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Slovenia at the ITB Berlin NOW: a sustainable destination for active experiences in nature with superb gastronomy

Published:
10.3.2021

Slovenia at the ITB Berlin NOW: a sustainable destination for active experiences in nature with superb gastronomy

Slovenia is currently presenting its tourism offer at the ITB Berlin NOW, which has moved online due to the current situation with the coronavirus. 33 exhibitors from several Slovenian tourism providers and destinations are participating in the event. Today's press conference was attended by 274 participants, of which 52 were representatives of global media.

Today, at the ITB Berlin NOW, the Slovenian Tourist Board hosted a press conference, where the possibilities for outdoor tourism and gastronomy – this year, Slovenia holds the title of the European region of Gastronomy – were presented. 

At the press conference, which took place today, March 10 at 12:30, MSc. Maja Pak, the Director of the Slovenian Tourist Board, Rebeka Kumer Bizjak, the Director of the Slovenian Tourist Board Office in Germany, and Klemen Langus, the Director of the Julian Alps Association, presented the latest updates from Slovenian tourism and explained why Slovenia is an ideal place to visit, when travel becomes possible again. In addition to outdoor tourism, which will be the leading promotional tourism theme of Slovenia in 2022-2023, and gastronomy, which is in the spotlight this year, the STB’s recovery strategy was presented as well.

Slovenia is a green and safe country in the heart of Europe. Moreover, the country is considered one of the most sustainable and trustworthy in the world. The global epidemic has shaken our everyday lives and world's tourism as well. This is why Slovenia'scommitment to sustainability, the fact that there are no large crowds, that nature is clean and preserved and that the locals as well as theguests feel trusted are more important than ever. Shortly after the first wave of the pandemic had started, the Slovenian Tourist Board introduced the GREEN&SAFE label, which highlights high hygienic standards and upgrades existing sustainable practices. The WTTC has included the Green & Safe label in its 'Safe travels' programme. 

Together with the tourism stakeholders the STB defined the recovery strategy that is based on 5 pillars, which include the provision of safe, sustainable, and attractive experiences, adaptation of business operations, building of comprehensive understanding of tourist behaviour after Covid-19, maximizing the use of digital technology and lastly: building strong relationships with tourists and local communities. Although the consequences of the pandemic will be long-lasting, it is important to adapt to the situation and make sure that the tourism sector learns something and comes out of the crisis stronger. 

"In recent years, Slovenia has been developing sustainable and non-mass offer for unique experiences, which is a very good starting point for post-pandemic recovery. Since the pandemic outbreak, we have always stayed in touch with our guests and encouraged them to dream about Slovenia. Our goal is to maintain the image of a responsible and sustainable tourist destination that we have built for so many years. Together with the tourism industry, we have prepared the recovery plan, including the most important measures that need to be taken for re-inviting the guests and inspiring them with safe and attractive experiences. As outdoor products will be even more important than before, we have defined Outdoor Tourism as our leading promotional theme for 2022 and 2023. Although the consequences of the pandemic will be long-lasting, it is important to constantly adapt to the situation and make sure that the tourism sector learns something and comes out of the crisis stronger and more sustainable," explained MSc. Maja Pak, the director of the Slovenian Tourist Board.

Among the ambassadors of Slovenian tourism are also Tadej Pogačar, the “wonder boy who stunned the cycling world” at Tour de France last year and Primož Roglič, currently world’s best cyclist. They will promote Slovenia as a top cycling destination, which can, thanks to diverse cycling routes and great sports facilities, be also a great destination for sports preparations for professional bikers. Leisure riders will enjoy cycling through charming towns or vineyards, while mountain bikers will get their portion of adrenaline in idyllic Slovenian mountains, which hide several beautiful trails of different difficulty levels.

"In Slovenia, the ratio between the cities and the countryside is approximately 50-50, which means that mountains, forests, lakes and the sea, or generally said great nature is just around the corner for most of the inhabitants of Slovenia. Thanks to this fact, also the offer of outdoor tourism products in Slovenia is exceptionally wide – from hiking on the Adriatic coast to cycling through sunny vineyards around Maribor or canyoning and rafting in the alpine rivers and streams. All these products are the perfect base for upcoming tourism demands", said Rebeka Kumer Bizjak, the Director of the Slovenian Tourist Board Office in Germany.

Klemen Langus, the Director of the Julian Alps, furthermore underpinned the importance of sustainable practices and explained that the partnership between tourism and nature conservation in the area of the Julian Alps – Triglav National Park represents a responsible environmental management, which can be compared with a concept of a living room: “The area of the Julian Alps – Triglav National Park is our living room. And we want to invite the curious and adventurous, the ones who respect nature and authenticity, and offer them an insight into ‘a boutique gallery consisting of our dearest and most expensive items, which are not for sale at all’. This means that we aim to find balance and create 'an oasis of pleasant surprises', for both, locals as well as visitors. This is a demanding, yet honourable job.”

One of the highlights of the press conference was also the Michelin-star chef Gregor Vračko from Hiša Denk, who prepared a culinary journey through Slovenia. Let us recall: a major shift in the visibility of Slovenian gastronomy was made last year with the arrival of the Michelin guide to Slovenia which unveiled its first stars for six Slovenian restaurants. Additionally, 6 restaurants also got the Michelin Sustainability Award for their sustainable approach. The fact that Slovenia really is a bright new star on the world’s gastronomy map is further underpinned by the European Region of Gastronomy title, which Slovenia holds this year. Slovenian cuisine impresses with local ingredients and sustainable approach, which is, thanks to the creativity of the chefs, wrapped up in amazing gastronomy stories. Read them at the special www.tasteslovenia.si portal.

In the past months, the STB introduced also a new label within the Green Scheme: the Slovenia Green Cuisine label. Restaurants have to adopt seven sustainability principles which bind them to the further implementation of sustainable gastronomy. 

The press conference was recorded and is available on the STB Brand Card on the official page of ITB Berlin Now until 31 May.

Contacts

Global public relations and Marketing
e-mail address: press(at)slovenia.info

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