Laboratory

The laboratory was created during the renovation of Turistica's premises in the 2025/26 academic year, when the faculty invited Slovenia's leading destination organisations to collaborate. Tourism Ljubljana saw the invitation as an excellent opportunity to talk with tourism students — the people who will decide tomorrow whether tourism remains just a count of arrivals and overnight stays, or becomes something smarter, more responsible and more human.

We therefore presented Ljubljana as a destination concerned not only with how many people arrive, but also with what their visit means for the city, its residents, its makers and its communities.

Tourism Ljubljana furnished the laboratory of the Centre for Digital Excellence and Innovative Sustainable Technologies (DOIT) with graphic depictions of Ljubljana, creating an inspiring ambience that connects visitors with the identity of the Slovenian capital. At Turistica, this space will not remain merely an attractive display of Ljubljana — it will become part of the faculty's living teaching, research and creative environment. Students will use it for coursework, projects and reflections on the future of tourism; researchers and partners will use it as a space for presenting solutions, running workshops, testing new ideas and collaborating with various stakeholders. Part of the space will also serve as a coworking environment for students and outside visitors. In this way, the Ljubljana room becomes part of the wider story of the DOIT Centre, which at Turistica connects academic knowledge, digital technologies, sustainable approaches and innovation in tourism, creating a meeting point for destination practice and new tourism ideas.

Because such a presentation could not simply take the form of a conventional tourist poster, it was created by a team of designers who translated Ljubljana into a space: into seating, sound, imagery, materials, passageways, windows and the feeling of moving through the city.