The Strategic Positioning of Slovenia as a Green Boutique Tourism Destination

The paper examines the competitiveness of Slovenia as a tourism destination through a qualitative analysis of strategic documents, publications and online content of the Slovenian Tourist Board (STB). It is based on the assumption that destination competitiveness is not merely the result of natural assets, cultural heritage or geographical diversity, but also of carefully planned strategic orientation, institutional coordination, marketing management and consistent communication positioning. The analysis focuses on how the STB, through tourism services, the I feel Slovenia brand, sustainability schemes, boutique positioning, digital content, international awards and promotional narratives, shapes the image of Slovenia as a green boutique destination for five-star experiences. Particular attention is devoted to a detailed analysis of Slovenia according to its leading, horizontal connecting and niche tourism services, among which outdoor activities, health and well-being, culture, the meetings industry, gastronomy, nature-based experiences, touring and special interests stand out. The findings show that Slovenia is strategically positioned as a holistic destination of high added value, whose competitive advantage lies in connecting sustainability, local character, spatial diversity, high-quality experiences, digital accessibility and a clearly managed national tourism brand.