ADVERTISING SUPPLEMENT
SLOVENIA www.slo-mag.si
INVITES YOU!
We can speak of excellent cooperation with the partner Sub-Zero and Wolf, says the Head of the Asko Division of the Gorenje Group,
Matteo Camesasca The Wall Street Journal news organization was not involved in the creation of this content. Produced by ÄŒasnik Finance, d. o. o., Slovenia.
6-9
3.6%
43.41 Republic of Slovenia Capital: Ljubljana
Population: 2 million
billion USD GDP in 2016
21,032 USD GDP per capita in 2016
Land area: 20,273 kilometers Coastline length: 46 kilometers
GDP growth in 2017
1,729 USD Average gross salary in 2016
5.5%
1,124
Export growth in 2017
USD Average net salary in 2016
5.9% Import growth in 2017
0.1% Average inflation in 2016
Currency: EURO
11.2%
A member of: EU, NATO, OECD
Average unemployment rate in 2016
It’s worth investing in Slovenia
E
conomic cooperation between the USA and Slovenia, a small country in the middle of Europe with a population of two million people is on the increase. Last year Slovenia exported a little over 580 million dollars’ worth of goods while receiving just over 355 million dollars of imports. Compared to the year before, Slovenian exports have increased by 7.1 percent, whereas imports from the US are 1 percent less than the year before. Outside of the European Union, the US is the second most important export market for Slovenia. For example, special steel products made in Slovenia are used by the energy giant, General Electric, while General Motors and John Deere employ Slovenian software and measuring tools, and for a number of years American consumers have also been impressed with the Slovenian products made from crystals. American investors also find Slovenia interesting. In the last two years, Merrill Lynch International, Wiltan Enterprises, Apollo Global Management and the American family business, Weiler Corporation, have all decided to make investments in the Slovenian economy and banking. An increasing number of companies are also starting to recognize Slovenia as a partner offering a stable, competitive and reliable business
SLOVENIA INVITES YOU!
ADVERTISING SUPPLEMENT July 2017 On the cover: Matteo Camesasca, Gorenje Group Photography: Aleš Beno
Editor: Sabina Petrov Technical Editor: Maja Volk Photography Processing: Sandi Baumkirher Translation: PSD, d. o. o. (www.psdtranslation.com/en)
We invite you to visit the website of the “Slovenia invites you” magazine. (www.slo-mag.si), where you can subscribe to the monthly newsletter of business news from Slovenia. environment with an educated and quality workforce. An environment worth investing in, suitable for creating new business projects and new professional opportunities, as emphasized by Miro Cerar, the Slovenian Prime Minister at the Investment and development conference AmCham Slovenija, Slovenia Business. The US market is also among the most significant for Slovenian tourism. Slovenia places America in a group of distant markets. In this group, the USA is in the top spot. Last year Slovenia was visited by almost 78 thousand American guests, which is an 8.8 percent increase over the year before. Sabina Petrov
Project Manager: Monika Klinar Telephone: +386 1 30 91 480 E-Mail: monika.klinar@finance.si Advertisement Marketing: Telephone: +386 1 30 91 590 E-Mail: oglasi@finance.si
Publisher: Časnik Finance, d. o. o., Bleiweisova cesta 30, 1000 Ljubljana, Slovenia www.finance.si Director and Editor in Cheif: Peter Frankl
Circulation: 30,300
www.slo-mag.si Slovenia invites you! 3
Partners of this edition of the magazine 2
BOBIČ YACHT INTERIOR d.o.o.
5
IMPOL 2000 d.d.
7
SIJ d.d.
9
HETA ASSET RESOLUTION d.o.o.
11
KOVIS d.o.o.
13
KO-SI d.d.
15
BOXMARK LEATHER d.o.o.
21
LJUBLJANSKI GRAD
23
ZAVOD ZA KULTURO BLED
Slovenian exporters further increasing sales in the US
27 SLOVENIAN TOURIST BOARD 28
Useful links
Embassy of the Republic of Slovenia Washington D.C. Božo Cerar, ambassador sloembassy. washington@gov.si http:// washington.veleposlanistvo.si The Consulate-General of the Republic of Slovenia in Cleveland Andrej Gregor Rode, consul-general sloconsulate.cleveland@gov.si http://cleveland.konzulat.si The Consulate of the Republic of Slovenia in New York Erik Horvat, honorary consul slovenia.nynj@gmail.com The Consulate of the Republic of Slovenia in Pittsburgh Petra Mitchell, honorary consul Petram77@gmail.com The Consulate of the Republic of Slovenia in Denver Srečko Vidmar, honorary consul lucky.vidmar@gmail.com The Consulate of the Republic of Slovenia in Florida Gregory S. Chan, honorary consul gchan@stu.edu The Consulate of the Republic of Slovenia in Houston Sandra Prat Wilkens, honorary consul sloconsulhouston@gmail.com The Consulate of the Republic of Slovenia in Michigan Yousif B. Ghafari, honorary consul sloveniaconsulmi@ghafari.com The Consulate of the Republic of Slovenia in Illinois John P. Vidmar, honorary consul slovenianconsul.chicago@gmail.com SPIRIT Slovenia Public Agency www.spiritslovenia.si www.investslovenia.org The Bank Assets Management Company www.dutb.si Slovenian Sovereign Holding www.sdh.si Slovenian Tourist Board www.slovenia.info
4 Slovenia invites you! www.slo-mag.si
T
he trade between Slovenia and the US is flourishing as Slovenian exporters have increased their business with the US substantially. Although Slovenia’s most important market remains the European Union, it believes in diversifying its markets which, in this regard makes the United Sates very attractive..
In five years, SIJ will double its sales in the US
The Slovenian Steel Group Slovenska industrija jekla (SIJ) has been present on the US market with its high quality steel products for over 20 years. During this period the US has become the fourth most important downstream market for steel companies of the SIJ Group. “In 2016, the steel companies of the SIJ Group - SIJ Acroni and SIJ Metal Ravne - sold 23,500 tons of the highest quality steel in the US and Canada, which accounted for 8 percent of the entire amount of steel company sales. Steel products are sold to more than 80 different American and Canadian clients. Our steel is considered high quality in both of these markets,” stated Dušica Radjenovič, the Director of Sales within the SIJ group. In 2017 the goal of SIJ is to maintain and further increase the acquired market shares. “In the field of special and stainless steel, as regards either rod or flat rolled products, our goal is to strengthen our market share within the energy, automotive and engineering sectors. For those industrial sectors we’re actively obtaining the required quality certificates to supply customers with customized solutions in the most demanding applications. The goals in the next five years remain very ambitious, as we plan on doubling our current sales of steel products on the American market. We want to
SIQ to have its own laboratory next year for gambling in the US
The Slovenian Institute of Quality and Metrology (SIQ), with over 50 years of experience in testing, certifying, and controlling products and systems, calibrating measuring devices and evaluating and certifying management systems, is becoming an increasingly important presence within the global gambling industry. The SIQ laboratory for gambling is the only one in the world offering a wide array of services in the field of quality and gambling technologies. It is also the only European and one of just three leading laboratories for gambling that have licenses for work on five continents,” stated the SIQ company CEO, Igor Likar. Expansion in the American market is of crucial importance for both the growth of SIQ, as well as for the development of Slovenian and other manufacturers of gambling technologies operating in the US market. Last year the SIQ opened a branch in Nevada. According to Igor Likar, they have so far obtained appropriate certificates and registered as an independent testing laboratory for gambling in Nevada, California, Arizona, Florida and Connecticut, as well as in numerous other markets (jurisdictions) which, in accordance with fed-
Rods
Tubes
Dušica Radjenovič, the SIJ Group: We plan to double our current sales of steel products in the American market within the next five years.
