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SLOVENIA
Where the Alps meet the Med
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As the only country in the world with ‘love’ in its name, Slovenia is looking to demonstrate much of it across the nation’s sustainable, personable evolution Writer: Matthew Staff | Project Manager: Joe Palliser s an increasingly effective exponent of the growing ‘city break’ generation in Europe, Slovenia has well and truly emerged on the global map from a tourism perspective in recent years. And quickly following has been an equally concerted increase in influence across MICE activities and the country’s economic makeup. Where the Alps meet the Mediterranean, you need only to participate in a quick image search online to realise what you’ve already been missing. Put plainly, the country
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is stunning, from the lowest gorge and lake, to the highest mountain peak. And everything in between is geared towards capitalising on this natural beauty to make the country a sustainable and attractive proposition to tourists and business travellers alike in the years to come. “[Slovenia is] a country that is fast becoming a top green destination with the alpine landscapes, and an abundance of natural treasures adding to the country’s rustic charm and rich cultural heritage,” a recent Slovenia Tourist Board statement affirmed, honing in on the country’s adoption of
green philosophies to drive its future development. “Slovenia is officially one of the greenest countries on the planet, leading the way in terms of sustainable tourism and the protection of natural heritage. This is also a country that embraces adventure and discovery in the natural world - from the mighty Julian Alps to the sparkling Mediterranean coastline.” From the capital Ljubljana, to its second city, Maribor, or the spectacular region of Bled, Slovenia is now a firm fixture on any avid traveller’s bucket list, but much more than that, it is becoming a
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lucrative hotbed for FDI and business relationships off the back of the country’s modern outlook. Mladen Ljubisic, Head of the Slovenian Tourist Board for the UK and Ireland says: “Thanks to its Central European position, Slovenia has historically and continues to develop as a business travel hub. There has been a general shift in the travel industry to value unique experiences and we have been recognised as a destination which offers just that. “Slovenia is a boutique destination that offers an escape from the mass tourism influence. We are also blessed
with an abundance of geographical diversity. Slovenia is ideally located on the crossroads of four geographical phenomena. It’s where the Alps meet the Mediterranean, and the Panonnian
FACTS & FIGURES
basin meets the Karst. In such a small area you have everything from the famous Julian Alps, to the picturesque venetian coastal town of Piran with its famous salt pans.” Capital city: Ljubljana Languages: Slovene Area: 20,273 square kilometres Population (2017 estimate): 2.066 million GDP (2018 estimate): $75.604 billion Currency: Euro (€) Time zone: UTC+1 Dialling code: +386 Internet TLD: .si Climate: Continental/sub-Mediterranean
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The Business End THE BLEND of business, nature and culture stands Slovenia in perfect stead in its quest to bring a more diverse and widespread range of visitors to its shores, without diluting any aspect of its indigenous appeal. Regarding the latter, 2018 is actually Slovenia’s ‘Year of Culture’, as it looks to showcase the country’s numerous museums, galleries, architectural landmarks and UNESCO World Heritage Sites. This year will also see the country celebrate World Bee Day in May, as a proud beekeeping nation; the 200th anniversary of the Postojna Caves, Europe’s most popular show cave; and The Julian Alps’ recognition by Lonely Planet as one of the top three regions to visit. And among these quirks and spectacles sits a bedrock of business acumen that helps to make Slovenia a
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complete proposition. “From the county’s capital of Ljubljana and the surrounding areas, to the alpine regions and the Mediterranean and Panamanian regions, Slovenia provides a vibrant mix of landscapes. Enjoy a conference by the sea and then head up to the Alps for the weekend,” urges the Tourist Board in reference to Slovenia’s MICE sector. “The country is a key crossroad to Southeast Europe making it one of the most desirable locations as a MICE destination. “Slovenia is a safe, hospitable and friendly country offering numerous meeting and conference venues for events of every size up to 2,200 delegates. The locations are incredibly diverse, whether your preference is for the enchanting capital, Ljubljana, an alpine setting, the Adriatic coast, a health resort or one of the beautiful
historic towns or cities.” Although Slovenia ranks among the smallest European countries, the Tourist Board goes on to emphasise that it is the nation’s close-knit feel and simultaneous diversity that gives it an advantage in this realm of business progression. “Slovenia delights with its many faces,” it continues. “Here, various events and meetings can be organised in the Alps, the Mediterranean or the Kras, in spas, castles, on beautiful lakes and in busy urban centres. “Slovenia’s fascinating natural and cultural heritage, broad selection of congress capacities and meeting venues, world-famous cuisine, outstanding wines, authenticity, pleasant climate, variety of experiences and - last but not least - the friendly and industrious people, make up the pillars of the Slovenia meetings programme.”
