Destination Stewardship Report – Volume 6, Issue 1
This post is from the Destination Stewardship Report, a publication that provides practical information and insights useful to anyone whose work or interests involve improving destination stewardship in a post-pandemic world.
The community hotel in Jeruzalem, Slovenia lies scattered through the landscape.
Creating a Dispersed Hotel
Every year, the global Green Destinations Top 100 competition invites candidates to submit stories about sustainable management of tourism and its impacts. From the winners announced last year, we’ve selected a submission from Slovenia. Synopsis by Ian Vorster.
How a Slovene Destination Solved its Accommodation Problem
Top 100 submission and photos by the Public Institution for Tourism, Culture and Sport, Ormož, Slovenia.
Tucked away in northeastern Slovenia, picturesque, vineyard-terraced Jeruzalem has become an ideal retreat for nature lovers, foodies, and those in search of tranquil travel.
As visitation rose, however, Jeruzalem began to struggle with limited accommodations and varying service levels. A group of passionate local tourism providers—owners of holiday homes, apartments, tourist farms, guest houses, and the only hostel—got together and began to brainstorm. They realized that by working together, they could create a more powerful and cohesive experience for visitors, and so the Dispersed Hotel idea was born.
Branded as the Jeruzalem Slovenija Territorial Collective, it is now a mark of high destination quality and authenticity. The group holds regular meetings to share insights and strategies, ensuring that every guest, no matter where they stayed, would enjoy the same special standards and warm hospitality.
Dispersed Hotel guests can enjoy a vineyard picnic not far from their room.
A key part of the solution was the engagement of the Public Institution for Tourism, Culture and Sport, Ormož, to assist with a promotional strategy and supporting material. The board invested in an important reservation system and a comprehensive marketing campaign, which highlighted the unique aspects of local, traditional offers. Compelling narratives and stunning photography showcased the lush vineyards, historic churches, and charming villages through the media and social networks.
Jeruzalem’s Dispersed Hotel model shows how local collaboration and a shared vision can elevate the destination experience for the mutual benefit of both community and visitors.
