People in Bohinj realise that extending the season to the whole year is of key importance to a destination’s survival. The International Wild Flower Festival, which takes place in May, is an example of introducing a product that targets a specific target group in the off-season and, at the same time, derives from the local environment. The Festival links three aspects that are key to the destination’s sustainable development: local inhabitants are actively involved in the happening, while activities are based on natural and cultural heritage and its preservation, whereby not neglecting the economic component.

The success of the festival is also shown through partnership collaboration of both governmental as well as non-governmental organisations. At this point it needs to be stressed that in recent years, Triglav National Park has taken an active part in the organisation of the festival. The innovative and successful approach is also proven by responses from abroad.