ACTION PLAN FOR THE DEVELOPMENT AND MARKETING OF GASTRONOMY TOURISM 2019 - 2023 TASTE SLOVENIA
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TA S T E S L O V E N I A
ACTION PLAN FOR THE
DEVELOPMENT AND
MARKETING OF
GASTRONOMY TOURISM
2019 - 2023
#ifeelsLOVEnia
#myway
#tasteslovenia
www.slovenia.info
Action Plan
TASTE SLOVENIA
came into existence in order to identify the key measures and initiatives
necessary for Slovenia to be positioned around the world as a unique
boutique gastronomic destination. Based on its excellent natural
conditions and the potential of the market, Slovenia will be properly
positioned under the Taste Slovenia brand in terms of competition and it
will find its market niche.
2 TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism
TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism 3
The product range of Slovenian gastronomy is built on unique 5-star experiences which successfully distinguish Slovenia from other destinations. We are recognised as a destination that offers experiences differing from mass tourism. Our product range is developed for a demanding tourist who is prepared to pay more for his/her gastronomic experiences. 4 TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism
Action Plan
TASTE SLOVENIA
Project:
Drawing up of the Action Plan for the Development and Marketing of Slovenia’s
Gastronomy 2019–2023
Client:
Slovenian Tourist Board
Contracting Authority’s working group:
BARBARA ZMRZLIKAR
mag. MAJA PAK
NATAŠA HOČEVAR, mag. posl. ved
ALENKA PAHOR ŽVANUT
Expert working group:
prof. dr. JANEZ BOGATAJ
mag. HELENA CVIKL
(College of Hospitality and Tourism Maribor)
VLASTA GRAŠEK
(Ministry of Agriculture, Forestry and Food)
GREGOR JAMNIK
(Hotel Association of Slovenia)
MARTIN JEZERŠEK
(Jezeršek gostinstvo)
TOMAŽ KAVČIČ
(Gostilna pri Lojzetu, Zemono Manour House)
PETRA KRIŽAN
(Ministry of Economic Development and Technology)
KLAVDIJA PERGER
(Tourism and Hospitality Chamber of Slovenia)
MIRA ŠEMIĆ
(WSET, Wine academic)
Contractor:
University of Primorska
Faculty of Tourism Studies – Turistica
The contractor’s working group:
izr. prof. dr. MAJA URAN MARAVIĆ
Kaja EMIL JUVAN, PhD. Australia
(Both UP Faculty of Tourism Studies)
KAJA SAJOVIC
(RTV Slovenia)
ZENEL BATAGELJ
(Valicon)
SEBASTJAN POSTOGNA
(Lifeclass and Bernardin, Portorož)
Ljubljana, August–November 2018
TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism 5
exceptional spectacular sustainable
individuals environment production
UNIQUE EXPERIENCE
of Slovenian gastronomy
6 TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism
Contents
TASTE SLOVENIA
9
Introductory summary
11
Bases
19
Main strategic areas
Regulatory framework – 21
Trademarks and quality evaluation in gastronomy – 23
Promotion of increasing quality – 25
Education – 27
Marketing – 29
43
Organisational framework
46
Strategic priorities overview
48
Evaluation
49
Work methodology
52
Structure and size of
gastronomy tourism market
Appendix:
TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism 7
Despite the success of individuals, with
Ana Roš taking the lead, and despite
an increased exposure of Slovenia as
a new gastronomic destination and
the development of local food brands,
visitors to Slovenia still do not indicate
gastronomic experiences as one of
their main motives to visit. This is
probably also why an average tourist
only spends 15.5% of their daily
budget in our bars and restaurants.
8 TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism
Introductory summary
The vision of Slovenia as a consequently influence the formation of the low quality of product range.
perception of gourmets that Slovenia is a
gastronomic destination until gastronomically developed destination, can Research show that from the point of view
2021 is to become a visible otherwise not be built without a solid base of gastronomy tourism, the most important
destination with a high-quality, of providers that should include restaurants markets to us include Italy, Austria, Germany
with a high-quality range of local culinary as well as France, Great Britain and some
innovative, recognisable products and local resources as well as an Scandinavian countries. Our objective is
gastronomy and an authentic assorted chart of top-end local wines. It is to attract loyal gastronomic tourists who
culinary range of foods and wines restaurants and tourist farms that offer the consume a lot and who are also interested in
greatest potential – and the greatest number learning about the traditions and culture of
created by a number of boutique of deficiencies as well. their destination and this is why we must offer
providers of high-quality food This requires education and awareness-raising as many special experiences as possible and
who build their product range for the providers to start turning towards as many things that make Slovenia and its
strictly local, Slovenian, also home-grown in range of gastronomic products as different
on local production of foods and the case of a tourist farm, and at the same from competitor countries as possible.
creative dishes that reflect the time to produce enough ingenuity and sense
natural resources, knowledge and for trends and modern techniques. Below, it is described how we intend to
achieve this.
heartiness in preparation In recent years, gastronomy tourism has
developed a lot and it has become one of the
more important elements of the quality of
a tourist’s experiences. Gastronomy is very
The document came into existence in order important for the promotion of local, regional
to achieve the three key objectives for the and national economic development and
development and marketing of gastronomy gastronomic tourists usually represent good
– creation of a higher added value, provision guests with more funds to spend on their
of sustainability and especially an increase holidays, they are more environmentally aware
in international visibility. For the visibility of and they are more interested in getting to
Slovenia as a gastronomic destination and not know foreign cultures.
as a destination that also offers gastronomy,
it is key to become engaged in international The most competitive culinary destinations
evaluations, to have Slovenian representatives for Slovenia include its neighbours – Croatia
present at international culinary congresses (in particular Istria that builds on wine and
and to provide a top-end range of culinary individual products, such as truffles); Austria
products and wines that goes hand in hand with a good practice of linking nature and
with Slovenia as a green, sustainable country small-scale producers to an integrated
and in general a country closely connected to gastronomic identity and the image of the
the unspoilt nature. country; Hungary as an example of a small
country with a relatively difficult cuisine
The parties participating in the preparation of which has managed to climb to become one
this document were almost unanimous that of the leading countries in this part of Europe,
it is key to support Slovenia to participate at and which also has an increasing number of
international evaluations (Michelin, Gault & Michelin stars; and Italy with its exemplary
Millau) and also to support chefs to be placed case of a well set gastronomic pyramid with
on The World’s 50 Best Restaurants list. exceptional trattorias.
