Slovenia at WTM London 2022
The Slovenian Tourist Board will be returning to WTM to showcase the best of what the country has to offer and how they are leading the way in promoting responsible tourism. Reflecting on a successful year on the world stage, Slovenia looks to 2023 with the same principles. The ‘Living Room’ ethos ‘Our Home. Our Values. Welcome’ serves to remind visitors they will be welcomed with open arms but encouraged to visit in a responsible and respectful manner. Slovenia invites visitors to feel at home but to be mindful of the local environment.
With a triumphant return to leisure and business tourism following the Coronavirus pandemic, Slovenia hopes to continue attracting responsible visitors who share the vision for eco-awareness and who respect the precious environment they are visiting. Slovenia is committed to sustainability and for generations has worked and lived as one with nature. Their ambition and passion is to preserve it for generations to come. In addition to pushing forward with the sustainability mission, there were some other highlights which contributed to a successful year all round.
Outdoor active/ sports
This year, the Slovenian Tourist Board launched a brand new Green Wellness Cycling Route, a 16-day cycling plan that circles the country’s diverse landscapes and connects with the best Slovenian spas and natural health resorts along the way. Slovenia remains a world class outdoor adventure destination and is set to attract global recognition when it hosts the FIS Nordic World Ski Championships 2023. 2022 also saw Slovenia boosted by new accommodation options. There’s been exciting openings and renovations of hotels, glampings, hostels and country houses. Visitors have so many great choices for their next holiday in Slovenia.
Gastronomy continued to put Slovenia on the map as it was announced that four new MICHELIN stars were awarded to restaurants in the country in September 2022. Nine restaurants now boast one MICHELIN star, and one restaurant holds two. The MICHELIN Guide is considered the most prestigious and influential brand in the world of gastronomy with an exceptional global reach. The inclusion showcases creativity, boldness, exceptional quality and sustainable approach and proves that Slovenia stands alongside the best in the world. At the same time, the inclusion in the MICHELIN Guide contributes to the visibility of Slovenia as a unique tourist destination and co-creates exceptional authentic experiences.
The big stage seems to appeal to Slovenia as the country is also seeing a boost in business tourism. Slovenia was the location for two key international conferences – Bled Strategic. Forum and Transcend 22. Slovenia, recently the location for the The FIVB Men’s Volleyball World Championship is fast becoming the go-to destination for major events. In November, Slovenia will play host to the much-anticipated European Food Summit – one of the leading culinary events in the conference calendar. Many of the world’s top chefs will be in Ljubljana for the summit and will be joined by industry professionals from the food, art and media sectors.
Plus,expanding its collaboration activity, this year the Slovenian Tourist Board launched a three-month multi-channel content campaign with Lonely Planet. The articles present
Slovenia as an exceptional destination for active and outdoor experiences.
An impressive year by any standards and now the Slovenia Tourist Board looks to 2023 with the same vision and the same values. The Living Room concept conveys perfectly the thinking behind the tourism strategy and with the hope that in welcoming world-class MICE and sporting events, as well as tourists, the ‘house rules’ are respected.