World Tourism Film Festival in Japan Honours Two Slovenian Tourist Board Promotional Films

The Japan World’s Tourism Film Festival once again marks the beginning of the prestigious competition season for the International Association of Tourism Film Festivals (CIFFT). On Wednesday, March 19, the three-day festival in Maniwa-city, Okayama, concluded with a glamorous gala event, where tourism films from across the globe were celebrated. Among the many entries, the international jury of experts in marketing, production and tourism awarded two outstanding Slovenian videos launched by the Slovenian Tourist Board (STB) in 2024.

The video Slovenian Culture: A Bonfire of Creativity, Art, and Craft earned the gold award in the tourism product promotion category, while Slovenia. It’s All in Our Nature, created in collaboration with the STB and the Olympic Committee of Slovenia, won the silver award in the country promotion category. 

Slovenian Culture: A Bonfire of Creativity, Art, and Craft shines a light on Slovenia’s rich cultural heritage, blending its deep traditions and historical achievements with a modern and urban creative spirit. Meanwhile, Slovenia. It’s All in Our Nature captures the breathtaking beauty of Slovenia’s pristine nature, seamlessly intertwined with the exceptional talents of top Slovenian athletes. It uniquely highlights the connection between sport, pristine landscapes and the alluring charm of Slovenia, further fostering a sense of pride among its citizens.

MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board, emphasized on this occasion: “I am thrilled that the international expert jury, amidst strong competition from national tourist organizations, has recognized the communication excellence of two Slovenian videos this year. The CIFFT festival awards, on one hand, validate the powerful messaging of our videos and the innovative, effective approach to our marketing and communication efforts. On the other hand, these awards elevate Slovenia’s visibility and reputation as a destination for unique active and cultural experiences.”

The video Slovenian Culture: A Bonfire of Creativity, Art and Craft immerses viewers in the vibrant cultural tapestry of Slovenia, a small yet diverse country celebrated for its rich literary and artistic heritage. Over generations, Slovenian writers and artists have crafted a tradition that lives on today in the nation's libraries, festivals and galleries. To vividly capture this cultural wealth, the story is told through the eyes of Noah Charney, an American writer deeply captivated by Slovenian architecture, art and culture. The journey begins with Noah at a bonfire during the Kresnik Award ceremony at Rožnik, above Ljubljana, a prestigious event honouring the best novelists. From there, his love for Slovenia and admiration for architect Jože Plečnik's work come to life as the video offers a stunning view of the Three Bridges and the arcades of Ljubljana’s Market. With Noah as the guide, viewers explore the National and University Library, where he marvels at ancient books and spends hours reading in Plečnik's birthplace. The story continues as he gathers with fellow writers at the Cukrarna Gallery and the Pen restaurant, iconic spots where Slovenia's literary community thrives. From Ljubljana, the story extends to a unique gallery in Kostanjevica na Krki, highlighting the country's artistic legacy. Created by Tent Production and directed by Ciril Jazbec, this video is part of a series of four first-person stories showcasing key aspects of Slovenian tourism.

Watch the video

The video Slovenia. It's All in Our Nature formed a key part of the powerful campaign launched by the Slovenian Tourist Board (STB) in collaboration with the Olympic Committee of Slovenia, just before the Olympic Games in Paris. Focused on igniting national pride and bolstering support for Slovenian athletes, the campaign also played a pivotal role in enhancing Slovenia's international visibility and enticing tourists in search of active, nature-based experiences. Targeting key markets for Slovenian tourism, including Europe, the USA and Canada, the campaign was designed to reach audiences through a wide array of digital channels, social media platforms and television advertising. Multiple versions of the video were produced, featuring shorter clips and individual segments highlighting renowned Slovenian athletes. The flagship video showcases over 20 of the country's top athletes performing against the breathtaking natural landscapes of Slovenia. These scenes powerfully connect the athletes’ personal journeys with the stunning surroundings, demonstrating how seamlessly their dynamic characters integrate with the untouched environment. The video’s compelling soundtrack, blending modern beats with the authentic sounds of Slovenia, was crafted by renowned DJ Umek. The video was created in collaboration with the STB, the Olympic Committee of Slovenia, the production company Karata Film, director Saša Hess and creative agency Arnold Vuga.

The promotional campaign "It’s All in Our Nature", which features the video Slovenia. It's All in Our Nature, received the prestigious Golden Bear award at this year's Golden City Gate competition.

Watch the video

Cover Photo: The video Slovenian Culture: A bonfire of creativity, art and craft is the recipient of the prestigious gold award at the Japanese World Tourism Film Festival in the category of tourism product promotion.

Back to news