For now, only Hiša Franko is listed and they
already exercise the practice of focused study This is exactly what Slovenia and Slovenian
tours for journalists which is common abroad restaurants and inns lack – a greater national
(particularly for the ones that are suspected culinary identity and self-consciousness. The
to be members of The World’s 50 Best advantages of Slovenia that can be underlined
Restaurants Academy). Therefore, these study are its diversity in a small space, superior and
tours that have proven an effective tool for the original wines, the richness of pristine nature,
promotion of a destination must necessarily a well-preserved culinary heritage, its boutique
be extended throughout the country and a character and the latest success of Ana Roš
wider range of chosen individuals should in the international setting. On the other hand,
participate. we can highlight a lack of staffing and low
Top-end culinary destinations that next to qualifications of waiting staff nearing critical
Hiša Franko could be ranked in the list of dimensions, poor interconnectedness of
The World’s 50 Best Restaurants and could providers, low international visibility and often
TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism 9
In recent years, gastronomy tourism
has developed quite significantly
and it has become one of the most
dynamic and creative segments of
tourism. UNWTO underlines that
tourist destinations as well as the
tourism industry are aware of the
importance of gastronomy for the
needs of the diversification of tourism
and the promotion of local, regional
and national economic development.
Present-day tourists are more
experienced, they have more capital
available and they have more free time
to dedicate to travelling; a wide range
of tourism products enables them to
escape from their daily routine and to
discover new things. UNWTO (2012)
also states that a third of a tourist’s
expenditure goes on food. The reason
attached to his fact is that gastronomy
tourism recently developed as an
independent tourist product. This
is why it is also one of the most
important elements on the quality of a
tourist’s experience.
10 TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy TourismBases
Definition of gastronomy tourism Definition of sustainability in These are the principles that will be taken into
account in the development of gastronomic
gastronomy sustainability. The authors of the booklet
One of the definitions most frequently used ‘Koraki do zaupanja vredne ponudbe ekološke
in literature is the definition by Hall and Sustainability is the key component and the prehrane v gastronomiji’ (The steps to achieve
Sharples (2003), who define gastronomy advantage of the development of Slovenian a trustworthy range of products in the area
tourism or food tourism as experiential travel tourism. The development of any type of of organic food in gastronomy) (Robačer,
to a food production region for recreational or tourism, including gastronomy tourism, must Vukmanič, Bavec and Bavec, 2018) define
entertainment reasons which includes visits take into consideration the fundamental the tendencies of high-quality, healthy
to primary and secondary food producers, food principles of sustainability and responsibility and sustainably oriented food product
festivals, food fairs, events, marketplaces, of tourist organisations and destinations. range in gastronomy. They also believe
cookery demonstrations, tasting of high- In the mid 1990s, a wider definition of that this entails more organic production,
quality produce and products, visits to sustainability as well as of economic more seasonal foods, more fresh and less
restaurants or any other activity related to efficiency of tourist organisations was precooked food, less (smaller meals) of meat
food. Additionally, this experiential travel produced and it reflects in three basic points or foodstuffs of animal origin, more creativity
relates to a certain life style that involves – the growth of a tourist organisation must in the composition of menus (use of old
experimenting, learning from other cultures, be economically, socially and ecologically landraces, seasonal nature of supply, regional
obtaining new knowledge and understanding acceptable and sustainable. specificities, minimal packaging) and more
the characteristics of tourism products as creativity in the establishment of short supply
well as the gastronomic specialities of a Responsible tourism responds to the changes chains as well as a wider consideration of the
region. Therefore, to experience gastronomic of positions by emphasising the economy, influence of the industry on the environment
tourism, we have everything listed above if society and environment as the three pillars (calculation of environmental and carbon
this is the main reason or motivation to visit a of sustainable development. Maximum dioxide footprint as a criterion for greenhouse
tourism destination or at least one of the main profit may no longer be the only driving force gas emissions).
reasons. for the operations of tourism businesses;
responsibility as a priority in business
Even if gastronomy is not the main reason to operations must also be included. Tourists
visit a destination, it plays a very important have also become increasingly informed in
role as a secondary or partial motivation terms of sustainability. Thus, responsible
for coming to a certain destination. Strictly tourism has lately become key to the
speaking, such tourists would not be defined survival and international competitiveness.
gastronomy tourists, therefore the UNWTO Responsibility can be broken down into
adopted a wider definition of gastronomy economic, social and environmental.
tourism. Thus, gastronomy tourism involves
tourists and visitors who plan their travelling,
partly or in whole, with the objective to taste
the cuisine of their destinations or to engage
in activities related to gastronomy.
TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism 11Bases
Review of the development of With this book, we can show even today that After some supplements, there are now 365
at the end of the 18th century, the Slovenian key characteristic or distinctive dishes and
Slovenian gastronomy language and thus our terminology in the area beverages in these 24 regions.
of gastronomy were completely equal to major
Cuisine and gastronomy or food culture world languages. In 1868, the first Slovenian Slovenia has some chefs that have also been
in the territory of the present Slovenia cookbook was written by Magdalena Knafelj established abroad. Andrej Kuhar was the
have developed through history at an Pleiweis, which with its later supplements by first Slovenian to win a Michelin star (he won
astounding junction of the European Alps, the other authors has been the most frequently it for a restaurant in Germany), Joško Sirk, a
Mediterranean, the Pannonian Plains and after reprinted cookbook in a number of issues. Slovenian otherwise living abroad, won a star
World War I also of the neighbouring Balkans. for his restaurant Pri lovcu (Al Cacciatore) in
This very junction created a wide selection of After World War I, the influences of the Subida near Krmin (Cormons), Italy. Janez
food forms and meals where we cannot speak Balkans on Slovenian cuisine were still fairly Bratovž with his restaurant JB in Ljubljana was
of blind acceptance from more or less remote modest. They increased after World War II the first manage to enter the San Pellegrino
neighbours, even from nations that inhabited and they were connected to the economic rankings of The World’s 100 Best Restaurants
this space before the arrival of Slavic peoples; migrations of the inhabitants of the Balkans (2010) and at present the only representative
instead, we can speak of constant adaptation to Slovenia. So to speak, Slovenia become on the list of The World’s 50 Best Restaurants
of the solutions learnt and based on this, of the junction of the Mediterranean pizza and is Hiša Franko (placed 48) led by Ana Roš,
innovative creation of new tastes that were the Balkan burek, in the 1960s the culture who won the title of the World’s Best Female
appropriated and “tailored” to the forms of grilled čevapčiči (minced meat rolls) was Chef for 2017. Ana Roš is a member of a
of economic efforts, social relations and a introduced, etc. In the 1980s, the development number of international associations and she
pallet of spiritual creativity. These processes of new restaurants and boutique wine cellars is a regular guest at the largest international
of the formation of Slovenian culinary and gradually began. In this period, gastronomic culinary congresses. Other chefs active
gastronomic visibility also intertwined awareness began to grow and in the 1990s, abroad include Tomaž Kavčič, Janez Bratovž,
different social environments, from the movement of slow food began to assert Jure Tomič (Pasta World Champion 2016),
inhabitants of towns and squares, villages, in Italy and also around some more ambitious Luka Košir and some others. The younger
castles, all the way to monasteries that also individuals in Slovenia, too, which left a strong generation in particular, led by Bine Volčič,
contributed significantly to the shaping of mark. In 2005, Slovenia joined the oldest Jorgo Zupan, Jakob Pintar, Leon Pintarič, etc.
culinary expertise. According to the research gastronomic chain of Chaîne des Rôtisseurs also boasts several years of experience in
thus far, indigenous cultures were strongly and in 2007, it joined the JRE association foreign kitchens.
connected with the processing of milk into (Jeunes Restaurateurs d’ Europe), which
milk products. These, however, have barely brings together several hundred young chefs
been maintained. The diet of farmers which from all over Europe and Australia. In 2018,
represented the fundamental social group, the international gourmet guide Gault &
was modest and it was connected to cereals, Millau came to Slovenia and Slovenia was
leguminous vegetables and plants that need awarded the title of the European Region of
hoeing. Abundance during holidays was Gastronomy 2021.
represented by products from slaughtering
pigs and it also had a wider communication In 2006, the Development Strategy for
meaning for local communities. Throughout Gastronomy in Slovenia was created and it
history, development brought several became the fundamental document as well as
innovations that caused extensive changes the guide for the promotion and development
to food. For example, introduction of a of gastronomy in Slovenia. The strategy as
three-year crop rotation with set-aside, very the base of gastronomic visibility determined
quickly adopted buckwheat, the development the gastronomic pyramid. In addition to
of consuming pork from Protestantism on, the entire national gastronomic abundance
acceptance of certain dishes from the Danube (heritage) and the modern forms, this consists
cuisine, etc. The Age of Enlightenment of no less than 24 gastronomic regions or
represents a great turning point in food closed cultural and geographic areas, where
culture. In the late period, specifically in 1799, the concentration of a certain number of
we got the first Slovenian-language cookbook, dishes is the highest and thus enables their
the importance of which we are hardly aware delimitation.
of.
12 TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy TourismBases
In cuisine, wine is particularly important and Radikon, Gavner, Princic, Terpin, followed by activity have made a timely pass of their
Slovenian wine producers are more visible and Movia and Marjan Simčič; niche wine growers management to their descendants who have
more active abroad than chefs. Individual wine include biodynamic wine growers, such as received proper schooling in Slovenian as well
cellars, such as Movia and Kabaj, regularly Klinec, Aci Urbajs, Burja, etc. There are many as in foreign culinary schools.
enter the list of Top 100 Wines selected by the opportunities to improve and a lot of potential
Wine Spectator Magazine, and wine cellars for all the wine growing regions, where It is the success of some inns, which have
from Goriška Brda are also most popular in following the Austrian model wine routes sprouted up lately and where traditional
the foreign markets, where individual wine could come to life more. dishes are served in a contemporary way,
producers export 90% of their bottles. that proves that both tourists as well as
A very special status belongs to the Slovenian Even though inns and tourist farms represent locals desire local products. There is a lot of
wines produced in a sustainable and one of the most distinguishing features of room for improvement in this field; however,
biodynamic manner, which are becoming Slovenia, the former have fallen behind with awareness should be raised quite significantly.
increasingly sought and which were also regard to development in the last decades Service providers in tourist farms also need
praised by columnist Simon Woolf in his and they lack connectedness to the local more confidence, as it occurs all too often that
monograph on the so-called orange wines, environment. The inns based on rich family they serve industrial and bought goods and
i.e. Amber revolution. Most sought and traditions include some that preserve top-of- not their own and local.
