This Master's thesis focuses on the impact of the COVID-19 pandemic on Slovenian tourism and the subsequent consequences. During these uncertain times, state institutions were crucial in implementing measures to mitigate the pandemic's effects on the Slovenian tourism sector. Among these institutions, the Slovenian Tourist Board emerged as a key partner in maintaining and enhancing cooperation among various stakeholders in the tourism industry, including potential tourists. In light of the worsening epidemic conditions and impossible travel, the Slovenian Tourist Board adjusted the work program. It strengthened activities in the field of conducting public appeals for stakeholders in the Slovenian tourism economy, directed communication of the Slovenian tourist offer, boosted the development of activities in the digitalisation field, and strengthened activities in the sustainable development of Slovenian tourism to identify Slovenia as a key target market, with rapid recovery of Slovenian tourism as its goal. With that in mind, the campaign "My Slovenia" was developed. The analysis was carried out after the pandemic, considering all the measures and activities carried out and their long-term importance for Slovenian tourism.
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