The core of the brand of Slovenia is made of Slovenian green.
In Slovenia, green represents more than just a colour; it is Slovenian green, expressing the balance between the calmness of nature and the diligence of Slovenians. It speaks of unspoilt nature and our focus to preserve nature as such. It symbolises the balance of a lifestyle which combines the excitement with which we pursue our personal motivations and a common vision to go ahead with nature. The Slovenian green also shows our orientation to the elementary, to what we feel inside. Last but not least, the Slovenian green speaks of the harmony of all the senses with which we experience Slovenia. Slovenia is therefore not only memorable for its visual images. We feel Slovenia.
Each country’s brand is a set of characteristics and aspects, but it is tourism that has the predominant influence on the image of a country. A tourist destination which has a good reputation among potential guests also enjoys a good reputation in other areas forming the brand of a specific country. Correlations and results between these areas are mutual, and the brand of Slovenia is no exception.
What is the core of Slovenia as a tourist destination?
The Slovenian green represents the experience of Slovenia which remains the longest in your memory. It has a calming influence, as it symbolises the balance between the individual and society. Nevertheless, there is a synergistic energy deriving from Slovenians pursuing their desires. Slovenia inspires you to finally start doing what you have always wanted to do, and ... you feel definite excitement. You will do something for yourself. The harmony of senses with which you can feel the Slovenian green gives you energy at the end of a holiday and at the same time calms you down. A holiday in Slovenia restores balance, also owing to the fact that in Slovenia you are always in contact with the elementary, be it water, the smell of a forest or the exquisite taste of the local cuisine.
The brand of Slovenia and the tourist brand of Slovenia will only be successful if they are accepted as such among local users, visitors, tourists, investors, global users, media, etc. The strength of the brand is based on its identity and the motivation of those who implement the brand. Strong motivation, transparency and unity of messages, and the use of the guidelines for experiencing Slovenia, will produce results that will be measured on the micro and macro levels of the country, in individual areas as well as specific entities in the tourism economy.
We feel Slovenia – all together, with all our senses – and thus others also feel it this way.