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Tinkara Pavlovcic Kapitanovic

Tinkara Pavlovcic KapitanovicTinkara is a senior e-business expert in tourism industry. Before moving to London (UK) in 2012, Tinkara operated as Head of e-Business and Strategic Projects division at the Slovenian National Tourist Board (STB) and a member of the National Committe for the development of the integrated tourist information system. She has several years of hands-on experience in planning & developing e-business including digital marketing with social media channels communication at national level in tourism industry.

She has been responsible for the overall strategic planning, development, management and implementation of the Slovenian Tourism online presence with as a central hub and selected other strategic tourism developments, such as online Bank of Tourism Potentials (awarded), Slow Tourism (awarded), innovative WTM presentation (Award related to best stand due to innovative comprehensive QR code implementation).

In addition, she worked closely with DMOs and small tourism businesses, helping them optimizing their web presence and other digital marketing activities. She also set up the national digital network consisting of all main DMOs and tourism businesses in Slovenia, including supporting training system for public and private sector.

In the past Tinkara has also been accountable for Development and Research operations at the STB where she managed the teams for Research, Product development & knowledge transfer and e-Business. With her team she devised and delivered the first 'cycling-friendly accommodation' certification and its implementation in Slovenia based on which others have evolved (e.g. hikers-friendly accomodation). She is (co) author of several tourism strategies in Slovenia.

Prior to joining the STB Tinkara has been working for Cap Gemini Ernst & Young Consulting and Schering AG (Switzerland). Tinkara acquired her Masters in Tourism Marketing and Management as best student with distinction at Bournemouth University, UK. Tinkara acts as Director of Marketing in the IFITT (International Federation of Information technology in Travel & Tourism) Board. She co-chaired several ENTER conferences and acted as the overall chair of ENTER2013 conference. She is also a former member of Marketing Technology Committee of the European Travel Commission and Board director of IOETI, the International Organisation for the Electronic Tourism Industry. Tinkara regularly speaks at Slovenian and international events, including ENTER conferences, Eyefortravel, ETC e-Business Academy, WTM London, IOETI conferences, TravelZoom, selected universities and more.

Key areas of expertise

e-Business, including e-marketing; Tourism strategy and destination development planning; Destination Marketing; Business planning, including marketing planning.

Tinkara PK