Data-driven tourism management
Tourism Ljubljana data platform: Ljubljana FLOWS
As data is becoming one of the key tools for understanding and managing tourism at the destination level as well, Tourism Ljubljana is developing Ljubljana FLOWS, a data platform for monitoring and analysing tourist flows in Ljubljana and the Central Slovenia region.
The platform is being developed gradually. The first data sources began to be integrated at the end of 2024, part of the content is already available to stakeholders, and additional functionalities will be opened in future development phases.
With Ljubljana FLOWS, we aim to more easily identify areas with higher visitor pressure, monitor changes in tourist flows and support measures that encourage visitors to explore the wider destination area. In this way, data is not just statistics, but a basis for more balanced, responsive and sustainable tourism development.
Since spring 2026, the Ljubljana FLOWS platform has also included predictive modelling of tourist traffic using artificial intelligence. The model was developed in cooperation with Arctur, the partner in the development of the data platform, as the first model of its kind among the partners of the European D3HUB project. In its forecasts, it takes into account daily tourist traffic, business events in Ljubljana, and public holidays and other non-working days in the key markets for Ljubljana tourism. The platform thus supports a better understanding of tourist flows, the planning of measures and a more timely response by the destination.
National Tourism Information Centre – NiST
The National Tourism Information Centre – NiST is the digital backbone of Slovenian tourism. It connects dispersed data, enables more complex analyses and supports informed decision-making across the entire sector.
The centre enables the monitoring and forecasting of tourism impacts through various key performance indicators, the display of data at multiple levels, and a better understanding of the pressure on individual areas. In this way, it supports the redirection of tourist flows to a wider geographical area and contributes to a more even distribution of visitors.
An important part of NiST is also its support for sustainable tourism monitoring, including the partial digitalisation of the Green Scheme of Slovenian Tourism and an overview of key sustainability indicators.
Source: Slovenian Tourist Board
NiST link: https://nist.slovenia.info/
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