A new chapter begins for Slovenia Outdoor, as the association welcomes Valerija Pučko as its new director. Established in 2017, the association has played a pivotal role in shaping and promoting Slovenia’s outdoor experiences, with strong backing from the Slovenian Tourist Board (STB).
Acting as the strategic coordinator for hiking, cycling, skiing and a wide range of nature-based activities, Slovenia Outdoor now counts over 80 members, including specialized accommodations, campsites, agencies and major outdoor destinations.
For many years, the association thrived under the leadership of Marko Lenarčič, whose forward-thinking vision was instrumental in advancing outdoor tourism in Slovenia. In 2021, the reins were handed to Matej Kandare, a passionate athlete and skier, who brought renewed energy and deep expertise to the role. As director, Kandare championed partnership among stakeholders and emphasized the importance of developing sustainable and safe outdoor products, ensuring visitors could engage with Slovenia’s natural beauty responsibly and meaningfully. Both Lenarčič and Kandare built a robust foundation, positioning Slovenia Outdoor as a trusted and strategic partner of the STB.
The association now welcomes Valerija Pučko as its new director. A seasoned tourism professional and long-time member of the Slovenia Outdoor Program Supervisory Board, Pučko brings a unique blend of logistics expertise and tourism innovation to the role. Originally from Štajerska, her career journey brought her to the Karst and Brkini region, which she has helped shape through numerous sustainable tourism projects focused on active leisure and community engagement.
With over 18 years of experience in logistics, Pučko made a bold career shift into tourism, driven by her passion for working with people and organizing sports and tourism experiences. She earned accolades as the manager of The Rodik Mythical Park, a cross-border initiative she nurtured from concept to realization, establishing it as a popular educational and family destination.
A certified mountain guide and local tourist guide, Pučko is also a prolific organizer of sports events and a strong advocate for sustainable, locally-rooted tourism. Her understanding of visitor needs and her holistic approach to outdoor tourism make her well-positioned to lead the association into its next phase.
Pučko’s leadership will focus on strengthening partnerships, building trust, and fostering sustainable, forward-thinking projects that will define the future of Slovenian outdoor tourism. She has expressed deep gratitude to her colleagues and a strong commitment to collaborative growth with all members of the Slovenia Outdoor Association.
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