Planica Hosts Alpe Adria Trail Partners’ Motivation Meeting with a Focus on Safety, Sustainability and Climate Change
Published:
19.5.2026
Planica Hosts Alpe Adria Trail Partners’ Motivation Meeting with a Focus on Safety, Sustainability and Climate Change
The Planica Nordic Centre is hosting the traditional motivation meeting of the Alpe Adria Trail project. Held every two years in one of the partner countries or regions involved in the project – Slovenia, Austria (Carinthia) and Italy (Friuli Venezia Giulia) – the event brings together partners, destinations and providers connected to this renowned cross-border hiking trail. This year’s meeting was organised by the Slovenian Tourist Board (STB) in partnership with Kranjska Gora Tourism and the Planica Nordic Centre.
The traditional educational and networking event is dedicated to the exchange of knowledge, best practices and strengthening cooperation among partners and providers along the trail. The Alpe Adria Trail connects three countries and three regions – Austrian Carinthia, Slovenia and Italy’s Friuli Venezia Giulia – and remains one of the most prominent examples of cross-border cooperation in sustainable hiking tourism.
Participants were welcomed by Dr Franci Petek, Director of the Planica Nordic Centre, and Klavdija Gomboc, Deputy Mayor of the Municipality of Kranjska Gora. The importance of cooperation between the three regions was highlighted by all project partners: MSc. Karmen Novarlič from the Slovenian Tourist Board, Elisa Tamburlini from PromoTurismo FVG and Roland Oberdorfer from Kärnten Werbung.
This year’s lineup focuses on responsible communication, mountain safety, the impacts of climate change, and the sustainable management of hiking trails and destinations. Aleksandra Jerebic Topolovec from the Slovenian Tourist Board, Martin Šolar from the Alpine Association of Slovenia and Janez Primožič from the Slovenian Mountain Rescue Association presented the topic “Safe in the Mountains – Responsible Communication and Awareness Raising for Greater Visitor and Destination Satisfaction”, emphasising the importance of coordinated, responsible and timely communication with visitors to mountain areas.
Sylvia Granitzer, a trail maintenance expert and mountain guide, then presented experiences from maintaining hiking trails along the Alpe Adria Trail section in the Mölltal Valley. Special attention was given to climate change: meteorologist and climatologist Gerhard Hohenwarter from the Austrian meteorological service Geosphere Austria addressed the question of how long the route can still be described as a trail “from glacier to sea”, while Alessia Fiorentino from ETIFOR presented new challenges and strategies for destinations at a time when climate change is also reshaping tourism, visitor expectations and destination management practices.
The afternoon part of the meeting is dedicated to sustainability as a key guiding principle in the development of outdoor products. Serena De Franceschi from ETIFOR is presenting certification as a tool for the sustainable management of hiking and cycling tourism, while Francesca Biagi from Appennino Slow is showcasing the Via degli Dei and Appennino Slow hiking trails as examples of good practice in GSTC certification. The programme will conclude with a sustainability workshop led by ETIFOR.
During the meeting, partners were also given the premiere screening of the new promotional video “Alpe Adria Trail. Three Countries, One Trail.” The video recently won a gold award at The Golden City Gate festival during ITB Berlin 2026 and was officially presented to all partners together with a new photo series from the three regions. The film presents the 750-kilometre Alpe Adria Trail as a transformative hiking experience connecting Austrian Carinthia, Slovenia and Friuli Venezia Giulia in Italy.
At this year’s ITB Berlin, the Slovenian Tourist Board, Kärnten Werbung and PromoTurismo FVG also signed a new three-year cooperation agreement for the Alpe Adria Trail project, ensuring the continued joint development and promotion of one of Europe’s most recognisable cross-border hiking trails through to 2028.
The motivation meeting in Planica, attended by around 100 participants, highlights the importance of partnership cooperation in the development of the Alpe Adria Trail hiking route and reaffirms the shared commitment to safe, sustainable and high-quality hiking experiences that enable visitors to authentically discover the nature, people and cultures at the crossroads of the Alps and the Adriatic.
In the photo, from left to right: MSc. Karmen Novarlič, Slovenian Tourist Board; Elisa Tamburlini, PromoTurismo FVG; Dr Franci Petek, Planica Nordic Centre; Roland Oberdorfer, Kärnten Werbung; and Klavdija Gomboc, Municipality of Kranjska Gora. Photo: Andrej Pevnik for the Slovenian Tourist Board.
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