Ljubljana and Slovenia be(e)ing successfully responsible at the WTM
Ljubljana and Slovenia be(e)ing successfully responsible at the WTM
Slovenia has presented its green, active and healthy 5* experiences under the slogan BE(E) RESPONSIBLE at the World Travel Market in London. Ljubljana, the capital city and the European Green Capital 2016, won the WTM award for Responsible Tourism in the category “Best for Communication”. Slovenia also participated in the 11th edition of the UNWTO/WTM Ministers´ Summit, this year under the title Over-tourism: Growth is not the enemy; it is how we manage it. The main theme of the Slovenian presentation at the WTM was the culture of beekeeping, one of the most important Slovenian traditions. Visitors were eager to stop at the Slovenian stand to get to know the story of one the greenest and most sustainably oriented countries.
The celebration of Ljubljana was the cherry on the cake of the successful Slovenian presentation at the World Travel Market, one of the key events in the tourism and travel industry. Maja Pak MSc, the Director of the Slovenian Tourist Board, is proud of Slovenia’s achievements in sustainable tourism: “Ljubljana´s award for responsible tourism is also an award for the Green Scheme of Slovenian Tourism, the key policy and tool for the evaluation and development of sustainability in Slovenia.” Petra Stušek MSc, the Director of Ljubljana Tourism, was the guest speaker at the panel Securing a Commercial Advantage: Marketing Responsible Tourism. Ljubljana has become a model for a sustainable urban arrangement that allows a healthy and satisfying stay for visitors and a pleasant environment for locals, which is the consequence of some major sustainable transformation in the past few years.
Eva Štravs Podlogar, the Secretary General of the state at the Ministry of Economical Development and Technology, participated in the UNWTO/WTM Ministers´ Summit, where more than 60 opinion makers and leaders of the tourism industry addressed the impacts of tourism. She said, “Growth necessitates responsible management of tourism flows. It is essential to facilitate and develop attractive tourism products outside the most popular tourist centres and avoid dependence on seasonality.” Key aspects in dealing with ‘over-tourism’ were highlighted at the Ministers´ Summit, namely, community engagement, communication, congestion management, adequate planning, and product diversification.
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Global public relations and Marketing
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