Visiting Lectures: The Power of Digital Platforms in Tourism

On Tuesday, 20 January 2026, the Faculty of Tourism, University of Maribor, successfully organised visiting lectures as part of the course The Power of Digital Platforms in Tourism, led by Assoc. Prof. Maja Turnšek, PhD. The event took place at the Student Campus in Ljubljana and brought together students and professionals from various segments of the tourism and hospitality industry.

The visiting lectures represent a key element of the learning process for 2nd-year master’s students of the programme Tourism Destinations and Experiences. Within the course framework, students actively select and invite guest lecturers from professional practice, gaining first-hand insights into the digital transformation of tourism. The students also moderated the discussion sessions, fostering a dynamic exchange of knowledge and experiences, and strengthening the connection between academic theory and real-world applications.

This year’s programme offered a rich overview of digital platforms and tools shaping contemporary tourism, from accommodation management systems and social media communication to data-driven destination management, digital heritage preservation, and hospitality operations.

Guest lecturers

We would like to sincerely thank all guest lecturers for their valuable contributions, inspiring presentations, and openness in sharing professional insights:

• Klara Korenč (Klarin svet) and Vid Soklič presented the role of major booking platforms such as Airbnb and Booking, as well as the Slovenian hospitality management platform Bentral. Their session focused on practical aspects of platform use, digital marketing strategies, and operational optimisation for accommodation providers.
• Nina Colarić Cvirn, Head of Social Media Communication at the Slovenian Tourist Board, offered insights into national-level digital communication strategies, content creation, and community management across social media platforms.
• Dejan Ristić, Senior Advisor for Tourism Infrastructure Development at Tourism Ljubljana, presented Ljubljana’s tourism data dashboard, demonstrating how data analytics supports destination planning, visitor flow management, and strategic decision-making.
• Matevž Straus, Lead of the Arctur Heritage+ Programme at Arctur, showcased innovative approaches to cultural heritage digitalisation through 3D modelling and immersive technologies, highlighting their role in tourism experience design.
• Nina Abramova, Owner and CEO of Basa Vietnamese Cuisine Restaurant, shared her entrepreneurial journey and practical strategies for opening and successfully managing a restaurant in a foreign country without a marketing budget, focusing on digital visibility, storytelling, and customer engagement.
• Viktoriia Tymoshenko, Room Attendant at InterContinental Ljubljana, provided valuable insights into how digitalisation is transforming housekeeping operations, work organisation, and service quality in contemporary hotels.

Hands-on experience with the Bentral platform

A special highlight of the event was the hands-on workshop with the Bentral hospitality management platform. Thanks to the generous support of the Slovenian company Intersplet, students were granted free trial access to a test environment, enabling them to gain practical experience with professional hotel management software solutions. This significantly enhanced their understanding of operational processes in accommodation management and strengthened their applied digital skills.

Student perspective

Reflecting on the experience, master’s student Sanjay Jomy emphasised the importance of practical learning:

“The sessions clearly demonstrated the power of digital platforms in tourism, especially in areas such as cultural heritage preservation, destination planning, and visitor management. Practical examples helped me understand how technology is applied beyond theory and used in real tourism contexts. Overall, the experience was both insightful and motivating, and it strengthened my interest in digital innovation within the tourism sector.”

The Faculty of Tourism remains committed to integrating real-world expertise into its study programmes and providing students with practical, future-oriented learning experiences that prepare them for the evolving demands of the tourism industry.