The World's Most Influential Gastronomy Brand Marks Seven Years in Slovenia! On 16 June, the MICHELIN Guide will reveal its 2026 selection of Slovenian restaurants, marking seven years of its presence in the country. During this time, the world's most influential gastronomic guide has helped strengthen Slovenia's international reputation as a culinary destination while driving quality, innovation, and sustainability across the hospitality sector.
The Importance of the MICHELIN Guide for Slovenian Gastronomy
MICHELIN distinctions are of exceptional importance to Slovenian gastronomy on several levels. As the world's most prestigious and globally recognised culinary guide, MICHELIN significantly enhances the international visibility of Slovenian gastronomy. Inclusion in the guide brings valuable exposure not only to individual restaurants but also to Slovenia as a destination, strengthening its position on the global gastronomic map.
MICHELIN stars and other distinctions contribute directly to positioning Slovenia as a boutique gastronomic destination and reinforce its reputation for excellence, sustainability, and diversity. Awards like this motivate chefs, restaurant teams, and the wider hospitality sector to continuously improve quality, professionalism, creativity, and service standards, while also contributing to the development of culinary culture. Destinations featured in the guide become sought-after stops for gastronomic travellers, supporting the further development of local tourism, infrastructure, and economies. Increased visibility and higher quality standards generate greater demand for premium hospitality experiences, making the sector more attractive. Slovenian chefs are particularly committed to local and seasonal ingredients.
MICHELIN: The Strongest Brand in Gastronomy
MICHELIN is the most influential brand in global gastronomy. Today, it is present in 60 destinations worldwide and reaches more than 7.4 million followers across its social media platforms, providing a powerful communication channel for engaging dedicated gastronomic travellers.
Partnership with the MICHELIN Guide Is a Long-Term Strategic Priority for Slovenian Tourism
Partnership with the MICHELIN Guide is a long-term strategic priority for Slovenian tourism and is explicitly included in the Slovenian Tourism Strategy 2022–2028. The strategy identifies gastronomy as one of Slovenia's key tourism products.
Slovenia's vision is to become a recognised gastronomic destination known for high-quality, innovative, and distinctive cuisine, as well as authentic food and wine experiences created by exceptional individuals and boutique producers. The offer is rooted in local ingredients and creative dishes that reflect Slovenia's natural wealth, expertise, and passion for hospitality. On the one hand, Slovenia aims to develop experiences for demanding guests willing to invest more in premium culinary experiences. On the other, it seeks to strengthen gastronomic tourism as one of the key segments for creating higher added value in tourism. Partnerships with leading international guides such as MICHELIN play an important role in achieving this vision by raising both visibility and quality, while also enhancing the attractiveness and reputation of hospitality professions.
The Action Plan for the Development and Marketing of Gastronomic Tourism likewise highlights cooperation with internationally established gastronomy brands as essential for achieving three key objectives: creating higher added value, ensuring sustainability, and increasing international visibility.
Among internationally recognised gastronomy brands, Gault&Millau also deserves special mention. Present in Slovenia since 2018, the guide annually selects and promotes the country's top culinary establishments.
The Gostilna Slovenija Project
Another important initiative is the Gostilna Slovenija (Slovenia Inns) project, led by the Hospitality and Tourism Section of the Chamber of Craft and Small Business of Slovenia. In cooperation with the Slovenian Tourist Board (STB), the project has upgraded the management model of the Gostilna Slovenija brand by introducing additional quality and sustainability criteria for certification, conducting reviews to raise standards among existing members, actively recruiting new participants, and implementing an effective marketing programme to promote the brand and its members. Notably, seven establishments holding the Gostilna Slovenija label were included in the 2025 MICHELIN Guide selection, with one receiving a MICHELIN Star and two earning a MICHELIN Green Star.
STB Activities Play a Key Role in Strengthening Slovenia's Position as a Leading Gastronomic Destination
The Slovenian Tourist Board (STB) also contributes significantly to strengthening Slovenia's visibility and positioning as a sustainable gastronomic destination, where sustainable food production, outstanding cuisine, unspoilt nature, rich culture, and unique experiences go hand in hand. Through a wide range of development and promotional activities, the STB has for many years supported the advancement of Slovenian gastronomy, which has become one of the key pillars of the country's tourism offering.
