STB’s Virtual Assistant Alma Redefines How Travelers Explore Slovenia

The Slovenian Tourist Board (STB) has introduced Alma, an AI-powered virtual travel assistant that is transforming how visitors explore Slovenia.

Launch & Purpose:
Alma was launched in May 2024 to strengthen Slovenia’s position as a digitally advanced, user-focused destination.

Technology:
Built on advanced AI, Alma integrates with the national tourism portal slovenia.info, sourcing information from over 60 curated tourism websites and APIs.

Multilingual Support:
Available in seven languages, Alma engages users in conversational exchanges, offering tailored guidance, inspiring stories, and practical travel tips.

Recognition:
- Won silver in the Tourism category at the 2024 Websi Awards.
- Named Travel Tech Project of the Year at the 2025 Game Changer Awards.

Adoption:
In August 2025, Alma answered nearly 12,000 traveler questions, achieving a 91% satisfaction rating by November.

Features:
- Helps plan multi-day itineraries.
- Suggests family-friendly activities, culinary and cultural events.
- Provides sustainable mobility options.
- Offers dynamic suggestions via a redesigned mobile interface.

Future Plans:
STB is developing “Admin Alma” to allow destinations to enrich the assistant with local insights, and aims to evolve Alma into a real-time voice guide for travelers.

Why It Matters
Alma represents a new era of digital tourism, blending personalized AI-driven recommendations with Slovenia’s cultural and natural richness. It’s not just a chatbot—it’s a digital travel companion designed to make exploration seamless, inspiring, and sustainable.

Source: GlobeNewswire