Over the past decade, the Slovenian Tourist Board has built one of the most structured and forward-looking national sustainability programmes in tourism – the Green Scheme of Slovenian Tourism (GSST), under the national umbrella brand Slovenia Green. It provides destinations and tourism businesses with practical tools to assess and improve their sustainability performance, while promoting their green operations through the Slovenia Green brand.

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Slovenia Green family brings together destinations, accommodations, restaurants, travel agencies, parks, attractions and convention centres that follow internationally recognised sustainability standards recognised by the Global Sustainable Tourism Council. But the brand represents more than a label — it is a symbol of trust, quality and responsible conduct. Its uniqueness lies in connecting all parts of the ecosystem — from national institutions and DMOs, to municipalities, tourism businesses and local communities— enabling coordinated development that reduces environmental impact, strengthens local economies and preserves natural and cultural heritage.

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Built on collaboration, credibility and transparency, the brand has gained international recognition for effectively turning sustainability goals into measurable results. This collective framework, rooted in trust and shared vision, is transforming Slovenia’s tourism sector and inspiring destinations worldwide to align industry growth with responsibility and long-term resilience. As we are stepping into the next decade for GSST in an environment that calls for a new kind of tourism, we believe that Slovenia Green is even more relevant today than it was in the past —one that builds resilience, supports local industry, and meets modern expectations for sustainability, digital trust, and meaningful travel.  

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This vision also aligns with the national brand I feel Slovenia, which represents the country as a whole – not only tourism, but also economy, culture, and innovation. As the umbrella identity for all national promotion efforts, it strengthens international recognition and credibility in green and sustainable development.