Slovenia began systematically developing its culinary story in 2006 with the adoption of its first Gastronomy Development Strategy. The strategy established a gastronomic pyramid that today encompasses 24 gastronomic regions and more than 400 characteristic dishes, ingredients, and beverages. This remarkable diversity places Slovenia among Europe's most varied culinary destinations.
In line with the strategy, Slovenia has strengthened its national culinary brand Taste Slovenia, while also supporting the development of regional and local culinary brands. Numerous destinations have created their own culinary identities, many of which are now united under the collective trademark network Authentic from Slovenia (Izvorno slovensko). These efforts contributed to Slovenia receiving the title of European Region of Gastronomy in 2021.
Partnerships with internationally recognised gastronomic guides rank among the STB's most important gastronomy projects. Other key initiatives include the Taste Slovenia portal, the Green Scheme of Slovenian Tourism (for gastronomy providers that meet demanding sustainability criteria, and projects aimed at reducing food waste in the hospitality sector).
Slovenian gastronomy is integrated into all press trips organised for international media and influencers. In 2025, gastronomy was the central theme of 35 international press and familiarisation trips, while 20 such trips have already been organised this year. Gastronomy is also prominently featured across social media channels, newsletters for trade, media, and consumer audiences, events in Slovenia and abroad, the slovenia.info and Taste Slovenia portals, publications such as Taste Slovenia, and numerous other promotional activities.
The STB also places special emphasis on promoting careers in hospitality and tourism. Together with tourism partners, it runs the national campaign “I Create Experiences” (Ustvarjam doživetja in Slovenian), designed to increase interest in professions within the tourism and hospitality sectors.
Slovenia and JRE Strengthen the Visibility of Sustainable Gastronomy
The STB's cooperation with JRE – Jeunes Restaurateurs plays an important role in strengthening the quality, expertise, and international recognition of Slovenian gastronomy. Joint initiatives, including JRE Academy 2026, organised in cooperation with the STB Tourism Marketing Academy, support the development of contemporary, responsible, and locally rooted gastronomy. In April 2026, Slovenia was presented at the international JRE Congress in Cologne as a green, boutique, and sustainable gastronomic destination that combines outstanding cuisine with local ingredients, authentic stories, and a responsible approach to the environment.
A major international recognition for Slovenian gastronomy came through Sabina and Grega Repovž of Gostilna Repovž, recipients of the JRE Sustainability Award 2026, which recognises their holistic commitment to sustainable gastronomy.
Slovenia will host the international JRE Congress in 2028, a significant acknowledgement of the country's position on the European gastronomic map and an excellent opportunity to further promote Slovenian culinary excellence, sustainable practices, and the I Feel Slovenia brand.
Internationally Recognised Excellence in Gastronomy Communication
The quality of the STB's gastronomy-related communication activities has been confirmed through numerous international awards and recognitions. The promotional video “Slovenian Gastronomy. You Can't Spell Slovenia Without Love” has received multiple prestigious awards, as has the video “From Garden to Heaven #tasteslovenia”. The national Taste Slovenia website has also received international recognition, along with the publication “Taste Slovenia – My Way of Tasting Diversity”.
The STB as MICHELIN's Partner for Slovenia
MICHELIN enters only destinations with recognised culinary potential and establishes partnerships exclusively with national-level institutions such as ministries and national tourism organisations. The Slovenian Tourist Board serves as MICHELIN's official partner for Slovenia and covers the costs associated with the partnership.
For 2026 and 2027, the partnership agreement includes a broad range of activities, including marketing campaigns, editorial content creation, publication of content on MICHELIN's digital platforms and social media channels, public relations activities, and licensing rights for the use of MICHELIN content in STB communication channels.
The agreement also covers the production of the printed MICHELIN Guide, the plaques awarded to recognised chefs and restaurants, and the creation of additional marketing content and editorial features.
Importantly, the partnership does not influence the guide's independence in any way. The STB has no influence over MICHELIN's editorial decisions, evaluations, or selections.
The MICHELIN Guide Generates Millions of Media Impressions
Between 2020 and 2024, international coverage of the MICHELIN Guide Slovenia generated significant media value and visibility. The standout year was 2023, when Slovenia earned its first three-star restaurant, resulting in 824 media mentions and an estimated advertising value equivalent of EUR 5.2 million.
