Slovenian Tourist Board on Apolitical's Top 75 Most Innovative Tourism Organisations list

The awarded organisations were nominated through an open nominations process that included recommendations from individuals, NGOs, organisations, governments, and global leaders.They were ranked and selected by a team of expert reviewers. Among the key criteria was a clear vision with new approaches, technologies and digitization to create more inclusive and equitable tourist communities. The list of 75 organizations includes those who successfully address the recovery of the tourism industry during and after the pandemic, promote long-term sustainable investment and aim at including the locals and respect for different cultures, while reducing the impact of tourism on the environment.

From Slovenia, The Slovenian Tourist Board (STB) and Visit Ljubljana ranked on the 2021 list of the 75 most innovative tourism organizations. 

For the Slovenian Tourist Board, Apolitical highlighted that "STB, under the leadership of Director Maja Pak, has seen Slovenia transformed into the world's first green destination and is a leader in sustainability in tourism. Its vision in this process is clear and has gained unanimous support among each stakeholder in Slovenian tourism, which is that Slovenia should be a green boutique destination for 5-star experiences. The thinking behind this vision is that international clients organising meetings are constantly seeking new countries and destinations that offer boutique services and experiences with an increasing emphasis on sustainability. Its commitment to the sustainable development of Slovenian tourism is demonstrated by numerous international awards, such as Best of Europe at the 2020 Sustainable Top 100 Destination Awards."

MSc. Maja Pak, Director of the STB, pointed out on this occasion: “Ranking among the 75 most innovative organizations in tourism in the world is a great honour and important confirmation of our orientation in the development, which is sustainable, responsible and inclusive tourism. More than a decade ago, when we set ourselves the goal of becoming one of the greenest destinations in the world, we designed concrete tools, such as The Green Scheme of Slovenian Tourism, with which we promote sustainable development and strengthen the I FEEL SLOVENIA brand. We have placed sustainability at the core of all our promotional and development activities, which has convinced the professionals and media, which today ranks Slovenia among the top most sustainable and attractive destinations. The recognition comes at a time when tourism is facing many challenges, which offer the opportunity to create even safer, more sustainable and successful tourism. Ranking among the most innovative organizations in global tourism will be an additional incentive in further efforts to develop and recover Slovenian tourism. I thank to our colleagues, partners in Slovenian tourism and everyone else who co-created the story of green Slovenia. Congratulations also to Viist Ljubljana for being included in the list of the most innovative organizations in tourism as well."

The whole list of 75 organization is available on the Apolitical website.

Back to news