The BEST project has published its Analysis of the situation in the cross-border area: a document providing an in-depth overview of the context in which stakeholders in tourism, culture and food and wine operate between Italy and Slovenia. The analysis, the result of desk and field research, is a fundamental tool not only for the BEST project: every tourism operator in the region will find up-to-date data and suggestions for optimising local tourism promotion initiatives.
THE ANALYSIS
The analysis was carried out through a two-pronged research approach. On the one hand, the desk research examined strategic documents, socio-demographic data, tourist flows, cultural heritage, natural attractions, tourism services and development models for the areas involved. On the other hand, the project carried out fieldwork, using questionnaires and direct data collection from hundreds of industry operators, in order to identify the real needs, perceptions, difficulties and expectations of those working daily in the tourism and cultural sectors.
This work has enabled the creation of a solid and up-to-date knowledge base, useful not only for describing the current state of affairs but also for formulating concrete recommendations. The objective, in fact, is twofold: to adapt the Innovation Catalyst methodology to the tourism and cultural sector and to strengthen the entrepreneurial and innovative skills of operators in the cross-border area.
THE MAIN CHALLENGES FACING CROSS-BORDER TOURISM
Among the issues that have emerged most clearly is, first and foremost, a widespread difficulty in adopting truly innovative approaches. Many operators show an interest in change, but do not always have the tools, time, skills or resources to translate this willingness into structured practices. In particular, smaller businesses often appear to be more vulnerable to the challenges of investing in digital transformation, internal organisation and professional development.
A second issue concerns the still uneven level of digitalisation. The analysis highlights, in fact, a knowledge of the most advanced digital tools that is not always well-established, a limited use of technologies for the promotion and management of activities and, more generally, the need to support operators with targeted and easily accessible training programmes.
Sustainability, too, whilst recognised as a central issue, faces concrete obstacles in its day-to-day application. Operators report economic, organisational and managerial constraints that make it more difficult to translate awareness of the issue into stable and measurable actions. Added to this, in several cases, is a fragmentation of the provision and still insufficient integration among local stakeholders, which makes the development of coordinated cross-border initiatives more complex.
THE MAIN OPPORTUNITIES FOR CROSS-BORDER TOURISM
Alongside the challenges, the analysis also highlights a wealth of opportunities. The cross-border area boasts a high concentration of cultural, natural and food and wine attractions, combined with a growing focus on experiential, slow and sustainable tourism. This is a context that can effectively enhance the link between local identity, creativity, landscape and innovation.
A particularly significant opportunity lies in the possibility of developing an integrated offering between Italy and Slovenia, capable of transcending administrative borders and providing visitors with more comprehensive, authentic and coordinated experiences. In this sense, the cross-border dimension represents not merely a geographical framework, but genuine added value: an opportunity to network skills, services, visions and best practices.
The research also shows that operators recognise collaboration, networking and the exchange of experiences as an important lever for growth. The willingness to engage, learn and experiment with new solutions is a very positive sign, confirming the existence of fertile ground for developing shared innovation pathways.
KEY FINDINGS FROM THE ANALYSIS
The document does not merely provide a snapshot of the current situation, but also sets out a direction for future work. Key recommendations include strengthening digital and entrepreneurial skills, promoting dedicated training programmes, supporting sustainability, enhancing local networks, and disseminating tools to assist operators in innovation.
In particular, the analysis suggests investing in practical and accessible activities, capable of engaging micro and small businesses in particular, and fostering links between cultural, tourism and gastronomic operators to make the area’s overall offering stronger and more recognisable.
THE ANALYSIS AS A FOUNDATION FOR ALL ACTIVITIES OF THE BEST PROJECT … AND BEYOND!
The publication of this analysis therefore represents a significant milestone in the BEST project. The findings are providing a solid foundation for the numerous activities managed by the project: they formed the basis for organising, in particular, the workshops held in November and the training courses that have just concluded; they will also serve as a guide for all activities in the coming months, from pilot initiatives to events and digital maps of cross-border tourism.
But, most importantly, the analysis provides data updated to 2025 and strategic insights for anyone interested in promoting cross-border tourism between Italy and Slovenia!