Bor Dobrin/SIJ
bring our steel products closer to the demands of our American clients and further increase our local presence by expanding our network of local agents and storage centers,” stated Dušica Rajdenovič.
eral law, are controlled by the local Native American tribes. “Next year they plan on establishing their very own testing laboratory, and by the end of next year they expect to obtain registration in over 100 different jurisdictions or markets. Mainly in those states and
Profiles
Foils
Discs
Impol, Partizanska 38, 2310 Slovenska Bistrica, Slovenia, 00386 2 84 53 100, www.impol.com
comet are companies building oil pipelines, shipyards, iron works, foundries manufacturing products for the automotive industry and many others from all types of industries. “Innovative products manufactured in Slovenia along with the excellent sales network of the Weiler Group from Pennsylvania, of which we are a part, are a combination that brings our end users a range of solutions in the field of abrasion and metal cutting,” added the company’s spokesperson. When asked which of their products are particularly competitive in the US and what their advantages are, Matjaž Merkan responded: “The US consumers have recognized the excellent value of the thin cutting wheels, which on top of their durability provide fast and accurate cutting.”
Aleš Beno
Igor Likar, SIQ: Next year we plan on establishing our very own testing laboratory for gambling.
tribal communities that regulate the organization and promotion of games of chance - from more than 300 jurisdictions in total. Registrations obtained in the US will facilitate sales of products by the expanding Slovenian and world manufacturers of gambling technologies in this market,” explained Igor Likar.
Swatycomet plan to double their US sales this year
Jure Makovec
The manufacturer of artificial abrasives Swatycomet, which sells its products in over 80 countries on all five continents and has since December 2015 been owned by the American family business the Weiler Corporation, plans to this year double their US sales, stated the Director-General of Swatycomet, Matjaž Merkan. Among the users of products manufactured by Swaty-
Vladimir Leskovar, Impol: In Europe, the demand for our products is the highest it’s ever been, while things aren’t the same in the US.
Matjaž Merkan,
Swatycomet:
6 Slovenia invites you! www.slo-mag.si
A record breaking demand for Impol’s products in Europe this year
Irena Herak
This year we plan on doubling our sales in the US, where this year the added value of our thin cutting wheels has been recognized by the consumers.
Impol, the Slovenian manufacturer of aluminum products boasts a 190 year history and has been selling its products in the US market for more than 50 years. Last year the company generated 534 million euros in revenue and 56.8 million euros of EBITDA. The products the company exports to the US are mainly those with added value. The most significant being the group of products classed as aluminum rods, used in the automotive, electrical and aviation industries. The US is one of Impol’s smaller markets, where the company generates three percent of its revenue. “The US market is so distant that we can only be competi-
Aleš Beno
“I expect that the aviation industry in particular will grow in the coming years and therefore offers a good way to counterbalance our automotive business. The proof that we are heading in the right direction has come in the form of an internationally recognized Crystal Cabin Award presented as part of the Hamburg Aviation Fair for products achieving excellence in innovative aviation interiors. By receiving this award we have shown our potential and the award itself has brought higher demand and worldwide contacts Marjan within the aviation industry,” added the company Trobiš, spokesperson. Boxmark The Boxmark Leather company this year continues Leather: to participate at specialized fairs and events. “I am The qual- happy to say that the quality of our Xtreme exterior furniture has convinced one of the biggest American ity of our vendors. We’re also very pleased with our program Xtreme the Individual, which now doesn’t only involve the furexterior fur- nishing of smaller vessels, but supplying some of the niture has greatest ship owners as well. Because the demands convinced of the American market are best monitored with your one of the own presence, we have decided to open a branch located in North Carolina,” stated the company CEO, biggest American Marjan Trobiš. vendors. Sabina Petrov
tive with the products with the highest added value; those that can bear the transport costs. Our sales network in the US is at the same level it was last year. In Europe, the demand for our products is the highest it’s ever been, while things aren’t the same in the US,” stated Vladimir Leskovar, Vice President of the Board of Directors of the Impol Group.
Boxmark Leather increasingly focuses on the aviation industry
www.sij.si
Boxmark Leather, the manufacturer of leather seat covers, generates most of its revenue in the automotive industry and has this year concentrated most of its efforts in the aviation industry field, where it has connected with renowned American producers. “At this moment, several new projects are already being developed for them,” stated the Boxmark Leather CEO in Slovenia, Marjan Trobiš.
AMONG THE TOP FIVE SLOVENE EXPORTERS
acroni • metal ravne • ravne systems elektrode jesenice • suz • ravne steel center oro met • mwt • sidertoce • niro wenden griffon & romano • kopo international • sij asia odpad pivka • dankor • metal eko sistem top metal • zip center
INTERVIEW: Matteo Camesasca, the Executive Director and Head of the Asko Division of the Gorenje Group
By 2020, Asko plans to double its US sales
The European home appliance producer Gorenje Group of Slovenia, with more than 1.34 billion USD of sales, is selling its product in 90 markets globally. Which markets are the most important? The Gorenje Group’s key markets are Germany, Russia and the Netherlands. In 2016, the Gorenje Group gener8 Slovenia invites you!
www.slo-mag.si
Aleš Beno
G
orenje, the manufacturer of home appliances, has its headquarters in Velenje, Slovenia, and is considered one of the top European and worldwide manufacturers of home appliances, which they manufacture in three countries - Slovenia, the Czech Republic and Serbia. The Group, which employs 11 thousand people and last year created 1.34 billion revenue from sales in 90 international markets, also has high expectations of the US market. In the US, they are already present through Asko, a premium brand originating from Sweden. The origins of the brand go back to the 1950s, when a farmer from the Swedish town of Vara built a washing machine for his mother, as she was too poor to afford to buy one from the store. The Gorenje Group took over Asko in 2010. The Dom Gorenje Group at the moment creates 86.8 percent of its revenue with its primary business, and by 2020 plans to increase this proportion to 92 percent. With the sale of premium and innovative products, their primary business last year produced 27.3 percent of its revenue and by 2020 the Group plans to increase this to 30 percent. The Asko premium brand, which previously had a 10.1 percent share in its primary business, Dom, will by 2020 contribute 14.3 percent, or 230 million euros, which is twice as much as last year. We discussed Asko’s results and plans in the American market with a native Italian, Matteo Camesasca, the Executive Director and Head of the Asko Division of the Gorenje Group.
Asko’s design and devel opment remain Scandina vian, as does the brand itself, after being taken over by Gorenje in 2010.
ated 48 percent of core revenue in the region of Eastern Europe, followed by 41.8 percent core revenue generated in the region of Western Europe, while the rest of the world accounted for 10.2 percent. Compared to 2015, we saw a 3.4 percent growth in revenue in all geographical segments and with all brands in 2016. In Western Europe, our sales increased in the Benelux markets, especially in the Netherlands, where our market share is rapidly increasing. In Germany, we succeeded in increasing our sales. Our revenue was also higher than the previous year in many Eastern European markets and other markets outside of Europe. After harsh economic conditions in 2015, sales in the CIS region (Commonwealth of Independent States) were stabilized and grew by 12.3 percent in 2016.
