The Plenary Day of the Days of Slovenian Tourism 2025 Highlights the Power of Branding

Speakers highlighted that the national I feel Slovenia brand is a promise to the world about the country’s identity. It reflects Slovenia’s core values – hospitality and safety, a deep connection with nature, sustainability and respect for uniqueness and diversity – and appeals to conscious, responsible travellers.

State Secretary at the Ministry of the Economy, Tourism and Sport, Dejan Židan, underlined: “Slovenian tourism is much more than an economic activity – it is a shared project of people who believe in sustainability, quality and the beauty of our country. 120 years ago, tourism here was an elite activity with some 30,000 visitors, mainly focused on spas and mountaineering. Thirty years ago, it had become a mass phenomenon with around 1.7 million visitors and an important part of the economy of our young nation. Today, more than 6.6 million tourists visit Slovenia each year, tourism contributes 8.5% to GDP and the strength of the I feel Slovenia brand shows that through cooperation and clear goals we are building tourism while strengthening the country’s global reputation. I believe that through the joint efforts of businesses, local communities, experts, and the state, we will continue to build a tourism industry we can all be proud of.”

MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board, highlighted how Slovenia has, over the past 30 years, evolved from an unknown country into a recognised and desirable destination with a clear identity: “The I feel Slovenia brand and its consistent use by tourism stakeholders have played a key role in this. The brand promise we carry to the world is realised every day in the field – and this authenticity and dedication have left a mark internationally. It has earned Slovenia an excellent reputation and publicity, as well as motivation for the future,” she said, noting that the World Economic Forum recently ranked Slovenia first in the world for brand effectiveness within its global Travel and Tourism Development Index.

Dominik S. Černjak, President of the Tourist Association of Slovenia, stressed that the future of Slovenian tourism lies in connecting nature, people and technology. “Modern tourism is no longer about places alone but about authentic experiences, where the greatest luxury is time – time the visitor gives to a place, to people and to themselves. The true influencers of Slovenian tourism are volunteers and association members who create heartfelt experiences through stories, smiles and hospitality.” He added that artificial intelligence is not a threat but a partner that must be grounded in genuine values and emotions. “Tourism is not something we sell – it’s something we live. The future of Slovenian tourism lies in wellness and healing experiences.”

Andrej Prebil, President of the Tourism and Hospitality Chamber of Slovenia (TGZS), said: “Our national umbrella I feel Slovenia brand is not just a logo – it is a feeling, a commitment and a promise. The power of every brand, including a nation brand, lies in the people who live it. People give a brand its identity and life. For a truly strong brand story, we need people who understand that tourism is about relationships, experiences,and responsibility.” He noted the ongoing challenge of attracting and developing qualified leadership and young professionals, which will ensure that the brand I feel Slovenia thrives not only as a symbol but as a way of working, thinking and living.

Blaž Cvar, President of the Chamber of Craft and Small Business of Slovenia (OZS), spoke about the challenges and opportunities for small and medium-sized enterprises (SMEs), which make up 99.8% of all Slovenian businesses: “SMEs are the backbone of our economy, employing nearly 70% of the workforce and generating around 65% of the total business sector’s revenue. They are the driving force behind our economy and essential for Slovenia’s development as a competitive and attractive tourism destination.” He also pointed to bureaucratic and regulatory barriers that often hinder small tourism and hospitality businesses, stressing the need for a more supportive environment to maintain competitiveness.

The guests were also greeted by the hosts, Matjaž Rakovec, Mayor of Kranj, and Maja Križmančič, Director of JGZ Brdo.

 

Experts on the Power of Branding

The professional part of the event featured renowned Slovenian and international experts who discussed the future of branding, the importance of research and the need for Slovenia to continue strategically managing its national image.

Zenel Batagelj, co-founder and partner at Valicon, spoke about marketing for new generations, emphasising that in a world of infinite travel choices, a strong tourism brand is the key to recognition and trust. For Slovenian tourism, he considers this an opportunity to reach both existing and new generations of guests with authenticity and consistency while building long-term relationships. Research, observation, testing and analysis are therefore an essential part of success, he emphasised.

Simon Anholt, a leading authority on nation branding, focused on the importance of a country’s image and the factors that influence it. He stressed that consistency across all sectors is essential for an effective national brand, but it must also be supported by meaningful strategies, authentic content and symbolic actions that reflect a nation’s real values.

 Dr. Terry Stevens, founder of Stevens & Associates, called for a radical rethink of the future of tourism to ensure resilience, fairness and sustainability. He described Slovenia as “an island of hope in a sea of sameness” – a country that can serve as a global model for human-centred, creative and sustainable tourism.

Mitja Tuškej, strategist and partner at the Formitas Group and Chairman of the Supervisory Board of the Slovenian Advertising Chamber, spoke about the national brand as Slovenia’s strategic advantage. He emphasised that the power of a brand lies in its emotional and intangible core, which must reflect people’s lifestyles and values. According to him, the I feel Slovenia brand remains a symbol of the country’s confidence – one that, through thoughtful leadership, adaptation to trends and innovative communication, continues to build lasting global recognition.

The discussions concluded with a round table led by Prof. Dr. Maja Zalaznik, joined by Simon Anholt, Sašo Avsenik, Petra Bezjak Cirman (Head of the Government Communication Office), Kris Guštin from the band Joker Out and Ana Savšek from the STB. They discussed how to build long-term trust, maintain authenticity, and create emotional connection with audiences.

STB’s 30th Anniversary and Tourism Awards Ceremony

The evening celebration will mark the 30th anniversary of the Slovenian Tourist Board, tracing its journey from the early Centre for Tourism Promotion to its current role as a globally recognised leader in sustainable destination branding. The Days of Slovenian Tourism will conclude with the presentation of the highest national tourism awards – the Ambassador of Slovenian Tourism and the Crystal Triglav for Personality of the Year, awarded by Minister Matjaž Han. 

In the cover photo: Blaž Cvar, President of the Chamber of Craft and Small Business of Slovenia; Dominik S. Černjak, President of the Tourist Association of Slovenia; MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board; MSc. Dejan Židan, State Secretary at the Ministry of the Economy, Tourism and Sport; and Andrej Prebil, President of the Tourism and Hospitality Chamber of Slovenia.

Photo: Siniša Kanižaj

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