoalso a a conditioncondition forfor gettinggettingsome some financialfinancial supportsupport fromfrom thethe EU.EU.

weknesses

5. BAD TRAFFIC CONNECTIONS5. BAD TRAFFIC CONNECTIONS

UnfortunatellyUnfortunatelly ourour regionregion havehave veryvery badbadtraffictraffic connectionsconnections betweenbetween touristtouristdestinationsdestinations, so , so ourour individualindividual passengerspassengershavehave to to useuse theirtheir ownown car or rent a car car or rent a car andand therethere are are limitedlimited opportunitiesopportunities forforusingusing publicpublic transport.transport.

SWOT ANALYSISSWOT ANALYSISIII. OPPORTUNITIESIII. OPPORTUNITIES

opportunities

1. GROWING INTEREST IN CULTURAL 1. GROWING INTEREST IN CULTURAL TOURISMTOURISM

In In thethe last last fewfew yearsyears wewe recordedrecorded increasedincreasedinterestinterest in in culturalcultural tourismtourism. Dolenjska . Dolenjska andand Bela Bela Krajina Krajina havehave a a richrich heritageheritage, , especiallyespeciallyarchaeologicalarchaeological heritageheritage whichwhich confirmsconfirms thethe veryveryhighhigh levellevel ofof developmentdevelopment ofof ourour regionregion fromfrom thethestonestone ageage to to thethe last last antiqueantique centurycentury. . OurOurarchaeologicalarchaeological sitessites are part are part ofof thethe most most importantimportant archaelogicalarchaelogical heritageheritage in in EuropeEurope. In . In additionaddition, , wewe havehave a lot a lot ofof beautifulbeautiful churheschurhes, , castlescastles, , monasteriesmonasteries, , galleriesgalleries……

opportunities

2. POSSIBILITIES FOR ACTIVITY 2. POSSIBILITIES FOR ACTIVITY HOLIDAYSHOLIDAYS

HillsHills, , forestsforests, , valleysvalleys andand riversrivers are are sourcessources forfor differentdifferent kindskinds ofof activityactivitytourismtourism like like walkingwalking, , cyclingcycling, , horsebackhorsebackridingriding, , raftingrafting, , panoramicpanoramic flightsflights withwithplane or plane or balloonballoon, golf , golf coursescourses, , recreationrecreationcentrescentres, , wellnesswellness centerscenters ((BalneaBalnea))…… WeWecouldcould combinecombine activityactivity holidaysholidays withwithheritageheritage tours.tours.

opportunities

3. LOW3. LOW--COST AIRLINESCOST AIRLINES

At At thethe moment moment wewe havehave twotwo directdirect flightsflightsfromfrom London London andand one one fromfrom BrusselsBrussels to to Ljubljana Ljubljana whichwhich are are quitequite fullfull. . AirlinesAirlines are are satisfiedsatisfied withwith bothboth lineslines. . NowNow wewe are are waitingwaiting forfor 4 4 newnew lineslines (Barcelona, (Barcelona, StockholmStockholm……))

opportunities

4. GROWING INTEREST FOR 4. GROWING INTEREST FOR INDIVIDUAL TOURISMINDIVIDUAL TOURISM

““MassMass tourismtourism”” hashas decreaseddecreased duringduring thethelast last fewfew yearsyears. . ManyMany passengerspassengers are are nownowlookinglooking//askingasking forfor individualindividual tourismtourism, far , far awayaway fromfrom thethe crowdscrowds andand stressstress. . TheyTheylike to like to enjoyenjoy peacepeace, , safetysafety andand intactintactnature, nature, theythey like to like to discoverdiscover thethe continentcontinentofof EuropeEurope andand itsits richrich historyhistory..

opportunities

5. MANY CULTURAL ENTERTAINMENT 5. MANY CULTURAL ENTERTAINMENT AND SPORT EVENTSAND SPORT EVENTS

NumerousNumerous traditionaltraditional festivalsfestivals ((winewine festivalsfestivals, , traditionaltraditional weddingwedding, , flowerflower festival, festival, cherrycherryfestival, festival, medievalmedieval daysdays, farm , farm gamesgames……) ) CalendarCalendar ofof culturalcultural performancesperformances andand sportsporteventseventsTraditionalTraditional customscustoms (grape(grape--pickingpicking, , corncorn peelingpeeling, , chestnutchestnut withwith newnew winewine, , festivalsfestivals ofof St. Martin)St. Martin)CoCo--operationoperation withwith locallocal touristtourist associationsassociations, , cultureculture associationsassociations, , winewine--growergrower associationsassociations, , associationsassociations ofof countrycountry--womenwomen, , otherother interestsinterestsassociationsassociations……

opportunities

6. PREVENTIVE AND ANTI6. PREVENTIVE AND ANTI--STRESS STRESS PROGRAMMESPROGRAMMES

HighHigh qualityquality spaspa resortsresorts withwith theirtheir wellnesswellnesscentrescentres andand naturalnatural andand culturalcultural heritageheritage, , are are anan ideal ideal combinationcombination forfor preventive preventive andand antianti--stressstress programmsprogramms..