How important is the US market for the Gorenje Group in general? How big are your sales in the USA currently?
We are currently present in the US market through the Asko premium brand of home appliances. Asko creates approximately 20 per cent of its sales in the American market. Scandinavia represents around a 30 percent share of sales and Australia accounts for 35 percent of Asko’s sales. Asia is among the markets in which our sales are currently on the rise.
Aleš Beno
The SubZero and Wolf Appliances Group began collaborating with Asko in April 2014, stated the Head of the Asko Division of the Gorenje Group, Matteo Camesasca. North America is an important market for us today and will be in the future, as Asko is consolidating and advancing its position in the premium and high-end segment. With a notable presence and growing profitability in Scandinavia, Australia, and the USA, the Asko brand is also gaining traction and muscle in mature markets such as Italy and France, as well as in the emerging Asian markets, the Middle East, Africa, and South America. By increasing our sales under the Asko brand, we are increasing sales in the premium segment. Regarding the structure of sales in the Gorenje Group’s core activity segment, Home, sales of products under the Asko brand accounted for 10.1 percent in 2016 and, in the overall revenue structure of the Gorenje Group, Asko has an 11.4 percent share. Within the structure of our sales revenue premium appliances account for a 27.3 percent share.
In 2010 the Gorenje Group bought the Asko brand. What did the Slovenian manufacturer of home appliances gain with this acquisition?
The Asko brand, a typical Scandinavian brand, has an interesting story. Its beginnings go back to the year 1950, when a Swedish farmer from the town of Vara hand built a washing machine for his mother. He was saddened by the fact that she could not afford to buy a washing machine from a store. The machine which he built for his mother was so good that the same manufacturer whose washing machine the farmer’s mother could not afford, immediately begun selling it. As is most commonly the case with Scandinavian brands and Scandinavian companies in general, Asko focuses on the quality and perfection of its products and the durability and longevity of their functionality, 10 Slovenia invites you! www.slo-mag.si
and since the very beginning has been environmentally friendly. In addition, Asko products have always been built to last. The company never tries to cut corners on the materials used, its plans and production or design. Asko products have, from the very beginning, been designed in a way that made them suitable for a beautiful Scandinavian home. But most of all, they have always done their job, washing laundry, extremely well. At Asko they have managed to maintain this kind of mentality to perform exceptionally throughout their history. Even in 2010 when they were bought by one of the world’s leading manufacturers of home appliances, the Gorenje Group.
What did the Asko brand gain due to the new ownership?
The Gorenje Group is considered to be one of the world’s most important manufacturers of home appliances, with a long tradition and a presence in 90 different markets. What’s even more important, they benefit from a high level of technological knowledge and skill, even in the high price range. Asko and its design and development remain Scandinavian. It became part of a group that ensured they could continue providing consumers with premium products. In effect, the promise of the brand can’t be broken. A brand belonging to a higher price range, promising quality, durability and excellent functionality and use of the best materials, must keep such promises.
How long has Asko been present in the USA?
Asko entered the US market 30 years ago in 1987. Up to 2013 we were present in the US with our distribu-
Kovis d.o.o.
Kovis – Good Ideas Create the Future its employees, Kovis is able to develop new brake discs, axle boxes and other components for rolling stock, thereby solving a number of the problems of its customers and partners. Currently the company has been developing novelties for freight waggons, more precisely a new 25-tonne axle box providing in excess of a fifteen percent reduction in box weight, whereby the existing type BA386 box can be completely replaced with this new one. The novel divided axle mounted brake disc provides significant value added for both operators as well as the owners of freight waggons; improved technical features and a reduction in the disc’s weight, result in less wear, lower waggon maintenance costs and reduced noise. All of these advantages have been acknowledged by the European Commission, further to which the FUTURA project, in which Kovis is a partner, has received additional EU funding for research and innovation.
Kovis, a manufacturer of high-quality components for the railway industry, constantly invests in development and the search for unique solutions for every customer. Based in Brežice in southern Slovenia, Kovis is an innovative international company with forty years of tradition behind it. The company is most renowned internationally for its brake discs for all types of rolling stock – from trams and metro cars to locomotives and high-speed trains. In addition to brakes, Kovis is also a European market leader in the production of axle boxes for freight waggons. The Kovis Group of companies has four divisions. In addition to the parent company, the subsidiaries encompass Kovis Livarna manufacturing high-quality castings from grey and ductile cast iron, Kovis BP specialised in the machining of metal elements, especially axle boxes, and Kovis Transporti providing efficient logistics and transport services.
Innovative. Different. Excellent.
At Kovis, all business processes are focused exclusively on the client. Be it in the identification of potential partners and customers, or further enhancing relations with its existing ones. Every client is treated on an individual basis, while the approach is project-based and comprehensive. Solutions are fully adapted to meet the specific needs and requirements of the customer, who is also engaged in the design and provision of the
Expertise. Quality. Success.
product. Modern technology, innovative approaches, expertise and flexibility allow Kovis to provide tailor-made quality products in a very short timeframe, which is also one of this company’s competitive advantages.
Development-oriented. Original. Global.
Through ongoing investment in new machinery, equipment, technology and
Kovis is present on thirty markets worldwide (Europe, as well as the USA, Mexico, Venezuela, Malaysia, Australia and Japan). Last year the company generated total sales revenues in the amount of 60 million euros, 94 percent of which were from exports. Kovis’ most important single market remains Germany, where it is a strategic partner to such worldrenowned rail transport manufacturers as Bombardier, Siemens and Vossloh. Moreover, for over a decade Kovis has been a strategic supplier - listed under the Q1 group of premier contractors - for the German railway operator Deutsche Bahn AG. Kovis also supplies its products to, among others, the Austrian rail operator ÖBB, Nedtrain, Alstom and Škoda.
Aleš Beno
tion company and since 2014 we market our washing machines, dryers and dishwashers in North America through our exclusive partner, the Sub-Zero and Wolf (SZW) Appliances Group.
How did the cooperation between the Asko brand and the Sub-Zero and Wolf Group start?
Sub-Zero and Wolf is extremely well known and highly regarded in connection to luxury brands in North America. Establishing the partnership with SZW was of mutual interest to both sides and it was a long process; the first meeting was in June 2012 and we signed the contract in December 2013. The co-operation started in April 2014. In addition to their refrigerators, freezers and fridge-freezers under the Sub-Zero brand and the cooking appliances of the Wolf brand, Sub-Zero and Wolf now exclusively represents Asko washing machines, dryers and dishwashers and now offers a complete selection of prestigious home appliances. In doing so the company cooperates with 22 distributors. These distribute the products to a thousand stores selling home appliances and to 500 stores specializing in selling kitchens. Asko products are available in 1500 different locations throughout the USA and, in addition to the classic American sized appliances, customers also get to experience our appliances, which come in European sizes.
What is the interest of American consumers in appliances with European dimensions, as these, when compared to the American appliances, are significantly smaller in size?
The interest in home appliances with European dimensions in the US is increasing, mostly in urban centers where space is a very precious and valued commodity. But despite appliances being smaller in size, the consumer expectations remain the same and are still high. You have to be aware that the American market is considered one of the most demanding in the world. 12 Slovenia invites you! www.slo-mag.si
The Asko brand fully meets the high requirements of American consumers in terms of efficiency of home appliances, stated the Head of the Asko Division of the Gorenje Group, Matteo Camesasca.
