Winners of Slovenia’s Top Tourism Awards 2025 Announced

The Crystal Triglav Award for Personality of the Year was presented to MSc. Maja Pak Olaj, MSc, Director of the Slovenian Tourist Board (STB). Other award recipients include Turkish Airlines – Halid Koca, Tourist Association of Slovenia, the experience At the Photographer Pelikan’s Studio, Vanja Ločnikar, Irena Tašner and Matej Knaus.

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Crystal Triglav for Personality of the Year 2025 

MSc. Maja Pak Olaj

Awarded by: DST partner institutions (Ministry of the Economy, Tourism and Sport; STB; Tourism and Hospitality Chamber of Slovenia; Chamber of Craft and Small Business; Tourist Association of Slovenia) 

Justification: MSc. Maja Pak Olaj is an outstanding figure in Slovenian tourism whose more than three-decade career has been marked by key developments in the sector. Through her professionalism, vision and dedication, she has significantly contributed to Slovenia’s recognition as a top, green and boutique destination. Having begun her career at Rogaška Spa, she has spent over 30 years at the STB, shaping national strategies for tourism development and promotion.

As long-time director, she has established the STB among Europe’s leading national tourism boards through a clear strategy and forward-looking approach. Under her leadership, the STB made a breakthrough in digital marketing, launching innovative global campaigns and content strategies that placed the I feel Slovenia brand alongside the world’s most recognised destinations. Slovenia has become a synonym for green and sustainable tourism, as confirmed by numerous international awards and the STB’s active role in global sustainability initiatives. Her professionalism, strategic leadership and vision for sustainable tourism leave an indelible mark on the development of Slovenian tourism.

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Ambassador of Slovenian Tourism 2025

Turkish Airlines - Halid Koca 

Awarded by: Ministry of the Economy, Tourism and Sport (MGTŠ)  

Justification: Turkish Airlines is one of Slovenia’s key strategic partners in strengthening international accessibility and global promotion of the country as a green, safe and attractive destination. Over the past two decades, Turkish Airlines has expanded its Ljubljana operations from just three weekly flights to today’s 18, transporting more than 200,000 passengers annually – figures that speak of vision, continuity and trust.As General Manager of Turkish Airlines Slovenia, Halid Koca has demonstrated exceptional commitment and strategic understanding of Slovenia’s connectivity with the world. This award recognises not only his individual contribution but also the broader partnership between Slovenian tourism and the airline, which directly enhances the country’s global visibility and accessibility. With its long-term vision, partnership and dedication to promoting Slovenia, Turkish Airlines rightfully earns its place among the most prominent ambassadors of Slovenian tourism.

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Award for Outstanding Contribution to the Development of Slovenian Tourism 

Matej Knaus, CEO, Palma  

Awarded by: Tourism and Hospitality Chamber of Slovenia (TGZS)   

Justification: With more than 35 years in the tourism industry, Matej Knaus is a seasoned leader and founder of PALMA d.o.o., one of Slovenia’s leading travel companies. Under his guidance, PALMA has grown into a modern, recognisable and comprehensive brand built on a philosophy of comfort, quality and personal service. As President of the Association of Slovenian Travel Agencies (ZTAS), he has long represented the interests of Slovenian tour operators and travel agencies. He is also a board member of ECTAA (European Travel Agents’ and Tour Operators’ Associations) and WTAAA (World Travel Agents Associations Alliance), contributing to Slovenia’s international positioning. As Chairman of the Strategic Council of the Faculty of Tourism, University of Maribor, he helps transfer knowledge to younger generations and promotes sustainable tourism development – making a major contribution to the reputation and growth of Slovenian tourism both at home and abroad.

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Lifetime Achievement Award in Hospitality  

Irena Tašner 

Awarded by: Hospitality and Tourism Section of the Chamber of Craft and Small Business of Slovenia (OZS)    

Justification: Irena Tašner of Gostilna Pri lipi in Maribor comes from a family that has been writing its culinary story for over 60 years. What began in 1965 as a small Sunday eatery offering simple homemade dishes has grown into one of Slovenia’s most beloved restaurants. Known for her incredible dedication, Irena continues to be involved in the restaurant’s daily operations even after passing it on to the next generation. Her passion and warmth ensure that Gostilna Pri lipi remains a place where tables are always full – and reservations are a must.

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Award for Outstanding Contribution to the Development of a Tourism Association   

Vanja Ločnikar 

Awarded by: Tourist Association of Slovenia (TZS)  

Justification: Vanja Ločnikar truly embodies the motto “Tourism is People.” Active in tourism since 2003, when she took over the Medvode Tourist Information Point, she has worked tirelessly to connect and inspire volunteers across Slovenia. She co-founded the Žlebe–Marjeta Tourist Association, manages administration and promotion, and is best known for her character Marješka Pehta, through which she educates audiences about the healing herbs of the Polhov Gradec Dolomites. As President of the Medvode Tourist Association, she promotes tourism, volunteering and local cooperation. In recent years, she has also introduced tourism education to primary schools through the Small School of Tourism programme. Her motto: “Volunteers in tourism work with all their hearts — their reward is sincere gratitude and the smiles of those who appreciate their efforts.”

 

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Crystal Triglav 2025 

Association of Slovenia

Awarded by: Slovenian Association of Tourism Journalists  

Justification: Celebrating 120 years of continuous operation, the Tourist Association of Slovenia is the country’s central voluntary tourism organisation. Bringing together more than 400 local associations and 32,000 members, it plays a key role in shaping Slovenian tourism through its commitment to heritage preservation, sustainability and community pride. Through projects such as My Country – Beautiful and Hospitable, Tourism Patrol and numerous youth initiatives, the Association promotes creativity, hospitality and love for Slovenia.

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Sejalec 2025

Visiting Photographer Pelikan (Implemented by: Institute Celeia Celje and Museum of Recent History Celje)

Awarded by: Slovenian Tourist Board

Justification: At the Photographer Pelikan's Studio is an outstanding example of how cultural heritage can be revived and reinterpreted in a modern way. Visitors step into the world of 19th-century photography, exploring authentic spaces, objects and the original glass studio of master photographer Josip Pelikan. A costumed photography session and a symbolic toast with sparkling wine and a Celje roll make for a memorable finale. The experience successfully blends heritage, art and personal engagement – a model example of interactive storytelling in cultural tourism.

Finalists

• A Sweet Honey Experience (Zavod Čebela): An authentic interpretation of Slovenia’s female beekeeping tradition and the symbolism of the bee, combining nature, gastronomy, and wellness in a sustainable experience.
• Secrets of the UNESCO-listed Krokar Primeval Forest (Zavod Kočevsko): A deeply immersive nature experience guiding visitors to the edge of the ancient Krokar forest, blending education, mindfulness, and art in one of Slovenia’s most pristine landscapes.

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