STB’s Virtual Assistant Alma Redefines How Travelers Explore Slovenia
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This section is Partnership Content suppliedThe content in this section is supplied by GlobeNewswire for the purposes of distributing press releases on behalf of its clients. Postmedia has not reviewed the content. by GlobeNewswire Alma AI GNWArticle contentLJUBLJANA, Slovenia, Dec. 16, 2025 (GLOBE NEWSWIRE) — TheSlovenian Tourist Board (STB) is strengthening Slovenia’s position as a digitally advanced, user-focused destination with Alma, an AI-powered virtual travel advisor that has rapidly become one of the country’s most innovative tourism tools. Integrated into the national tourism portal slovenia.info, Alma enables visitors to access personalised and up-to-date travel information in real time, marking a major step in the STB’s digital transformation efforts.Sign In or Create an AccountEmail AddressContinueor View more offersArticle contentArticle contentArticle contentWe apologize, but this video has failed to load.Try refreshing your browser, ortap here to see other videos from our team.Article contentLaunched in May 2024, Alma engages users in conversational, intuitive exchanges across seven languages, providing tailored guidance, inspiring stories and practical tips for exploring Slovenia. Named after traveller and writer Alma M. Karlin, the assistant is built on advanced OpenAI technology and sources information from the slovenia.info database and more than 60 curated tourism websites and API integrations.Article contentTop StoriesGet the latest headlines, breaking news and columns.There was an error, please provide a valid email address.Sign UpBy signing up you consent to receive the above newsletter from Postmedia Network Inc.Thanks for signing up!A welcome email is on its way. If you don't see it, please check your junk folder.The next issue of Top Stories will soon be in your inbox.We encountered an issue signing you up. Please try againInterested in more newsletters? Browse here.Article contentSince its introduction, Alma has gained significant recognition. It earned silver in the Tourism category at the 2024 Websi Awards, praised for its intelligent integration with the website’s search engine and for enhancing user interaction on a national tourism platform. More recently, Alma won the prestigious Travel Tech Project of the Year at the 2025 Game Changer Awards, underscoring Slovenia’s leadership in developing responsibly designed, user-friendly digital solutions for the future of travel.Article contentMSc.
Maja Pak Olaj, the Director of the Slovenian Tourist Board, emphasised: “Alma represents an important step towards modern, intelligent and personalised services that make exploration of Slovenia easier. The award recognises our efforts toward innovation and confirms that thoughtful use of technology can create greater value for tourists, partners, and the entire Slovenian tourism sector.”Article contentArticle contentAlma’s impact is reflected in its strong adoption figures. In August 2025 alone, users asked nearly 12,000 questions, with English, Italian, German and Slovenian speakers representing the largest share. The assistant achieved an 88% positive rating that month, rising to 91% in October and November, reflecting high satisfaction.Article contentTravellers increasingly rely on Alma to plan multi-day itineraries, discover lesser-known regions, choose family-friendly activities, explore culinary and cultural events and access sustainable mobility options. Continuous upgrades – including a redesigned mobile interface, dynamic suggestions and multilingual adaptation – further strengthen its role as a digital companion. Looking ahead, the STB is developing “Admin Alma” to allow destinations to enrich the assistant with local insights, and plans to evolve Alma into a real-time voice guide supporting visitors throughout their journey.Article contentMore information: https://www.slovenia.info/en/business/content-digital-marketing/alma-slovenian-ai-travel-guideArticle contentA photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/614ec2a1-ff5d-4362-8310-12fcdb6c12aeArticle contentArticle contentArticle contentArticle contentArticle contentArticle contentpress@slovenia.infoArticle contentTrending The Federal Reserve’s rate cut was a clear signal to investors Investor Posthaste: Canada's provinces face 'deteriorating' outlook, says Fitch Ratings News Bank of Canada expected to hold interest rate steady through 2026 as inflation cools Economy McKinsey plots thousands of layoffs in consulting slowdown Work Garry Marr: How raiding your TFSA before the end of year could save you thousands Personal Finance Share this article in your social networkCommentsYou must be logged in to join the discussion or read more comments.Create an AccountSign in Join the Conversation Postmedia is committed to maintaining a lively but civil forum for discussion. Please keep comments relevant and respectful. Comments may take up to an hour to appear on the site. You will receive an email if there is a reply to your comment, an update to a thread you follow or if a user you follow comments. Visit our Community Guidelines for more information.
The Federal Reserve’s rate cut was a clear signal to investors Investor Posthaste: Canada's provinces face 'deteriorating' outlook, says Fitch Ratings News Bank of Canada expected to hold interest rate steady through 2026 as inflation cools Economy McKinsey plots thousands of layoffs in consulting slowdown Work Garry Marr: How raiding your TFSA before the end of year could save you thousands Personal Finance