American consumers are very demanding when it comes to the efficiency of performance of home appliances and the Asko brand meets their demands completely. Not only regarding the performance, but also in terms of logistics, after-sale services, maintenance, repairs... All of these have to be exceptional when it comes to a premium brand. One of our advantages is the fact that we help customers save space, which is especially important in apartments. Our Swedish development and design team has managed to develop a washing-drying system that, in just 0.7 square meters of space, offers a drying wardrobe with a fan, which is the same height as the cooling closet and allows fast drying of clothing. For example, sports equipment and children’s clothes that get wet during play. All of this in just 0.7 square meters of space! Think about what this means in New York, where a square meter of apartment costs 20 thousand dollars! Or in Japan, where space reserved for home appliances is also very limited. It’s interesting to go through the advertisements for apartments in New York and find in the descriptions mentions of Sub-Zero, Wolf and Asko. These increase the value of a property due to the prestige they carry in their name. The price of such an apartment can increase by as much as 50 thousand, or even 100 thousand dollars.
How did you use the information published in Cottages & Gardens, describing how the 1.16 million dollar ranch bought by the former US president Bill Clinton and his wife was equipped with Sub-Zero and Asko appliances? We are, of course, aware of what was published in Cottage & Gardens but we tend not to use this sort of information as an argument for enticing sales. We can also often find other examples of celebrity homes and the homes of famous sportsmen and coaches equipped with appliances made by Sub-Zero, Wolf and Asko. But we never promote these sorts of things. It’s just not our style.
What plans does the Asko brand have for the American market in the future? Is the goal of the Gorenje Group effectively to double the worldwide sales of the Asko brand to 230 million dollars?
Our goal is also to double our sales in the US. As stated earlier, Asko currently generates approximately a fifth of its sales in North America. A fifth of our revenue will also be generated here by 2020. With partners like Sub-Zero and Wolf, which focus entirely on business, details, customers and excellence in every aspect of performance, which is something Asko themselves are known for, we are certain to achieve the goals we have set. This is, of course, with the help of our partners, who increasingly recommend our products to customers at the point of sale. Sabina Petrov
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The USA and Slovenia strengthen their economic cooperation
A
fter the European Union, the United States of America is the second most important export market for Slovenia, and in 15th place out of all of Slovenia’s external trade partners. Special steel products produced by the steel group SIJ Slovenska industrija jekla are, for example, used by the energy giant General Electric (GE), while the aluminum products made by the company Impol are used by American consumers when preparing coffee from a capsule, as advertised by American movie star, George Clooney. Software and measuring tools produced by the Slovenian technological company, Dewesoft, are used by the automotive giant General Motors and the producer of agricultural mechanization, John Deere. It’s worth mentioning that a few years ago, Dewesoft developed software for the American space agency NASA, which allowed communication between the Space Shuttle and Earth. For many years, the glass factory Steklarna Rogaška has offered products on the US market which consumers embrace, while the glass factory Steklarna Hrastnik is strengthening its presence on the US market. The US is a significant export market for internationally renowned Slovenian winemakers. More about the latter on pages 24-25.
Slovenia seeks investors mostly in tourism, the processing industry, automotive industry, and banking, states the SPIRIT Slovenija public agency. 35 billion dollars of revenue from sales was created by the companies on foreign markets, which is six percent more than the previous year. From a product standpoint, the most significant products for Slovenian export are road vehicles, medical and pharmaceutical products and electrical machines and devices, which together account for one third of goods exported.
USA among priority markets for Slovenia
Slovenian exports to the US last year grew by 7.1 percent
The data from the Slovenian statistical office shows that last year Slovenian companies exported a little over 580 million dollars’ worth of goods to the USA, whereas they imported a little over 355 million dollars of goods. Compared to 2015, Slovenian companies increased their exports by 7.1 percent, while importing 1.2 percent fewer goods than in 2015. As in 2015, the trade in goods between Slovenia and the USA last year once again exceeded 900 million dollars. In total it amounted to just over 935 million dollars, which is 3.7 percent more than two years ago. “Because a lot of Slovenian products ‘travel’ through third countries we cannot determine the exact amount of trade in goods between Slovenia and the USA,” commented the Chamber of Commerce and Industry of Slovenia on the data. The most important external trade partners of Slovenia are Germany, Italy and Austria, which account for close to 40 percent of the combined trade in goods. The value of exports of goods last year exceeded 27.4 billion dollars, while imports accounted for just over 25.7 billion dollars. A little over 65 thousand Slovenian companies last year achieved almost 93 billion dollars of revenue from sales, which is four percent more than the year before. A good 14 Slovenia invites you! www.slo-mag.si
The trade in goods last year between Slovenia and the USA once again exceeded 900 million dollars. In total it amounted to just over 935 million dollars, which is 3.7 percent more than two years ago.
The United States of America is considered one of the priority markets by Slovenia, where it wants to strengthen economic cooperation. Of the economic sectors that present opportunities for Slovenian exporters, the Slovenian Ministry of Foreign Affairs points to information technology in particular. This includes various products of information technology, new technological solutions and new industry. Among the sectors with the most potential for strengthening economic cooperation, the public agency SPIRIT Slovenija, which helps companies with internationalization of business, places great emphasis on those involved in the supply chain. For example, the automotive industry (including production of metal products and production of electrical and optical equipment), chemical industry, engineering, transport and logistics, food processing industry, wood processing industry, professional services, low-carbon technology and design were listed by the SPIRIT agency. One of the areas of cooperation could also be start-ups, added the Slovenian Ministry of Foreign Affairs. “Since last September the ABC Global Home Silicon Valley has been operating successfully and this also includes Slovenian companies.” According to the Slovenian Foreign Ministry, tourism is also an important sector that could contribute to a better recognition of Slovenia and therefore open possibilities for cooperation in other areas as well. Sabina Petrov
Tomo Jeseničnik
Slovenia strives to attract more foreign direct investment
Special steel products produced by the SIJ (Slovenska industrija jekla) steel group are used in production at General Electric (GE).
Software and measuring tools produced by the Slovenian company Dewesoft are used by General Motors and John Deere.
“In recent years, we have seen an increase in American investment in Slovenia compared to previous years. American investors were also active during the process of the privatization of Slovenian state-owned companies. We’d like to see this trend carry on,” pointed out the Slovenian Ministry of Foreign Affairs. According to data from the online service GVIN, there are 103 companies in Slovenia run with American capital and 45 companies run with mixed capital from the USA. Investments are of great importance for Slovenia, since they bring new expertise and technology, which can then be upgraded with Slovenian skill and experience. “American investment was mostly in the form of takeovers and merging, although we hope that in the future we will be able to attract more green-field investments,” added the Foreign Ministry. Among the foreign companies that made investments in Slovenia during the last two years were Merrill Lynch International, Wiltan Enterprises, Apollo Global Management and the American family-run business, Weiler Corporation. Merrill Lynch International and Wiltan Enterprises last year took over the sports goods manufacturer Elan, while the Apollo Global Management investment
fund, which together with the EBRD bank owns 80 percent of NKBM, the second biggest Slovenian bank, this year through the Biser Bidco company took over another of the largest leasing companies in Slovenia, Summit Leasing, owned by the Japanese group Sumitomo Corporation. Two years ago, the American family-run business Weiler Corporation bought the Slovenian manufacturer of artificial abrasives Swatycomet, a company that sells its products in 75 different countries. To gain investors for projects in Slovenia, the agency for stimulating internationalization and direct foreign investments, SPIRIT Slovenija, in recent years prepared several investment conferences. Slovenia also gathered the relevant investment opportunities for foreign investors in a special catalog of the Top 100 investment opportunities in Slovenia. “Slovenia would like to attract more foreign investments, mostly in the field of advanced technology and other fields with added value.” explained the SPIRIT Slovenija agency. They add that investment opportunities exist in numerous sectors within the Slovenian economy. “Investors are looking for opportunities in Slovenian tourism, processing industry, automotive industry, and banking.”
