The Slovenian Tourist Board Receives the PRIZMA Award for the “Safe in the Mountains” Project

As part of the 28th Slovenian Public Relations Conference, the “Safe in the Mountains” project received first prize in the category “Specific Communication Programmes” for excellence in communication, professionalism, expertise, creativity, and effectiveness. Coordinated by the STB together with partners including the Mountain Rescue Association of Slovenia, the Alpine Association of Slovenia, the Police, the Slovenian Mountain Guides Association, Triglav National Park, ARSO, and other stakeholders, the project represents an example of a systematic and long-term approach to raising awareness among domestic and international visitors about safe behaviour in the mountains. “The STB, through coordinated partner cooperation and targeted messaging, successfully educated both domestic and international visitors and highlighted the importance of proper preparation for mountain activities. The campaign demonstrates the exceptional value of specific communication efforts, where clear preventive advice delivered through the right channels directly contributes to more responsible behaviour in nature and helps save lives,” stated the award jury in its explanation.

MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board, said: “The PRIZMA Award is an important recognition for the entire ‘Safe in the Mountains’ partnership and confirms that by connecting tourism, professional expertise, and safety institutions, we can create effective communication projects with long-term positive impacts. Slovenia is recognised as a responsible destination for active and green experiences, which is why safe visits to nature are an important part of the sustainable development of Slovenian tourism.”

The Safe in the Mountains project was created in response to the increasing number of accidents in Slovenia’s mountains and the need for unified, clear, and multilingual communication for domestic and international visitors. A special feature of the project is the close cooperation between numerous partners and the involvement of the tourism sector as an important ambassador of responsible behaviour in nature. This partnership accelerated both the preparation and implementation of communication activities promoting responsible conduct among domestic and international visitors to Slovenia’s mountains.

The campaign consists of several ongoing communication activities. Within the project, a central multilingual information hub titled “Safe in the Mountains” was established on the slovenia.info portal in seven languages and attracted more than 32,000 users last year. On social media, vertical video content distributed across ten markets during the 2025 summer campaign achieved more than 10 million views.

This year, the STB further upgraded the “Safe in the Mountains” communication campaign in cooperation with partners by introducing additional content and a winter communication campaign, enabling year-round awareness and communication activities, including during the winter season. Informative video content was created to familiarise visitors with the most common mistakes, essential knowledge, and recommendations for responsible movement in winter conditions. The materials were also integrated into the global digital campaign and promoted across 18 international markets in 14 languages, with a focus on creating more realistic expectations and improving hikers’ preparedness even before arriving in Slovenia.

Promotional activities were not limited to digital channels – campaign messages also appeared on Slovenian Railways trains. At the same time, the STB and its partners have long been providing free awareness-raising materials for tourism stakeholders, such as tourist information centres and accommodation providers. Posters and leaflets featuring QR codes invite visitors to further explore the content.

In 2026, a new project was launched involving the filming of hiking trails, allowing visitors to familiarise themselves visually with routes in advance. The first examples showcase winter ascents to Grintovec, Velika Planina, and Ratitovec. Another new feature will be informational brochures with mountain safety guidelines, available at tourist information centres across Slovenia for hikers to take with them.

Together with partners and professional institutions, the tourism sector continuously monitors current conditions, aligns communication priorities, and incorporates them into the development of new awareness and promotional content encouraging responsible visits to Slovenia’s mountains. Through its digital channels and communication activities, the STB reaches millions of users and significantly contributes to greater awareness of responsible behaviour in Slovenia’s mountain environment.

The Safe in the Mountains project has also received additional recognition. At the WEBSI “Digital Achievements of Slovenia” 2025 competition, it won second place in the category of Public and Non-Governmental Organisations.

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PRIZMA is a national professional award presented by the Slovenian Public Relations Society to Slovenian organisations for excellence in the implementation of communication programmes in the field of public relations. It is the only award of its kind for Slovenian communication professionals and represents not only communication excellence, but also professionalism, expertise, creativity, and effectiveness in the field of public relations.

The PRIZMA Award jury is composed of renowned experts in public relations, communications, marketing, media, and management, who evaluate submitted projects according to professional criteria of communication excellence. In particular, the jury assesses the clear definition of the problem or challenge, the quality of research and strategic approach, the innovativeness of communication solutions, the effectiveness of implemented activities, measurable results and project impacts, as well as the project’s long-term influence and social responsibility.

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