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).

The decline in young people's interest in visiting cultural institutions is due to several factors, with the key ones being the insufficient adaptation of offerings to young people's interests and the lack of effective use of modern communication channels, according to a study by Ian Spooren. Therefore, we directed the communication for the younger target audience of Bled Castle to where they are most active – on TikTok.

The digital presence of brands is a necessity today, and cultural institutions are aware of this, having to combine their historical roles with modern approaches. One of the most recognizable Slovenian cultural monuments faced the challenge of maintaining its reputation on social media without appearing artificial or rigid. We designed a communication strategy aimed at attracting a younger audience while maintaining respect for cultural heritage through authentic and dynamic content reflecting the current happenings at the castle. We relied on a study that examines the potential of marketing communication as a sustainable tool in the context of castle museums.

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 Before the redesign, the website of ZKŠT Žalec (Institute for Culture, Sports, and Tourism Žalec) was outdated, confusing, and overloaded with information, which caused problems with the user experience.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.

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.