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Slovenia Tourism Board SLOVENIAN TOURISM in its current guise can be traced back to around 1991 upon the country gaining its independence. The initial vison was to strategically plan, communicate and promote Slovenia as a tourism destination to the world, amid challenges both domestically and on the neighbouring continent. Rather than competing against adjacent Italy and Austria though, Slovenia has looked to leverage such proximities to put it back on the map as a dynamic, evolving powerhouse. Ljubisic affirms: “We have learned quite quickly that the only way forward is to adopt sustainable practices when it comes to growth and development in tourism. Slovenia is one of the most forested countries in the world, where forests cover two-thirds of the country’s landscape. For us there was only one way forward: to develop and adopt practices which would cause as little damage to the environment as possible. We have therefore committed to consistently educating and promoting sustainable tourism practices. We believe in being as ‘green’ as possible. Everything we say and do reflects our love towards nature and practices to preserve it. We’ve developed a destination brand, ‘I feel sLOVEnia’, which is both green in colour as well as reflecting the ‘love’ we have towards nature. Slovenia is also the only country in the world with love in its name!
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EME: Taking a more general industry stance, how would you evaluate the tourism sector in Slovenia now compared to its condition when the Tourism Board began? ML: The tourism sector in Slovenia has grown first and foremost with an amazing mindset of the people working in the tourism sector. It is fascinating to see how everyone adopted the idea of Slovenia being a boutique country offering a unique and authentic travel experience, that is based on adopting the belief of being very eco and environmentally friendly. It fascinates me how everyone, from the smallest activity providers, have this genuine care for the travel industry and our guests; always looking to improve their customer service to ensure everyone really feels welcomed and loved in Slovenia. EME: What are the core industry trends dictating the Tourism Board’s investments and initiatives at present? ML: We have recently prepared a strategic plan for tourism development in Slovenia for the next five years. In essence it is to position ourselves as a boutique travel destination offering unique five-star travel experiences with a strong focus on sustainable practices and development. Our key goals and KPI’s are focused on: • Increasing the brand recognition and image as a tourist destination under the brand, I feel sLOVEnia • Sustainable growth and development with a focus on allyear-round arrivals • Geographical dispersity of tourism flow, to avoid mass tourism practices and the negative impact of tourism hotspots as to enhance the travel experience
Culture and nature intertwined
• To increase travel spending, by developing high-value tourism products and activities as well as to increase the average duration of stay • Focus on high-end and demanding visitors, seeking high quality, boutique and diverse travel experiences, peace and personal benefits EME: What is in store for Slovenia over the course of 2018 and beyond to continue the good work already commenced and to enhance its reputation as a tourism and business travel hub further in the future? ML: The new strategy 2017-2021 will be to continue investment in tourism
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being organised every January and next scheduled for 23-24 January, 2019. It is organised by the Slovenian Convention Bureau and is an amazing trade event attracting more than 270 buyers, international and Slovenian, in one place for two days with amazing networking and business opportunities.
