Celebrating Digital Excellence: STB’s Campaigns Win Top Prizes at WEBSI 2025
Published:
12.9.2025
Celebrating Digital Excellence: STB’s Campaigns Win Top Prizes at WEBSI 2025
The Slovenian Tourist Board (STB) has achieved a major milestone at the WEBSI – Digital Achievements of Slovenia 2025 competition. Its campaign “Slovenia. It’s All in Our Nature” was recognized as one of the year’s most outstanding digital achievements, earning first place in the Global Digital Projects category.
The annual WEBSI competition celebrates the best digital practices in Slovenia and highlights projects that have recently inspired the country’s digital community. The 2025 winners were announced on Thursday, 11 September, in Ljubljana.
Description of awarded STO projects from the Websi dossier 2025
At this year’s WEBSI competition, all three projects submitted by the Slovenian Tourist Board (STB) were recognized: the “Slovenia. It’s All in Our Nature” campaign, the Safe in the Mountains project and “Sounds Like Slovenia – Sound Stories of Slovenia.” These prestigious awards confirm the success of the STB’s long-term digital strategy, the strength of its partnerships and its ability to create powerful content-driven stories that go beyond traditional advertising. By gaining visibility within the wider professional community, the accolades further enhance the STB’s reputation as a national institution that effectively implements modern communication approaches while strengthening Slovenia’s global competitiveness as a sustainable and attractive tourist destination. At the same time, such recognition underscores the growing prestige of Slovenian tourism itself – a strategic, innovative, and forward-looking sector that continues to raise the country’s international profile.
STB’s Award-Winning Campaigns
1st place: “Slovenia. It’s All in Our Nature”
Category: Global Digital Projects
The first national campaign to unite tourism and sport presented Slovenia as a land of world-class athletes and breathtaking landscapes. By connecting national pride with the country’s pristine nature, the campaign delivered an inspiring story to audiences worldwide.
Discover more about the campaign – from its concept and creative process to its implementation and results – on the official business website.
This project unites key partners to promote safe and responsible behaviour in Slovenia’s mountains. Through a multilingual online platform, targeted digital campaigns, printed materials and on-site activities, visitors are encouraged to explore Slovenia’s alpine beauty safely.
2nd place: “Sounds Like Slovenia – Sound Stories of Slovenia”
Category: Tourism
An innovative audio project that showcases Slovenia through its unique soundscapes – from rivers and forests to cultural experiences. Available on the slovenia.info portal and on Spotify, the series opens new sensory dimensions of how travelers connect with the destination.
Slovenian Tourist Board Shares Success Story at WEBSI Day
At the WEBSI Day – Slovenian Digital Communication Festival, the “Slovenia. It’s All in Our Nature” campaign was presented by Maša Puklavec Polutnik and Tina Sračnjek as a model of best practice. Moderated by Uroš Goričan, one of the creative co-authors, the discussion showcased how sport and tourism can be strategically connected to promote Slovenia as a sustainable and active destination.
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