Unlike in previous periods and in line with the findings of the key analytical development indicators, the tourism development strategy in the 2022–2028 period focuses more inwards, on the supply side of Slovenian tourism.

The key orientations, policies and measures are geared towards significantly improving the quality of services and management at all levels, the quality of human resources and working conditions in Slovenian tourism, and the quality of investments, as well as towards delivering on the promise of a green and sustainable supply of products and services not only in promotional campaigns but also in practice, targeting more demanding markets, segments and products with high value added, enhancing Slovenia's boutique portfolio, taking into account the carrying capacity of natural and touristic areas, integrating Slovenia’s authentic cultural elements into tourism products and services, and effecting the digital transformation to achieve greater efficiency and increase the value chain of Slovenian tourism. All this has the aim of creating higher value added for all stakeholders and a positive impact on Slovenia’s identity and success.

In the new strategic period and the "new normal", Slovenian tourism needs an upgraded, transformative vision that will unite us in the urgently needed shift towards more balanced and resilient tourism, with a more pronounced character of Slovenian identity, a decisively higher value added and which will be in the interest of all stakeholders. In tourism, we seek to create somewhat more than in the previous period, but, above all, we want it to be of much better quality and a lot better – for everyone.