The Slovenian Tourist Board (STB) is a national agency responsible for promoting Slovenia as a tourist destination. It offers services in marketing, information, and analysis to position Slovenia as a green, active, and healthy boutique destination for high-end visitors[1][3]. The STB targets both domestic and international tourists, focusing on sustainable tourism practices[5]. Its unique selling proposition is the promotion of Slovenia as a unique, eco-friendly destination offering diverse experiences while emphasizing sustainability and local cultural preservation[3][5]. The STB collaborates with public, private, and civil sectors to enhance tourism development[1].