Tourism Ljubljana promoted a campaign to increase residents' awareness about the advantages of tourism for the community. This encompassed initiatives such as bike parks, festivals, sports facilities, and electric buses for enhanced mobility, all funded through tourism taxes.

The Tourism Board of Ljubljana harnessed digital tools and promotional displays throughout the city to visually demonstrate to residents how these amenities and infrastructure projects were made possible through tourism-generated revenue.

The campaign, characterised by its informative nature, garnered significant attention not only from local and international media but also from local non-governmental organisations and residents. Ljubljana serves as a shining example of how to highlight the often-overlooked benefits that tourism can bring to local communities.

#Destination management #Community-based tourism #Empowerment