visible abroad remain the pioneers of natural, the-line quality and where the holders of the
macerated wines, who live abroad, such as
Key development milestones
OF SLOVENIAN GASTRONOMY
2006 2007- 2010 2017 2018 2019 2020-2021
Slovenia’s Development The Gostilna 2017–2021 Slovenia has Action Plan for Gastronomy
gastronomy of regional Slovenija Strategy for won the title the Development is the main
development gastronomy trademark the Sustainable European Region and Marketing communication
strategy trademarks Growth of of Gastronomy of Slovenia’s topic of the STB
Slovenian 2021 Gastronomy
Trademark Tourism exposes 2019–2023
Okusiti Slovenijo/ gastronomy as a Arrival of Gault &
Taste Slovenia strategic tourist Millau Slovenia
product
Hiša Franko
ranked on The
World’s 50 Best
Restaurants
FOCUS ON THE DEVELOPMENT OF THE DESTINATION’S RANGE OF PRODUCTS
EMPHASIS ON INTERNATIONAL VISIBILITY
TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism 13Bases
A review of the gastronomic Competitive destinations Scandinavian story of success
A survey of the opinions of Slovenian Scandinavia tends to be pointed out as the
tourism market gastronomic connoisseurs shows that to best example of how to create a culinary
Slovenia the most competitive culinary destination; it is a region that was hardly
In recent years, gastronomy has become one destinations are none other than its famous as such before the mania cooked
of the key motives to travel, particularly to neighbours – Croatia (especially Istria with up by Noma. Scandinavian restaurants had
destinations that are believed to be culinary its online Michelin Guide); Austria with a not been placed on the maps of foodies and
centres. Despite the success of individuals, good practice of linking nature and small- nobody knew how to explain what Nordic
increasing exposure of Slovenia as a new scale producers to an integrated gastronomic cuisine supposedly was. Yet, all of this
gastronomic destination and the development identity and the image of the country; changed in 2003, when Rene Redzepi, a
of very local projects, visitors to Slovenia still Hungary as an example of a small country visionary of Danish and Albanian descent
do not mention gastronomic experiences as with a relatively difficult cuisine which has wrote a manifesto of the new Nordic cuisine,
one of the main motives to visit. managed to climb to become one of the when he opened (the first) Noma in the
leading countries in this part of Europe; port of Copenhagen, including a laboratory
However, there are plenty of opportunities for and Italy that with its cuisine and culture designated solely for development. This was
development here, because it is well known is most competitive to the western part the period of the reign of El Bulli (Spain), the
that gastronomy tourists (i.e. foodies) are of Slovenia. Exceeding the range of these best restaurant in the world for years, which
the ones who are ready to spend the largest countries, the respondents mention small developed and perfected the concept of
amounts of money, that they are considered countries or countries that are more famous molecular gastronomy. Noma could not have
good guests, they are also mostly interested in for their traditional yet exploited commercial been further away from that. Here, Redzepi
culture, history, traditions (particularly those cuisine and wine (Georgia, Slovakia, etc.), focused on resources from not the most fertile
related to dietary habits) and connectedness the countries with Austro-Hungarian culinary or most sun-drenched part of Europe – root
to nature. tradition (Germany alongside Austria and vegetables, enzymes, seafood, algae, etc. All
Hungary), the countries that managed to build of these in their most fundamental, minimalist
As it turned out in a number of countries and their culinary image “from nothing” but they form. Based on foraging, Redzepi introduced
in recent times especially in Scandinavian firmly connected it to nature and tradition one of the greatest culinary institutions
and South American countries, gastronomy (Scandinavia) and Mediterranean countries in the history of gastronomy and he made
has helped them in making a leap to a higher with their completed and high-profiled status Denmark a culinary destination. Moreover,
level of tourism, to a boutique character in the of a culinary destination (Spain, Portugal). he was the pioneer of the new culinary style
true sense of the word. At the same time, it that caused Scandinavia to become one of
made the destination visible on a completely Some of these countries are also among the the must visit spots on the map of every
different level and thus it also attracted a leading global and European gastronomic foody. Major backing for this to succeed
completely different type of tourists. destinations, where Spain (with a great included a major financial investment of all
emphasis on the Basque country), Italy, the governments involved, intensive inviting
As it often turned out, what has been France, Japan, individual Asian countries of foreign journalists and connectedness of
confirmed from the conversations with (Hong Kong, South Korea, Vietnam, etc.), Scandinavian chefs.
selected foreign journalists and opinion Mexico, Morocco, Turkey, etc. In recent years,
leaders, the tourists that come to a particular South American countries have made a Neighbouring countries
destination especially due to its gastronomy giant leap, headed by Peru (as well as Brazil, Scandinavia is a model example; however, we
or gastronomy is one of the main motives for Chile, Colombia, Bolivia) whereas a lot has should also have a look at the practices of
their arrival, do not search for “yet another already been written about the Scandinavian our neighbours that beat Slovenia quite a lot
Michelin star” (although the stars do not renaissance, which the entire region owes as culinary destinations. Croatia (specifically
hurt in any way); they are more interested to Noma. Almost all of the above-mentioned Istria) with a comparable array of resources
particularly in its connection to the local countries have a long culinary tradition and and some traditions, managed to break
environment, in this case Slovenia, its knowledge of preparation and service in through by highlighting a handful of the most
connection to nature, countryside, small, common – in these countries, food has a representative and truly excellent resources
boutique producers, wine growers, fishermen, special status. They are all also characterised (olive oil, seafood, truffles, prosciutto, wine),
gatherers, mushroom foragers, cheese by the fact that food has become integrated in intensive lobbying and courtship especially
makers, etc. Destinations (and restaurants) almost every aspect of travelling and it is key to the Michelin Guide, which really visited the
that follow heritage, environment and seasons to experiencing a destination and its culture. country at last, and Croatia even became the
and connect all of this into a story, are the For all of the above-mentioned countries, first country with a web guide, which had not
ones that help one fully experience their it is easy to name at least one typical dish been a practice until then.
destination. whereas research show that foreigners remain
confused about what exactly is a typical
Slovenian dish, despite a handful of protected
foodstuffs. For that reason, we recommend
a focused promotion of no more than five
dishes.
