February is one of the most significant months for Bled Castle, as everything revolves around romance and love. For this special occasion, we created the visual installation "Heart of Bled Castle," drawing on Henry Jenkins' research on co-creating art (Confronting the Challenges of Participatory Culture: Media Education for the 21st Century, 2009) and the gamification "Love Word Search" based on the Lloyds Banking Group case study (Crossword Clues, 2021).

In today's world, the inclusion of people with mobility impairments in the tourism industry remains (too) big a challenge. We discovered this while researching the topic when Dom Dva topola from Izola approached us, aiming to shift the general perception from a rehabilitation-holiday home to a tourist resort for everyone. The idea to present accessibility as an exclusive advantage emerged from understanding the relationships, needs, and trends in accessible tourism, as defined in de la Fuente Robles' study. Thus, Floramare Health Resort was born, addressing the key challenge with an ambitious project of comprehensive graphic and communication renovation, which not only emphasizes accessibility but celebrates inclusivity. Our commitment to creating a space where everyone can enjoy without limitations stems from thorough research and understanding of the needs of all guests.

Foreign destinations seem so attractive, or as the Slovenian proverb goes: "The grass is always greener on the other side of the fence." So how do we present local towns to Slovenians as a dream destination for a trip with unlimited exploration opportunities? With an innovative digital campaign, part of a year-long communication strategy, we invited users to discover the charms of Slovenia's historical cities in different seasons. Based on a study by the World Tourism Organization that explores the behavior of domestic tourists in various European countries and highlights strategies to attract them to explore their own country, we focused on more targeted communication with local guests, inviting them through tailored activations to discover the enchanting places and activities characteristic of each season.

In today's digital environment, where trends and user expectations rapidly evolve, a good user experience is crucial for maintaining a competitive edge and visitor satisfaction. To answer the question of whether user experience is part of usability satisfaction or usability is part of the user experience, we referred to an interesting study from 2017, published at the International Conference on Intelligent Informatics and Biomedical Sciences (ICIIBMS). Before the redesign, the website of ZKŠT Žalec (Institute for Culture, Sports, and Tourism Žalec) was outdated, confusing, and overloaded with information, which caused problems with the user experience. Users faced challenges in finding relevant events and information. Our goal was to create a structured and functional portal where events are clearly highlighted while enabling a separate presentation of the institute's various areas of activity – culture, sports, and tourism.

In recent years, Žalec has been rapidly developing in the direction of tourism, but the destination's website has not kept pace, becoming a repository of content. In her research, Martínez-Salova argues that it is the characteristics of a website in the tourism sector that help create user preferences for a travel destination. Therefore, together with Tourism Žalec, we assessed that the site needed a thorough overhaul in terms of visual updates, clarity, and user experience. The existing site lacked clear information, making it difficult to find important content. Our task was to create a modern website where the offerings are clearly separated from accommodations and culinary experiences, allowing visitors to quickly access information.

When planning a trip, people often face difficulties in choosing a destination and then in finding authentic and interesting experiences. Therefore, we created a dynamic online experience that guides users on a touristic exploration of Kamnik, intertwining data science with the art of travel. Supported by Pestana's research on the impact of emotions and satisfaction on destination choice, this approach allows visitors to co-create and experience genuine interaction with the destination.

The main issue job seekers face is the lack of a transparent and centralized platform where they can find comprehensive information about job positions, the company, and its employees. A study analyzing job advertisements identified the importance of a corporate website in presenting the company. Harvest has decided to establish a modern and dynamic career website designed to attract and inform potential candidates. The website offers comprehensive information about the job positions and opportunities the company provides and facilitates interaction with potential candidates.

Overload of options that often appear equivalent at first glance represents one of the key challenges in choosing over-the-counter pharmaceutical products. In collaboration with Polymetrio, the distributor of the Aboca brand, we developed a communication strategy aimed at bringing these products closer to the general public. The starting point in our design was Masood's definition of modern marketing approaches in the pharmaceutical industry. Our approach was designed to present the benefits of these natural products to users in an attractive and understandable way, enabling them to make easier and more informed choices.

The clash of opinions and interests between the local community and its leadership is always a challenge, and it was no different in the project of building Stolp Kristal in Rogaška Slatina. Despite initial concerns, the tower represents an important additional tourist attraction, which will serve as a new magnet for visitors to the destination. This is supported by Destefanis' case study, which explores the development of cultural tourism and its impact on local communities in southern Italy, concluding that the creation and development of cultural landmarks to attract tourists positively affect the living conditions of the local community, not only due to increased availability of funds but also due to a change in the mindset of the residents.

In recent years, it has become evident that inclusive and accessible culture is not only a social responsibility but also an opportunity to enrich cultural life for everyone. In Maribor, accessibility to cultural and artistic content poses a key challenge, especially for visitors with various disabilities. These individuals often face physical barriers and a lack of clear information, making it difficult for them to fully enjoy the city’s rich cultural offerings. With the project "Maribor for All," we aim to provide equal access to the city's diverse cultural experiences and contribute to removing physical obstacles and improving visitor information. Inspired by successful European initiatives such as the ELEVATOR Project, which prioritizes accessibility in cultural policies across Europe, we hope to make Maribor’s cultural life more inclusive and welcoming for all.

The modern (tourist) consumer has "modern" needs, seeking unique and flexible experiences and wanting to actively shape their holiday rather than merely participate passively in activities. For the destination Kamnik, which offers a unique blend of local culture and nature, we developed a comprehensive digital campaign encouraging visitors to actively engage in shaping their travel experiences. Drawing on research about the impact of emotions and satisfaction on destination choice, we designed two seasonal activations promoting the personalization of tourist experiences.