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Slovenia is the winner Best of Europe 2020 in sustainable tourism

The foundation for sustainable tourism Green Destinations yesterday announced online this year’s winners and finalists of the Sustainable Destination Awards since the this year’s Award ceremony at ITB Berlin was cancelled due to COVID-19 measures. The Award Ceremony is postponed to the Global Green Destination Days in Bodrum (Turkey), 6-8 October 2020.

Slovenia has been awarded Best of Europe 2020 for good practice in the field of marketing activities for dispersion of tourist flows over place and time. International tourism growth is exponential and managing tourism flows is more important than ever.

Slovenia is well aware what impact tourism flows can have on a small place like Slovenia. Reactions on tourism growth and undertaken measures to minimize negative impacts must be in line with transformed concepts of destination promotion (digitalisation, hyper connectivity). Developmental activities (such as The Green Scheme of Slovenian Tourism, researches and monitoring) are giving the basis for corresponding marketing strategies on how to address the growth of tourism and therefore manage tourism flows.

Slovenian Tourist Board has taken several measures in this respect: careful selection of target groups and markets, before and after season marketing activities, complete absence of high season campaigns, development of Slovenia Unique Experiences and tourist products, available throughout the year (special attention to culture, gastronomy, well-being, nature) and campaigns for promotion of less crowded tourist areas.