14 TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy TourismBases
Italy has one of the longest culinary traditions helicopter to the territory of Aborigines). Price comparison
in the world with a very good base – simple Especially festivals and congresses, such as Prices of tasting menus by top restaurants
trattorias with an exquisite product range. Margaret River, represent a great potential in Slovenia are comparable to the rest of
Without the basis (inns) one cannot build for promotion; however, this requires a the world and compared to our closest
a culinary destination, regardless of the harmonised action of both the state (financial competition (Istria, Austria, Hungary, Friuli),
number of a higher rank restaurants. On support) and restaurant owners and wine they are even about 10 to 15% lower. Hiša
the one hand, Hungary managed to be producers. Franko has the most expensive tasting menu
positioned with some of the world’s famous in Slovenia (€150 for the 11-course menu
products (goose liver, Tokaj) and with its tasty The situation in Slovenia without the wine accompaniment, which costs
traditional gastronomy (goulash, segedin In general, almost all the countries mentioned €75), but we are talking about the restaurant
goulash, etc.) and on the other hand they by the respondents either as competition ranked 48 according to The World’s 50 Best
have been producing high-end gastronomy to Slovenia or as a strong gastronomic Restaurants list. For comparison: In Nahme
that successfully builds on reinterpretation of destination, managed to build their image on (restaurant ranked 49, Bangkok, 1 Michelin
classical dishes for a long time. an uncompromising linking to the environment star), you will be charged €74 for the tasting
and the natural conditions, the promotion of menu, in the restaurant of Schauenstein
To Slovenia, Austria might be the best the so-called 0 kilometre and on building on Castle (restaurant ranked 47, Switzerland, 3
example of a country that has built its entire their traditions. This is exactly what Slovenia Michelin stars) you will be charged €240 for a
tourist strategy on the image of a green and and Slovenian restaurants and inns lack – 6-course menu. Based on the competitiveness
active country closely connected to nature. national identity and self-confidence in our of destinations and restaurants, we should
Gastronomy, too, falls within this framework, rich and diverse gastronomic tradition. At also mention Steirereck (Vienna, ranked 14th
including the exceptionally developed wine the same time, it is necessary to connect in the world, 2 Michelin stars) with €165 for
roads that could certainly serve as an example with the local environment, local suppliers, a 7-course tasting menu; Reale (Castel di
for us to develop our wine roads. small farmers and wine producers and to Sangro, Italy, 3 Michelin stars) with €190
highlight the unspoilt nature as one of the for an 11-course menu and Monte (Rovinj, 1
Distant Australia main components of Slovenian gastronomy. Michelin star) with €114 for a 6-course menu.
Australia should be mentioned as one of Top-end restaurants in city centres with In Onyx, the best Hungarian restaurant (2
individual countries that until recently were a wide (even foreign) range of wines are Michelin stars), the 6-course menu will cost
not considered gastronomic destinations but most certainly necessary for a certain type you €105, while in Argine a Venco (1 Michelin
tend to be next to the greatest; especially of gastronomic tourists; however, it is not star) across the border in Colli, where Antonia
its western part, where the authorities necessarily these tourists that truly wish to Klugman, who tends to be compared to Ana
managed to create one of the most desired experience Slovenia as a green, boutique Roš, makes her creations, the price of the
destinations among foodies by making a destination closely linked to the environment. 10-course menu stands at €110.
well thought-out and ambitious campaign However, these more ecologically oriented
on gastronomic tourism. Here both the gastronomic tourists certainly tend to be
multi-day enogastronomic festival Margaret ready to spend much more than average
River, to which the greatest chefs from all tourists at a certain destination.
over the world were invited and where their For information: on average, a tourist spends
most radical natural wine producers were a third of their daily budget on food and
presented, and the targeted tactics of the set beverages (UNWTO, 2012; OECD, 2012);
of local individuals (a type of ambassadors however, the latest data for Slovenia shows
often represented by wine producers) who that an average tourist only spends 15.5% of
lead minor groups of journalists completely their daily budget in our inns and restaurants.
freely, money being no object (e.g. with a
TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism 1516 TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism
Bases
SWOT – analysis of the Slovenian gastronomic range of products
ADVANTAGES WEAKNESSES
• variety of supply on a small space, • lack of staff,
• premium wines, • poor connectedness of providers,
• wealth of nature, • low international visibility,
• rich food heritage, • low qualifications,
• boutique character, • low quality of service,
• Ana Roš and other top chefs, • low quality of supply,
• the bee, • black market labour,
• protected food, wine and spirits, • unfair competition,
• care for hygiene and safety, • poor education,
• variety of flavours of one foodstuff at • poor knowledge of stories about food,
different ends of Slovenia. dishes and drinks, and the upgrading of
individual traditional dishes.
OPPORTUNITIES DANGERS
• international visibility of Ana Roš and • legal restrictions,
other top chefs, • tax burden on labour,
• the arrival of Gault & Millau, Michelin, • standardisation (too many
• demand for new destinations, standards),
• demand for sustainable destinations • taking over popular foreign
(with preserved and untouched nature), gastronomic trends and projects,
• change of eating habits (eating outside • insufficient demand of foreign
more frequently), guests in certain regions,
• demand for organically processed foods, • supply that adapts to mass tourism
• care for healthy living and eating, but not to gastronomic tourism.
• implementation of activities related to
the project Slovenia European Region of
Gastronomy 2021.
TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism 17#tastesLOVEnia
The title that brings the commitment of development,
cross-sectoral cooperation and the promotion of
Slovenia’s gastronomy
Through its effects, it contributes to sustainable global development, promotes sustainable
gastronomic tourism, supports local self-sufficiency, links rural and urban areas,
emphasizes the importance of food for health and provides support to small and medium-
sized enterprises.
www.slovenia.infoMain strategic areas
This chapter is the central part of That is why every strategic area presented That is why our membership of the ERG
with a brief analysis of the situation and a list platform offers us an opportunity for a better
the document. It is divided into five
of initiatives/measures for the regulation and connection of agriculture with gastronomy
sub-chapters, each representing one upgrading the current state. The sum of all and tourism.
of the key strategic areas critical the measures together with the providers is Gastronomy can become an important
to the successful development and presented in the chapter Strategic Priorities promoter of local and regional development in
marketing of Slovenian gastronomic Overview. the fields of economy, culture, social relations
and environmental protection.
tourism. Being selected the European Region of
Gastronomy will certainly help achieve the Slovenia also entered the ERG platform
target status, which will strengthen the because it is aware of the importance of
national promotion of cuisine and gastronomy networking and the recognition of good
The main strategic areas include: and thus create a synergy with local practices. These can be offered by Slovenia
environments, cultures. for some specific areas, for example, in the
• regulatory framework, field of education in elementary schools.
• trademarks and quality evaluations, The title Slovenia European Region of
• promotion of increasing quality, Gastronomy 2021 helps open up excellent
• education, opportunities for making cross-sectoral
• marketing. connections in the field of food, gastronomy,
cuisine, catering, tourism, culture, health,
The document Action Plan for the principles of sustainability, etc.
Development and Marketing of Gastronomy
Tourism 2019–2023 came into existence Despite the basic principles laid down in
in order to identify the key measures and Slovenia’s Gastronomy Strategy from 2006,
initiatives necessary for Slovenia to be relatively poor cooperation and compliance
positioned around the world as a unique with certain starting points in individual
boutique gastronomic destination. state departments has been demonstrated.
Analysis
STATES AND GAPS
PERCEPTION GAP
Current situation The need to change perception Target state
ACTION PLAN
• Regulatory framework
• Trademarks and quality evaluation
• Promotion of increasing quality
• Education
• Marketing
TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism 19Initiatives/measures:
• Clearer definition of minimum
quality standards in hospitality
establishments, conditions for
performance of activities and their
classification (categorisation of
HE).
• Unburdening of wages in
hospitality industry.
• Simplification of the guidelines
for good hygiene practices and the
application of HACCP principles in
hospitality industry.
• Identification and removal
of administrative barriers
(simplification of procedures for
opening an HE and for obtaining
foreign workers).
20 TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy TourismRegulatory framework STRATEGIC AREAS
As key obstacles in legal restriction 2017–2021 (hereinafter referred to as the Thus, the Umbrella Strategy already defines
we indetify insufficient classification ‘Umbrella Strategy’). It has been established that the MGRT and other relevant ministries,
that tourism companies do not generally the Tourism and Hospitality Chamber of
of catering establishments in have adequate systems for rewarding and Slovenia (TGZS) and the Chamber of Crafts
the Hospitality Industry Act and promotion of employees and other incentives and Small Business of Slovenia (OZS), should
inadequate quality criteria for that would contribute to the motivation and initiate the procedure for simplifying the
catering establishments, excessive loyalty of employees. In addition, working guidelines for good hygiene practice and
conditions in hotels and tourism are more the application of the HACCP principles in
tax burden on labour, long-term difficult and wages are lower. In the Strategy, hospitality services. In cooperation with
procedures in recruiting foreign the Ministry of Economic Development and market stakeholders, it is necessary to define
labour, inflexibility of employment, Technology (hereinafter: MGRT) does not all the procedures that make the day-to-
strict rules in the field of hygiene mention any measures for lowering the tax day business difficult and to propose the
and excessive need for traceability burden on employees’ salaries, which is also necessary simplifications in line with real
evident from the low competitiveness of the market opportunities and needs. The use of
of foodstuffs (for example, pickers, WEF TTC index, but this measure will soon local/organic foodstuffs from the garden or
own-produced foods, special foods, have to be adopted throughout the economy forest for all gastronomic providers (both for
such as edible dormouse, frogs, etc.). in order to reduce the lag in competitiveness HEs and tourist farms) must be allowed as
with other countries. This measure requires well as enough space for the development
a wider consensus among political parties of the culinary art as a tourist product and a
on the reallocation of taxes. Although this clear distinction between the requirements for
measure surpasses the Action Plan, we believe various hospitality establishments.
Clearer definition of minimum quality it must be mentioned and that this is one of
standards in catering establishments, the biggest obstacles for the development Identification and removal of
conditions for performance of activities and, in particular, the recruitment of staff to administrative barriers (simplification
and their classification (categorisation work in the hospitality industry. Hospitality of procedures for opening an HE and for
of HE). service providers also point to the lack of
obtaining foreign workers)
In addition to the Hospitality Industry Act, the flexible forms of labour recruitment.
Substantial problems also arise in the opening
main rules that also refer to gastronomy are of new, innovative small businesses and the
the Rules on Minimal Technical Requirements Simplification of guidelines for good transformation of existing ones. We suggest
and on the Scope of Services for Hospitality hygiene practice and the application of that the chambers identify all the obstacles
Operations. The Act and the Rules cover HACCP principles in hospitality services (TGZS, OZS) and find proper solutions in
the area of catering establishments very Another aspect of the limitations in the cooperation with the competent ministries.
loosely, since they merely indicate the development of gastronomy is the guidelines
minimum criteria that set minimum technical for good hygiene practice and the application Another aspect of the barriers is the
standards for individual types of catering of the HACCP principles in hospitality recruitment of personnel from abroad.