BOXMARK LEATHER
Finished leather products as a perfect art The history of BOXMARK Leather is inseparably linked to over 200 year’s production and processing of vegetable-tanned leather as a natural product. Today they’re one of the world’s leading leather interior manufacturers for different industry sectors, beginning with the raw material all the way up to the completed seat covers. The international entity employs more than 8,000 employees at eight facilities worldwide, from Austria, Slovenia, Croatia all the way to Argentina and China. Annually they manufactures and processes about 14,000,000 m² upholstery leather, and more than 500,000 pieces of leather seat covers. With advanced technology and materials fulfilling standards for automotive, furniture, aircraft and ship industry they guarantee a high-end execution of any individual request, regarding design for different interior and exterior applications. For decades they’re a reliable partner for prestigious brands, such as Bugatti, BMW, Jaguar, Lamborghini, Oceania Cruisers, and Disney Cruise Line. Moreover, they’re also one of a few suppliers of flame-retarding equipped leather for airlines like Lufthansa, Singapore Airlines, Turkish, Airlines, Fly Emirates, Air Italy, Recaro aircraft seating, etc. To safeguard the company’s future, BOXMARK is investing in the conscious development of market-oriented products and the consistent research of innovative processing
technologies. The result of which are innovative, patented products, such as water-repellent Xtreme® leather and sustainable Xgreen® leather. In the modern plant in Slovenia they provide a customized development solutions, related to dynamic leather structures and any individual design. With high class materials, a dynamic leather structures, a customized trendy colours and a variety of styles they give a leather a sense of a perfect art. Most recently they’ve launched their own luxuries leather furniture line, Xtreme Collection, with extreme outdoor performance. Innovative Xtreme® leather and aluminum frame are combined into eternal elegance, suitable for any outdoor or indoor décor. The ergonomically optimized furniture offers a high- end comfort
level of the seat and provides an exclusive as well as relaxing living ambience. The hard –wearing, durable furniture with a higher resistance against soil, water and insolation, is easy to clean and provides also a longer life span. The collection has been designed in such a way, that it meets the requirements of customers, who value top quality and extravagant design. Due to the ergonomic construction provides also long-term impact on health and positive mood.
Industrijso naselje 10, SI-2325 Kidricevo www.boxmark.com www.xtreme-collection.com
Slovenia won
Maja Pak, the Director of the Slovenian Tourist Board, states that amongst the group of distant Slovenian tourist markets, the USA is in the top position.
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he Slovenian Tourist Board in March of this year received an award from the National Geographic Society organization for sustainable development of tourism at the ITB Berlin 2017 business event, one of the biggest international tourist fairs. Last year the “green” approach of Slovenian tourism was also acknowledged and recognized by the Green Destinations organization, which has its headquarters in the Netherlands. The Slovenian Tourist Board participated at the ITB Berlin 2017 tourist fair for the first time as a partner state and received the National Geographic World Legacy Destination Leadership award. The award is given to organizations, companies, and destinations that strive for positive changes in tourism and implement the best sustainable practice with their vision and leadership and share their positive stories with millions of today’s travelers.
16 Slovenia invites you! www.slo-mag.si
Nino Verdnik/STO
its second award for green and sustainable development of tourism
The Slovenian Tourist Board was competing in the Destination Leadership category, which focuses on evaluation of the best environmental practices, preservation of natural and cultural heritage, effects on local communities and education of travelers about sustainable tourism. Upon evaluation, which included a 4-day assessment in Slovenia, the Slovenian Tourist Board was placed among three finalists (alongside the Riverwind Foundation, the Jackson Hole Chamber of Commerce and the Segera Retreat of Kenya). “The awards of the National Geographic World Legacy present a unique opportunity for promotion and increased international recognition for both the winners and finalists, with both getting media attention in the world renowned National Geographic Traveler and other National Geographic media”, emphasized the Director of the Slovenian Tourist Board, Maja Pak. Sabina Petrov
www.slo-mag.si
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Slovenia gains
recognition
worldwide
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he Republic of Slovenia is one of the youngest European countries, having enjoyed just 26 years of independence. In the past, it was often confused with Slovakia. Now this isn’t the case anymore, because the country’s popularity is growing worldwide. This is also the result of numerous articles about Slovenia, its natural beauty and tourist destinations that were published last year by media across the world.
A country with a population of two million Slovenia spreads across just over 20 thousand square kilometers of land and has a population of two million people. Its biggest city, with almost 300 thousand inhabitants, is the capital city of Ljubljana. The second biggest Slovenian city is Maribor, which has a population of close to one hundred thousand. 18 Slovenia invites you! www.slo-mag.si
The highest Slovenian mountain with 2,864 meters is Triglav, located in the Julian Alps.
Among the most popular sports in Slovenia are running, cycling, skiing and hiking.
Jost Gantar/sto
Slovenia lies in the middle of Europe at an intersection of European routes from East to West and from North to South. Slovenia’s border is 1370 kilometers long and its neighboring countries are Italy, Austria, Hungary and Croatia. In the West, it reaches the Adriatic Sea, the most Northern part of the Mediterranean. Its coastline measures 46.6 kilometers in length. The highest mountain of Slovenia is Triglav, located in the Julian Alps. The scenic city of Venice is only a good two-hour drive west from the Slovenian capital, Ljubljana. By extending the drive by another two hours we can experience another world-renowned tourist marvel - Florence in the middle of Tuscany, the birthplace of the Renaissance. You’re also just a three-and-a-half-hour drive away from the original Sachertorte in Vienna and a three-hour drive later you could be downing a pint of beer in the Czech Republic’s capital city of Prague. Slovenia also offers an incredible amount of natural attractions and is the third most forested country in Europe after Finland and Sweden. There are a few hundred brown bears living in the Slovenian woods, which are also home to wolves and lynx. The famous Lipizzaner horses also originate from Slovenia. The Lipica stud farm in the Kras region was established in 1580 by a Habsburg Archduke. Slovenians love sports and spending their spare time in nature. The most popular sports in Slovenia are running, cycling, skiing and hiking.
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A country in the middle of Europe
Thanks to rapid economic growth in the 90s, Slovenia became a part of the European Union in May 2004, while just a month earlier also becoming a member of the NATO. Among the ten new member states that joined the European Union in 2004, Slovenia was the first to adopt the Euro as its official currency. The Euro has been the official currency in Slovenia since 2007. Six years after gaining membership in the European Union, Slovenia was also accepted into the OECD.
An independent country since 1991
The Republic of Slovenia became an independent coun-
Darinka Mladenovic/STO
Slovenia is the third most densely forested European country after Finland and Sweden.
