The workshop aimed to strengthen the knowledge and competencies of agritourism farms and rural businesses in the field of digital marketing and storytelling as key tools for promoting local products and services. Special emphasis was placed on understanding the importance of authentic storytelling derived from the local environment, traditions, and personal experiences of providers.
The goals were to introduce participants to both basic and advanced digital marketing approaches, present effective communication channels, and encourage them to develop their own recognizable brand story. The workshop was designed as a practical training enabling immediate application of acquired knowledge.
Content and Course of the Workshop
The event began at 9:00 a.m. with participant registration, followed by an introduction to the REVIVE project, led by e-Zavod, which addresses the development of innovative community-led business models in rural Mediterranean areas.
The first session focused on digital marketing for rural tourism, highlighting key digital channels such as websites, social media, and search engines, alongside good practice examples from Slovenia and abroad.
The second session was dedicated to storytelling as a branding tool, presenting the core elements of a strong story: authenticity, emotional connection, and communication continuity. Theoretical content was supported with concrete examples from rural settings.
The core of the training was a hands-on workshop, where participants worked individually or in small groups to prepare drafts of their stories and digital presentations. User-friendly tools such as Canva, Meta Business Suite, and Mailchimp were introduced, and participants received real-time feedback and guidance from the trainer.
Training sessions included:
- Introduction to digital marketing for rural tourism Why digital marketing is crucial for agritourism farms and rural providers (Dobrina Cooperative)
- Overview of channels (website, social media, Google, etc.)
- Presentation of effective practices from Slovenia and abroad
- Storytelling as a tool for brand development
– How to develop your own story
– Elements of a good story: authenticity, emotion, continuity
– Practical examples from rural environments
- Practical workshop session: Creating your story and digital presentation
– Group work and individual draft preparation
– Use of tools: Canva, Meta Business Suite, Mailchimp, etc.
– Feedback from the trainer
- Questions, discussion, and conclusion
– Opportunities for further consulting and support
– Opportunities for cooperation within the region
The workshop ended with an open discussion where participants shared their feedback, received tailored advice, and discussed potential collaborations within the region and the Slovenske gorice pilot area
Conclusions and Impressions
The workshop was well-attended, and participants showed strong interest in integrating digital tools into their tourism services. While most are already using basic digital marketing, they expressed a clear need for deeper understanding of the broader possibilities offered by this field, especially storytelling as a way to design personalized experiences.
Participants included representatives from municipalities, the RASG Development Agency, tourism and cultural associations, a museum, wineries, agritourism farms, private institutes, local tourism agencies, and an education centre.
Attendees highlighted that they gained practical knowledge they can immediately apply in their promotion activities and expressed interest in more in-depth future trainings. The workshop successfully raised awareness about the importance of quality digital communication and storytelling as a key competitive advantage for rural tourism providers.
