Spremljanje turističnega obiska in analiza gostov sta izredno pomembna za uspešno upravljanje turistične destinacije, saj omogočata prilagajanje ponudbe, optimizacijo virov in izboljšanje izkušnje obiskovalcev. Razumevanje trendov obiska pomaga pri prepoznavanju sezonskih nihanj in dolgoročnih sprememb v turizmu, medtem ko analiza demografskih podatkov, izvornih trgov in preferenc turistov omogoča prilagoditev ponudbe različnim ciljnim skupinam.
Sledenje podatkom o številu obiskovalcev in njihovem vplivu na okolje je ključno tudi za trajnostni razvoj destinacije, saj omogoča vzpostavljanje ukrepov za ohranjanje naravnih in kulturnih virov. Hkrati pa razumevanje potrošniških vzorcev turistov izboljšuje ekonomsko učinkovitost in prispeva k boljšemu upravljanju cenovne politike ter investicij v turizem.
Nenazadnje pa spremljanje trendov omogoča hitrejše odzivanje na krizne razmere, kot so pandemije, gospodarske krize ali naravne nesreče, s čimer se povečuje odpornost in konkurenčnost destinacije.
V zadnjih šestih letih (2019–2024) se število gostov v občini Postojna postopoma povečuje, čeprav še ni doseglo rekordnih vrednosti iz leta 2019. Več kot 90 odstotkov vseh gostov prihaja iz tujine, največ iz Italije, Nemčije, Francije, Poljske in Madžarske. V primerjavi z letom 2023 se je število gostov iz Italije, Nemčije, Francije in Slovenije zmanjšalo, medtem ko se je povečalo število obiskovalcev iz Romunije, Hrvaške in Avstrije. Povprečna starost gostov v letu 2024 je bila 48 let, pri čemer je bilo 51,5 odstotkov moških in 48,5 odstotkov žensk.
Sezonskost ostaja izrazita – kar 87 odstotkov obiskovalcev obišče občino Postojna med aprilom in oktobrom, vrhunec pa dosegajo poletni meseci. Povprečna doba bivanja se v zadnjih letih ni bistveno spreminjala in je v letu 2024 znašala 1,49 dni.
Večina gostov (več kot 70 odstotkov) se odloča za bivanje v mestu, medtem ko se je zanimanje za podeželske namestitve povečalo predvsem v obdobju možnosti koriščenja turističnih bonov v času pandemije.
Vrsta namestitve se je skozi leta spreminjala. V obdobju pandemije so gostje pogosteje izbirali manjše, individualne nastanitve, kot so sobe, apartmaji, kampi in turistične kmetije. Od leta 2023 pa se povečuje zanimanje za hotele, ki so leta 2024 gostili že 49 odstotkov vseh obiskovalcev.
Zaposlovanje v turizmu v občini Postojna sledi nacionalnim trendom, pri čemer se število zaposlenih počasi povečuje.
V letu 2023 je bila izvedena anketa med domačimi in tujimi obiskovalci turistično-informacijskih centrov v Postojni in Predjami, o zadovoljstvu s turistično ponudbo na postojnskem. Med 126 anketiranci jih je bilo največ iz Italije, Francije in Nemčije, večina pa je potovala z družino ali v paru. Kar 79 odstotkov jih je vsaj eno noč prespalo v destinaciji, povprečno 2,5 krat. Najpogostejši razlog obiska je bil ogled naravnih in kulturnih znamenitosti, glavno prevozno sredstvo pa osebni avtomobil.
Obiskovalci so bili zelo zadovoljni s ponudbo nastanitev, varnostjo in prijaznostjo domačinov, slabše pa so ocenili pretočnost prometa in razpoložljivost parkirišč. Večina ni poznala trajnostne znamke Slovenia Green, a so kot možne izboljšave predlagali več zelenih ponudb, boljšo prehransko izbiro in izboljšan javni prevoz.
Povprečni izdatki na obiskovalca so znašali 280,81 €, največ za nastanitve in prehrano. Večina je ocenila, da so bili stroški skladni s pričakovanji, čeprav jih je 40 odstotkov menilo, da so bili višji.
Demografsko so bili anketiranci enakomerno porazdeljeni med spola, največ jih je bilo starih med 25 in 44 let, večinoma zaposleni. Anketa je ponudila dragocene vpoglede v obisk turistov in osvetlila priložnosti za izboljšanje trajnostne ponudbe destinacije.
Monitoring tourist visits and analyzing guests is extremely important for the successful management of a tourist destination, as it allows for the adaptation of the offer, optimization of resources and improvement of the visitor experience. Understanding visitor trends helps to identify seasonal fluctuations and long-term changes in tourism, while analyzing demographic data, source markets and tourist preferences allows for the adaptation of the offer to different target groups.
Tracking data on the number of visitors and their impact on the environment is also crucial for the sustainable development of a destination, as it allows for the establishment of measures to preserve natural and cultural resources. At the same time, understanding tourist consumption patterns improves economic efficiency and contributes to better management of pricing policies and investments in tourism.
Finally, monitoring trends allows for a faster response to crisis situations such as pandemics, economic crises or natural disasters, thereby increasing the resilience and competitiveness of the destination.
Over the past six years (2019–2024), the number of guests in the municipality of Postojna has been gradually increasing, although it has not yet reached the record values of 2019. More than 90 percent of all guests come from abroad, mostly from Italy, Germany, France, Poland and Hungary. Compared to 2023, the number of guests from Italy, Germany, France and Slovenia decreased, while the number of visitors from Romania, Croatia and Austria increased. The average age of guests in 2024 was 48 years, with 51.5 percent men and 48.5 percent women.
Seasonality remains pronounced - as many as 87 percent of visitors visit the municipality of Postojna between April and October, with the peak in the summer months. The average length of stay has not changed significantly in recent years and in 2024 amounted to 1.49 days.
Most guests (more than 70 percent) choose to stay in the city, while interest in rural accommodation has increased, especially during the period of the possibility of using tourist vouchers during the pandemic.
The type of accommodation has changed over the years. During the pandemic, guests more often chose smaller, individual accommodations, such as rooms, apartments, campsites and tourist farms. Since 2023, interest in hotels has been increasing, which hosted 49 percent of all visitors in 2024.
Employment in tourism in the municipality of Postojna follows national trends, with the number of employees slowly increasing.
In 2023, a survey was conducted among domestic and foreign visitors to tourist information centers in Postojna and Predjama, on their satisfaction with the tourist offer in the Postojna area. Among the 126 respondents, most were from Italy, France and Germany, and most were traveling with their families or as a couple. As many as 79 percent spent at least one night in the destination, an average of 2.5 times. The most common reason for visiting was to see natural and cultural attractions, and the main means of transport was a private car.
Visitors were very satisfied with the accommodation offer, safety and friendliness of the locals, but they rated the traffic flow and availability of parking worse. Most were not familiar with the sustainable brand Slovenia Green, but suggested more green offers, better food choices and improved public transport as possible improvements.
Average expenditure per visitor amounted to €280.81, most of which was for accommodation and food. Most assessed that the costs were in line with expectations, although 40 percent thought they were higher.
Demographically, respondents were evenly distributed between genders, most of them were between 25 and 44 years old, mostly employed. The survey offered valuable insights into tourist visits and highlighted opportunities for improving the destination's sustainable offer.