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Scenic Bled with the glacial Lake Bled, its island and the church that stands upon it is one of the most recognizable symbols of Slovenia.
try on June 25th, 1991, after being a part of the Socialist Federal Republic of Yugoslavia for 46 years (SFRJ). It became part of Yugoslavia after defeating Hitler’s Nazi Germany in 1945 alongside other Yugoslavian nations and in cooperation with the allies, among which were, of course, the Americans. Germany had invaded the Kingdom of Yugoslavia (including Slovenia) at the end of April 1941. The Kingdom of Yugoslavia had come into existence following the collapse of the Austro-Hungarian monarchy at the conclusion of the First World War in 1918. Up to the year 1918, the Slovenian lands had been a part of the Habsburg monarchy for approximately one thousand years. During the First World War, a battle line was formed in the Western part of Slovenia and named the Isonzo front. This is where Italy and Austria-Hungary fought a series of battles amidst the high mountains and on Alpine terrain. The world-renowned author, Ernest Hemingway, who at the time was a war correspondent, described the experiences at the Isonzo front in his book, A Farewell to Arms.
Economic growth fueled by exports
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The biggest city in Slovenia, with a population of just under 300 thousand people, is Ljubljana, which is also the country’s capital.
Sabina Petrov
There are a few hundred brown bears living in the Slovenian woods, which are also home to wolves and lynx. Marjan Artnak/STO
Slovenian gross domestic product last year reached 43.41 billion dollars (the year before it was 42.11 billion dollars), the Slovenian GDP per capita increased recently from 20,410 dollars in 2015 to 21,032 dollars last year. Exports have been the most crucial factor contributing to economic growth since gaining independence and the biggest sales on foreign markets were achieved by industrial companies. Last year, a little over 65 thousand Slovenian companies attained almost 93 billion dollars of revenue from sales, which is a 4 percent increase compared to the previous year. 35 billion dollars of revenue from sales was created by companies on foreign markets, which is a 6 percent increase compared to the year before.
The most ’Slovenian’ city in the USA is Cleveland
According to unofficial estimates, there are between 300,000 to 600,000 people with Slovenian roots living in the US. During the official population count in 2000, 175,099 Americans claimed to be of Slovenian origin. Almost three quarters of Slovenians live in six federal states, namely Ohio (58,402), Pennsylvania (19,006), Illinois (15,519), Minnesota (10,420), California (9,489) and Wisconsin (9,108). Slovenians first started settling in the USA in the 19th century and the early decades of the 20th, while another wave of settlers appeared in 1945. The most ’Slovenian’ city in the US is Cleveland, sometimes referred to as the ’American Ljubljana’.
www.slo-mag.si Slovenia invites you! 19
Slovenia’s tourist attractions bring increasingly more guests
Iztok Medja/Postojnska Jama
20 Slovenia invites you! www.slo-mag.si
Arhiv Postojnska Jama
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he American market is among the most important for Slovenian tourism. Slovenian tourism generates half of its visitors and overnight stays from key European markets, with Italy, Austria and Germany being the most significant. Slovenia places America in a group of distant markets. In this group, the USA is in the top spot, explained the Director of the Slovenian Tourist Board, Maja Pak. She added that Slovenia recently intensified its promotional activities in the USA. She also added that there were a lot more questions being asked about Slovenia and Slovenian tourism by the foreign press lately. “We gladly took advantage of the media’s interest and publicity,” the spokesperson pointed out. Last year Slovenia was visited by almost 78 thousand American guests, which is an 8.8 percent increase over the year before. According to an estimate made by the Director of the Slovenian Tourist Board, this year there will be a 5-6 percent increase in guests from the USA. The number of overnight stays in the Slovenian capital city of Ljubljana has also been growing. “We link this with the fact that last year Ljubljana was placed on a list of destinations that are well worth visiting according to newspapers such as The Guardian and the Independent, as well as the Rough Guides. In 2014, Ljubljana was placed on such a list by the Lonely Planet guide, which had a very direct effect on the rise in the number of American guests. At the time we also increased the extent of our promotion and marketing in the USA,”
Slovenia has a population of two million people and was last year visited by almost three million foreign guests.
The Postojna Cave, Slovenia’s most famous tourist attraction, has been visited by over 37 million visitors from all over the world in the last 200 years.
stated the Managing Director of Tourism Ljubljana, Petra Stušek. She added that guests from the USA place in a high fourth spot when it comes to the number of overnight stays, just behind guests from Italy, Germany and the United Kingdom.
Slovenia’s record breaking tourism results Slovenia, with its population of two million people and its tourism promotion as a green, active and healthy destination, last year posted record high results in tourism. Nearly 4.2 million tourists visited Slovenia. Among Slovenia’s visitors were close to 3 million foreign guests, which is 11.4 percent more than in the previous year. The Director of the Slovenia Tourist Board, Maja Pak, explained further that the rise in the number of foreign visitors is well above the European average.
A wide variety of experiences for visitors
Although only 20,273 square kilometers in size, Slovenia lies on the crossroads of the Alpine, Pannonian, Mediterranean and Karst regions and therefore offers a wide variety of experiences. Visitors can breathe in the rejuvenating mountain air, enjoy the scenic coastline, magical forests, numerous spa centers, and natural and cultural sights, while still being able to feel the urban pulse of a city where medieval and modern architecture intertwine. The important advantage of Slovenia in regard to tourism is the fact that, in a relatively small amount of space and in a comparatively short time, visitors are offered a truly wide array of experiences. It is possible to travel
Jure Makovec
Last year Ljubljana was placed on a list of destinations that are well worth visiting according to newspapers such as The Guardian and the Independent, as well as the Rough Guides.
From LjubLjana CastLe, you can see it all. A
mighty medieval fortress and an unmissable symbol of the Slovenian capital kindly invites you for a visit. Take the funicular railway for quick and fun access. Experience the unique blend of old and new. Take part in a special Time Machine guided tour. Listen to the audioguide in 14 languages. Taste the exquisite cuisine. And don’t miss out on our special rates for tourist agencies. Experience Ljubljana from a different perspective. Don’t hesitate to contact us: sales@ljubljanacastle.com www.ljubljanacastle.com
Tomo Jesenicnik/STO
The Slovenian coastline, although measuring a mere 46.6 kilometers, still offers a number of places that are worth a visit. In the picture town of Izola.
stalagmites, pillars, dripstone curtains and other interesting shapes formed by the slow accumulation of limestone, drop by drop, through thousands of years as rainwater percolates through the rock. Next year will mark 200 years since the discovery of the inner sections of the Postojna Cave. The most famous tourist attraction in Slovenia has so far been visited by over 37 million people from all across the world. One of the most recognizable Slovenian symbols is Bled, with its deep glacial Lake Bled, the island and the church perched upon it, where a church bell helps the wishes of guests from all parts of the world to come true. This picturesque town on the outskirts of the Slovenian Alps has long been an appealing destination for the whole world’s elite, with its numerous natural and cultural attractions. In the winter and summer the popular Kranjska Gora is the place to be. Here the emphasis is on sports activities in nature. From hiking, cycling, and paragliding to sledding and skiing. Particularly mysterious and magical is the valley of the Soča River in the western region of Slovenia with the prettiest emerald river and a view all the way to the 2864m high Mt. Triglav, Slovenia’s tallest mountain, which also adorns the national coat-of-arms. In contrast to the mountains of Slovenia is the country’s coastline, which despite being only 46.6 kilometers long offers many places that are worth visiting. The towns of Piran, Izola and Koper, with their medieval appearance, inspire the imagination of visitors. Slovenian natural spas offer particularly rich, diverse and enjoyable experiences. They are located in almost every corner of Slovenia and each of them provides a different quality program. Sabina Petrov
Soča Outdoor
Slovenia is building its tourist promotion as a green, active and healthy destination.
from one part of Slovenia to another in a matter of hours. This means that in the morning you could be having coffee by a lake under huge Alpine mountains, then in the afternoon you could be swimming in the pleasantly warm Adriatic Sea. To top it off, visitors appreciate the kindness of the welcome and the warm hospitality offered by the local people. In addition to beautiful nature, tourists also value Slovenian cuisine, while adrenalin junkies have countless options available.
