The motto of the Slovenian presentation in London between Monday and Wednesday "will direct attention to the importance of human coexistence with nature and to preserving bees, the caretakers of our environment and lives", STO boss Maja Pak has said.

The focus on bees comes as Slovenia hopes to get 20 May declared World Honeybee Day; the country's initiative is expected to be endorsed by the United Nations General Assembly in December.

In London, Slovenia will advance its role as a global leader in responsible and sustainable tourism, offering unique adventures and experiences.

As the Slovenian focus turns to culture for the coming two years, the STO is to launch a new promo brochure, entitled Adventures in Culture.

Radovljica, a town in the north-west, will be at the forefront of Slovenia's presentation as a historical town that successfully binds together beekeeping and culture tourism. Visitors will be able to see how traditional town gingerbread biscuits are made and taste honey from the region.

The 176.5-square-metre Slovenian area will feature an apiary and visitors will be invited to have a go at creating traditional beehive panels from the north-western Gorenjsko region.

The World Travel Market is one of the biggest events in the travel industry. Last year, it attracted 51,000 visitors with 5,000 exhibitors from 185 countries.