Barbara Zmrzlikar

Head of Department of Research, Development, Innovation and EU Projects – Slovenian Tourist Board

Barbara is a marketing and tourism professional with more than 25 years of experience.

As the head of the Research & Development Department of STB (Slovenian Tourist Board), Barbara is responsible for strategic planning, sustainable tourism development, data analytics and research, programs of professional events, destination management, DMO training, and support for the development and promotion of key tourism products and innovative tourism experiences. She devoted special attention to the development of gastronomic tourism in Slovenia. With recovery and resilience funds, the department implements reform measures to measure the impact of tourism and the digitalization of the Green Scheme of Slovenian Tourism. Barbara is a member of the European Travel Commission (ETC) working bodies and an active participant in the NECS Tour and GSTC meetings. Before joining STB, Barbara worked as marketing director in one of the region’s biggest retail chains.

STB was the leading partner of Slovenia, becoming a European region of gastronomy in 2021. As part of the project, STB prepared an Action Plan for developing and marketing gastronomic tourism in Slovenia 2018-2023, in which goals and numerous measures were defined to raise the visibility and sustainable development of Slovenia as a top gastronomic destination. The Action Plan was recognized and presented as a prime example of good practice at the 8th UNWTO World Forum on Gastronomy Tourism in San Sebastián, Spain.