infrastructure and development over the course of the next four-five years. Slovenia continues to attract big and respectful organisations such as the InterContinental Hotel group, which opened a five-star hotel in our capital city of Ljubljana in September, 2017. More hotels are being refurbished to
EME: Looking forward, what progress and development would you hope and expect to be able to report back in the future, both in regard to the Slovenia Tourist Board as an entity, and to the business travel industry in Slovenia as a whole? ML: We aim to achieve the ambitious high standards in 2018 and beyond, goals we have set up by 2021. Slovenia including Hoteli Bernardin. Hotel Jama will continue to position itself as a at Postojna Cave has undergone a boutique travel destination attracting huge renovation and is establishing customers who are after unique itself as a business travel hub for the and environmentally friendly travel region. The new Hotel Kanin is due experiences. We have been witnessing to open in the picturesque town of a big increase in MICE and business Bovec, located in the Julian Alps. travel arrivals over the past few years Maribor continues to shine as a cultural and it is crucial that we establish strong and gastronomy hub (it is home to the destination management practices as world’s oldest grape vine and was a EU to enhance the customer experience City of Culture in 2012). And another as well as protecting our environment must see MICE destination is Lake Bled for generations to come. We hope which provides one of Europe’s most to be an example to other tourist iconic images and hosts the world boards around the world, to recognise famous Bled Strategic Forum. the importance of protecting the The most recognised MICE event in environment, as well as developing Slovenia and the wider region though and implementing sustainable growth is an expo event called Conventa, and development practices.
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Out & About THE ALLURE of green space isn’t lost on any visitor, and it is on the side of nature that most people lean towards when looking for activities in the country. Whether it’s a mountain, a gorge, a lake, a forest or a river, and whether you’re an adventurer, a hiker, a relaxer or a business professional; the end result is the same, as the Tourist Board explains: “Wherever you find yourself in Slovenia, you’re sure to experience a diversity of features and sights, feeling the essential touch of the people’s hospitality. “The petite size of our country is also its great advantage, unique in its colourful diversity of experience where distances are tiny and everything is within reach.” Ljubisic adds: “Visitors can explore underground caving systems such as the largest expo cave in the world, Postojna cave, as well as an abundance of thermal springs to enjoy one of our 14 certified spa resorts. Right in the middle of the country you have the cosmopolitan capital city of Ljubljana, a perfect city
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even more tantalising as Slovenia looks to mix its own unique style into influences that emanate from Italy, the East, and Central Europe. “From Slovenia’s traditional delicacies to world-class restaurants and an events calendar packed with culinary delights… you need to make Slovenia the destination of choice for your next European food adventure,” the Tourist Board says. “Traditional break destination offering an abundance delicacies include Carnolian sausage of culture, activities and pleasant vibes, and zlikrofi dumplings with fresh located by the river Ljubljanica and seafood widely available in coastal protected by the castle on the hilltop. restaurants. Those with a sweet tooth Ljubljana is also a very popular travel should seek out local specialties such hub as wherever you decide to go in as potica nut roll or the decadent Slovenia, it is usually only an hour drive.” and multi-layered gibanica cake from Addressing the more logistical Slovenia’s easternmost province. aspects of your stay, the “And, with 2018 marking the first aforementioned Hoteli Bernardin World Bee Day, there’s never been a represents one of the most popular better time to experience Slovenia’s hospitality options in the country, as honey obsession. Even top chefs does Hit d.d; both capitalising on the including Ana Roš are using varieties natural aesthetics and values of the such as Kočevje forest & Karst honey country before adding in elements of and Slovenia’s sweetest town, five-star luxury. Radovljica is the ideal spot for picking On the food front, options become up a honey biscuit.”
PARK POSTOJNSKA JAMA
Home of two world famous attractions
Predjama castle, the largest cave castle in the world
With its 24 km of underground passages and magnificent halls, Postojna Cave is one of the biggest and most impressive show caves in the world.
Unique underground train in Postojna Cave
Postojnska jama, Jamska cesta 28, Postojna, Slovenia www.postojnska-jama.eu
Nikola Jurišič, STO Maribor – the city of the World`s Oldest Vine
Maribor is the second city of Slovenia, but still a cosy and hospitable place, surrounded by natural beauties and a picturesque landscape that reaches all the way to city centre. The World`s Oldest Vine, outstanding winemakers and chefs, top-notch culture as well as recreation in the embrace of green forests and sunny wine hills are constant companions of cheerful hosts who will provide for genuine and quality experiences for their guests. Explore a touristic pearl that hasn’t been discovered by the crowds yet!