opportunities

7. 7. ““WINE ROADSWINE ROADS””

WineWine roadsroads withwith veryvery wellwell knownknown winewine--cellarscellars andand goodgood qualityquality wineswines, are , are veryveryinterestinginteresting to to includeinclude in in ourour offersoffers((problemsproblems withwith individualsindividuals).).

SWOT ANALYSISSWOT ANALYSISIV. THREATSIV. THREATS

threats

1. DESTRUCTION OF HERITAGE 1. DESTRUCTION OF HERITAGE BUILDINGSBUILDINGS

ManyMany buildingsbuildings are in are in veryvery badbad conditioncondition, , especiallyespecially buildingsbuildings in in thethe countrysidecountryside, , castlescastles, , sawmillssawmills…… PrivatePrivate andand statestate interestsinterests are are usuallyusuallyveryvery differentdifferent. . RenovationRenovation ofof heritageheritage buildingsbuildingscostscosts a lot a lot ofof moneymoney. . TheThe statestate hasnhasn`t `t gotgotenoughenough moneymoney to to protectprotect ourour heritageheritage, , butbut it it stillstillplacesplaces manymany restrictionsrestrictions forfor renovationrenovation uponupon thetheprivateprivate sectorsector investorinvestor. . WithoutWithout a a speedyspeedyreactionreaction, , manymany ofof thesethese heritageheritage buildingsbuildings willwillbecomebecome ruinsruins..

threats

2. DECLINE OF OLD MEDIEVAL TOWNS2. DECLINE OF OLD MEDIEVAL TOWNS

UnfortunatelyUnfortunately, , manymany picturesquepicturesque medievalmedievaltownstowns are are almostalmost emptyempty. . TheThe hugehuge outout ofoftowntown shoppingshopping centerscenters havehave changedchanged theirtheirvibrantvibrant atmosphereatmosphere. . CommunitiesCommunities andand thethestatestate cancan`t `t findfind goodgood solutionssolutions to stop to stop thisthisprocessprocess. . IfIf thisthis continuescontinues, , ourour medievalmedievaltownstowns willwill becomebecome ““ghostghost--townstowns”…”…

threats

3. BAD PHYSICAL PLANNING3. BAD PHYSICAL PLANNING

IndustrializationIndustrialization, , technicaltechnical developmentdevelopment, , motorwaysmotorways, , powerpower--lineslines……....threatenthreaten thethenaturalnatural beautybeauty ofof ourour landscapelandscape..

threats

4. DANGEROUS 4. DANGEROUS ““MASS TOURISMMASS TOURISM””

In In thethe futurefuture it it couldcould happenhappen, , thatthat tootoomanymany touriststourists willwill comecome to to ourour regionregion andandthisthis willwill havehave a a badbad influence on influence on ourourenvironmentenvironment. . WeWe couldcould limit limit thisthis pressurepressurewithwith higherhigher pricesprices, , ifif necessarynecessary..

threats

5. END OF THE HT PARTNERS CO5. END OF THE HT PARTNERS CO--OPERATIONOPERATION

IfIf thethe HT HT partnershippartnership endsends, , developmentdevelopmentwillwill bebe muchmuch slowerslower thanthan it it waswas. . TheTheprojectproject stillstill needsneeds thethe supportsupport ofof allallcommunitiescommunities andand partnerspartners. . IfIf wewe reallyreallywantwant to to improveimprove ourour productproduct andand achieveachievegoodgood market market resultsresults thisthis is is thethe crucialcrucialpointpoint..

THE DOLENJSKA TOURIST CLUSTER –union of 6 partners from tourist sphere:

KOMPAS NOVO MESTO KOMPAS NOVO MESTO –– travel travel agencyagencySKANSEN PLETERJE, Simon Udvanc, s.p., SKANSEN PLETERJE, Simon Udvanc, s.p., ŠŠentjernejentjernej--open open airair museummuseumHORSEBACK RIDING SCHOOL, HORSEBACK RIDING SCHOOL, ČČeešščča vasa vasGOSTGRAD d.o.o., GOSTGRAD d.o.o., ŽŽuužžemberk emberk -- inninnGOSTILNA JAVORNIK, Trebnje GOSTILNA JAVORNIK, Trebnje -- inninnGOSTILNA MARINGOSTILNA MARINČČIIČČ, , ŠŠkocjan kocjan –– inninnotherother partnerspartners, , companiescompanies, , touristtourist farmsfarms, , touristtourist associationsassociations, TIC, TIC……

• Established in 2004, awarded 27.000 EUR (prepare tourist strategy andmarketing plan for cluster, different programs, brochures, web site)• Second phase in 2006 (raft, walking trails, riding trails)

CYCLINGCYCLING

The Dolenjska region is characterized with rollinghills and valleys and as such is ideal for biking. There are many possibilities to take side roads andpaths, where you can admire the unspoiled naturaland rich cultural heritage.