establishments. The authors of Slovenia’s services. The Umbrella Strategy mentions Hospitality service providers and the general
Gastronomy Strategy already found back issues and solutions in this area. HACCP public note that Slovenia lacks interest in
in 2006 that we do not have the criteria for standards are included in the general EU legal working in hospitality services. In recent
determining the quality of gastronomic supply act – Regulation EC/852/2004 applicable years, especially the ones that need more staff
in Slovenia; therefore, they proposed to create to all EU Member States. To facilitate (hotels, catering), have imported their labour
basic criteria to determine at least the level the implementation of this Regulation, force from the neighbouring countries. And
of an inn, a guest house, a restaurant and a hospitality stakeholders (OZS) have prepared they conclude that these procedures are too
tourist farm (Sibila Lebe et al., 2006 ). For guidelines for good hygiene practice and slow. Procedures must be reviewed (TGZS,
inns, this requirement was at least partially the application of the HACCP principles in OZS) and in cooperation with the relevant
satisfied in the Gostilna Slovenija project, hospitality services which were approved in ministries, proper solutions should be sought
while for the rest, the basic criteria remain 2010 by the Ministry of Health. Their main to enable a faster recruitment of labour force
unclear. The criteria must be revised and purpose is to facilitate the implementation from abroad.
updated, and above all, it must be redefined of the regulatory requirements in the field of
where catering activities may be performed good hygiene practice and the application
and in accordance with the legislation, the of HACCP principles in hospitality services.
conditions for everyone engaged in these The Umbrella Strategy considers that the
activities (shops, catering establishments and guidelines are prepared in certain respects
tourist farms, etc.) must be adapted to prevent and that they are contrary to the Slovenian
unfair competition. vision of the development of culinary art as
a tourist product and that they reduce the
Unburdening of wages in the hospitality competitiveness of the sector. Therefore, it is
industry proposed to simplify the guidelines for good
The insufficient incentives for employees hygiene practice and the application of HACCP
in the hospitality and tourism sectors are principles in hospitality services.
also recognised in the Strategy for the
Sustainable Growth of Slovenian Tourism
TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism 21Initiatives/measures:
• Introduction of the international
gastronomic guide Michelin
Slovenia.
• Preservation and promotion of the
international gastronomic guide
Gault & Millau Slovenia.
• Conditional introduction of the
national evaluation system.
• Support to hospitality service
providers to rank on The World’s 50
Best Restaurants list.
22 TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy TourismTrademarks and quality evaluation in gastronomy STRATEGIC AREAS
After reviewing the key trademarks the Austrian one. In 2018, Slovenia acquired This can be done by deliberate marketing
its guide Gault & Millau Slovenia. For the activities:
of quality and quality evaluations
development and marketing of gastronomy, it
in the field of gastronomy at is of strategic importance that this evaluation • in organising and conducting study tours
home and abroad, we found that is maintained and that the guide is published and other activities for opinion decision
among stakeholders (hospitality annually, especially due to the fact that the makers in the field of gastronomy,
service providers, local and guide covers a wide range of hospitality • with the participation of representatives
establishments and staff in the evaluation of the STB and top chefs at key
regional tourist organisations, wine and that it allows the introduction of new international congresses and meetings
producers, advisory and educational categories for food and wine producers, abroad,
organisations, representatives which is extremely important in terms of • by organising internationally acclaimed
of local communities, growers) the promotion of increasing quality and events in Slovenia, hosting renowned
Michelin, the national evaluation sustainability. It is therefore necessary to foreign chefs and opinion makers in
support its functioning. Slovenia.
and Gault & Millau are the most
appreciated in Slovenia. In 2006, Conditional introduction of a national
the authors of the Strategy of evaluation system
Gastronomy suggested (Sibila For Slovenia, both international guides
Lebe et al.) that in Slovenia similar Michelin and Gault & Millau, offering reliable
procedures and methods are used information on the quality of supply, are
crucial. If necessary, a national evaluation
as abroad, where they possess many system can be organised, which following the
evaluation systems represented by model of some foreign destination quality
top gastronomic and culinary guides. labels is held by the Slovenian Tourist Board
Therefore, we suggest the potential and/or the Tourism and Hospitality Chamber
of Slovenia that can also invite external
initiatives to use in Slovenia to experts to conduct the evaluation. The
achieve international recognition, one measure is to create methodology and carry
of the key goals for the development out evaluations.
and marketing of gastronomy.
Support for hospitality service
providers to rank on The World’s 50 Best
Restaurants list
Introduction of the international For the truly top segment of loyal gastronomic
gastronomic guide Michelin Slovenia tourists, it is unfortunately not enough for the
Slovenia has no internationally visible signs of hospitality service providers just to be placed
quality in the field of gastronomy. If we want in international guides. They are looking for
to become internationally recognisable and special experiences, gastronomic movements
above all a competitive tourist destination, and avant-garde culinary reflections
we need these quality signs. This is not only embodied by providers ranked in The World’s
important for Slovenia as a destination for 50 Best Restaurants list. If we want these
gourmets, but for Slovenia as a destination gastronomic tourists to experience Slovenia
attractive for all tourists. The Michelin as a recognisable gastronomic destination, the
Guide should be brought to Slovenia and its list of Slovenian providers ranking in the list
functioning should be supported. should be expanded.
Preservation and promotion of the
international gastronomic guide Gault &
Millau Slovenia
The fact is that in recent years Slovenia
was ranked in the second most famous
gastronomic guide – Gault & Millau, namely in
TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism 23Initiatives/measures:
• Taste Slovenia: a reformation of
the gastronomic pyramid and
the adaptation of typical dishes
according to the model of tourist
macrodestinations.
• Activities and all projects of the
European gastronomic region as an
umbrella development project.
• Encouraging local producers and
producers of protected products,
wines and spirits to sell top-quality
crops and quality HE.
• Further development of the
Gostilna Slovenija trademark.
• Assistance in applying projects for
EU funds.
• SRIPT activities.
