Smart Destination Card: From "we already have that" to "we really want this"

When we first started mentioning the destination card in meetings or phone calls with potential providers, many replied with things like:

"We already have that."

"We don't have enough staff for it."

"Is anyone even using it?"

But when they took just two more minutes to listen to what a Destination Card actually means to us, it quickly became clear we weren't talking about an ordinary discount card – which most often it is.

So what are our replies?

"You probably don't – you have a discount card."

"You don't need more staff – digitalization works for you."

"Not yet – be the first and gain the advantage."

So what are we really talking about?

We're talking about a solution that gets to know the guest and offers what they actually want. Sounds ambitious? Maybe. But digital destination visibility is no longer a nice-to-have – it's essential! This is confirmed by the Slovenian Tourism Strategy 2022–2028, which clearly emphasizes the importance of digitalization, channel integration, and data-driven decision-making.

Recently, I explored how destinations are divided by regions and themes in Slovenia and abroad. I must say, Slovenia's structure looks very well-written, organized, and appealing. On paper… So, if I understand correctly: if I'm interested in nature and wellness, a destination is recommended to me. Great. I arrive. I ask about the offer. Let's say I even get it (although this is often where enthusiasm ends). And from there – it stops.

With the current discount card, the destination might know where I used the discount (rarely), but they have no clue where else I went in the region. What are my interests? No idea…

Sadly, we are falling behind in this area – in both Slovenia and Croatia, and I dare say, across the Adriatic and Balkan regions. Probably elsewhere too :)

And here the real story begins: If you want to understand your guest, you must first get to know them. And for that, you need data – to segment and create a personalized offer. You also reward visits and learn even more about what the guest likes. Even better if you have a smart system that can do something with that data and offer intelligent suggestions.

We already hear "AI, AI, AI" at every corner. Today, this is no longer science fiction.

With enough entry points – via bookings, visits, QR codes, Wi-Fi – a destination can build a complete picture of a guest's interests. And offer them content that's not for everyone, but for them.

When we learn how to use that data – it's no longer just data. It becomes a relationship.

Back to the beginning. When we explain what a smart destination card really means to us, the reaction changes:

"Aha… so it's not just a card. It's a tool we really need."

Most existing cards focus on benefits. That's great for a first impression. But a discount doesn't mean you understand the guest. It just attracts them. And that's a good start – but we need to go further.

If you don't know why the guest came, what interests them, and what they want to experience next – you might have just lost them to another destination.

No, implementing such a system doesn't require three tenders, six development phases, and ten people.

The solution already exists. The funding opportunities are there. The only question is – who sees a step or two ahead.

Luckily, we have a bright example.

At one Slovenian destination, we're about to launch a gift destination card, and within that same destination, a pilot where the card/membership is connected to health and wellbeing. The guest will receive personalized suggestions based on their interests.

And most importantly – they will feel seen, invited, and valued.

That's what makes the difference. Not the special offer. But the feeling. The feeling of being truly welcome somewhere. And that is what brings the guest back.