Flux 4.0 is a national research and innovation programme developing advanced data models, responsible artificial intelligence, and digital twins to support sustainable tourism management. The project brings together leading Slovenian research institutions and companies to develop solutions for a better understanding of tourism flows, reducing environmental impacts, improving crisis management, and supporting decision-making at local, regional, and national levels.
Eight years ago, we launched Tourism 4.0 under the TRL 3–6 programme, a pioneering initiative that significantly changed the understanding of the role of data in tourism and inspired numerous new projects and initiatives. Once again, we have joined forces with all leading Slovenian universities and top companies. I believe that Flux 4.0 will make an important contribution to the responsible development and use of artificial intelligence and help create a more sustainable, resilient, and data-driven tourism sector for the future.
doc. dr. Urška Starc Peceny
Director of Innovation and Head of Tourism 4.0 at Arctur
Data alone does not create value – value emerges when we are able to connect, understand, and transform data into actionable knowledge. Through Flux 4.0, we are developing smart data flows and AI-powered solutions that will make Slovenian tourism more sustainable, resilient, and competitive. We believe that our joint support for the development of artificial intelligence is essential for the future of tourism, creating benefits for all stakeholders – from visitors to local communities and the environment.
Vesna Kobal
Head of Tourism 4.0 Development, Arctur
Tourism is one of the most data-intensive sectors of modern society, yet we often still struggle to fully transform data into better decisions. Flux 4.0 brings together researchers, businesses, and public institutions in a shared effort to turn data, artificial intelligence, and digital technologies into practical solutions for sustainable development. I believe the project will make an important contribution to understanding complex tourism systems and to developing a more resilient, inclusive, and competitive tourism sector that creates benefits for visitors, businesses, local communities, and the environment.
Assoc. Prof. Emil Juvan
PhD, Dean, University of Primorska, Faculty of Tourism Studies – Turistica
Digitalisation in tourism creates the greatest value when it goes beyond the mere use of new tools and becomes a means of better understanding places, people, data, and decisions. Flux 4.0 creates exactly such an innovation space: it brings together advanced technologies, data flows, and the expertise of project partners into solutions that can make Slovenian tourism smarter, more responsive, and more sustainable in the long term. What I find particularly important is that the project understands innovation as practical value for the country, destinations, tourism providers, visitors, local communities, and natural environments.
Assoc.prof. dr. Dejan Križaj
University of Primorska, Faculty of Tourism Studies – Turistica
Tourism operates in a world of rapid and unpredictable change. It is easier to say that things simply happen to us than to take responsibility for long-term strategic planning. Flux 4.0 is above all a visionary project: Slovenian tourism aims to move from being a passive recipient of changes brought by artificial intelligence to becoming a strategic actor—one that recognises the power not only of data, but above all of collaboration and understanding how these technologies can be applied.
Assoc.prof. dr. Maja Turnšek
University of Maribor, Faculty of Tourism
The future of tourism is increasingly linked to the ability to understand complex patterns of visitor movement, traffic flows, and spatial changes. In the Flux 4.0 project, we are developing advanced artificial intelligence models that, by integrating temporal and spatial data, will enable more accurate forecasting of key tourism indicators and a better understanding of developments at the level of individual locations, municipalities, and regions.
prof. dr. Domen Mongus
University of Maribor, Faculty of Electrical Engineering, Computer Science and Informatics
We believe it is particularly important that the solutions developed will enable not only the monitoring of current conditions, but also the testing of different development scenarios and the assessment of their impacts. In this way, we are creating the foundations for data-driven decision-making and the development of innovative data products that will contribute to more sustainable, efficient, and competitive management of tourism destinations.
Assist.prof.dr. Aida Kamišalić Latifić
University of Maribor, Faculty of Electrical Engineering, Computer Science and Informatics
At the National Institute of Chemistry, the FLUX 4.0 project focuses on developing scientifically grounded methods for the sampling, physico-chemical, microbiological, and toxicological assessment of organic flows from the HORECA sector. We are also investigating substrate stabilisation and pre-treatment approaches – ranging from mechanical to enzymatic and microbial methods – while identifying optimal microbiomes and enzyme cocktails for more efficient bioconversion. In doing so, we are laying the foundations for safer, more stable, and circular solutions in tourism
prof. dr. Blaž Stres
University of Ljubljana, National Institute for Chemistry
At the Biotechnical Faculty of the University of Ljubljana, FLUX 4.0 develops circular solutions that transform organic residues from the HORECA sector into valuable raw materials for the production of high-quality feed proteins. The project identifies and analyses organic waste streams from tourism, develops processing methods, and converts them into proteins using black soldier fly larvae (*Hermetia illucens*). The solutions are tested in the urban tourism environment of Ljubljana and an alpine destination, contributing to a more circular and sustainable tourism sector.
prof. dr. Aleš Kuhar
University of Ljubljana, Biotechnical Faculty
For many years, Igea has been integrating spatial data from a wide range of sources and transforming it into practical solutions. Our experience shows that data gains real value only when it is connected, understood, and placed in the right context. This is the expertise and approach we bring to the Flux 4.0 project. We believe that high-quality, interconnected data is the foundation for a better understanding of tourism flows and for developing a more sustainable, resilient, and data-driven tourism sector for the future.
Martin Puhar
Igea
Data alone does not create value – value emerges when we are able to connect, understand, and transform it into actionable knowledge. Through the Flux 4.0 project, we aim to leverage semantic technologies, advanced analytics, and artificial intelligence to develop solutions that support better decision-making, more effective data management, and the sustainable development and management of tourism destinations.
Sašo Zagoranski
Semantika