Top 10 sustainable tourism practices from Slovenia in 2024

Sustainable travel has become increasingly important, especially since the tourism sector generates around 8% of all global greenhouse gas emissions. However, sustainability encompasses more than just individual travelers minimizing their carbon footprint. Destinations must also proactively enable responsible tourism by incorporating strategic planning for sustainable tourism into their practices. 

With this in mind, Slovenia created its national program, the Green Scheme of Slovenian Tourism, to help destinations and tourism service providers under the Slovenia Green brand improve their sustainable development. The program incorporates the globally recognized Green Destinations Standard, which played a key role in Slovenia being recognized as the first Green Country in the world at the Global Green Destinations Day in 2016. This is just one of the tools we use to promote and support sustainable tourism practices across the country. 

But embracing sustainability isn’t just an ethical imperative for destinations; it’s also a strategic advantage. Studies reveal that sustainable destinations foster happier residents, attract more conscious travelers, and experience positive economic impacts like attracting investors. For instance, hotels investing in sustainability see an average 5 % increase in income and a 15 % improvement in customer satisfaction. 

Studies reveal that sustainable destinations foster happier residents, attract more conscious travelers, and experience positive economic impacts. 

How do evaluators choose the best practices?

Slovenia Green evaluators use a precise methodology based on the Green Destinations Standard criteria when assessing sustainable destination practices. These criteria cover a wide range of areas, from destination management and nature conservation to cultural heritage, support for the local economy, and community involvement. Evaluators review destination documents, conduct interviews with stakeholders and carry out field visits to gain a comprehensive picture of the destination’s sustainable efforts.

Slovenia has over 200 Slovenia Green-certified destinations and tourism businesses.

Based on our experts’ evaluations, we’ve selected the top ten sustainable practices in Slovenia in 2024, implemented by destinations with the Slovenia Green certificate:

Nature and animal preservation

When talking about sustainability, it comes naturally to think about nature and animal preservation measurements. Slovenian destinations are actively involved in various initiatives, such as the “Adopt a Bench” program in Bohinj, which allows individuals to contribute to the maintenance of green spaces around Lake Bohinj. Ljubljana‘s campaign “We will mow when the bees have eaten” raises awareness about the importance of late mowing for pollinators. Kočevje‘s initiative for collecting voluntary contributions to purchase bear-proof garbage bins, crafted by local students, also showcases a practical approach to wildlife protection and coexistence.

These efforts highlight Slovenia’s commitment to safeguarding its natural heritage and promoting biodiversity and are a big part of the certification standard. 

Fostering strong connections with local communities

A sustainable destination takes into account the opinions of its residents, listens to their suggestions, and hears their voices, which are often overlooked. In short, sustainable tourism recognizes the vital role of local communities. Slovenia Green destinations actively engage with their residents, conduct satisfaction surveys, especially about tourism, and take action based on the results to improve the quality of life in the destination. It’s also crucial to actively include locals in the destination’s development and tourism initiatives. Innovative projects like “Ask me, I am local” in Bled exemplify this approach, empowering residents to act as ambassadors, sharing their knowledge and passion with visitors, and creating a more authentic and enriching experience for all.

In Ajdovščina, the “Moja pobuda” (My Initiative) project exemplifies participatory budgeting, allowing residents to directly influence how public funds are allocated for community projects, including tourism-related ones. This empowers locals, ensuring tourism growth benefits the local community, not just the visitors.

Kočevje, which has Europe’s most self-sustaining forest habitat, is also known as bear country.

Sustainable education and awareness

Certified destinations prioritize education and awareness-building as key components of their sustainable tourism strategy. Local communities and schoolchildren are actively involved through dedicated programs like Jeruzalem‘s  “EcoQuiz” competition fostering a sense of ownership and responsibility for their environment and cultural heritage. 

Moreover, Slovenia Green members go beyond educating their local communities and visitors through online “green guides.” They actively participate in study field trips and workshops throughout the year, organized by the Slovenia Green Consortium. These opportunities enable members to learn from each other’s experiences, exchange best practices, and stay abreast of the latest developments in sustainable tourism. The workshops cover a range of topics, from practical sustainability measures, workshops for reviving city centers, and a sustainable marketing seminar, to stakeholder engagement strategies, ensuring that destinations continuously improve their performance.

Preservation of gastronomic heritage 

Preserving Slovenia’s rich gastronomic heritage is a key focus of sustainable tourism efforts. Initiatives like “Taste Laško” and “O, Kočevsko” actively promote local culinary specialties through a common destination brand and foster connections between producers and consumers, ensuring the continuation of traditional flavors and techniques.

Meanwhile, the “Kranj Long Table” event in Kranj provides a unique platform to showcase the diversity and quality of local cuisine, offering visitors an unforgettable culinary experience rooted in tradition and sustainability. Furthermore, the growing number of Slovenia Green certified restaurants, currently totaling 20, guarantees a commitment to sustainability in both sourcing and preparation, as well as taking innovative steps to lower food waste with smart scales and even with the help of machine learning programs. 

The Kranj Long Table has been organized since 2021 and focuses on sustainable gastronomy in Kranj.