VisitMaribor | www.visitmaribor.si
Klara Kukovec
Ivan Vinovrški
Gregor Muršec
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Outlook Recommends “Everything we say and do reflects our love towards nature and practices to preserve it.” - Mladen Ljubisic, Head of the Slovenian Tourist Board for the UK and Ireland
HOSPITALITY
NATURE
FOOD & DRINK
Postojna Cave The Alpe Adria Trail Soča River Križna Cave Mlačca Gorge
Hisa Franko JB Restaurant Pri Lojzetu Villa Herberstein
Hit d.d. Marketed as the ‘universe of fun’, Hit’s range of facilities including a hotel and casino, conference rooms, wellness and sport activities, restaurants and tour centres makes the provider a one-stop shop for people needing an initiation to Slovenian culture and entertainment.
Hoteli Bernardin
TOURISM BOARDS
SPORT & LEISURE
ART & CULTURE Božidar Jakac Art Museum 10
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Bled Tourist Board Pohorje Tourist Board
The Planica Zipline
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Welcome to Bled, the Alpine Pearl of Slovenia With over 1000 years of history, richness of nature, breath-taking views, many exceptional products put Bled high on the world map for business and leisure travel. Bled is ideal for a visitor seeking history or uncovering the local legends, or for the one seeking a tranquil sancturay amidst nature to find their inner zen. It’s also a hub for executive education and a cradle of many great world sports’ champions. The Bled Convention Bureau offers impartial information for an event to be conducted with great success in Bled.
Bled Convention Bureau, Tourism Board Ljubljanska 27, 4260 Bled, Slovenia P: +386 (0) 4 578 0 300
www.bled.si
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Transport Links
A tourist boat on Ljubljana
Maribor
AS PART of the European Union and as a Schengen member, entry into the country from the majority of Europe is relatively seamless, although it is always worth doublechecking the exact rules, as some other EU members have not signed the Schengen treaty. No matter where you’ve departed from though, you’re likely to enter Slovenia via Ljubljana Airport which
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connects the country to the majority of Europe on both sides of the continent. Once in, the same plethora of options await you as they do in most of Europe’s traditional hubs. For shorter trips, inevitably taxis and buses will take the strain off getting by under your own steam. Trains will also achieve the same via a network that serves passengers across a reliable, nationwide network.
Given the diminutive size of the nation though, the best option may be to hire a car and take charge of your own exploration. With all main landmarks and business hubs less than two hours away from the meeting point of Ljubljana, there’s never a journey too far, too complicated or too dull not to engage ‘operation road trip’.
Landmark Attractions
Vintgar Gorge
“The 1.6 km long Vintgar gorge carves its way through the vertical rocks of the Hom and Boršt hills and is graced by the Radovna with its waterfalls, pools and rapids. The educational trail leads you over wooden bridges and Žumr’s galleries, and ends with a bridge overlooking the mighty 13 m high Šum waterfall. The Vintgar gorge also includes two man-made sights. The single-arch stone bridge of the Bohinj railway… and the… small Vintgar hydroelectric power plant under the Šum waterfall.” – Bled.si
Postojna Cave
“Beneath the Postojna Cave Park’s surface lies a wonderful subterranean world abundant with unusual sculptures and animals. And not far from the cave, above the surface, you can admire Predjama Castle and its surrounding area steeped in history.” – Postojnska Jama
Lake Bled/Bled Castle
“This Alpine lake with the only island in Slovenia has been a world-renowned paradise for centuries, impressing visitors with its natural beauty, wealth of legend, and special powers to restore well-being. Look out at the lake from a castle on a cliff and visit the island on a traditional “pletna” boat.” – Slovenia.info
Meetings in the Nature Unspoiled Nature • Brdo Congress Centre • Hotel Lipizzaner Horses • Golf • Superb Cuisine Brdo Estate, Predoslje 39, Kranj, Slovenia +386 4 260 1000 | sales@brdo.si | ww.brdo.com
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BusinessTravel Guide joe.palliser@outlookpublishing.com
+44 (0)1603 959 676
ryan.gray@outlookpublishing.com
+44 (0)1603 959 672
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