The Slovenia Times

Slovenia working on its image of boutique destination


A survey conducted last year on the key foreign markets of Slovenian tourism has shown that the country is seen as an alternative to mass tourism, a green destination, which is in line with Slovenia's strategy. But it is not yet known as a boutique destination, said the head of the Slovenian Tourism Board (STO) Maja Pak.

The Green Scheme campaign promoting sustainable, environmentally friendly tourism has been perceived well on the global level and Slovenia must now build on that to attract the most demanding guests, Pah said.

This is why the STO will encourage destinations and tourist facilities to create five-star experiences, which will be graded based on their local character, authenticity and inclusion of local specifics. The best ones will be promoted by the STO.

"We have no reason not to be optimistic about the green, sustainable future of Slovenia," Economy Ministry State Secretary Eva Štravs Podlogar pointed out. The state will continue to support this direction, she asserted.

Parliamentary Speaker Milan Brglez said that a green, sustainable tourism was a must if Slovenia was to preserve its nature.

"Slovenia is no place for mass tourism. We're simply too small for that, it would entail too high environmental costs. We must focus on the niche, boutique tourism and the sustainability aspect of it is crucial," Brglez said.


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