European Travel Commission Highlights Škofja Loka Passion Play as a Model for Regenerative Tourism

The European Travel Commission highlighted the quality and diversity of projects submitted from across Europe, placing particular emphasis on initiatives that develop tourism in a sustainable, inclusive and community-focused way.

Every few years, the Škofja Loka Passion Play returns to the old town of Škofja Loka – not on a conventional stage, but throughout the town’s streets and squares. More than 1,000 local volunteers take part in reviving one of Slovenia’s oldest traditions. Costumes are made by hand, while roles, skills and knowledge are passed down from generation to generation, turning the entire town into part of the performance.

For local residents, the Passion Play is much more than a cultural event. It is an important part of Škofja Loka’s identity and a tradition sustained through strong community involvement. Tourism plays an important role in keeping that tradition alive. Visitor interest helps support the organisation of the Passion Play, preparations involving hundreds of local participants and the preservation of Škofja Loka’s historic setting. At the same time, it reinforces local pride and encourages residents to remain connected to the tradition and pass their knowledge on to future generations.

The positive impact also extends beyond the performance itself. Visitors discover local crafts, gastronomy and other services, meaning that attending the Passion Play becomes more than simply seeing a cultural event. It becomes a way of supporting the wider community and contributing to the continuation of its story.

This is what makes the Škofja Loka Passion Play a particularly compelling example of regenerative tourism. Rather than treating heritage simply as something to be preserved or consumed, it demonstrates how tourism can actively contribute to keeping traditions relevant, communities engaged and cultural knowledge alive.

Inscribed on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity since 2016, the Škofja Loka Passion Play reflects the central message of the ETC’s Tourism for Europe campaign: tourism can connect people, strengthen communities and help preserve Europe’s cultural heritage for future generations.

Discover more examples of good practice from Slovenia here.

Cover photo: Marjan Koplan

Back to news