From Strategic Thinking and Planning to Effective Marketing Implementation in Tourism
On Tuesday, 14 April 2026, the Faculty of Tourism Studies – Turistica hosted a distinguished tourism marketing expert, Ana Praprotnik, Marketing Director at Sava Turizem, as part of the PUŠ project Creating Tourism Content on the Topic 'Healthy Steps Towards Vitality and Well-Being. At the invitation of Assist. Prof. Dr. Petra Zabukovec Baruca, the guest lecturer presented a comprehensive overview of the tourism marketing planning process to more than 70 students—from strategic thinking and goal setting to tactical implementation.
The lecture was enriched with practical examples, with a particular focus on how large tourism organisations systematically plan, implement, and continuously adapt their marketing activities in a dynamic and competitive environment.
Students gained valuable insight into real decision-making processes, key challenges, and effective solutions firsthand, significantly contributing to their understanding of the link between theory and practice.
As one of the key players in Slovenian tourism, Sava Turizem represents an excellent example of modern, data-driven, and strategically oriented marketing approaches. Gaining insight into their practices provided students with direct exposure to a high-level, real business environment.
The guest lecturer brings over 20 years of experience in marketing, successfully combining strategic planning with effective execution, and actively contributing to the development of brands and tourism products.
We sincerely thank her for an inspiring lecture and for sharing her valuable knowledge.
