The Green Scheme of Slovenian Tourism Marks 10 Years with New Members
Published:
21.5.2025
The Green Scheme of Slovenian Tourism Marks 10 Years with New Members
At today’s Green Day – the flagship annual gathering of the Green Scheme of Slovenian Tourism community – the Slovenian Tourist Board (STB) proudly awarded the prestigious Slovenia Green labels to new members as well as those who have reaffirmed their dedication to sustainable tourism development. Welcoming Ribnica as the newest member, the scheme also celebrated the successful re-assessment of nine distinguished destinations, including Bohinj, which proudly retains its coveted platinum label, the highest recognition within the programme. Additionally, 12 new accommodation providers and 3 restaurants have joined the Slovenia Green family. Marking a significant milestone, this year the Green Scheme enters its second decade as Slovenia’s cornerstone initiative for advancing sustainability in tourism.
In her keynote address at Green Day in Ljubljana, MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board, underscored the pivotal role the Green Scheme of Slovenian Tourism has played over its first decade as a cornerstone for sustainable development within the industry: “The Slovenia Green labe* represents far more than just an accolade — it is a trustworthy promise to every guest that their experience will be authentically sustainable. With over 280 destinations and providers, the Green Scheme stands as clear proof that sustainability in Slovenian tourism is not merely a strategic goal but a reality embraced daily by those who actively shape it. Looking ahead, she highlighted the forthcoming launch of the National Tourism Information Centre (NiST): “This innovative platform will equip us with precise tools to measure the impact of our sustainability initiatives, allowing us to steer development with greater accuracy and effectiveness as we embark on the next decade of the Green Scheme.”
Ribnica is the newest destination to join the Slovenia Green Scheme, proudly earning the silver Slovenia Green label. Alongside Ribnica, nine other destinations have successfully renewed their certifications. The top honour, the platinum Slovenia Green label, stays with Bohinj, while Koper and Kras with Brkini continue to hold the gold label. Krško, Ljutomer and Šentjur maintain their silver labels and Litija, Novo mesto and Sevnica keep the bronze.
In the accommodation category, twelve new providers have joined the scheme, including Rezidenca Ortus, Tivoli Boutique Inn, Hotel Delfin, Sever Turizem, Hotel Lonca, Grand Hotel Rogaška, Hotel Terme, Hotel Dolenjc, Gorska Reka Restaurant and Accommodation, Hiša Pr Budkovič, Camping Bela Krajina and Toti Breg.
Among the restaurants, Hiša Denk, Gostilna Javornik and Gostilna Marta have also been recognized with the Slovenia Green label, showing their commitment to sustainable dining.
Slovenia Green label recipients at Green Day 2025 alongside STB's Director MSc. Maja Pak Olaj
Educational Highlights and Green Coordinator of the Year Awarded
Green Day offers a valuable platform for education and networking among green destinations and providers committed to sustainable tourism. At the heart of this initiative are the green coordinators— dedicated individuals responsible for overseeing and implementing all activities related to the Green Scheme within their destinations. This year, the award for the best green coordinator was once again presented, with Urška Gaberšek from Velenje earning this prestigious recognition.
During the keynote lecture, Saša Zor emphasized the crucial role of collaboration between tourism providers and destinations in crafting a positive and memorable guest experience. Drawing on the latest research, she highlighted the strong link between sustainability and profitability, stressing that the Slovenia Green label is much more than a promotional emblem — it is a vital development tool driving long-term success.
Katja Nared from the Slovenian Tourist Board showcased how Slovenia effectively communicates its green story through innovative content and digital marketing strategies. She presented inspiring campaigns, digital outreach reaching millions, outstanding visual materials and award-winning content that together position Slovenia as a sustainable, boutique and inclusive destination.
The round table discussion, moderated by Marina Ferfolja from the STB, featured valuable insights and best practices shared by representatives from both destinations and providers. Participants included Deputy Mayor of Koper Mateja Hrvatin Kozlovič, architect Aleš Žmavc (Od-do), Tina Javor (HIT Alpinea), Peter Črnič (Bravina Experience) and Katarina Đurđević (PAC turizem).
The event concluded with a guided green experience through the scenic Tivoli, Rožnik, and Šišenski hrib landscape parks. Participants explored the area’s natural treasures, learning about the protected hermit beetle species and discovering the unique features of the Slovenian phenological park.
Cover photo: Participants of Green Day 2025. Photo by Siniša Kanižaj
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