24 TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy TourismPromotion of increasing quality STRATEGIC AREAS
The shareholders note that the easily developed and marketed by providers In order to bring the Gostilna Slovenija project
under a recognisable trademark. In addition to back to life, it is necessary to:
quality of all types of HE in Slovenia the flagship trademark of Taste Slovenia, local
is very variable. As we have shown in and regional trademarks in the field of culinary • modernise the rules governing the right to
the characteristics of consumption art and gastronomy have been developed in the use the trademark, to which new inns that
of foreign tourists in Slovenia, they last few years (for example, Tastes of Ljubljana, are not members of the OZS should also be
Tastes of Kamnik, Tastes of Radol’ca, etc.) eligible,
spend little on food in bars and The 2017–2021 Strategy for the Sustainable • review and, if necessary, revise the criteria/
restaurants (an average of €15.50 per Growth of Slovenian Tourism established a standards by which it is judged whether a
day, source: SURS). Satisfaction with model of macrodestinations, which is a platform particular inn may be granted the right to
for organisational and marketing optimisation use a trademark,
the gastronomic range of products of Slovenian tourism. The existing model of • completely change the way in which
exists, however, they do not spend 24 gastronomic regions should be adapted inns are evaluated in the sense that the
more money. The questions that to the model of 4 tourist macrodestinations, evaluation becomes anonymous and free of
which should identify recognisable dishes and charge for the providers,
arise are whether or not we attract
beverages. In compliance with the current trends • make the trademark of Gostilna Slovenija
the right gastronomic tourists or in the field of gastronomy, the gastronomic visible internationally (communication
whether they are not included in pyramid of Slovenia needs to be adapted. plan).
the survey on the characteristics of
Activities and all the projects of the Assistance in applying projects for EU
foreign tourists in Slovenia. Whatever
European gastronomic region as an funds
the answers, stakeholders in the umbrella development project Gastronomic providers emphasise that it is
gastronomic tourism emphasise that In 2018, Slovenia was nominated and selected difficult to find time for additional business
more needs to be done to raise the as the European Region of Gastronomy 2021. In and administrative activities in addition to their
total, 47 projects are listed in the nominations everyday obligations, therefore they would like
quality of the supply and to provide
paper (available here: www.slovenia.info/uploads/ some assistance.
services (this topic is discussed in publikacije/taste_ slovenia/okusiti-slovenijo.pdf). We suggest that the TGZS and OZS strengthen
more detail in the Education section) advisory assistance to these providers in order to
and to increase the reputation of the Encouraging local producers and producers obtain EU funds.
providers. of protected products, wines and spirits to
sell top-quality crops and quality HE Activities SRIPT
Many top chefs mention the problem of To make a technological breakthrough in the
regular supply of local products and supply at following years, Slovenia has developed a plan,
competitive prices. In order to achieve the idea which is defined in the Smart Specialisation
Taste Slovenia: a reformation of the of a framework story of Slovenian gastronomy, Strategy (S4). In each of the nine areas of S4 use
gastronomic pyramid and the adaptation it is necessary to subsidise producers who offer – one of them being sustainable tourism – one
of typical dishes according to the model of top quality products for sale in top quality and SRIP partnership was formed at the end of 2016.
high quality HE (agreement between TGZS, OZS The Coordinator of the Strategic Research and
tourist macrodestinations
and MKGP). On the other hand, it is necessary to Innovation Partnerships – SRIPT project is the
The greatest breakthrough in the systematic
encourage hotels, top-notch restaurants, quality Tourism and Hospitality Chamber of Slovenia.
strategic development of gastronomy was
HE, inns, tourist farms and other stakeholders It is a partnership between tourism companies
achieved through the creation of the Strategy
to better integrate local food providers with the and educational and research institutions
of Gastronomy in 2006 and the implemented
aim of increasing the proportion of those who with the aim of integrating knowledge and
measures and activities.
offer at least one meal (e.g. breakfast) with local designing practical solutions for future business
The strategy determined the gastronomic
products (honey, bread, beverages, eggs, yoghurt, development. Activities are implemented in
pyramid as the base of gastronomic visibility.
milk, etc.). four areas: information-based marketing and
In addition to the entire national gastronomic
networking, knowledge for raising the quality of
abundance (heritage) and modern forms,
Further development of the brand Gostilna services, technological solutions for sustainable
it consists of 24 gastronomic regions and
use of resources in accommodation facilities and
concluded cultural and geographical areas with Slovenija
the Green Scheme of Slovenian Tourism.
the greatest concentration of a certain number Inns are the most distinctive and visible type
of dishes that enables their confinement. In of hospitality establishment in Slovenia, which
From the point of view of increasing the
these 24 regions, according to some additions, is based on family tradition, local and regional
quality of supply, the key projects include the
there are now 365 typical or recognisable dishes, and Slovenian beverages. The Catering
Tourist Innovation Centre and the Systems
dishes and beverages. From this selection, and Tourism Section at the OZS under the
for the Design of Internal Quality Standards.
the strategy identified the recognisable top of collective trademark name of Gostilna Slovenija
Both projects are of advisory nature and
the gastronomic pyramid, which represents takes care of the development of standards and
they offer gastronomic tourism providers the
a binding starting point for the Slovenian the promotion of inns which are united under
opportunity to obtain appropriate expert advice
gastronomic visibility. The strategy also defines the trademark of Gostilna Slovenija. There are
for the development of their supply in various
the basic slogan of gastronomic visibility, currently 43 inns which meet the prescribed
areas in one place (hotel industry, hospitality
i.e. Taste Slovenia, and its version of Tastes conditions for the use of this trademark. The OZS
industry, culinary art, gastronomy, food, design,
of Slovenia. Although authors mention this believe that the project needs renovation and
architecture, music, ethnology, anthropology,
project as a marketing project, it is basically a upgrading in order to increase membership and
urbanism, landscape architecture, psychology,
development project that has helped to identify improve trademark visibility.
economics and business science, medicine, etc.).
and stock survey typical foods that are more
TASTE SLOVENIA Action Plan for the Development and Marketing of Gastronomy Tourism 25You can also read
