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This year's theme was developed by the Slovenia Tourist Board (STO), presenting Slovenia to the experts as an excellent destination for a green, active and healthy holiday as the country has employed sustainable development trends and can boast an abundance of water resources - the basis for 'greenery' in the very heart of Europe.

Holidays in Unspoilt Nature

The role of tourism in Slovenia is significant and Slovenia is directing its efforts to become even more competitive in the future. The German market is the third largest market for Slovenian tourism and after a decade of stagnation and a declining number of guests, last year it once again started to bloom. "German tourists appreciate active holidays in unspoilt, green nature; they value the versatile offer of the Slovenian coast and enjoy the breadth of Slovenian natural health resorts. We have started numerous promotions in Germany to attract German tourists to Slovenia," says Maja Pak, Director of STO. The systematic promotion is the first, comprehensive internet advertising campaign of Slovenia with a clearly stated theme and a special emphasis on the country's water resources which can restore one's health and strengthen it.
The 172m2 Slovenian stand at the fair, put the country's natural health resorts in the spotlight and presented 13 tourism companies including the Natural Health Resorts Association of Slovenia as the major partner. The wealth of Slovenian water resources was presented in animation with additional emphasis on the unique mineral waters of the resorts, exhibited as a virtual spa park with a fountain in the centre.
The Alpe Adria Trail and EgoZero projects were also presented. The new hiking route, the first trilateral tourist project connecting three countries:, Austria, Slovenia and Italy and the second project promoting a new way of responsible tourism, enjoying and exploring by offering a model of ecological tourist journeys generating a very small carbon footprint.

Partner Country in Munich

The ITB tourism exchange is among the top international tourism trade shows, hosting more than 11,000 exhibitors from 180 countries in 2011. Another important fair is f.re.e. from Munich, the largest Bavarian fair for leisure and travel. This February, Slovenia was a partner country and under the patronage of STO, presented itself as an attractive green destination for active holidays with the emphasis on the coastal towns of Portorož and Piran, presenting them as close, charming and quality Mediterranean destinations.