Tourism of the Future Is Already Being Measured, Scanned and Tested in Portorož

What Happens in the Laboratory

At the heart of the Centre is a laboratory equipped with technology that enables research that, until now, has not been easy to carry out in tourism. Eye-tracking glasses measure where users direct their attention when viewing a destination website, promotional video or advertisement – and what goes unnoticed. Skin conductance sensors reveal the moments during an experience when a visitor becomes emotionally aroused. A handheld 3D scanner transforms spaces and objects into photorealistic three-dimensional models. A conference venue can show its facilities to a client on the other side of Europe before they even board a plane, while an event organiser can test different room layouts in a digital model before bringing in any equipment. The Centre also provides access to virtual reality headsets, drones, 360-degree cameras and content production equipment.

The Centre first opened its doors on a trial basis in May this year, when it hosted a focus group for the VIPSLOT project as part of the international TTRA Europe 2026 conference. Researchers and experts from Slovenia and abroad explored which indicators are best suited to measuring the innovation potential of tourism. In April, Dr Ondrej Mitas from Breda University of Applied Sciences in the Netherlands led a workshop on measuring emotions in tourism experiences. It was during this workshop that the team first became more closely acquainted with skin conductance measurement equipment, which is now part of the Centre’s research infrastructure.

Open to the Tourism Industry

The Centre is open to collaboration with businesses, destination management organisations, museums, experience providers and public institutions. They can approach the Centre with a specific challenge: to explore how visitors actually experience their space or product, digitise a facility or object, test a technological solution before investing in it, or work with the Faculty to prepare a project proposal. Collaboration often also involves students, giving them the opportunity to work on real-world cases from the tourism industry.

"I see the DOIT Centre as a space for co-creating practical and effective technological solutions that support the sustainable development of tourism. The Centre brings together students, researchers, developers and other experts from the fields of tourism and technology to identify concrete challenges facing the tourism industry and to develop and test solutions with real practical value. I believe the Centre’s greatest strength lies precisely in bringing together diverse expertise, students and practice – technology truly fulfils its purpose when we use it to co-create a more sustainable, efficient and competitive tourism sector," said Assoc. Prof. Emil Juvan, Dean of UP Faculty of Tourism Studies – Turistica.

A Piece of Ljubljana at Turistica in Portorož

Over the past few months, as part of the renovation of its premises, the Faculty invited leading Slovenian tourism destinations to help shape individual classrooms and spaces through their own visual identity and content. The DOIT Centre premises were redesigned by Visit Ljubljana, using visual elements inspired by Ljubljana to create an environment that connects visitors with the identity of Slovenia’s capital. Rather than presenting the city as a postcard image, the space portrays Ljubljana through its sounds, routes, neighbourhoods and creative community. At the same time, it remains part of a dynamic learning environment: students use it for classes and projects, while researchers and partners use it for presentations, workshops and testing new ideas.

"We saw Turistica’s invitation as an opportunity to present Ljubljana precisely where the future creators of tourism are being educated. Rather than creating a conventional destination showcase, we wanted to design a space that inspires curiosity, exploration and new ideas. We also see tourism as something much broader than promotion or the number of overnight stays. We are interested in how tourism can contribute to quality of life in the city, support creatives and local communities, and develop responsibly. I am delighted that the "Ljubljana Room" at Turistica will be a dynamic space where students and professionals can reflect on these questions, explore them and put ideas into practice. I also believe that Ljubljana’s creative energy will inspire them along the way," said Petra Stušek, MSc, Managing Director of Visit Ljubljana.

The Centre Is Also Opening a Coworking Space

A dedicated coworking space is also being developed within the Centre. A separate entrance will allow it to be used outside the Faculty’s regular opening hours, making the space accessible to students, researchers and partners, as well as to visitors who come to Portorož while working – including remote workers, business travellers who extend their stay for leisure, and digital nomads. For these visitors, a quiet, well-equipped and connected workspace represents an important addition to the destination’s offer, which is otherwise primarily known for leisure tourism.

On 15 October, the DOIT Centre will take part in the Plac priložnosti event, where it will present its activities to ninth-grade pupils. During their visit, they will learn about the work of tourism researchers and the use of modern technologies, giving them an opportunity to discover the tourism industry from a somewhat different perspective than the one they usually encounter in Portorož.

More information about the Centre, its equipment, projects and opportunities for collaboration is available on the DOIT Centre website: doit.turistica.si

Photos: Studio D'Or, Dean Grgurica | Source: Visit Ljubljana