More than 37 million visits to the Postojna Cave The most famous Slovenian tourist attraction is the Postojna Cave with its precious dripstones - stalactites, 22 Slovenia invites you! www.slo-mag.si
American sommeliers rate Slovenian wines highly
AleĹĄ Beno
The largest proportion of world famous Slovenian winemakers is located in the GoriĹĄka Brda wine region. In the photo is the medieval village of Ĺ martno.
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fter Germany, the US is the second most important foreign market for Slovenian-produced wines. Slovenian vineyards lie in the absolute center of the European winegrowing area and cover just over 15,000 hectares of land. The Slovenian winegrowing regions are as ideal for growing wine as, for example, the Burgundy and Bordeaux regions in France. A mixture of climate effects and the soil in Slovenia produces a greater diversity in the selection of wines that are available. Due to their quality, these place among the best in the world. Slovenia is geographically positioned in the far north of the Mediterranean and in the far south of Central Europe. It lies at a point where the Alpine, Mediterranean, Pannonian and Dinarian worlds meet. Because of its geographical position and other natural treasures, Slovenia is a country with a long tradition of winegrowing and winemaking.
Slovenia is chiefly a land of white wine
The winegrowing region of Slovenia is divided into three regions and nine winegrowing districts. Due to the differences in the soil, climate, and different approaches to cellaring, each winegrowing region has its own selection of wine varieties. In addition to the established interna24 Slovenia invites you! www.slo-mag.si
Slovenia has approximately 30 thousand registered winemakers, who annually produce between 80 and 90 million liters of wine. tional varieties such as Chardonnay, Sauvignon, Pinot Noir, Cabernet and Merlot, there are also the indigenous or domesticated local varieties, such as Rebula, Sauvignonasse, Zelen, Vitovska and others. There are approximately 30 thousand registered winemakers in Slovenia, producing between 80 and
Marijan Močivnik Aleš Beno
90 million liters of wine annually. Of all these wines, 65 percent are white wines and 35 percent red. Slovenian winegrowers get to choose between 52 recommended and approved varieties of wine. The most extensively produced is Laški Rizling (14 percent), followed by Refošk (9 percent), Chardonnay and Sauvignon (each with 8) and Malvazija (6 percent). In 2015, Slovenian winemakers exported over five million liters of wine - mostly medium and high quality wines, while importing more than double that amount (14 million liters). But because Slovenian imports involve mostly low quality wine, the export and import figures balanced out at just over 14.4 million dollars. Most Slovenian wines are usually sold to Germany, the USA, Croatia, the Netherlands, Bosnia and Herzegovina and, in recent years, to the Czech Republic.
Slovenian winemakers among the best in the world
The largest proportion of excellent and world famous Slovenian winemakers is located in the Goriška Brda wine region, which lies in the far west of Slovenia, on the border with the Italian region of Friuli. The region is home to the Movia, Marjan Simčič, Edi Simčič, Kabaj, Ščurek and Klet Brda wine cellars. The most recognized among these remains Aleš Kristančič (Movia), who was the first Slovenian winemaker to become successful on foreign
Aleš Kristančič from the Movia estate was the first Slovenian winemaker to become successful on foreign markets following Slovenia’s independence.
Among those who sell most of their wine on the US market is the winemaker Aleks Simčič from Vipolže in Goriška Brda, who turned his father’s name, Edi Simčič, into a trademark and has managed to successfully spread it across the world.
markets following Slovenia’s independence in the early 1990s. Wine and Spirits magazine, one of the most influential wine publications in the world, has placed the Movia wine cellar among the top one hundred wine cellars in the world eight times already. In 2007, the best of the world’s wine connoisseurs, including Robert M. Parker jr., placed Kristančič among the 12 most influential wine personalities in the world. Movia recently caught everyone’s attention again when James Suckling, one of the most influential wine critics in the world, at the end of last year awarded an unbelievable 97 points (out of 100) to Lunar, produced out of Rebula and Chardonnay. This is the highest grade any Slovenian wine has ever received from him. The US presents the second biggest market for the Movia cellar (after Italy). As much as a third of its annual wine production is sold there. Exports mainly consist of domesticated local varieties, such as Rebula and Sauvignionasse and of biodynamically produced wine such as the Lunar and the Puro sparkling wine. Puro is a sparkling wine for which Aleš Kristančič doesn’t use the process that arrests fermentation - he doesn’t remove the sediment with all its microorganisms - but instead lets the consumer do so upon opening a bottle. Puro is still considered a specialty in the world of wine, as is its younger brother among still wines - the Lunar. Both of these are bottled without the use of sulfur.
The expansion to foreign markets demands big investments
Among those who sell most of their wine on the US market is the winemaker Aleks Simčič from Vipolže in Goriška Brda, who turned his father’s name, Edi Simčič, into a trademark and managed to successfully spread it across the world. It’s a boutique wine cellar, where 60 thousand vines are cultivated on 12 hectares of land, while producing 40 thousand bottles of wine per year. On average, almost two thirds of Aleks Simčič’s wines are sold on foreign markets - in terms of quantity and consumption, China is the biggest consumer following the USA. It’s a fact that the Slovenian domestic market simply can’t handle large quantities of high quality wines, such as those being sold under the Edi Simčič trademark. In such a situation, producers are forced to seek markets abroad. “It’s a fact that trademarks are harder to establish in foreign markets. At the same time, we can ask ourselves what kind of a challenge does working on a longterm project without it having a chance to be internationally successful present? What’s the motivation for younger people when they are told they will be farmers who will sell all their goods at home and never travel anywhere? So, foreign markets are very important even for the sake of motivation alone. It’s also hard to think of just one type of industry where you can market your products all across the world despite being small. That of course is possible in the winemaking business,” explained Simčič. But in order to expand to these markets, big investments are required. Vanja Alič
www.slo-mag.si Slovenia invites you! 25
The Netflix star
Ana Roš
was chosen as the best master chef in the world
This April Ana Roš received the award to become The World’s Best Female Chef 2016 in Melbourne, Australia.