Because of the very succesful Krka Cycling Club this sport is becoming more and more popularamongst locals who will give you a warm welcomeon your routes.

WALKING TRAILSWALKING TRAILS

Although skiing is a national sport in Slovenia youcan’t imagine Dolenjska’s landscape withouthikers and recreational walkers and if Triglav is a sinonyme for Slovenia, the Gorjanci hills representDolenjska’s “top of the world”.

There are many traditional walks throughout thewhole year and our walking trails are appealingand suitable for beginners as well as for thosewalkers who find all day walking as a pleasure.

WATER SPORTSWATER SPORTS

The Krka River is not only a natural pearl but alsooffers many possibilities for carrying out differentsport activities, such as rafting and kayaking.

It is not a very wild river but it can suprise with itsbarriers, small waterfalls and places where a fishpicnic can be organized.

PANORAMIC FLIGHTSPANORAMIC FLIGHTS

It takes about 15 minutes to discover the beauties of Dolenjska from the air.

Morning or afternoon flights canbe organized for up to three peopleand can be arranged in combination with horsebackriding.

HORSEBACK RIDINGHORSEBACK RIDINGRiding through the green woods or exploring the beautiful Krka Rivervalley with its castles, churches,…

Does it sound attractive?

Then you should come and discover thebeauties by yourself or in organizedriding tours.

No problem if you’re a beginner, youcan join a course in a riding school.

FISHING FISHING andand HUNTINGHUNTING

The Krka River is known for many species of fishliving in it and with its rich fauna attractsfishermen from all over Europe. It can be madein combination with kayaking or you can just sit on the bank and try your luck.

Hunting can be organized through the wideterritories covered by forests. In recent yearsphotographic hunting has became very popularand we invite you to shoot an attractive brownbear with your camera.

RECREATION IN SPORT CENTRESRECREATION IN SPORT CENTRES

In Dolenjska there are many sport and recreational centres, from athleticand football stadiums, tennis centres and natural spas with swimming pools

and other water attractions.

Accommodation is in hotels, spas, private rooms, pension houses or tourist farms. We offer the possibilityof renting traditional vineyard cottages that are comfortable, tastefully furnished and fully equipped. Perfect for pleasant and cosy accommodation.

Gostinske storitve

Degustacije

Kultura

Narava

55

7%

16%

22

VINEYARD COTTAGESVINEYARD COTTAGESIN DOLENJSKA AND BELA KRAJINAIN DOLENJSKA AND BELA KRAJINA

•• MANY VINEYARDS COTTAGESMANY VINEYARDS COTTAGES

•• ONLY COSTS WITHOUT ANY PROFITONLY COSTS WITHOUT ANY PROFIT

•• BROCHURESBROCHURES

•• WEB SITEWEB SITE

•• PROBLEMS WITH THE LAW PROBLEMS WITH THE LAW -- CATEGORIZATIONCATEGORIZATION

•• NO TOURIST TRADITIONNO TOURIST TRADITION

••STB SUPPORTSTB SUPPORT

•• OWNERS USE THEM ONLY FOR THEMSELVESOWNERS USE THEM ONLY FOR THEMSELVES

AND THEIR FRIENDSAND THEIR FRIENDS

•• MANY COTTAGES DONMANY COTTAGES DON’’T HAVE T HAVE LICENCESLICENCES

VINEYARD COTTAGES VINEYARD COTTAGES --UNIQUE TO OUR REGIONUNIQUE TO OUR REGION

forfor more more informationinformation pleaseplease contactcontact::

KOMPAS NOVO MESTO d.o.o.KOMPAS NOVO MESTO d.o.o.

Novi trg 10, SINovi trg 10, SI--8000 NOVO MESTO, 8000 NOVO MESTO, SloveniaSloveniaee--mailmail: : robinson@siol.netrobinson@siol.net

telephonetelephone: +386 7 33 828 00: +386 7 33 828 00Or Or visitvisit ourour webweb site at: site at: www.robinsonwww.robinson--sp.sisp.si