In 2025 alone, more than 700 international media placements related to the MICHELIN Guide Slovenia were recorded, reaching over 382 million people and generating media value exceeding EUR 3 million. In Slovenia, 290 media mentions of the guide were recorded during the same year, with a media value exceeding EUR 960,000.
Slovenia's growing reputation as a leading gastronomic destination has also attracted the attention of some of the world's most influential food, travel, and lifestyle media. In recent years, Slovenia has been featured in publications such as Forbes, Vanity Fair Italia, The Washington Post, Condé Nast Traveler, TIME, Falstaff, The World's 50 Best, Decanter, The Telegraph, Wanderlust, Travel Weekly, Vogue, The New York Times, and many others.
MICHELIN distinctions are far more than awards for individual restaurants. They represent the development, confidence, and ambition of Slovenian gastronomy and form an important part of the story of Slovenia as a sustainable, authentic, and experience-driven destination.
Slovenia on the MICHELIN Map
Slovenia joined the MICHELIN Guide in 2020 and achieved remarkable results from the very first edition. Six restaurants received MICHELIN stars, with five awarded one star and one awarded two stars. In 2021, Slovenia gained an additional star, with six restaurants holding one star and one restaurant retaining two stars. In 2022, nine restaurants were awarded one star, while one restaurant again received two stars. The 2023 selection marked a historic milestone, bringing Slovenia its first three-star restaurant, alongside one restaurant with two stars and seven restaurants with one star.
By 2025, the guide included 72 restaurants, nine more than the previous year. A total of 12 MICHELIN stars were held by nine Slovenian restaurants. Hiša Franko, led by Ana Roš, retained the country's highest distinction of three MICHELIN stars, while Restaurant Milka, led by David Žefran, once again earned two stars. Seven additional restaurants held one MICHELIN star.
The 2025 edition also marked the first time that Slovenia received three special MICHELIN distinctions: the Young Chef Award, the Service Award, and the Sommelier Award.
MICHELIN Introduces Mindful Voices to Celebrate Inspiring Chefs, Hoteliers, and Winemakers
On 1 June 2026, the MICHELIN Guide launched a new global editorial platform, Mindful Voices, dedicated to highlighting inspiring individuals from the worlds of gastronomy, hospitality, and wine. The platform provides a stage for chefs, hoteliers, and winemakers whose dedication, vision, and innovative approaches are helping shape the future of their industries.
The first Mindful Voices recognitions were presented on 1 June during the unveiling of the new MICHELIN Guide Nordic Countries selection in Copenhagen, Denmark. Through this platform, MICHELIN will share stories and pioneering practices from leading figures in gastronomy, hospitality, and wine, focusing not only on exceptional places but also on the people behind them who drive innovation and inspire positive change.
At the same time, the MICHELIN Guide is phasing out the Green Star, which until now has been reserved exclusively for the restaurant sector.
MICHELIN Expands Beyond Restaurants
The MICHELIN Guide is evolving globally from a restaurant guide into a broader reference for excellence across gastronomy, hospitality, and wine.
In the accommodation sector, MICHELIN awards MICHELIN Keys, the hotel equivalent of MICHELIN stars. Properties are assessed based on architecture and design, quality and consistency of service, personality and character, value for money, and contribution to the local environment. In 2025, six Slovenian accommodation providers received the country's first MICHELIN Keys, with one property awarded Two Keys and five properties awarded One Key. An additional 17 Slovenian properties were included in the MICHELIN hotel selection.
MICHELIN has also announced its expansion into the wine sector through the new MICHELIN Grapes distinction. The system will feature one, two, and three grape symbols, alongside recommendations for wineries and wine estates. Burgundy and Bordeaux have been announced as the first regions to be included in 2026. Through these initiatives, MICHELIN is gradually building a broader ecosystem of excellence that extends beyond restaurants.
These new areas are not covered by the partnership agreement between the Slovenian Tourist Board (STB) and MICHELIN.
The systematic and targeted development of Slovenian gastronomy is carried out by the STB in close cooperation with key stakeholders, including the Tourism and Hospitality Chamber of Slovenia, the Hospitality and Tourism Section of the Chamber of Craft and Small Business of Slovenia, JRE Slovenia, and Slovenia's leading tourism destinations.
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