Four New Experiences in the Slovenia Unique Experiences Collection
The Slovenian Tourist Board (STB) has enriched the Slovenia Unique Experiences (SUE) collection for 2025 with four new additions. This year’s Sejalec award went to the experience Visiting photographer Pelikan, while the Secrets of the UNESCO-listed Krokar Primeval Forest and A sweet honey experience were recognised as finalists. The collection has also expanded with It smells like mushrooms. In total, 36 now carry the SUE label.
The SUE collection brings together unique experiences shaped according to ten 5-star criteria – from local authenticity and sustainable orientation to boutique execution and strong emotional impact. It is intended for discerning visitors seeking in-depth, authentic and high-quality experiences in Slovenia.
New Slovenia Unique Experiences 2025
Visiting photographer Pelikan(Celje)
Visitors step into the world of the famous Celje photographer Josip Pelikan. The guided tour includes a unique glass studio, original photographic equipment and the Pelikan family’s living quarters. A special feature of the experience is a retro-style portrait session with clothing from the first half of the 20th century.
Secrets of the UNESCO-listed Krokar Primeval Forest (Kočevsko)
A forest untouched by human hands opens its doors at a respectful distance – with a guide and the help of VR technology, visitors experience UNESCO’s natural heritage without disturbing its sensitive ecosystem. The programme is built on the awareness of natural silence, forest interpretation and tasting of local delicacies.
More than a century of beekeeping tradition in the Stankovič family continues today through an educational and experiential programme at the Medeni vrt estate. Visitors learn about modern beekeeping, approach hives without protective equipment, taste honey products and discover the role of women in beekeeping tradition.
A guided walk through the forests of Bovec with two experienced mushroom experts is anything but an ordinary forest adventure. Participants begin with a breakfast made from local ingredients, then explore the world of mushrooms and finish by preparing their own dish from freshly picked mushrooms.
The Sejalec title, awarded by the STB to the best experiences within the SUE collection, reflects market potential, sustainability, innovation and readiness for promotion both at home and abroad.
This year, the highest score from the expert jury went to Visiting Photographer Pelikan, which revives cultural heritage in an innovative way and presents it to contemporary visitors. The two finalists, Secrets of the UNESCO Krokar Virgin Forest and A Sweet Honey Experience, each contribute to the goals of sustainable tourism in their own way.
You can read more about the recipients of the highest awards in Slovenian tourism for 2025 here.
Slovenia Unique Experiences: The story of green and boutique Slovenia
The SUE collection strengthens Slovenia’s vision as a green, sustainable and authentic destination offering boutique experiences for discerning guests. Every selected experience marked with SUE ensures a high level of execution and a holistic experience with strong added value.
The project is becoming increasingly internationally recognised – in early November, the STB presented the selected experiences at the international trade fair WTM London, coinciding with the release of a new book by international expert Prof. Terry Stevens, The Spark and a Sense of Wonder. The book highlights four Slovenian SUE-labelled experiences as examples of best practice: Mysteries of Submerged Villages (Velenje), Master Plečnik (Ljubljana), The Magnificent Seven – Inspiring Stories of the Castles of Posavje (Čatež and Posavje), and Discover the Natural Habitat of Bears (Kočevsko).
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Alma is a ChatGPT-based virtual travel guide designed to help you find information and inspiration for your next visit to Slovenia. She is full of ideas for great experiences, knows Slovenian destinations and the variety of activities you are particularly interested in, so she can offer you personalised content and inspiring stories available on the official slovenia.info tourism portal.
Our virtual advisor was inspired by the intrepid world traveller Alma M. Karlin; therefore, we named her ALMA.
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