Preservation of cultural heritage

One of the crucial aspects that auditors closely examine when evaluating a destination for sustainable certification is its commitment to preserving cultural heritage. These initiatives encompass various activities, from safeguarding traditional architecture, as seen in Cerklje‘s co-financing of hayrack renovations, to celebrating folk customs through events like the “Days of National Costumes and Clothing Heritage” in Kamnik. Idrija, a European Destination of Excellence, showcases its dedication to preserving both tangible and intangible heritage with the UNESCO-recognized mercury story and workshops showcasing the intricate art of Idrija lace. 

Visitors can also actively participate in cultural preservation by learning traditional skills like printmaking in Ljubljana or knitting socks in Bohinj, or they can explore Žirovnica’s historical treasures by cycling the “Cultural Heritage Trail.” Events such as Jurjevanje in Bela Krajina further enhance Slovenia’s cultural scene, celebrating traditional folklore music and dance, and preserving the region’s pre-Christian spring rituals, offering a deep connection to Slovenia’s cultural roots.

Events embracing zero-waste practices 

Slovenia’s commitment to sustainability extends beyond its culinary traditions and into event management. Maribor has emerged as a pioneer in this field, hosting a series of events on their way to zero-waste, including the (Z)mešani festival, a vibrant mix of music, poetry, comedy, and educational content, which holds the distinction of being the first Slovenian event to achieve zero-waste certification back in 2018. The city also showcased its commitment to sustainability through the Art Kamp, a part of the renowned Festival Lent, and the truly unique ceremonious grape harvest of the oldest vine in the world, which earned the “Road to Zero Waste Event” title in 2021.

Outdoor sports events are also embracing sustainability, with the Soča Outdoor Festival actively promoting eco-friendly practices since the very beginning of 2013 and the Lahinja Trail holding the zero-waste title. 

Slovenia’s oldest, most nationally and internationally renowned folklore festival Jurjevanje, celebrates its 60th edition in 2024.

Sustainable mobility, bike rentals, and free public rides

Sustainable mobility is a priority for Slovenia’s green destinations. Initiatives like Ljubljana’s free Kavalir transport, a fleet of electric vehicles offering complimentary rides within the city center, and Velenje’s bus service “Lokalc” with free rides for the locals in the most visited areas encourage the use of public transportation. Many of the Slovenia Green destinations offer a public bike rental system that’s easy to use, while the “By train to culture in historic towns” campaign promotes rail travel for cultural excursions. 

To enhance both sustainability and the quality of life for locals, several popular Slovenian destinations, including Bled, the Kamnik-Savinja Alps area, Soča Valley, Ankaran, and others, offer free bus services. These buses provide convenient access to major tourist attractions, beaches, and hiking trailheads, encouraging visitors to embrace eco-friendly transportation options and reducing the environmental impact of tourism in these areas.

Accessible tourism 

Slovenia’s commitment to accessible tourism is evident across the country, ensuring a welcoming experience for all visitors. Laško, holding the EDEN (European Destination of Excellence) title for accessible tourism, leads by example with its certified disability-friendly infrastructure and focus on inclusive activities. The town boasts accessible routes, accommodations, and attractions, including its renowned thermal spas. Ljubljana, the capital city, has also implemented improvements, such as renovated pavements and accessible tourist attractions where you can access almost every part of the city with a wheelchair.

Other highlights include accessible natural wonders like Postojna Cave and the Treetop Walk in Rogla, as well as Izola‘s accessible beach. Additionally, Slovenia boasts some of the best spas that are very attentive to people with disabilities, such as Terme Olimia, Thermana Laško, Terme 3000, and Terme Ptuj. 

Ljubljana’s campaign to spread awareness of social justice and the city’s accessibility.

Management of tourist flows with sustainable products

To truly make sustainable tourism the go-to choice, destinations must offer activities and products that are inherently eco-friendly. As transportation accounts for a significant portion of tourism’s carbon footprint, focusing on sustainable mobility is crucial. Slovenia is paving the way with innovative products like the Slovenia Green cycling routes, which exclusively connect certified Slovenia Green destinations, accommodations, and restaurants. 

These routes not only offer a low-impact way to explore the country’s natural beauty but also prioritize ecological considerations, showcasing how tourism can be both enjoyable and responsible. Furthermore, these routes help manage tourist flows away from destinations facing overcrowding, encouraging visitors to explore lesser-known areas and travel during the off-season, thus mitigating the negative impacts of overtourism. The routes connect 31 Slovenia Green destinations and consist of over 1.800 km.

Certified sustainable travel agencies and tour operators

Slovenia actively promotes eco-conscious travel agencies and tour operators through the Slovenia Green certification, currently held by 8 businesses. One notable example is Visit GoodPlace, the first business in Slovenia to receive the globally recognized B Corp certificate for its high standards of social and environmental performance. 

These agencies design itineraries that minimize environmental impact by incorporating low-impact transportation options like cycling or train travel; they actively contribute to environmental conservation by donating to local initiatives, measuring the CO2 footprint of their tours, and offering carbon offsetting options to their clients. By employing local tour guides, these agencies ensure that the benefits of tourism directly support the community, reflecting their recognition of social sustainability, which includes prioritizing fair working conditions and employee well-being.