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hrough Netflix’s series Chef’s Table, dedicated to the most interesting and world renowned chefs, the Slovenian master chef Ana Roš and her Hiša Franko restaurant last year became famous all across the world. People in 190 different countries with access to Netflix had a chance to see her skills. In January she became the world’s best female chef after being chosen by the academy of The World’s 50 Best Restaurants. This April Ana Roš received the award to become The World’s Best Female Chef 2016 in Melbourne, Australia. But this wasn’t the only prestigious award the world’s best chef received this year. Hiša Franko in Kobarid, a small town close to the border between Slovenia and Italy, run by Anna and her husband and sommelier Valter Kramar, placed 69th out of 100 among the best restaurants in the world. The prestigious award ’The World’s 50 Best’, given by the Restaurant magazine, is considered by most authorities to be the ’Oscar’ of the culinary world, while its jury consists of thousands of chefs, culinary critics and experts. “The Restaurant academy’s ratings are currently the most recognized with chefs across the world after the Michelin rating, as it involves the judgement of people within the industry. There’s no chance of lobbying; the chefs have no way of influencing the decisions since the voting is done by reporters, opinion makers, bloggers, chefs, winemakers and foodies from all over the world,” explained Ana Roš. At this point in time it is hard to predict how big the impact of both prestigious awards will be. When asked how the award from the Netflix series Chef’s Table affected her and Hiša Franko, Ana Roš stated: “The effects are enormous, just the daily website traffic is now a hundred times bigger compared to what it was before and with it the pressure that the office and reception deal with has also increased. The guests come from every corner of the world. We also get to experience how
26 Slovenia invites you! www.slo-mag.si
Chef Ana Roš on her kitchen, team and the award
What is the main ingredient in your kitchen that’s making everyone around the world so excited? My specialty may be the fact that I remain very indigenous and use local ingredients that are totally different to those elsewhere in the world, and are very authentic. The icing on the cake of course remains the chef’s personality. Every person expresses themselves in their own unique way and I love innovative flavors, contrasts and that’s what complements food and is more often than not crucial. What are the expectations of the visitors and do the visitors remain positively surprised after they experience your cooking? Up to the point where we were introduced to the Netlfix audience we mostly impressed our visitors, since regardless of the fact they heard of us and our kitchen, they were still visiting a place without any significant culinary tradition and fame. Therefore, the whole experience was a positive surprise for them. Now, things have slightly turned around. After the exposure on Netflix and the receipt of the prestigious award, guests arrive with far greater expectations, which consequently raises our responsibility and I can assure you there’s a lot of adrenaline in the air, since we feel obliged to fulfill the expectations of people who travel halfway around the world. How much of an impact in terms of numbers of guests have the exposure on Netflix and the award from the Restaurant magazine had? How long does one have to wait for a table? After last year’s Netflix episodes, the number of guests had already doubled. Before, we used to have trouble filling our restaurant capacity during the pre-season and post-season months and now this has balanced out perfectly, however waiting lines during the weekends do exist. We have created some additional space, since we offer pre-dinner meals from 5 to 7 pm, but the waiting line over the weekends is long, while during the week we might just be able to squeeze guests in.
From which countries has the number of guests increased the most? Now that we have got the global attention we have a lot of Americans, Australians, also New Zealanders and last year a lot of Canadians, while there’s also a constantly growing increase in guests from Asia, Hong Kong and Singapore in particular. Tina Bernik global Netflix actually is, since it’s not just about the increase in numbers of American guests, although that was the most evident increase, but there are more guests from everywhere, from the Netherlands, Sweden, and Denmark that come to visit us because they have seen us on Netflix.” The recognizability of the Netflix star and best female chef in the world hasn’t gone unnoticed by the Slovenian Tourist Board (STO), which chose Ana Roš as the ambassador of the I Feel Slovenia brand. The participants in a business event held for American organizers of tourist travels that took place at the Intercontinental Barclay Hotel in New York and was organized by the STO, had the chance to taste some of her culinary delights. Sabina Petrov
www.slovenia.info #ifeelsLOVEnia
Slovenia: Europe’s new must-visit destination Slovenia is Europe’s best-kept secret. Sharing a border with the north of Italy, this is a land of natural beauty and diversity where the warm Mediterranean breeze rolls in towards the Alps and where mountains, rivers and thermal waters combine to create one of the greenest natural playgrounds on earth.
Adventure and discovery
This is a country that embraces adventure and discovery in the natural world, be it hiking the Alpe Adria Trail, cycling through verdant Italian-style olive groves or canoeing the turquoise waters of the iconic Lake Bled. At the crossroad of Europe, such diversity is packed into a country smaller than the state of New Jersey - it is just a twohour drive from the highest peak of Mount Triglav to the coastal Venetian architecture of Piran.
Bled Hidden amongst Slovenia’s emerald green lakes and snow-capped peaks are towns and cities rich in cultural heritage and tradition. There is no better way to experience the country’s vibrant capital, Ljubljana than by relaxing with a
Ljubljana
Potica coffee along the leafy banks of the River Ljubljanica, which flows through its heart.
Culture, history and architecture
Jože Plečnik, the master of early-modern minimalist architectural design, graced Ljubljana with many beautiful buildings, and today these buildings house some of the country’s finest cultural institutions including the National Museum of Slovenia, the Museum of Architecture and Design and the National Opera and Ballet Theatre. This is also a city for shoppers, with many stylish boutiques and markets directly overlooking the river. Maribor, the nation’s second-largest city, has just a fraction of the population of the capital. The charming Old Town sits beside the Drava River and buzzes with cafes, while cobbled streets hide a surprising number of museums and art galleries as well as the oldest grape vine in the world.
Culinary experts and world-class wine
Slovenian winemaking tradition goes back centuries. The fertile soil accommodates 52 varieties of vine including the country’s own ‘Teran’, a full bodied wine grown from the rich red soils of the Karst region. The country is also home to a pioneering orange wine, a floral, honey-colored variety unique to the Goriška Brda region. The Vipava Valley, one of Slovenia’s most prominent wine growing areas, is just an hour’s drive from Ljubljana. Then there’s the food. Bordering Italy, Austria and Hungary, Slovenia borrows a little something from each of its neighbors, marrying Mediterranean and Central European flavors while also adding a unique
Logar valley twist using its own fresh, locally sourced produce. Traditional Slovenian delicacies include Carnolian sausage and zlikrofi dumplings, while fresh fish and seafood is widely available in coastal restaurants, such as those lining the Prešeren Embankment in Piran, an unspoiled medieval town on the Adriatic coast. Those with a sweet tooth should seek out local specialties such as potica nut roll or the decadent and multilayered gibanica cake from Slovenia’s easternmost province. This is also a country on the frontline of world cuisine - Ana Ros, named World’s Best Female Chef 2017, is one of Slovenia’s finest chefs, creating culinary masterpieces in an inviting country house hidden away in the winding Soča Valley.
Natural spas and healing waters
It is the quality of the water that Slovenia has to thank for the fertility of the landscape. The country is home to some of Europe’s finest natural spas and thermal springs, with a centuries-old cultural tradition of treating both body and spirit using world-famous magnesium and calcium-rich waters. Today visitors can relax and rejuvenate in 15 certified natural health resorts, from the famed marble baths of Terme Dobrna to the unique black thermal mineral waters of Terme 3000.
www.slovenia.info #ifeelsLOVEnia
SLOVENIA Discover the pearl of the Mediterranean
The picturesque medieval town of Piran is considered to be one of the most beautiful in Slovenia and offers breathtaking views. The old town centre with its square will enchant you with its authenticity, culture and sophisticated local cuisine.
SLOVENIA. Green. Active. Healthy
Slovenian Tourist Board, photo: Marko Mavec
EXPERIENCE