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slovakia: Slovakia Tourism Profile 2012

2012/04/04

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Slovakia Tourism Profile 2012

Analyse of the sector 30/11/2010
Economic crisis hits Slovak travel and tourism hard
The economic crisis hit the Slovak economy hard, including the travel and tourism industry. Although the first negative impacts of the economic crisis started to become discernible in 2008, the year was still relatively successful for travel and tourism. The negative impacts, however, deepened significantly in 2009. Slovak travel and tourism started to suffer primarily by losing its traditional customers from surrounding countries such as the Czech Republic and Poland. These countries were also hit by economic crisis and their local currencies weakened against the euro, which is now used in Slovakia. Thus, Slovak prices started to be excessively high for visitors from these countries. The economic crisis also resulted in higher unemployment and lower disposable incomes for inhabitants of Slovakia, therefore customers could spend less on leisure time activities, including travel and tourism.
 
Domestic tourism on the rise
 
Since 1989, when the borders were opened for unrestricted international travel, the favourite type of holiday among Slovaks is one spent at the coast, which involves international travel due to the country’s land-locked status. However, during the second half of the review period spending holidays in the Slovak Republic became increasingly popular (particularly shorter holidays such as long weekends). One of the reasons for this shift is the negative impact of the economic crisis, which is driving Slovak customers to choose holidays in their home country because it is a cheaper alternative. However, domestic tourism is also driven by growing interest in eco-tourism (or so-called agro-tourism), alongside the improving quality of travel and tourism facilities and tourist attractions in Slovakia. The most popular destinations for domestic tourism are the High and Low Tatras mountains, as well as aquaparks and spas, called wellness parks in Slovakia
 
Chaos in travel and tourism legislation
 
The Slovak travel and tourism industry continues to suffer from the lack of a systematic approach by the state in this area. This includes a lack of specific legislation necessary for the further development of the industry. Furthermore, although SARC (the Slovak Tourist Board) maintains a presence, its operation in the role of the leading state organisation for travel and tourism promotion and management is not considered to be effective, while management at a regional level and at the lowest level of individual destinations is effectively non-existent. Thus Slovak travel and tourism is relatively uncompetitive compared to other countries in the region of Central and Eastern Europe. Missing legislation and a failure to promote the country as an attractive holiday destination both abroad and at home became key reasons why the global economic recession hit Slovak travel and tourism hard.
 
Slovak regions lack promotion
 
The promotion of the Slovak regions is not considered sufficient and in this area Slovakia is far behind compared to neighbouring countries such as Austria or the Czech Republic, for example. The promotion of Slovakia as a tourist destination is considered to be lacking both abroad and in Slovakia itself – which naturally has a negative impact on the development of travel and tourism. There is almost no support by government in this area and the regions are missing both the finances and organisational structures which would be required for this promotion. Although there is a relatively large chain of tourist information centres located around Slovakia, they are not very modern and do not operate with a client-orientated approach. However, the first activities of various private tourist associations are starting to appear, which should assume the organisational role of destination management on a local scale. The region of Liptov is a successful example. The strengthening promotion of Slovak regions as holiday destinations will be among the key factors necessary for the further development of travel and tourism in the future.
 
Aquaparks remain leading tourist attractions
 
In the period 2008-2009, the aquaparks Aquacity Poprad and Aquacity Tralalandia near Liptovsky Mikulas maintained their position as the most visited tourist attractions, with a combined total of 1.7 million of visitors per year. The reason behind the growing popularity of aquaparks is the fact that they offer the possibility of swimming and bathing during the whole year and they particularly attract families with children. Both of the leading Slovak aquaparks are located in the mountains, which also provides opportunities for tourists to combine the summer holidays or winter tourism with visits to these attractions. The popularity of aquaparks is also fuelled by the growing interest among Slovaks in health and wellness. In 2009, the negative impact of the global economic downturn also inspired Slovaks to spend more holidays in their own country and visit the available domestic tourist attractions. The other popular tourist attractions include the High and Low Tatras, thermal spa parks and zoos.